The brief icon

The Brief

Operating in the highly competitive legal vertical, Kenway Miller approached Marketing Signals in 2015 with the brief of improving their Adwords activity. Poor conversion and an increasing Cost Per Click was costing the company in terms of generating new business leads at a viable cost. Having suffered a search engine penalty previously, the company was almost entirely reliant on Adwords for new business.

Strategy icon

The Strategy

Our PPC team conducted a comprehensive audit which resulted in a total restructuring of the account. Some of the implemented changes included better grouping of keywords into more relevant campaigns/adgroups, creating optimised adcopy, utilising all available ad extensions, giving greater visibility to lower cost, high performing terms as well as utilising new match types.

The results icon

The Results

By implementing these changes we saw improvements in the short and longer term. Click costs were immediately brought under control accompanied with a CPA that was 50% lower compared to the previous month. Over the medium and longer term we saw the fruition of our optimisation efforts from improved click through rates as well as high quality scores across the account. This has enabled to business to scale their operations and reinvest improved revenue into other channels.

The Stats


CPA Reduced By


Conversion Rate Increased By


Number Of Conversions Up By

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