THE CHALLENGE
Shook & Stone had a poor experience with their former agency. Their previous campaign lacked strategy, testing, and a clear direction of goals and key performance indicators (KPIs). Most of their budget was spent on a competitor campaign that resulted in low cost per acquisition (CPA) but non-converting leads. From this campaign, potential leads would call Shook & Stone, but quickly inquire about other law firms — and a separate auto accident campaign resulted in only 1 to 2 leads per month.
There were several missing aspects that limited Shook & Stone’s previous strategy. First of all, spending the marketing budget efficiently was not a priority, and there were no new budget or strategy recommendations after the initial campaign did not appear to be working. There was no attempt to retarget leads with Display or YouTube ads. The former agency also did not recommend campaigns specific to Reno, where Shook & Stone has an office.
The strategy was also missing
Specific objectives and key results (OKRs)
A/B testing landing pages
A/B testing of headlines and CTAs in ads
Testing of new keyword groups and variations
Shook & Stone turned to Avalaunch to increase leads through calls and onsite form fills, utilizing multi-channel strategy, set OKRs, and recommendations for overall growth.
