Learn how a paid social advertising campaign increased website traffic and leads for Boca Raton personal injury attorney Eric Canter.

1. Client: Canter Law
Market: Miami, Boca Raton, Fort Lauderdale
Practice Areas: Auto Accidents
Legal
Paid Social Media Ads
Case Study

2. Background & Goals
Florida was home to a staggering 317,000 car crashes last year, with nearly
1,900 occurring in Boca Raton and more than 4,300 happening in Fort
Lauderdale. Our client, personal injury law firm Canter Law, represents clients
who have been hurt or lost a loved one in auto accidents in the South Florida
area.
South Florida is home to a large number of accident attorneys. With so much
competition pursuing the large number of injured clients, Page 1 Solutions
developed a multi-channel digital marketing strategy that provided online users
with engaging, digestible information regarding car crash litigation and
positioned Canter Law prominently on social media by leveraging the vast
Facebook ad network.

3. Page 1 Solutions developed an original infographic breaking down car accident statistics
in South Florida for 2015. The visual content emphasizes Canter Law's authority as an
advocate for injured people, integrating the firm's logo, color scheme, and contact details,
while placing consumer-focused information front and center.
Insights from the infographic include:
• Crashes resulting in injury
• Fatal crashes
• Injuries and deaths from car-bicycle accidents
• Injuries and deaths from car-pedestrian accidents
The infographic also detailed collision numbers for three of the major communities
Canter Law serves:
• Fort Lauderdale
• Boca Raton
• Boynton Beach
Finally, the infographic includes information on how online readers can take steps to
avoid an accident. Should they end up injured in a crash, the content also discusses the
benefits of hiring an attorney.
Strategy 1: Custom Content

4. In order to promote the blog post hosting the infographic, Page 1 Solutions developed a month-long
ad campaign on Facebook driving traffic to the Canter Law website. This clicks-to-website (CTW)
campaign consisted of multiple versions of ads published to:
• Facebook and its ad network
• Instagram
Users targeted in the CTW campaign met the following criteria:
• Location: In or within 30 miles of Boca Raton, Florida
• Age: 24-60
• Other characteristics: Vehicle owners
The budget for the campaign was $275.
Strategy 2: Paid Social Advertising

5. • Website clicks: 2,037
• People reached: 28,936
• Result rate: 2.63%
• Cost per result: $0.13
• Compare to $239.28 cost per click (CPC) according to Google AdWords
• Cost savings of 183,962%
Results: Facebook

6. All data compared month-over-month:
• Website sessions: 409%+
• Users: 296%+
• Pageviews: 330%+
• Average session duration: 8%+
• Bounce rate: 15% decrease
• Returning visitors: 195% increase
Results: Website Traffic and Performance
• Conversions: 75%+
Note: Only conversions via email/online form can
be tracked directly

7. The CTW campaign was just one marketing strategy that ran for this client in the specified time
period. However, there was a strong correlation between increased leads and the distribution of
these paid social ads, with total leads to the practice (including phone calls, online chats, and form
completions) more than doubling in the month the Facebook ads ran.
Results: Lead Generation

8. Paid social media advertising represents more than just an
opportunity to drive more qualified traffic to a website – though
that is certainly a sizable benefit of this and many other clicks-to-
website campaigns.
For Canter Law, the paid social ads drew attention to a premium,
custom piece of visual content and reinforced the firm’s authority
as a source of information and action for clients who have suffered
injury in car accidents.
No digital marketing channel can be truly effective without driving
leads, and this paid social campaign did just that, driving increased
form completions on the practice website and corresponding with
more than double the number of phone calls to the firm’s office
compared to the previous month.
Impact