Overview
Credo Legal is a multi-jurisdictional law firm that defends consumers sued by creditors and debt collectors, challenging the debt and matching the creditor’s legal team attorney for attorney. Credo needed a digital marketing infrastructure to acquire clients directly instead of relying on referrals and lead vendors.
Challenge
Establish a multichannel direct acquisition engine while navigating attorney advertising rules, state-by-state licensing limits, and consumer protection restrictions on how legal services can be marketed.
Solution
- Launched paid search and social campaigns across Google Search, Google Local, Bing, Meta, and Nextdoor
- Built a multivariate optimization program for value props, ad copy, static and video creative, and landing pages
- Generated, reviewed, and tested ad variations at scale with AI: dozens of headline, message, and creative combinations per problem area, previewed live for each channel and packaged for upload
- Increased engagement and conversion through automation, chatbots, sales scripts, and email and SMS response
- Built and tested many landing page variations, from short qualifying funnels to long-form pages, and optimized them through attribution, conversion scoring, and data feedback loops
- Built the website blog and social content, and engaged across social networks
Results
- Six months from launch: customer conversions up 600%, CAC down 40%
- Direct acquisition established as a growing channel in the marketing mix
- Engagement and organic conversion up
