Olha Bodnar
Goal: The primary goal of this Google Dynamic Search Ads (DSA) campaign was to effectively promote the Family Sponsorship Program offered by the immigration law firm. The aim was to increase visibility, drive qualified traffic to the website, and generate high-quality leads for potential clients interested in family sponsorship services.
Challenge: The immigration law sector is highly competitive, and reaching the right audience can be challenging. Traditional keyword-based campaigns may not capture the diverse ways potential clients search for immigration services. Additionally, keeping ad content up-to-date with changes in immigration policies is crucial. The challenge was to create a dynamic and adaptive advertising strategy that could stay relevant to user queries and legal developments.
Solution: Implemented Google Dynamic Search Ads (DSA). DSA utilizes the content on the firm's website to automatically generate headlines, descriptions, and landing pages tailored to each user's search query. This ensured the ads were highly relevant and addressed specific immigration needs. By allowing Google's algorithms to match user intent with relevant ad content, we ensured that our ads reached a broader audience without relying solely on predefined keywords. The ad content was regularly updated to reflect changes in immigration laws, ensuring accurate and timely information.
To enhance targeting precision, I utilized specific ad customizers to tailor the messaging to users searching for family sponsorship-related queries. The DSA campaign also incorporated negative keyword lists to filter out irrelevant traffic and improve overall ad performance.
Results:
Additional insights:
Overall, Google Dynamic Search Ads proved to be a highly effective strategy for promoting the immigration law firm's services. The campaign delivered exceptional results, exceeding industry benchmarks for both CTR and CPC, and ultimately generating a significant increase in qualified leads.
Example:
Objective: Website Traffic
Campaign Type: Dynamic Search Ads
CTR = 9.84%
CPC = $0.03
For Legal, the Google Search Ads industry benchmarks are the following: