The goal
The aim of the campaign was to support high net worth clients in complex family matters as well as boost UK family law client numbers. To reach this audience, Michelmores appointed Bigwave to run and manage Paid Media (PPC) campaigns.
“Our family law campaigns ran via Google Ads. This started with a conversion optimised landing page built in-house by our team of talented website developers. Campaigns were then planned and launched by our team of paid search experts.”
Gemma Ross
Head of Paid Media at Bigwave
The strategy
In order to reach the right customers for Michelmores’ Family team, we created personas based on an ideal client cross-referenced with the current client base.
Focusing on the local Exeter market, we identified high intent, service-based keywords through initial research, hyper-focused with continued optimisation. We then showed ads targeting these keywords exclusively within a pre-determined geotagged area that we believed would align most closely with the created personas.
The results
Since Michelmores asked Bigwave to run their PPC activity in 2020 we have introduced almost 300 validated leads, 1/5 of which have been for high-value clients. We have also showcased our client ahead of competitors by gaining a leading share in the targeted areas.
In all, we have achieved a sustainable low cost-per-conversion relative to the value of a successful lead that continues to provide new clients to the company.
