Over the last many months we have worked with numerous clients and we have managed spends upwards of $300,000.

We have taken over some campaigns, and we have built other campaigns from scratch. Some firms have given us free reign, others have only had us work on specific aspects of their campaigns.

Unfortunately, every single firm we have worked with has not had sufficient tracking and KPIs set up to monitor incoming new business by advertising channel (and in most cases, they do not have tracking or KPIs set up for anything). Not every client has had perfect tracking from day one, but they are always improving it.

If you would like a full breakdown of the right KPIs you should be measuring for your law firm contact me.

We have had the luxury of working with multiple clients, in different legal niches, of different sizes, and even different states and countries, some clients used one or two digital advertising channels, whilst others used six.

We crunched the numbers and found that the multi-channel advertising did have a compound effect – it increased customer revenue per dollar spent by more than 25% across the boards, and more importantly, showed that we could increase returns on each of our six main digital advertising channels.

Through a number of tests, we figured out the ideal allocation of budget for the highest returns and scalability. Do not make the mistake of looking at the numbers and seeing channels with the highest rate of return on spend and just scaling them. You will lose the synergistic effects, and you are limited by the total customer revenue you can get if you maxed out your spend on a given channel (we did this for both New York and London).

Below you can follow along and work out your ideal allocation of budget.

Go through your last 12 months of paying cases and assign each oen that came from online means to the following:

  • Paid Search
  • Organic Search
  • Facebook Advertising
  • LinkedIn Advertising
  • Online Video
  • Legal Directory Sites

Then figure out the average customer value of each of those cases.

Then add up the total customer value on each channel and divide it by the money you spent on that channel in 12 months to get your return factor % by channel.

We don’t ecpect all of your channels to perform as well as ours, but you should see somewhat similar trends (although possibly lower percentages).

For divorce law firms (an area we focus on), after refining our campaign, this is what we saw in terms of value per channel.

  • Paid Search: 328%
  • Organic Search: 462%
  • Facebook Advertising: 435%
  • LinkedIn Advertising: 289%
  • Online Video: 272%
  • Legal Directory Sites: 333%

Next, consider there is a maximum amount of cases to be won on each channel, from this we can give a multiplication factor as to the maximum value you could achieve from each advertising channel. We have done this relatively, based upon percentages from our data. The potential value of the channel is our return factor x the channel multiplication factor. These are averages, so they are normalised enough to be useful for your projections.

  • Paid Search: 38x
  • Organic Search: 18x
  • Facebook Advertising: 13x
  • LinkedIn Advertising: 2x
  • Online Video: 11x
  • Legal Directory Sites: 18x

Potential Value of each channel works out at:

  • Paid Search: 12,464
  • Organic Search: 8,316
  • Facebook Advertising: 5,655
  • LinkedIn Advertising: 578
  • Online Video: 2,992
  • Legal Directory Sites: 5,994

This gives you a weighting for your budget for an overall set of campaigns. You get to grow and scale each channel for a maximum of results. This is good practice as you will generate more incoming cases because you are ubiquitous across channels your prospects use. This has a compound effect and increases conversion rate. It also means that you capture the attention of every prospective client that you can, as different clients will notice your offering on different platforms.

Use the calculator below to figure out how you should spread your digital advertising budget based on all of our data.