Case Study: Clio Legal Software

139% lift in CTR of FaceBook ads

Clio hired Intrepid to upgrade the creative of their paid social media campaigns on Facebook. Intrepid wrote and concepted new, more humanizing creative with stronger “stopping power” to break through the newsfeed clutter. This led to a 139% increase in CTR on FB MQL ads over the course of a year.

Increase in CTR

0 %

Reduction in CPA

0 %

Improvement in Quality Score

0 %

Challenge

Clio wanted to improve performance of their Google PPC ads, which were transitioning to the RSA format. However, Google Ads does not allow specific a/b testing of RSA headlines.

Strategy

Intrepid’s CRO department pioneered a new approach to work within the limitations of Google Ads new RSA format, which does not allow for individual headline testing. To identify the best-performing creative strategy, we created “buckets” of headlines focused on different value proposition themes: leadership, aspirational benefits, and immediate practical benefits. After phase one of testing, we would continue evolving the winning test to focus on more nuanced expressions of the best value propositions.

Hypothesis

We hypothesized that iterative testing which narrowed down the best-performing ad copy strategy would result in immediate boosts to performance–in some cases, generating more clicks and in other cases, passing more qualified traffic.

Examples

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