C (7:50)

And I'm excited about this particular episode because I'm excited about case studies in general. I think this is where we really get to dive into the most amount of tangible value in the least amount of time. When we talk about concepts, they require so much scaffolding and context. When you talk about case Studies, you get straight to the meat and the potatoes. So with that said, and without any further ado, Ralph, you've got a pretty killer case study here that I can't wait to lob as many rockets as I possibly can at.

B (8:23)

To borrow a phrase from our Israeli.

C (8:26)

Friend, boy band, put Kobe into flashback mode. Yeah, I'm going to try to tear this up, but I'm optimistic given what I know about you and my deep sense of respect for what you're capable of.

B (8:36)

Oh, my God. Well, that's a great buildup, but rip away. Yeah, I mean, I think this is a good one. We do a fair amount in the personal injury law space. I mean, this is a service based business, which service based companies, especially at scale are one of our specialties. It's just one of those things we just do really, really well, which is great. Like a lot of agencies sub niche down into law. They sub niche into like SaaS or digital or whatever. E commerce. You can't do an Internet search without getting into an agency that does E commerce. Like they all do that. But you got to ask yourself what's best for my business. And I think also you can learn from other people businesses. That's one of the reasons why we've never niched into a specific area is that we learn from digital, we learn from E commerce, we learn from services, we learn from charities. Like we talked about charities a lot in the last episode with Kobe. I think if you narrow yourself to just one area, I think you lose some of the learning here. And I think even if you're not a personal injury lawyer listening to this show, or the marketing director of a personal injury law firm or a law firm in general, if you're a service based business, all this applies the same.

C (9:40)

Way, especially if you have really expensive traffic.

B (9:43)

Yeah, look at it this way. We paid 7, 8, $900 per click in some cases, which we don't really talk about here, but in some cases we did do that and it's okay because we had this tracking thing set up which I'll get into in just a second. So if it works for a super expensive niche like this, it could potentially work for yours. So here is. And we're actually doing this in the screen share here today. So this will be up on YouTube hopefully eventually. And this is the real goods. As you can see, this is not a photoshopped screen. You probably recognize this. What are we looking at here, Qasim?

C (10:16)

This is an image created in midjourney.

B (10:22)

I knew you'd back me up on.

C (10:23)

That one, pretends that Ralph is producing amazing results. No, this is a screenshot of Google Ads and we see a time frame. And you know what I really like about this Ralph, and I'm going to pause here anytime anybody's ever showing you a case study of an ad account, make sure they're not gerrymandering the time frame. Because I can always give you a three or seven or even 21 day look where everything looks amazing. But to zoom out like you have it from September 1, 2022 to March 31, 2023, it's a huge timeframe. That means that we've established proof of concept and found stasis. And in so doing we now see the results, which I'll turn back over to you, Ralph.

B (11:02)

So we were doing a bunch of stuff in the personal injury space at this point in time and testing out one of the big levers that moved the needle. And one of these things was that we know that Google takes a bit of time to learn. And the results prior to September 1st were pretty good. This is when things really started to kick in. We were getting good results all of last summer, but it's like the more Google learns, especially here. And then we folded in Facebook. That's the beauty of it. We started Google, rolled in the meta platforms and then everything sort of accelerated together in what we call traffic harmonization. And so we're seeing the end result of a lot of pre work. But it's September of last year sustained to very early on this year through March. This is not a one hit wonder by any stretch. And it continues to produce these types of results. So 628 signed cases, that's the big thing. And signed cases are what these types of attorneys actually want, but they don't necessarily want slip and fall and workman's comp cases, which don't really do a whole lot for their law firm from a financial perspective. Obviously a lot of firms do take those. These guys were really interested in just auto accidents. They're interested in car accident cases because they know that's what their specialty really is. And they were able to get this type of result based upon the learnings from Google, which like I said, did take a while to sort of start kicking in. So how we did it is actually using a framework that we call customer acquisition amplification, which I've talked to you about plenty of times here. We're looking at four different ways and I'll actually shoot to full screen here so I can get my really snazzy graphics going.

C (12:42)

I was going to pick on you for the graphics. The customer acquisition amplification model I think is brilliant. And I've seen it a couple of times because you've shown me. But this Windows 98 graphic that you have, Ralph, this is shameful. There's somebody on your team that can fix this. I know that's true.

B (12:56)

Yeah. Well, we don't really show the outside world, although we're showing it here.

C (13:00)

Just the blow to morale for somebody on your team to have to look at this, I think is.

B (13:05)

But we use all of this for everything that we do, everything that we build. So it has all these different sections to it. Creative Lab, tracking and measurement.

C (13:16)

This alone is a masterclass. If somebody really to look at like this is how you market any business effectively is this system. It's genius.

B (13:23)

This is the template. This is the machine that sort of drives everything. It's like the internal workings of the machine. And then there's the conversion architecture, which is sort of the after the click component. This is the whole super system. And maybe we'll leave some links in the show notes if you want to download it. I believe we do actually have it at tier one, one dot forward slash camp, C A M P. We'll leave links in the show notes for that. So the first thing that we had to do with these guys was make a diagnosis and this. Diagnose, prescribe, implement, then iterate. Solution is one of the things that we do for everyone. And I think it's what everyone should do. Not just dive in and start doing stuff. Let's figure out exactly what the problem is. You guys do this over at Solutions8 as well. You do sort of a growth plan that says, all right, here's where your baby's ugly, here's where we can fix it. So the diagnosis for us was pretty straightforward. Really had no idea who their avatar was specifically. So their ads were really, really ineffective. They were talking just all about brand, how great they were as opposed to talking to the avatar and what they were actually sort of thinking and feeling at a particular point in time in their client journey, whether or not they had just experienced a car accident or whether they were sitting on the couch months later and all of a sudden medical bills are piling up and all kinds of things are going on with them from a health perspective. So they were also spending a fair amount on Google Ads. They're spending anywhere between 1 to 2 million dollars on Google Ads in the previous year. And they really didn't have any idea as to what was working because they didn't have the right conversion tracking in place and it wasn't optimizing. As a result of that, Google's algorithm was not optimizing for what they really wanted most, which is all personal injury lawyers want signed cases. Yeah, they want the phone to ring, they want applications, they want their intake people to be busy. But at the end of the day, you have to have signed cases to turn into actual settlements that help the client and obviously are financially viable for the personal injury lawyer. So if you don't know the personal injury space, I'm sure you all see like the TV ads, the billboard ads, you know, you pay nothing until we win, that kind of thing. It's all based upon this idea of we're going to work for you for a settlement, typically out of court. Sometimes in court sort of depends on the law firm. And then the law firm itself gets anywhere from 30 to 40% of the settlement amount. And that's how they make their money. It's called on contingency. But the point is that's sort of how it works. But if you don't have the tracking in place, you're never going to know if you're getting the types of cases that turn into actual dollars for the client and dollars for the law firm.

C (15:53)

Dude, this is the biggest. We do thousands of account audits and the single biggest mistake we see, if you're a CMO director of marketing, this is a pause the podcast moment and go call whoever runs your ad campaigns, internal or freelancer agency. The biggest mistake we see is inadequate tracking. That doesn't mean necessarily that it's technically inadequate. Maybe you're tracking conversions, that's potentially a problem. But it can also mean that you're tracking the wrong thing. And in this instance, Ralph, you're making a really good point, which is we don't want just phone calls, form fills or appointments. We want signed cases. Is that being tracked? Is that in app and can you optimize for it in app? And if not, you're not giving the trillion dollar machine learning driven hunting dog a sniff of the right stuff.

B (16:37)

Yeah, which is Google, by the way, if you weren't following Kassim's line of rationale there. But the algorithm is as smart as you give it instructions to be smart. I know that's not very articulate, but.

C (16:49)

No, it's as good as you make it trash in, trash out.

B (16:51)

Yeah, yeah, I mean, we were doing an audit this week for a client that I was on a customer call with and they were optimizing for the wrong thing. They were optimizing for add to cart. They didn't even realize it, dude, I.

