How Parker & McConkie Achieved a Dramatic Increase in Phone Call Conversions YoY
-
2.4K
phone call conversions (Aug '23 - Aug '24)
-
$14.79 to $2.28
Paid Search CPC, September 2023 to August 2024
-
84K
clicks to the site from top-funnel channels
The challenge
Utah-based injury law firm Parker & McConkie was looking for ways to lower advertising costs while also driving strong performance and quality leads. Competitors congested much of the Out-of-Home Billboard and Paid Search ad space, driving up costs; bidding on high-traffic Paid Search keywords could cost upwards of $60 per click.
The approach
MCD employed a full-funnel media plan to place P&M top-of-mind, with a strategy to "own the niches" where competitors had a lackluster presence. Top-funnel media included Programmatic Display, YouTube Pre-Roll, and Audience Accelerator (static ads on YouTube Feeds, Google Discover, Gmail, etc.); Paid Search bidding centered on self-branded and less-competitive keywords. Targeting centered on Utah and Idaho with five ad segmentations (e.g. car accident, truck accident, dog bite).
The results
From August 2023 to August 2024, P&M garnered 2.4K phone call conversions from qualified traffic sources while maintaining a similar budget month-over-month, with volume ramping up after Audience Accelerator was introduced in February 2024. Top-funnel channels drove 84K clicks, and Paid Search cost-per-click fell from $14.79 in September 2023 to $2.28 in August 2024.
Every result, by the numbers
- 2.4Kphone call conversions (Aug '23 - Aug '24)
- $5.80Paid Search average CPC
- $14.79 to $2.28Paid Search CPC, September 2023 to August 2024
- 84Kclicks to the site from top-funnel channels
- 602KAudience Accelerator impressions per month (average)
- 680KProgrammatic Display impressions per month (average)
- 54KYouTube Pre-Roll impressions per month (average)
What we used
- Programmatic Display
- YouTube Pre-Roll
- Audience Accelerator (YouTube Feeds, Google Discover, Gmail)
- Paid Search on branded and less-competitive keywords
- Five audience segmentations
- Utah and Idaho geo-targeting
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