Case "Law firm Timofeev and partners"

#services

How to reduce the cost of a lead in an expensive legal niche and get a stable flow of requests with a budget of 40,000 ₽

Task and reason

The client approached with the task of generating requests through a landing page in a narrow but profitable area - reducing the cadastral value of commercial properties.

The main difficulty was that:

For direct search queries, CPC reached 600 ₽, which quickly “ate up” the budget.
It was necessary to attract commercial objects: shopping centers, buildings, industrial premises.
The goal is to increase the number of requests for free assessments, followed by signing the contract.
Target CPA - up to 3,000 ₽.
Monthly budget - 40,000 ₽, platform - Yandex Direct.

The company's USP was actively used:
free consultation, reduction of cadastral value up to 70% in the legal field, more than 300 cases won in court.

Growth plan

Allocate your budget effectively and avoid expensive clicks

SRA

up to 3000 ₽

SRS

up to 300 ₽

Requests per month

To effectively allocate the budget and avoid expensive clicks, a strategy was formed:

1. Separation of campaigns.

2 search campaigns: branded and highly targeted queries (for example, “reducing the cadastral value of a building”, “challenging the cadastral value of a shopping center”)
The rest of the campaigns were in YAN, where the CPC was only 20 ₽, which allowed us to receive more traffic.

2. Selection of the most targeted semantics.

Queries on competitor brands are also included.
3. Connecting analytics.
Installed Yandex Metrica and Google Analytics, set up goals for recording applications.
4. Call tracking.
Integrated Callibri to track calls and link them to advertising channels.
5. Creatives and retargeting.
Prepared visual materials for YAN and set up audience return.
6. Weekly optimization and reporting.
Constant work with semantics, bids, YAN sites and ad effectiveness.

Promotion

We used only Yandex Direct, but most effectively:

Search - narrow commercial queries + brand campaign.
YAN - main workload: targeting commercial real estate owners and retargeting.
Analytics + call tracking - for an accurate understanding of the real cost of each request.

Result

Despite the high CPC in the niche, we managed to keep the cost per lead below the target and ensure a stable flow of requests.

1 month

Budget: 40,000 ₽
15 calls (7 calls + 8 requests)
CPA = 2666 ₽

2 month

Budget: 40,000 ₽
19 calls (12 calls + 7 requests)
CPA = 2105 ₽

Major achievements:

The cost of a lead is 2000–2666 RUR, which is 1.5 times lower than the target CPA.
The client received about 20 new leads during the period.
The optimal structure of campaigns allowed us to minimize the impact of expensive search clicks.
Thanks to the right audience and semantics, we managed to achieve a stable flow of requests already from the first month.