62% increase in personal injury leads through AdWords campaign for solicitor firm

Operating from its head office in Rawtenstall with additional offices in London and Manchester, Mulderrigs Solicitors are specialists at handling claims for compensation after an accident or professional negligence. The team at Mulderrigs needed to increase the quantity and, more importantly, the quality of visitors in order to increase enquiries in the crowded, highly competitive market of personal injury leads.

Outline strategy

Mulderrigs was already using Google AdWords to send visitors to its website but, in order to increase the performance of AdWords campaigns, the firm needed to better understand the way that users interacted with its site and what could be done to increase the number of personal injury leads achieved from existing traffic levels.

The primary objectives for our Google AdWords Specialists were to increase Mulderrigs’ share of the search market for its specialist areas of personal injury claims, as well as to increase the number of high value enquiries and reduce budget on areas which did not produce sustainable leads.

On top of Google Adwords, Pay Per Click campaigns were used on Bing and Yahoo! to increase traffic volume. We also sought to extend the reach and influence of the Mulderrigs brand among a targeted set of relevant businesses and make valuable personal connections using LinkedIn ads.

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more leads generated
reduction to average cost per lead
more leads generated
reduction to average cost per lead


Our team’s optimisation of the Pay per Click campaigns on Google AdWords, Bing and Yahoo networks increased the number of personal injury leads generated by more than 60%.

The click through rate on Google AdWords Search campaigns was increased by a huge 180%, achieved through increasing traffic quality and ad text. In turn, these factors increased AdWords Quality Scores and reduced the average cost per click by 28%.

As a result of optimising Mulderrigs’ campaign, website, landing pages and content, the average cost per lead to persuade visitors to the site to make an enquiry was reduced by 22% – that’s 28% more leads for the same budget spent.

I’ve been really happy with the results we’ve achieved in such a short space of time. The team has really engaged with our business and given us lots of feedback about the work they are doing and what we can do ourselves to improve results even further.There are significant changes in our industry right now. The digital strategy is critical to our ongoing success. Working with Tillison Consulting gives me confidence that we can move our business forward in these challenging circumstances.

Paul Mulderrig – Managing Director, Mulderrigs

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