Many of these leads were part of a multidistrict litigation case (MDL) which is similar to a class action lawsuit. The value of many of these settlement payouts are potentially worth six figures or more.
This particular Google Ads Campaign was advertising to victims (or families of victims) that suffered injury/complications due to a defective metal hip replacement. Certain victims were eligible for compensation from the medical device manufacturer.
This was a national Campaign. In other words, the Campaign was marketing for anyone injured by these specific devices in the United States.
The following products were used to obtain and measure results shown in this case study
- Google Ads (PPC)
- Google Analytics
Having a firm understanding of what you’re advertising is important. Having a firm understanding of the audience you’re advertising to is even more important.
We started by conducting extensive research on the lawsuit, manufacturers, and possible injuries that victims may experience.
Using this research, we were able to come up with a list of very niche keywords and tailor the ad copy to these specific searches. We took this a step further and even designed multiple web pages based on various user searches.
We aren’t going to disclose the exact revenue figures; however, the overall ad spend was under $50,000 for this Campaign over the course of the year. Several of these manufacturers have paid out millions in settlements.
As you can imagine, the ROI for this Campaign has been quite substantial.
We measure these results by looking at several key performance indicators. One of the primary metrics we measure is the amount of conversions the client receives. A conversion means that a potential client called or submitted their contact information via email/chat.
Here are some Key Performance Indicators (KPI’s) from this PPC Campaign:
Time Frame: ~1.5 Years
(November 2017 through April, 2019)
Conversions - 263
Conversions mean leads, these are defined as a phone call or a client submitting their information through email or chat
Cost Per Conversion - $118.64
This is the average cost of a lead. Considering the potential monetary value per lead of this specific Campaign, this number is actually quite good.
Conversion Rate - 6.51%
This is the percentage of clicks that result in a lead. Again, considering the potential value per lead, 6.51% is actually very good.