C (17:04)

See that so often. You know, Shopify's Google Ads integration automatically creates the conversion events. And for a lot of Shopify instances, and I don't understand why this happens, but a lot of Shopify instances. When Shopify does that, it makes every one of those conversion events a primary conversion action inside of Google Ads. Which means you start to optimize for view product, add to cart, begin checkout. Like a bunch of actions that are not monetizable and you think that they mean a purchase. So every time somebody's viewed a product or added it to the cart, Shopify reports it as a purchase to Google Ads. And now Google starts to say like, oh, I'm doing great, let me do more of that. And people have no idea that it's happening. So again, business owners, CMOs, director, marketing, whoever, you don't need to know this stuff, but you need to know that the person who's running it knows this stuff. Go beat up on them and make them show you. If they can't explain it simply, they don't understand it.

B (17:55)

Yeah, for sure. And if you listen to last week's episode with Kobe, we talk about a pre conversion event to prime the pump. So there is time when you should optimize for traffic objectives on meta ads and button clicks, if that is how you are taking them through the customer acquisition path or the customer journey. But in this case we weren't doing that. We were using primarily Google. Like we started off with all Google Ads and then after that added even more fuel to the fire with Facebook ads and meta ads. Very, very different, if you listen to that show from last week, very different objectives than what we're talking about here. There is no one size fits all. And a lot of those customers actually had Google Ads running as well. It was just that meta was the primary. This is Google at its best really in sort of bringing it all together. And in their case, they were optimizing for the wrong thing. But most importantly, they weren't telling Google who they wanted to find. So what they were doing is they were optimizing for leads and phone calls, but they were getting workman's comp and slip and fall cases. And in their particular case they're mostly motor vehicle accidents. That's something that we do pretty well here at tier 11. And all the other cases they have to sort of refer those out so they're paying for them. And then Referring them out. Maybe they get some kind of relational equity from another law firm, or maybe they use some kind of percentage structure. But the point is, there's a lot of those leads. They were telling Google, just go out and find me people who are just going to click on my ad, give me a call, fill out a lead form, as opposed to find me car accident cases. And as a result of that, they were sort of missing the mark, which is what this slide is all about. So the other part to this is that they weren't doing any Facebook or Instagram. They had tried social in the past, but they decided we see this all the time customer, gah, Facebook ads just don't work, especially with Google heavy customers. That's fine. I think they both have their place in some cases. Maybe not, maybe one more than the other. But what they were really doing is they were showing just a bunch of generic types of ads and they couldn't really differentiate leads from Facebook between Facebook ads and through Google Ads. So they really had no way of tracking anything through Facebook. And what we ended up doing is we set up call extensions and unique Facebook telephone numbers and that kind of stuff, but they really had no idea of what they were actually doing after the click. We're talking about like super antiquated landing pages. And this is almost every single personal injury lawyer that we see. It's like just too much stuff on the page. Outdated looking, confusing above the fold structure, confusing copy, no trust badges, Just really looking like one of these old computers from like the 70s or 80s. And unfortunately that was something that we were able to fix. And in most cases, we fix that after we start to gain momentum on the ads. So it's not the first thing that we do. Oftentimes it's we then add it in to add even more fuel to the fire, which is exactly what we did to get these types of results. So 628 cases at $1,518.75 each, car accident cases. So the prescription from our perspective was, okay, what do we do first? And this is sometimes the question. It's like when you work with an agency, and obviously we're coming from an agency perspective here, but if you're a director of marketing or a VP of marketing, you got to kind of figure out, all right, what is my team going to do first, second, third, in order to get me where I need to be to look good for the boss or hit the numbers or whatever it happens to be. So when we think about this, we go back to customer Acquisition amplification. So this is that framework that we use. It's modular and then we'll layer in certain parts to it over time. So as you can see in the image here, like the first thing, even though it's not the top, but the first thing that we actually did was set up the tracking and the measurement. That's the first thing before we touched an ad, we had to do that. And then we kind of went back and we did more creative lab research, which we'll get into in just a second. Then we started running traffic. So we laid the foundation first for the first two, three months. Took a while, gossip, even four months on some of the tracking was really sort of complex. And then we started changing things up on the traffic side. And then later on in the latter part of last year we started to implement more conversion architecture after the click. So we use this system as sort of a modular super system now. I know you do this. So the first step was that we had to fix the tracking and one of the big things is deploying this thing called offline tracking. I don't know how much you guys have done with this in the past, but we're finding this, especially when you have ads at scale or larger, spends is a game changer. What's your sense on offline tracking?

