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Amongst South Africa’s top firms, Legal Leaders stand out with a vision to educate one million South Africans about their rights. Partnering with Moolla Attorneys Inc., a firm known for achieving justice in family, labour, and commercial cases, they leverage technology and top legal minds to empower South Africans with the knowledge and resources to defend their rights. Together, with world-class systems and cutting-edge AI, they are revolutionising the legal landscape for the 22nd century and beyond.
increase in contacts generated (6-month comparison)
increase in landing page views generated (6-month comparison)
increase in clicks generated (6-month comparison)
Amongst South Africa’s top firms, Legal Leaders stand out with a vision to educate one million South Africans about their rights. Partnering with Moolla Attorneys Inc., a firm known for achieving justice in family, labour, and commercial cases, they leverage technology and top legal minds to empower South Africans with the knowledge and resources to defend their rights. Together, with world-class systems and cutting-edge AI, they are revolutionising the legal landscape for the 22nd century and beyond.
increase in contacts generated (6-month comparison)
increase in landing page views generated (6-month comparison)
increase in clicks generated (6-month comparison)
Legal Leaders approached Ruby Digital with the primary goal of generating more leads through increased appointment bookings, consultation bookings, and contact form submissions. Legal Leaders also consider website visitors as potential leads. This supports their secondary goal of increasing sales revenue and their tertiary goal of creating brand awareness through paid social services.
The primary and secondary goal of conversions was to increase the number of leads, ultimately increasing sales revenue. And finally, the tertiary goal was to grow the brand and create awareness around labour law, continuously expanding our reach and increasing awareness among the targeted audience.
After conducting an audit of Legal Leaders’ existing paid social media presence, we discovered the following challenges:
No active campaigns & Limited historical data due to minimal paid advertising:
There was only one previously active campaign that ran for a very short period, and no active ads were running. Additionally, we had a lack of historical data due to minimal paid advertising. This meant having very little data to learn from and optimise future campaigns regarding targeting or creative decisions. Achieving our overall goal of conversions, which typically requires more investment than awareness and traffic campaigns, meant allocating sufficient budget to conversion-optimised campaigns to ultimately see value. Since there were no previously tracked conversions, the ads required time to learn and adapt to user behaviour on both Meta and LinkedIn.
The following results encompass a period when South African courts were closed, necessitating a strategic shift. Since we couldn’t optimise for conversions during this time, we focused on traffic-driven conversions instead.
Limited historical data due to minimal paid advertising:
In response to the challenge of limited historical data on conversions generated through advertising platforms, we initially took a traffic- and conversion-optimised approach to boost results. For Meta, we launched both a traffic campaign and a conversion campaign. The traffic campaign introduced the brand to potential customers, guiding them further down the funnel towards conversion. Meanwhile, the conversion campaign targeted specific actions such as contact form submissions or appointment bookings. Running both campaigns simultaneously allowed us to capture potential customers at various stages of their buying journey. On LinkedIn, we introduced a text ad aimed at generating traffic to support our goal of conversions.
Our traffic campaigns weren’t just about driving initial traffic. By gathering data and insights, we were able to continuously refine who we targeted for conversions. This data-driven approach laid the groundwork for future optimisations and ultimately fuelled the campaign’s impressive performance.
Legal Leaders saw great increases across both social platforms (Meta & LinkedIn) when comparing over a 6-month period: August 2023 to January 2024
Traffic Goal:
Conversions Goal:
Awareness Goal:
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Ruby Search Solutions (Pty) Ltd trading as Ruby Digital
