The client

Our client is a specialist property management law firm, with expertise in a niche area of law. Their clients range from nationwide property companies to individuals.



The challenge

Following the launch of our clients’ new Impression-built website, Impression’s PPC team were tasked with:

  1. Efficiently implementing the newly sorted conversion tracking in the PPC campaigns
  2. Integrating PPC tracking with the clients’ in-house CRM
  3. Maximising lead volume within a given budget and promote the client as experts in their niche area of property law

The strategy

Site optimisation

Our client’s website provides in depth descriptions, as is necessary for the services they sell.

Impression sought to optimise the site to function as both an information source as well as being PPC-friendly and delivering high conversion rates as a result.

This was achieved through creating PPC-only landing pages, split testing these in ads alongside the original content-rich pages. These PPC-friendly pages included only the essential information for the area the user was looking for, with a custom contact form with in-built functionality that allowed vital information to be pulled into the client’s CRM, allowing for continuously improved lead quality through client feedback.

Conversion rate in ads linking to these pages was 1.5x better than ads using the original landing pages.

Campaign expansion & development

To further drive down CPA, Impression used an incredibly granular structure to fully capture the client’s desired audience, and reactively restructured the campaigns continuously in response to market trends.

Furthermore, segmented Display remarketing campaigns corresponding to the services that the client offers were set up, all with bespoke ad copy to re-engage users who might already be considering contacting the firm.

Thought-leading brand promotion

Impression launched an Outbound Display campaign promoting the client’s “Resource Centre,” a section of the site dedicated to useful articles and downloadable materials on their areas of property law. Aimed at an audience with a defined interest in these areas, Impression has helped promote the client as the go-to property law specialist.

The results

The following results represent stats from the new Impression-built site to present (June 2017-April 2018):

increase in conversions
decrease in CPA
increase in users since new site launch

“I’ve worked with a number of digital agencies and the difference with Impression is clear. They are desperate to succeed and deliver leads and conversions to their clients. I’ve found the PPC team extremely knowledgeable about tactics and approaches to maximise budget while at the same time applying them to often complex legal solutions”

Find out what we can do for you

Your digital strategy should be having a direct impact on your business bottom line. If you’d like to find out how we can help you achieve better results, get in touch today! Simply fill in the form below and a member of our team will be in touch. Alternatively, give us a call using the number at the top of the page.

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