C (22:40)

It's phenomenal. As long as the ability to identify the value of the prospect exists within a 90 day window because that's the length of the Gclid's utility lifespan. We've had a couple of clients where this would have been a game changer, but you know, their sales cycle's 18 months long and you just can't bring the data back. You can in some ways, you know, within your own CRM, but it's hard to feed back into Google so it's a dangerous thing to over rely on. But when it works, if you hit that sweet spot, that window like, oh my goodness, dude, you're just many multiples ahead of the curve. Because now Google can optimize against the actual value of a prospect and potentially the ltv, which by the way, I encourage people to lie to Google. If you don't have all the data yet, but you have predictive indications that a prospect is going to be really good and you want to land within that 90 day time period, drop that in, go for it over index. Because depending obviously heavily on how confident you are on that prognostication, you're just going to go ask Google for more of those people.

B (23:38)

Yeah, for sure. The 90 day window is a huge one. And we'll see this inside the meta side of the equation is offline conversions with a 90 day window is also a game changer there as well, but it is limited by that 90 day window. I think if these platforms could go longer windows, you'd be able to include probably more businesses and using offline conversions. In this particular case, the offline conversion typically would happen within a couple of weeks.

C (24:04)

Yep.

B (24:04)

So that's pretty good.

C (24:05)

It's a perfect timeline. And in fairness, I think most businesses are like that. Most businesses know, like, oh, this lead became a client, they know within 90 days. Now, you don't necessarily know, for instance, what that case was worth. You know, they didn't get a settlement and a check, which would be great, but they've got something, they got something.

B (24:21)

They got something. So they know what the value of assigned case is. And if they can assign a numerical value to the signed case amount, they know with a pretty high degree of accuracy that's going to back out. And the average is, like I said, if you look, depending on the state, in this particular group of states which we serviced, it was anywhere between 12 and $25,000 per case.

C (24:47)

Is that profit to the law firm or is that total settlement?

B (24:50)

So that's total settlement and then they.

C (24:52)

Get 30% of that.

B (24:53)

Yeah, 30 to 40% of that. So they're pretty accurate as far as being able to know what a good signed case amount is. And we've seen that in the personal injury space, anywhere between 1000 to $2000 is really pretty good. Anything under 5000 typically is also good, but you're doing that at a much larger scale. So you're including the multimillion dollar settlements, some which like don't happen every single day, but it's the one.

C (25:19)

How many of those exist is it? 1 in 20 settlements? 1 in 50, 1 in 100? No way to know.

B (25:25)

That's a good question. I always say it's probably 1 in 100 is my guess. And if it's less than that, then.

C (25:30)

Depending on how many you get, you can really factor that in your cost per acquisition. We used to do this with real estate investing. The average wholesale deal was only worth 11 grand, but we had investors that would pay 10 grand for a closed deal because they did so much volume that when they did get the multimillion dollar property, that's what they banked on. That was their real business, was, let me kill all these little rabbits while I'm hunting elephants.

B (25:56)

Yeah, the little guys sort of sustain you Right. Until you get the big payoff, right?

C (26:00)

Yeah, the little guys just help pay for the traffic until the big payoff comes in and then the big payoffs for them were massive.

B (26:06)

