Yesterday a personal injury lawyer that I work for had an amazing day on Google Ads. They spent $12,800 and in return they got 7 car accident cases, with another 3 car accident cases pending. Assuming they just get the 7, the cost per case was $1,829.
That’s a great day and an outlier day. This account usually gets a cost per case closer to $5,000, but the reason I share this outlier day is not because it was one day of good results, but because what’s interesting is that the client was totally out of the office and offline for a planned medical procedure. The client being totally removed from their law firm, but their law firm bringing in 7 car accident cases in one day is what I find interesting. The client was able to generate over $100,000 of profits in one day while being completely removed from their business because they had invested years into creating their own marketing algorithm.
This client’s Google Ads account is like a marketing algorithm that we have created. Over years we’ve spent a lot of money, gotten a lot of data, used the correct data to the best extent possible, and very importantly, defined what success looks like to us the entire time (and changed that over the years when it was appropriate to change it). Our success goal (cost per case for this account) has been our north star the entire time, and that north star has guided all the work that we do in this account. It is very important to pick out one north star goal, to prioritize it, and to make sure it’s the correct goal to have.
Years of focusing on our success goal and nurturing our account have led to us creating a marketing algorithm that runs our Google Ads account that then produces profitable and consistent results. It’s not the same cost per case or case volume day to day or week to week, but generally, month to month, we know what we can expect for the cost per case and the case volume. And this reliability allows the business owner to step back from their business when they need to, and yet still keep the profits coming in. The marketing algorithm is the unlock.
The marketing algorithm is simple.
- What’s the north star goal?
- How do we determine if the north star goal is being hit?
- How do we communicate that north star goal to the machine?
- How do we know if the machine is broken?
- How do we defend the machine?
But we also think big. The marketing algorithm for this client takes place inside of Google Ads. But it can be influenced and improved by variables that happen outside of Google Ads.
When it comes to Google Ads and all forms of advertising, the business owner’s job is to create a marketing algorithm that produces large and consistent profits. It can be challenging, it can always be improved, it must always be defended, but when in place, the marketing algorithm can be a tremendous asset for your business.
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