Client Objective

A nursing home lawyer sought to strengthen awareness and accelerate case leads through a Paid Social and Paid Search advertising campaign, with conversions tracked through form fills and phone calls.

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Mspark’s Innovative Strategy

Multi-Channel Approach

Activated a multi-channel strategy across Paid Social and Search (SEM) to capture both awareness and high-intent demand, targeting individuals with loved ones in nursing homes.

Paid Social Media

Paid Social was used to expand reach and engagement, targeting lower-income zip codes within key geographies, along with additional interest-based audiences to uncover new opportunities.

Search Engine Marketing

Leveraged Search Engine Marketing as the primary conversion driver, targeting high-intent queries aligned to specialized legal needs, and adding negative keywords to reduce unqualified traffic.

Campaign Optimization

Optimized toward cost-efficient lead generation, focusing budget on tactics delivering the lowest cost per lead and improving efficiency against industry benchmarks.