Muller Brazil, a leading personal injury law firm, sought to expand its service offerings into new personal injury verticals, including automobile accidents and workers’ compensation. Historically reliant on traditional marketing methods such as print ads, direct mail, and referrals, Muller Brazil faced challenges in generating high-quality leads in a highly competitive legal landscape. To overcome this, the firm transitioned to digital marketing with a focus on Google Ads.

Project Objectives

• Establish a Digital Presence: Build awareness for new personal injury verticals and attract online traffic.

• Generate Qualified Leads: Capture high-intent inquiries for auto accident and workers’ comp representation.

• Control Cost-Per-Lead (CPL): Compete effectively in high-CPC markets while remaining cost-efficient.

• Differentiate the Brand: Highlight client outcomes, legal expertise, and ease of engagement to build trust online.

Google Paid Search (Lead Generation – High Intent)

Goal

Capture individuals actively searching for legal assistance related to car accidents and workplace injuries.

Tactics Implemented:

• Keyword Strategy:

  • Focused on high-intent search terms such as:

    • “Car accident lawyer near me,” “injured at work legal help,” “workers’ comp attorney.”

  • Built negative keyword lists to exclude unqualified traffic (e.g., “free legal advice,” “DIY lawsuits”).

  • Segmented campaigns by vertical: Auto Accidents and Workers’ Compensation.

• Geo-Targeting & Demographics:

  • Focused ads on specific cities and counties with higher incident rates.

  • Targeted users aged 25–60, most likely to seek legal representation.

• Ad Copy & Extensions:

  • Created persuasive, benefit-driven headlines and descriptions.

  • Highlighted “No Win, No Fee” policy and free case evaluations.

  • Used call extensions for mobile users and sitelinks like “Client Testimonials” and “Schedule Consultation.”

• Landing Pages:

  • Built dedicated landing pages for each vertical:

    • Auto Accidents: Included client wins, types of accidents covered, and trust-building CTAs.

    • Workers’ Comp: Included FAQs, legal process overview, and form submissions for case details.

  • Fully responsive, mobile-optimized design to capture leads on the go.

• Bid Strategy & Budgeting:

  • Implemented Target CPA bidding to maximize leads at a set cost per acquisition.

  • Allocated budgets based on real-time performance—investing more in top-converting verticals.

• Performance Monitoring & Optimization:

  • Ran A/B tests on headlines, CTAs, and descriptions to improve click-through and conversion rates.

  • Monitored campaign performance daily; paused underperforming keywords and reallocated spend accordingly.

Google Display Network (Brand Awareness & Retargeting)

Goal

Increase visibility, retarget warm audiences, and build brand familiarity in a high-competition space.

Tactics Implemented:

• Custom Audience Segments:

  • Targeted users based on browsing behavior, legal interest categories, and prior site visits.

  • Created separate audiences for auto accidents and workplace injury topics.

• Visual Ad Creative:

  • Designed clean, mobile-friendly display ads that emphasized urgency, expertise, and free consultations.

  • Used brand colors and clear CTAs such as “Get Legal Help Today” and “Start Your Free Case Review.”

• Remarketing Campaigns:

  • Re-engaged users who visited landing pages but didn’t convert.

  • Sequenced messaging based on previous actions—e.g., showing case results to returning users.

• Placement & Contextual Targeting:

  • Strategically placed ads on legal advice websites, news articles on accident laws, and local community blogs.

• Frequency Capping & Budget Control:

  • Prevented ad fatigue by limiting the number of times a user would see an ad per day.

  • Optimized spend toward high-performing placements and time slots.