Right. So I mean if you're looking at a $10,000 average case settlement, you're getting three, four grand, you're paying 1500 for it. Like that's, that's cutting it close. I mean gross profitability wise, it's maybe 50%. But obviously these guys have lots of overhead in this case, pretty extensive staff. But then you get the couple of million dollar case all of a sudden and that's the thing that really makes things move forward and turns you into, from a small law firm into a mid then large sized law firm. So yeah, I don't know what the averages are, but I'm just sort of averaging that out. But if you do the raw math, this does work. And these guys know that four or five thousand dollars a case is good, but anywhere between 1000 and 2000 is actually really, really good. So on the slide here, we can see inside customer acquisition amplification what the tracking and measurement really looks like. We're not going to get into all the details there, but the big part was, is that they didn't have tracking set up for what we refer to as like booked calls, you know what I mean? Like actual real people who are going to potentially have a settlement, an actual case, not a slip and fall case that might be worth a couple hundred bucks to the law firm. These are actual car accident cases. So the Google tracking, offline conversion tracking wasn't set up, but conversion tracking wasn't set up correctly even for signed cases. They were really just pumping the algorithm for calls and appointments or calls and form fills. And that was really the extent of it, which is fine. If you play a numbers game, you get enough calls, that's great. But remember, you're feeding the algorithm like just find me more of these calls. And it's not the thing that you really want, which is the signed case. And I can't emphasize that enough if you're an attorney or you're in the services industry. I just need more leads. Well, hey, you know, when I was first a consultant, actually doing the stuff that we're doing right now in Tier 11, one of the first tools that I learned how to use was from a company called Unbounce. And they are now a sponsor of Perpetual Traffic. And the reason is, is that their landing pages and how quickly you can create those landing pages without having to consult your designer, your Developer with drag and drop builders now built in AI copywriting. It's even better than when it was 10 years ago when I first started using it on my own to create my very first landing pages. These guys are absolutely amazing. They've got conversion optimized templates giving you everything you need to launch your pages on your own without without developers. In fact, Unbounce is the leading landing page platform for building, testing and optimizing high converting pages. Powered by data from over 2 billion conversions. That is 2 billion conversions with a B. That means they know what converts. So if you want to Convert more customers one platform and launch pages fast, Unbounce is offering PT listeners a special offer. They are giving you the PT listeners 10% off when you enter coupon code PT10OFF over at unbounce.com forward/pt. So head on over to unbounds.com forward/pt Enter code PT10OFF and cash in today. Convert more customers with one platform. Launch pages fast. You shouldn't have to wait for your designers and your developers to build and test your landing pages. Get started with Unbounce today. You don't necessarily need more leads, you need the right kind of leads. Right. And that's what the algorithm can do for you once it's at scale. And like I said before we launched anything, any single ads, we took a lot of time fixing and firing and making sure that the algorithm was being fed properly prior to doing anything because we didn't want to start pissing in the pool, so to speak. We wanted to make sure that the right conversion metric was in place. So does that important?

C (30:01)

Yeah. It reminds me that Abe Lincoln quote, you give me six hours to chop down a tree, I'll spend the first four sharpening the ax. So many people just want to drive traffic and it's like, all right, best of luck to you. But if you actually set the foundation up, then you're in a position to where the traffic that you're driving can optimize over time and work to your benefit.

B (30:18)

Yep, that's absolutely it. I think everyone is, myself included. Like, we're results oriented, like type A personalities, we want to get shit done, like now, but sometimes that's not the best course of action. That's when you sort of end up missing the tree and chopping yourself in the femur, which you don't want to do. So they were spending a fair amount on ads and really didn't know exactly where that spend was being allocated or if it was working for them at all. So that was the first step. So the first step is set up tracking. So like I said, this takes for us anywhere between a month to two months in some cases, depending on the complexity of it. That's a long time for people to wait. It really is. But we're doubling down on our data team because this is so important. That side of the equation can't be understated. It's not really the sexy side of what we talk about on the show. It's like, do your tracking. It's like having Mercer come on the show and say, hey, you should have measurement. Should be a department, not an action. Or I forget what his actual phrase is, but he's right.

C (31:16)

That sounded just like Mercer, by the way.

B (31:18)

Yeah, that was Mercer. I felt like I had like the blonde hair going there for a second, but. All right, so tracking is important. We set that up. And so the next thing we wanted to do is, all right, now we can start running some ads. So we're deploying the traffic harmonizer here. And the first thing that we did is on Google platforms not using meta yet. And as you know, Google is kind of smart. Google knows a lot of stuff about you, Kasim.

C (31:44)

I've heard that, Ralph.

B (31:46)

Yeah, I don't know if you knew that, but.

C (31:48)

No, this is news.

B (31:50)

This is news to you. So our friends over at Best vpn, I think, have a really good infographic on exactly how much they know about you. They have 72 million data points, from what I hear from some guy named Kassim. They know who you are. They know what you look like. They know what your kids look like. They know what your diet restrictions are.

