Advocacy Practice

Small Advocacy Practice specialising in EHCP Appeals and Tribunal Representation 

Objective: 

To Deliver a manageable amount of leads for a small team of education advocates. To improve quality of leads 

Challenge: 

£500 per month budget; Previous strategy delivering inconsistent leads, many unqualified resulting in team putting a lot of work doing free consultations but no prospect of becoming a paying client 

Strategy: 

We did a detailed keyword research around 6 Key themes that educational advocates have expertise in: 

● 3x broadly EHCP related: EHCP Plans; EHCP Appeals; EHCP Refusal; EHCP Mediation; EHCP Needs 

● 3x legal service related: Education Solicitors / Education Lawyers / SEN Legal 

For most control, we created separate campaigns for each of the themes All Keywords were EM and we used Manual Bidding strategy 

We added 1x Brand Campaign 

First month showed that the most business potential is in bidding for a few selected keywords within the Education Solicitors Campaign and only selected EHCP themes. We reduced the number of active campaigns and bid for keywords with most commercial intent. 

Due to legal reasons, and as advised by the client, ads couldn't claim education advocates were Education Solicitors. We came up with Ad Headlines that still had our top converting keywords but without the claim. Education Solicitor too Expensive? Try Education Advocates 

We implemented negative lists excluding irrelevant terms such as legal aid; 

Results: 

In the first month after account takeover, 

● we increased conversions by +166% MoM

● It was also immediately clear that the quality of traffic coming in improved, due to much higher CTR by +118%. (2.5% 

● Lowered the cost per lead by 72% (costing £34 per lead) 

● Increased the phone call enquiries by +33% 

● We improved conversion rate by 103% (2.5%) 

● We lowered the average CPC by 43% (£0.86) 

Results after 1 month 

Results after 3 months

Thank you