Boosting Engagements with Programmatic Advertising For Legal

Media Buyer

Marketing Strategist

Performance Marketing Specialist

Campaign Manager 360

Google Ads

Google Analytics

⭐️Empowering Individuals Over 50: A Comprehensive Programmatic Campaign for Social Security Disability Benefits (SSDI)

Brand: DisabilityForOver50

Vertical: Legal

Geography: USA

Campaign Type: Multi-Channel

Budget: +$67,000

Campaign Flight: Ongoing

Campaign Strategy: Focus on driving qualified engagement through lower-funnel goals like phone clicks and form completions, supported by new creatives based on top-performing contextual keywords.

Platform: DV360, Pulsepoint, Connected TV (CTV), Podcasts, Programmatic Mails, Google Ads, Facebook

By focusing on lower-funnel actions, I helped them drove a substantial engagement and conversions, with over 13,000+ landing page conversions and more than 215+ direct phone calls—a testament to the power of precise targeting and creative strategy.

👉🏽The Challenge: Connecting with Individuals in Need of Disability Benefits

DisabilityForOver50 aimed to assist older Americans by determining if they qualified for Social Security Disability Benefits and encouraging them to engage with Premier Disability Services. The challenge was to drive deeper engagement by optimizing key actions like phone clicks, form submissions, and form completions—all while ensuring I connected with the right audience.

📣Mission: Driving Qualified Engagement for Premier Disability Services

Our campaign had a clear objective: to increase the number of qualified conversions by targeting individuals who were likely to benefit from Social Security Disability services. This meant focusing on the lower funnel, ensuring that users were not just clicking ads but also taking meaningful actions like submitting forms and making phone calls.

☝🏽Strategy in Action: Targeted Optimization Across Multiple Platforms

1. Shifting Focus to Lower-Funnel Goals

To drive more meaningful conversions, I removed higher-funnel events from our custom bidding algorithm. This shift allowed us to prioritize critical actions like form completions, phone clicks, and successful submissions. By focusing on these lower-funnel goals, I could maximize engagement with more qualified users.

2. Introducing New Creative Based on Contextual Keywords

Creative is always a key driver of performance. In this campaign, I introduced new ad creatives tailored to the top-performing contextual keywords. This approach ensured that I captured the attention of our most relevant audience—those who were actively searching for disability benefits and related legal services.

3. Multi-Channel Execution: Reaching Audiences Where They Are

The campaign utilized a diverse range of platforms to reach the target audience:

DV360 for programmatic video and display ads

Pulsepoint, targeting specific health conditions and populations

Connected TV (CTV) to engage with users in a non-intrusive, content-rich environment

Podcasts to reach listeners with informative, trust-building messages

Programmatic Mails for direct, personalized outreach

Google Ads to capture high-intent search traffic

This broad, cross-channel approach helped us reach users at multiple touchpoints, increasing the likelihood of engagement and conversion.

✍🏽Creative Excellence: Crafting Impactful Messages That Resonate

To truly connect with our audience, the campaign’s creative strategy focused on delivering emotionally resonant messages:

“Are You Over 50? You May Qualify for Social Security Disability Benefits” – This direct message targeted individuals in need of legal help, emphasizing the personal benefit.

“Get Help Navigating Social Security Disability: Start Your Application Today” – Encouraging users to take action by simplifying the process.

“Don’t Miss Out on Your Disability Benefits—Find Out if You Qualify” – Highlighting urgency and offering a clear next step.

These creatives were designed to educate and motivate, driving higher engagement and meaningful conversions.

👏🏽Driving Results: Optimized for Conversions and Engagement

Through focused targeting and refined creative execution, the campaign generated impressive results:

Revenue Generated: $67,000

Impressions: 35.3 million

Clicks: 52,185

Cost Per Click (CPC): $2

eCPM: $0.7

Click Rate (CTR): 0.1%

Total Conversions: 13,728

Quality Views: 10,063

Form Successes: 43

Click-to-Call (Clicktel): 215

✨DisabilityForOver50’s Success Story: Helping People Navigate Complex Legal Processes

This campaign was about more than just numbers; it was about connecting with people who needed help. By streamlining the ad strategy and creating tailored messages, provided meaningful support to those over 50 seeking disability benefits.

The results speak not only to my programmatic success but also to the impact I made in helping individuals navigate the often-confusing legal landscape of Social Security Disability.

🥇Let’s Build Your Success Story Together!

If you're ready to elevate your brand with programmatic advertising that drives both results and engagement, let's collaborate. I’ll help you harness the power of data and creativity to achieve your business goals.