C (32:09)

They.

B (32:09)

They know how healthy you are. They know where you've been, where you live, where you work, where you've traveled, where you visit, where you plan on traveling. They know where your friends are. They know that me and you are friends. They know how fast you drive and if you drive after you've like gone to a bar, because they know you've been to the bar and then you get in your car and then they track you through Waze or Google Maps. The point is that they know so much about you. They know about your future plans. They know what you're thinking about buying. So they know all of this because Google is the Internet custom. I don't know if you knew this or not.

C (32:42)

Like, Google's the most prolific thing on the Internet. I mean, there's just nothing that is as it has so many tendrils. Browsers and search engines and apps and analytics. And it's just everywhere. You can't get away from it.

B (32:54)

Yeah. And it knows all these things about you because. Yeah, I think it was you who intercepted that famous memoir of 72 million. Say it.

C (33:04)

72 million. Demographic and psychographic profile factors. Here's what's scary about this data point Google. This was on the homepage of the YouTube ads landing page, and Google pulled it. And so I was asked for a citation on this, and the only ones I can find are third party. Google no longer offers this data themselves. I think for obvious reasons. The fact that they published it maybe was a little shortsighted. They were trying to tell advertisers like, hey, look at all the stuff we can target by. And then some smart antitrust attorney said, hey, why don't we not share this data anymore?

B (33:35)

Let's take that down.

C (33:37)

Yeah, I do have a screenshot of it somewhere, though. I need to go find that because I can use it as blackmail someday.

B (33:41)

Absolutely. Well, the point is, even if it's not 72 million, let's say it's a million. Just for argument's sake, isn't that a lot of data?

C (33:49)

Be 72 million?

B (33:50)

How could it not be? Yeah, I mean, you think about it, we're all on Google Maps in Waze. Google knows when I go to Worcester State University and how fast I drive. And I go there usually on Saturday mornings to go to a baseball game. I stay there for like three or four hours and then I drive back and I speed back.

C (34:08)

I've seen your car. I know you're speeding.

B (34:10)

That's right. It knows that I pick up lunch at New Kitchen and then, you know, I stop at the Sunoco station on exit 17, and it knows, like, everything about me. And that's just one day of my life, let alone, like all the apps that I use. The apps.

C (34:27)

When you get into an accident, right, all of a sudden your car stopped where it shouldn't be stopped. You're sending text messages, making phone calls. The insurance companies send you an email update. So if a personal injury attorney is going after you, like, Google wouldn't admit that it's allowing targeting by this, but you know that it could if it wanted to.

B (34:45)

Of course, the funny thing in that, you know, me traveling to Worcester State University, well, the season's over now. Apparently they lost their first playoff game. Custom. So I won't be going there. But the point is, is Google knows if I'm using apps while I'm driving. Google knows if I'm texting. Google knows if I'M using email. They know all of this stuff when I'm not driving. But think about how helpful that information might be when it comes to personal injury car accident attorneys. And this is one niche. Think about your niche for your business and how much Google knows about your potential ideal customer profile. Chances are the same type of knowledge can be launched and leveraged for your business, even if you're not a personal injury lawyer, but especially if you are a personal injury lawyer, because it knows all of this stuff. So it's almost like it can predict when people are going to have accidents. And that's the thing that's most astounding. The eye is out there all the time watching you. And if you're going to a bar, then you are still. You're being tracked all the time through your phone. And then you drive out on the highway and you're driving 80 or 90 miles an hour, you're more likely potentially to be in a car accident. Google knows this stuff. So when you start to leverage this algorithm to find car accident cases for a personal injury lawyer, you're leveraging those 72 million data points. And that's the most fascinating thing about this whole thing. 90 day conversion window. Yeah, offline conversions, blending the traffic. But when you really think about, like, how powerful Google is, it's unbelievable to me. Still to this day, I'm blown away how much they know about every human. And as a marketer, it's the greatest thing in the world. If you're freaked out, you're probably not a marketer.

C (36:28)

It's my guess what's interesting about everything that you just said. It only works if you're tracking properly. So you only get to take advantage of that unbelievable big brotherness if you're giving Google the information it would need to identify the common denominators we're talking about.

