KMB Law—
Landing Page Designs, Digital Marketing

Imagine you’re a business owner with big dreams of taking your brand to the next level. You’re curious about franchising, but you’re not quite sure how it works or if it’s the right move for your company. You need a team of legal experts who can guide you through the process and help you achieve your franchising goals.

That’s where KMB Law comes in. With years of experience in helping business owners franchise their brands, they’re the perfect partner. But with such a high-ticket service and a B2B focus, how can KMB Law attract the right clients and demonstrate the value of their services?

That’s where I come in. KMB Law approached me with a unique challenge: to create PPC ads for their upcoming education events, designed to attract entrepreneurs interested in franchising. The goal was to bring together business owners who shared a common interest in franchising, educate, and convert them into customers.

To create effective ads, we strategically tested multiple platforms, including Google Search and LinkedIn. Despite high stakes and competition, our ads captured the attention of franchising business owners, with each client worth an initial $20,000 on average.

When KMB Law approached me to create PPC ads for their upcoming education events, I knew we needed to be strategic to stand out in a highly competitive industry. After careful consideration, we decided to focus our efforts on Google Search and LinkedIn. These platforms offered advanced targeting capabilities and were more B2B friendly.

As I dug deeper into the project, I learned that KMB Law was participating in a large franchising conference near Toronto. This was a golden opportunity to reach a highly targeted audience, and we took full advantage of it. I targeted keywords related to the event, so that when business owners searched for information about the conference, they would see our ad and decide to sign up for an education event while in town for the conference.

Of course, standing out in a crowded market isn’t just about targeting the right keywords – it’s also about having a well-designed landing page that converts visitors into customers. With this in mind, we worked closely with KMB Law to create a landing page that was not only visually appealing, but also informative and persuasive.

For the next phase of our project, we focused on maximizing the potential of Google Search, Linkedin, and event websites. It was all about getting the most bang for our buck.

Our Google Search PPC campaign was a huge success, with an average cost-per-click of only $2.28 (This is extremely low for the law firm industry!). The creative keyword targeting I implemented played a key role in keeping our costs low, allowing us to increase the ad spend budget without sacrificing ROI. And the landing page we designed was generating a steady flow of sign-ups, which made it clear that our strategy was working.

While Linkedin ads were more expensive, it proved to be a valuable investment in drawing attention to the education events before the big franchising conference. And to further expand our reach, I made sure to put the events on popular event websites. Despite being a completely free strategy, it proved to be an effective way to attract even more potential clients to the events.

(Our initial Google campaign (excluding Linkedin) BEFORE choosing to increase the ad spend due to the low CPC)

KMB Law’s franchising department doesn’t actively use digital marketing, because they’re quite busy already. However, they chose to try it when running their yearly educational events and it proved to be a tremendous success (Just look at the room full of prospect! I felt really good when they shared that photo with me).

I’ve learned that to achieve exceptional marketing results, it’s important to think outside the box and be creative in my approach. Simply following the same strategies as my competitors won’t lead to the standout results that I strive for.

After successfully completing this project, KMB Law’s contacts brought me onboard for their own personal business projects.