In order to achieve the business objectives, increasing leads and enhancing rebrand recognition, we created a new AdWords account, for ease of management and the addition/removal of services with minimal friction.

The 4 brand campaigns we launched focused on:

• ‘Jackson Lees’: to capture new searches which would appear following offline promotion for the rebrand.
• ‘Jackson Canter’: as a popular, existing brand, we continued showing ads for this brand, to prevent losing potential customers to competitors. Adding the phrase ‘Now Jackson Lees’ in the H2 field informed potential customers of the rebrand.
• ‘Lees Solicitors’: using insights from the previous account, we selected the best performing keywords and informed the public of the acquisition, whilst redirecting them to the new website.
• ‘Broudie Jackson Canter’: focused on capturing the audience specifically seeking Criminal Law and Legal Aid services. Though volumes are low for this brand, these cases form an important part of the business.

Generic campaigns included relevant keywords, in Exact and Phrase match only, and geo-targeted the area where Jackson Lees operates. This made the most of the available budget, ensuring higher visibility at a local level, rather than targeting a wider area.

For Generics + Location, we created 5 campaigns, targeting generic keywords solely where Jackson Lees has offices: Liverpool, Birkenhead, Heswell, West Kirby and The Wirral. We strategically chose to geo-target these campaigns, rather than aiming nationally, generating more conversions at a lower cost.

We created new ad copy, advertising ‘Now Jackson Lees’ and ensuring the services offered by Jackson Lees and Broudie Jackson Canter were differentiated.

In order to improve Click Through Rates, we focused on key selling messaging, such as ‘Award Winning’, ‘250+ Experts’ or ‘Full Service Law Firm’, whilst differentiating from other law firms by targeting emotional elements, with messages such as ‘With You All The Way’, ‘On your Side’ or ‘Here to Fight your Corner’, which aligned with new brand messaging.