Case Study: Boutique Employment Law Firm, Oakland, CA
This boutique employment law firm based in Oakland, CA, specializes in labor and employment law, class actions, and consumer fraud cases. With over 70 years of combined experience, they are known for fighting for the underdog. Despite their strong local reputation, the firm struggled with its online presence and lead generation efforts. Their PPC campaigns were ineffective, tracking was minimal, and they sought to expand their reach in the highly competitive employment law market in the San Francisco Bay Area.
Strategy
To address these challenges, we implemented a comprehensive digital marketing strategy focused on PPC, social media, local SEO, and content marketing. Our approach included:
PPC Campaign Optimization: We targeted over 1,500 long-tail keyword variations to minimize cost per click while ensuring the firm’s ads were visible across multiple platforms. By optimizing ad copy to emphasize their success in class actions and labor disputes, we improved Quality Scores and drove more targeted traffic to the firm’s website.
Social Media Advertising: We launched strategic social media ad campaigns on platforms like Facebook and Instagram. These ads targeted potential clients while increasing brand awareness, positioning the firm as a trusted authority in employment law.
Consistent Social Media Posting: Establishing a regular posting schedule with valuable content, including legal tips, case updates, and employee rights information, helped the firm engage their audience and build a loyal following, organically increasing their visibility and credibility.
Local SEO & Google Business Profile Optimization: We optimized their Google Business Profile, focusing on reviews, accurate information, and local SEO tactics to ensure they ranked higher in local search results, which significantly improved their visibility to clients in the Oakland area.
On-Page SEO & Blog Strategy: A key part of our efforts was enhancing their on-page SEO by consistently publishing blog posts relevant to employment law, worker rights, and class actions. These articles not only provided valuable information to potential clients but also helped the firm organically rank higher on Google for a wide variety of employment law-related searches. By targeting specific, localized keywords in each post, the firm steadily improved its search engine rankings.
Challenges
Competitive Market: Employment law keywords are among the most expensive, with Pay Per Click costs averaging between $15 and $50 per click.
Lack of Tracking: Minimal tracking efforts made it difficult to optimize campaigns or understand which keywords were driving results.
Budget Constraints: The firm had a fluctuating monthly budget, necessitating strategic resource allocation to drive high-quality leads without overspending.
Results
Our strategy delivered substantial improvements:
516% Increase in Average Monthly Leads
100% increase in pages per visit and a 110% increase in time on site, reflecting higher engagement and interest in the content.
Bounce rate dropped by 30 percentage points, indicating more qualified traffic.
22% decrease in PPC costs, while monthly lead volume surged by 516%.
Local SEO rankings improved considerably, generating a steady flow of organic leads through the optimized Google Business Profile.
Higher organic traffic due to consistent blog content, which positioned the firm as a leader in the employment law space.
Additionally, the firm experienced an average year-over-year lead generation increase growth of 42.48% between 2021 and 2023, reflecting the sustained success and ongoing momentum built through these strategic efforts.