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The Snyder Law Group Doubles Case Volume With LSA + PPC

Client Background

The Snyder Law Group is a personal injury law firm headquartered in Baltimore, Maryland. The firm focuses on medical malpractice, birth injury and sex abuse cases in Maryland and Washington, D.C. Scott & Michael Snyder, the firm’s managing partners, have been working for decades for the injured and disabled, and are proud to be members of the Million Dollar Advocates Forum®, an elite group of attorneys who have won settlements of over a million dollars.

In late 2022, The Snyder Law Group hired the Pareto PPC team to scale their digital advertising efforts. Historically, the Snyder Law team had been using a full-service marketing agency to handle their digital advertising, but they needed a specialized team with strong expertise in digital advertising and legal marketing to help bring their law firm to new heights.

Our Approach

Targeting Optimization

While auditing Snyder Law’s Google Ads account, the Pareto PPC team found that just over 40% of advertising spend was being spent outside of their target market due to improper location targeting settings. Additionally, the firm had been spending budget on irrelevant searches not specific to their target practice areas. For example, the firm was looking to generate car accident cases, but they had been accidentally targeting auto fraud and lemon law-related keywords.

Consequently, the Pareto PPC adjusted the geographic and keyword targeting of all campaigns, enabling all of their advertising budget to be spent on the most relevant locations and searches.

Budget Diversification & Optimization

The Snyder Law Group’s historic advertising budget had been solely spent on Google PPC campaigns.

The Pareto PPC Team launched Google Local Services Ads, Facebook Ads & Instagram Ads, which increased the reach of Snyder Law’s advertising efforts and enabled the Pareto PPC team to target prospective clients across various stages of the decision funnel. Within days of launching these new channels, the Snyder Law Group saw an immediate and consistent increase in phone calls, form submissions and live chat leads on their website.

Strategic Partnerships

Another finding from Pareto PPC’s audit was that the Snyder Law Group had experienced little to no organic search traffic growth over an 18-24 month time period. Despite the fact that Pareto PPC does not do any SEO-related work, we were able to connect the Snyder Law Group with our law firm SEO partner, Ranked Legal, to help them increase their organic search traffic.

As a result, the Ranked.Legal team was able to improve the Snyder Law Group’s organic search rankings, causing their traffic to increase organic search traffic and conversions by 20% and 136% respectively - all in just under 4 months!

The Results

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Category: Legal