Kenny Leigh & Associates
Increases Leads and Reduces CPA

Goal

Kenny Leigh & Associates is a large group of attorneys specializing in men-only family law across the United States. Their goal was to increase leads and reduce cost per click with paid Google ads.

Challenge

When we took over Kenny Leigh’s ad campaigns, we inherited several challenges:

1. They had 11 separate campaigns running, all with different budgets and all with settings and extensions implemented. 

2. Within each campaign, we found 3-5 ad groups. There was little to no consistency within those ad groups. 

3. You would expect more parity between the regional campaigns, considering Kenny Leigh offered the same services in each region. Yet, each region seemed to be its own entity. thing. Some of the regions had not captured an acquisition in weeks.

Solution

When we inherited our client’s ads account, we started by organizing and restructuring the ads platform to provide consistency. From there, we evaluated keywords and Google’s target audiences to align ads better with Kenny Leigh’s KPIs.

Properly organized ad campaigns: We ensured we could track conversions accurately.

Identified relevant keywords: Using Google Keyword Planner and other tools, we found keywords aligned with our client’s target audience and services.

Expanded keyword match types: To reach a wider audience and refine targeting, we experimented with broad, phrase, and exact match types.

Utilized negative keywords: We improved ad quality and reduced wasted spending by excluding irrelevant terms.

Results

October 2018
Total Spent on PPC: $24,355
Total Acquisitions: 92
Cost Per Acquisition: $264.73

October 2019
Total Spent on PPC: $35,531
Total Acquisitions: 604
Cost Per Acquisition: $58.83

Once we validated our method through real-world results, we were given a significantly larger budget in hopes of adding leads while keeping our CPA steady. 

October 2023
Total Spent on PPC: $68,616
Total Acquisitions: 1,043
Cost Per Acquisition: $65.76