When a family law firm based in Ontario partnered with us, their goal was to attract more qualified leads using all lead generation strategies. They wanted to position themselves as a trusted choice in a competitive legal market while maximizing their marketing budget.

Here’s how we used a combination of SEO and paid ads to create a winning strategy.

The Challenge: Building Visibility and Credibility

The family law firm faced two key challenges:

1. Their website wasn’t ranking for important keywords, and they had very little traffic to the site.
2. They relied on referrals and word of mouth, which didn’t bring in a steady flow of new clients.

They needed lead generation services to drive traffic, attract the right audience, and turn visitors into inquiries.

Our Approach: Integrating Ads and SEO

[image]

To address these challenges, we developed a two-part strategy that combined the strengths of SEO and paid ads.

1. Strengthening SEO for Long-Term Growth

Our first step was optimizing the law firm’s website to attract organic traffic. This involved:

• Focused on keywords like “family lawyer in Ontario” to reach people searching for local legal help.
• Added blogs and pages to answer client questions and rank higher in search results.
• Organized the website to make it easier for visitors to find what they need.

These SEO efforts created a strong foundation for sustained growth by improving visibility and driving organic traffic.

2. Leveraging Paid Ads for Immediate Results

While SEO works over time, we implemented paid ads to generate leads quickly. 

• Used high-intent keywords in Google Ads to target people looking for immediate legal help.
• Designed ads to reach clients in key locations and connect with the target audience.
• Included clear calls to action, like “Book a Consultation,” to encourage next steps.

By combining organic search with paid advertising, we ensured the family law firm could attract leads both immediately and in the long term.

The Results: Effective Lead Generation Strategies in Action

The results of this integrated approach were impressive:

• Increased visibility: Organic traffic to the website grew by 60% over six months.
• Steady lead flow: Paid ads drove a 35% increase in consultation bookings within the first three months.
• Improved engagement: Visitors spent more time on the site, exploring multiple pages and engaging with the firm’s content.

By combining SEO and paid ads, the family law firm created a lead generation strategy that worked to bring in potential leads and build the sales funnel in the long term.

Why This Approach Works

Paid ads brought in immediate sales to pay off the investment in SEO. The SEO used the traffic from the sales ads to build long term organic growth.

• SEO builds trust: Appearing in organic search results increases credibility and establishes your business as a trusted authority.
• Ads deliver speed: Paid campaigns allow you to target high-intent users and generate leads immediately.

The Long Term Results

By combining SEO strategies and targeted ads, the family law firm achieved impressive results.

Here’s what they accomplished over the past two years after the initial strategy:

• Monthly Website Users: Increased from 1,474 in January 2022 to 2,018 in January 2024 (+37%).
• Total Leads Across All Channels: Grew from 51 in January 2022 to 107 in January 2024 (+110%).
• Google Ad Leads: Rose from 24 in January 2022 to 47 in January 2024 (+96%).
• Cost Per Lead (Google Ads): Increased from $34.63 in January 2022 to $43.43 in January 2024 (+25%).

Want to see results like this? Book a free discovery call.

How You Can Use This Strategy for Your Business

Combining SEO and paid ads isn’t just for law firms—it’s a powerful strategy that any business can use to grow. Here’s how you can implement these lead generation tactics to attract high-quality leads and turn visitors into customers:

Leverage Content Marketing to Attract the Right Audience

High-quality blog posts and service pages are essential for driving organic traffic. By creating content that answers questions and solves problems, you’ll improve search rankings and build trust with customers.

For example, write blog posts that address common concerns in your industry or explain how your services solve specific challenges. This approach attracts visitors to your website who are already interested in what you offer.

“Don’t just write for Google. If you wouldn’t send that article to a current client then you shouldn’t post it. Blogs are not dead and it is your job to create content that will capture someone truly interested in your services.” – Tianna Mamalick, Principal SMB Marketing

Run Targeted Marketing Campaigns to Generate Leads

Pair your organic efforts with paid marketing campaigns to reach your audience faster. Use Google Ads or social media ads to target high-intent keywords and promote your content. Campaigns can also highlight specific offers or services, making it easier for potential clients to take action.

Completing your SEO before launching paid ads sets your site up for faster success. When you drive traffic through paid ads, it gives search engines like Google and Bing more data to analyze, helping them better understand your site. This boost in traffic can accelerate your organic ranking growth, creating a powerful synergy between SEO and paid advertising.

Focus on High-Quality Leads

Not all leads are created equal. This strategy works best when you target people actively looking for your services. Using lead generation tactics like keyword targeting and tailored content ensures you attract high-quality leads who are more likely to convert.

Engage Existing Customers

Don’t forget about your existing customers. Use this strategy to keep them engaged by creating relevant content that adds value, like updates on your services or industry tips. You can also retarget them with paid ads for cross-selling opportunities.

By using content marketing, targeted campaigns, and strategies to attract high-quality leads, your business can bring in more steady leads from your website.

If your business is ready to create a strategy that brings in leads and builds lasting growth, we’re here to help. Let’s talk about how ads and SEO can work together to drive your success.