The Snyder Law Group Triples Case Volume With LSA + PPC

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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 Legal 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 Legal 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, Pareto Legal 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 Legal Team launched Google Local Services Ads, Facebook Ads & Instagram Ads, which increased the reach of Snyder Law’s advertising efforts and enabled the Pareto Legal 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.

Revamped Ad Creative

Pareto Legal also helped Snyder Law develop new ad creative to highlight their value propositions, client success stories, and more. This meant having multiple brainstorm sessions to come up with and pick the best creative ideas, developing a testing roadmap, rewriting all their ad copy, connecting the firm with our design and video production partners to create the images and videos, and then testing various messages, images and videos until we found the optimal mix of creative that drove the highest engagement and conversion.

The Results

Within 6 months of our partnership, Pareto Legal was able to triple The Snyder Law Group’s monthly personal injury case volume! We’ve been partners for nearly 18 months now, and the firm has hired 3 new paralegals since we started working together to help their lawyers keep up with their burgeoning case pipeline.