www.hop2thetop.
com
Background
A mid sized law firm was struggling to produce cases from paid advertising at
a reasonable acquisition cost, despite working with 2 well known legal market-
ing agencies. Hop2Thetop engaged with the client mid 2024 to take over paid
marketing efforts with the goal of improving CaC (customer acquisition cost)
and growing the firm.
Objectives
Objectives were to reduce CaC (customer acquisition cost) to below $3,000
per case and grow the number of cases produced each month.
Retained Cases Acquisition Cost Per Case
Strategy
The strategy began with a deep dive audit of their current efforts run by a large
marketing agency. Opportunity areas were identified including campaign struc-
ture, match type usage, case category and avatar strategy, bid strategy, budget-
ing, ad copy strategy, and landing page strategy. The plan included an account
restructuring, while continuing to run a few of the existing campaigns alongside
newly structured campaigns, effectively A/B testing the new strategy against the
existing one. A proactive optimization schedule was implemented to continually
work towards higher campaign ROAS/ROI.
Implementation
Changes were implemented shortly after providing the initial audit, and hundreds
of changes were made to the campaigns in month 1, including but not limited to
creating new campaigns around best practices and structures which historically
have worked for other local service companies and law firms.
Results
The outcomes were as follows:
75% Improvement in estimated Return on Ad Spend (ROAS) within 30 days
of optimization.
161% Improvement in Return on Ad Spend (ROAS) compared to baseline,
within 90 days of optimization.
Over 300% improvement in quality call volume within 30 days of optimiza-
tion.
Reduction of cost per case from over $10,000 per personal injury matter, to
under $4000 per matter, in less than 30 days of optimization.
Further reduction of cost per matter to under $3,000 per matter within 90
days of optimization.
Growth for the firm to over 100% increase in case volume overall for the
firm.
Note: Estimated ROAS was based on closed matters + “wanted” cases
Results (Continued)
Month Cost Cost/ conv. Avg. CPC Case Vaues ROAS
Jan24 $102,443.67 $241.04 $49.02 $183.00 0
Feb-24 $94,022.40 $275.74 $52.64 $153.00 0
Mar-24 $47,305.74 $273.44 $37.69 $66.00 0
Apr-24 $93,443.18 $622.95 $41.94 $73.00 0
May-24 $116,584.67 $485.77 $53.80 $100.00 0
Jun-24 $71,518.07 $436.58 $40.36 $54.00 0
Jul-24 $89,756.14 $149.34 $22.96 $144,228.00 $1.61
Aug-24 $84,192.41 $123.40 $19.89 $237,271.00 $2.82
Sep-24 $82,361.43 $124.23 $20.14 $236,263.00 $2.87
Oct-24 $79,586.13 $126.73 $22.66 $334,210.00 $4.20
Nov-24 $81,495.62 $156.73 $26.06 $239,190.00 $2.94
Dec-24 $78,668.58 $188.22 $29.64 $163,173.00 $2.07
Jan-25 $79,288.85 $181.86 $26.97 $332,159.00 $4.19
Feb-25 $85,065.17 $131.05 $26.21 $380,329.07 $4.47
Challenges and Learnings
Key challenges included keeping consistent results despite significant
turnover and understaffing in the firm’s intake department.
Some seasonal downtrends were experienced from Thanksgiving to New
Years. Will incorporate this learning into seasonal budgeting.
Temporary technical issues related to data caused a drop in case results
in March 2025.
Conclusion
Overall results for this campaign are very strong and we expect continued
growth in 2025 as we continue to optimize.
We were able to achieve exponentially more profitable results than 2 other
major firms who were previously handling the account.