B (36:45)

Good point. If you're not tracking properly, you're not leveraging all those data points. You and I see that all the time. Like, ah, Google doesn't work for me, or Google's too expensive or Facebook's too expensive. Well, it's probably because you haven't done the groundwork to start. It's the boring stuff. I say it over and over again, but it's the stuff that really matters. So in this particular case, we use this 90 day conversion window, which is amazing because in the personal injury law space, a typical lead flows sort of similar to what you see on the screen here. So, you know, we start off with the search for the car accident lawyer and then you click on an ad and then it opens up into your phone and you're actually making a phone call. And then you talk to somebody on the other end and then they intake your form through either an application or some sort of manual process, enter you into their CRM, and then they review the case and determine whether or not it is a signed case, an actual case that can lead to a settlement at one point in time, whether it's immediate or whether it's years from now. This is a really important part to this whole thing, how the lead flows. And as a personal injury law firm once told me, he's like, lead intake is everything. And that's why we have 24, 7 coverage. We don't want to miss a single one. And we need to staff it with somebody who is a law professional. Not just somebody is going to take a message like it's in the zero moment of truth. Somebody's calling in right after an accident. That person needs to be able to intake, ask the right questions and assess very quickly whether or not there is a viability for the case. And like I said, sometimes this takes minutes. We talked to a PI firm this week. There's like, how long does that take for you guys? Well, a couple of minutes. Sometimes it takes longer, sometimes it takes a couple of weeks for more complex cases to figure out, okay, who's actually potentially at fault. Whereas the insurance money, a lot of different factors that go into it. I don't know everything about every little detail of personal injury, but sometimes they do take a little bit longer. And that's why the 90 day conversion window is so important. Because if it is a couple of weeks, let's say it's three or four weeks, Google will be able to attach that conversion event, that signed case conversion event, and then track it back to feed the algorithm so that the algorithm will then show the ads to the right types of people who are more prone or have a higher likelihood of having a signed case and a monetary settlement. If that makes sense.

C (39:11)

Yeah, stop me Ralph. Again, if I go too far afield. They're also the clients that are more likely to sign with you specifically. So this is contextualized to your service based business. Because Google's segmenting people demographically and psychographically. There's a certain type of person that you appeal to and you're telling Google, hey, these are the people that I'm closing and who knows why? You know, maybe it's more people from your alma mater or more people in a certain age group, or more people of a certain gender. But Google's going to index in whatever direction you're seeing success. It's not a generic optimization. It's an option ultra specific optimization based off of the success you're seeing. And I think that's really relevant just to understand kind of the philosophy behind it.

B (39:54)

Yeah, absolutely. I don't think a whole lot of people understand that. I think it's a deeper level of understanding and you don't necessarily need to understand it all or understand the why. Just know that it's there, right?

C (40:06)

Yeah, just know that it works.

B (40:07)

Just know that it works. Have confidence in the 72 million data points. All right, maybe it's not 72 million. Maybe it's a million. Still, that's a lot. That's the most powerful platform in the universe to find your ideal customer. I mean, I'm even saying it's more powerful than Facebook, which it is. Really. If you look at it, it's 1800 times more powerful because Facebook and Meta have 55,000 data points and it's in app. Granted, they do follow you around the Internet and everything else and track exactly where you're going because everyone has the app on all the time. I get it. But for marketers, it's still, oh, you know, Facebook isn't the same that it was three years ago. Yeah, maybe it isn't, but it's still pretty damn powerful. And it's getting more and more powerful every day, dude.

C (40:49)

I think Facebook's viability has improved since iOS 14. There was obviously a dramatic dip, but it's the same thing that happened. Forgive the analogy. I promise you I'm not taking a jab at Facebook. It's the same thing that happened to direct mail. Direct mail was saturated, became a dumpster fire, and then every advertiser left direct mail at once. And now it's one of the more profitable things quite a few of my clients do. I've got a guy in my Mastermind. He does $50 million a year in roofing. He's in every single marketing channel you can possibly think of. And he tells me there's not a close second Direct mail. It produces the best leads, the highest quality leads, the most consistently. And I think Facebook is similar in that so many people left that it became the red ocean, became a blue ocean.

