Diamond & Diamond

Case Study

The lawyers at Diamond & Diamond have served Toronto for over 30 years. They focus on personal injury law and specialize in the following areas:

  • Car accidents
  • Slip & falls
  • Brain injury
  • Work-related injury
  • Wrongful death
  • Animal & dog bites
  • Long-term disability

The Issue

Diamond & Diamond is one of the largest and most aggressive advertisers in Ontario, but was lacking a digital presence. Accident victims are increasingly looking for legal help online. Diamond & Diamond needed to build an aggressive digital marketing strategy to take advantage of this new reality.

The Goals

  • Generate a positive ROI from online marketing.
  • Maintain brand standards across all media.
  • Compliment existing offline marketing efforts with banner advertising.
  • Dominate the digital marketplace.

The Approach

1
Hyper-Local Search Strategy

With 10 offices across Ontario, we needed to ensure that customers were finding their local Diamond & Diamond location while maintaining keyword relevance across practice areas. Click prices are very competitive and a strong AdWords quality score can be the difference between a $10 or $50 click.

  • Strict AdWords geo-targeting Structure.
  • Use of extensive location and phone number extensions within the ads.
  • City / location specific keyword and ad group targeting.
2
The Brand

Diamond & Diamond has one of the best known brand names in Ontario. In order to protect the integrity of the brand, we developed a comprehensive display advertising strategy to combat competitors looking to capitalize on the Diamond & Diamond name.

  • Designed an extensive branding banner ad campaign.
  • Allocated separate branding budgeting for competitors looking to “poach” on the Diamond & Diamond name.
3
Remarketing

From Radio to Television, Newspapers, Bus Ads and Major League sponsorships, Diamond & Diamond is everywhere! All that marketing drives thousands of website visits each day. By implementing a dynamic remarketing strategy we can compliment this traffic and replicate their offline advertising in the digital marketplace.

  • Utilize advanced remarketing audience targeting based on user engagement.
  • Developed Engagement Ads for Remarketing Campaigns.
  • Extensive and aggressive YouTube Video Remarketing.

The Results

Leads from Google AdWords have proven to be the most cost effective method of advertising to date. By embracing an aggressive digital marketing strategy, Diamond & Diamond have solidified themselves as the most DOMINANT personal injury lawyers in Southern Ontario.

Google AdWords drives more quality leads with a lower cost per acquisition than any other advertising source.
Jeremy Diamond, of Diamond & Diamond