Military Justice Attorneys Digital Lead Generation

Digital
Defense

Understanding military servicemembers’ online search behaviors helps Military Justice Attorneys drive new business.

Military Justice Attorneys (MJA) specializes in the representation of active duty military servicemembers who are under investigation, pending courts-martial, or administrative separation due to allegations of misconduct. MJA came to Graphica initially to update their website and manage its Google AdWords pay-per-click (PPC) campaigns. While Graphica now acts as the brand steward, including outdoor advertising, social marketing campaigns and brand identity, the major ongoing focus remains on MJA’s lead-generating PPC campaigns.

Google Search Results for MJA

The challenge: Reach servicemembers in a timely manner

MJA uses Google search advertising to allow for military servicemembers to find their firm when under investigation and in need of legal representation. These matters are usually time-sensitive and often the servicemember is not familiar with the process. Prior to Graphica, MJA was running broad-based PPC campaigns that were not really targeting the servicemembers and their immediate needs. While clicks and conversions were being generated, the cost-effectiveness and overall efficiency of the campaign wasn’t being validated.

Our solution: Leverage keywords to drive traffic

Graphica worked in conjunction with MJA to create geographically-specific campaigns that would target servicemembers where they worked and lived, leveraging keywords that would drive traffic to MJA.law. Over the months, the campaign was constantly optimized for better performance.

MJA Results

The result?

An ongoing campaign that produced a steady flow of qualified leads, as well as robust search engine branding for the international law firm. Between August 2015 and June 2016, MJA pursued 101 of the 375 leads that were generated, resulting in 21 new clients during this period alone. The number of ad impressions (243,837) received 3,633 ad clicks representing an average click-through rate of 1.49% over the entire campaign, trending beyond 2% for the last 90 days. This means that MJA earned as much as $9 for every $1 spent, truly maximizing their digital marketing investment.