B (41:34)

It certainly has. I think the ways in which you win on meta have changed. I think the straight posted image and then get some really cool targeting and then you'll sell stuff that worked seven, eight, nine years ago. Great. Still worked a bit Three, four years ago. Now you gotta be a little bit more intentional because there is that element of yes, you need repetition. Whether it's 500 impressions or it's 7 impressions. I don't know which it is, but I know it's more than one. And I think that's where Facebook really, really works now. And I think that's where direct mail works. It's like you get the same roofing guy's brochure in the mail every couple of weeks. Eventually that is you're going to need a new roof. When you see it on the first time, you're not in market for the roof. But as soon as your roof starts to leak, you're like, who was that guy? Or you maybe even remember it. Maybe he's created brand equity because he appears in your mailbox, not your inbox, your mailbox, every couple of weeks, whatever works to get stuff done. And we have a lot of direct mail, very successful, like eight figure companies that figured it out on direct mail and then they said, okay, let's figure it out on online. And that's a great way to do it. You can scale up online after being successful offline because you've already figured out like what resonates with people that love those types of clients for us. But yeah, it's like the old school is now new school in a lot of ways. So law firms in most cases don't really sort of understand this whole shift in paradigm here. But we do find that with Google's offline conversions tracking, we can still send that success signal back to Google even if an accident happened within 90 days. So you know, in other words, we train Google to bid on searches that have the highest chance of becoming signed cases through those data points, through the algorithm, through the machine learning, even if it's several weeks or even months after the first case was approved. So it does with that 90 day window. Sometimes the case review process does take longer. And the 90 day review, 90 day conversion window plus offline tracking. Tracking the signed case. Remember an offline conversion is something that is entered offline, not online. It's entered into a CRM and then that CRM event is then either zapped back into Google or it's automatically uploaded. And that's the thing that you have to figure out the meat of it that needs to be done almost manually. And it does take some time because in the personal injury space there's lots of different softwares working all the same time. CallRail and then they've got their CRM and then They've got their database and they've got their intake software. So you have to have all the softwares really working together and, and if you can do that within the 90 day window, plus this offline conversion event, all of a sudden things really start to come together. That is part one of our two part show here. A lot to discuss on this personal injury law case study. And remember, if you're a service based business or an E commerce business or a digital products business, like a lot of the stuff that we discuss in these case studies, think about how they can apply to you and take these concepts and that's one of the best things I think with regard to the work that I do personally is that you can pull from lots of different industries, lots of different types of businesses, cross pollinate them. It's amazing what you can do when you take some knowledge from another industry and apply it to your own. Henry Ford did that with the assembly line. He basically stole the idea for the assembly line which revolutionized the auto industry from the meatpacking industry. Gutenberg discovered the first known printing press in the 1430s 30s by remembering from his childhood how wine and olives were pressed. So you never actually know when you're going to get your great idea. So take these case studies and start applying them in your business. And if you're a director of marketing or a VP of marketing, ask your team about some of the concepts that we talk about in these case studies. All right. Hope you enjoyed today's show. We're going to be doing a part two little later on this week or next week to finalize this with steps 3 and 4. Like I said at the intro of today's show, we're sustaining these results Even with rising CPMs on Google and on Meta, which is tremendous. And it's backing out and making this law firm a tremendous amount in fees, but also helping thousands of people get what they deserve ultimately. And I think there's a lot of smaller firms out there that don't have the type of reputation that this particular law firm does, but they do it right. And we're really happy to help them and obviously help their clients, which is, which is great. So stay tuned for the second part of this one. Of course, wherever you listen to podcasts, make sure you leave a rating and review. We're happy to read that on air here to become podcast famous for seven or eight seconds. And of course all the resources that we mentioned in today's show will be over at Perpetual Traffic. And of course, watch this on our YouTube channel, which I think I mentioned in today's show, and especially on part two where we get into the. The actual sort of performance of the campaign which is coming soon. So on behalf of my amazing co host, Lauren E. Petrulo, standing in for Casa Muslim, who's no longer on the show until next show. See ya. You've been listening to perpetual traffic, Sam.