Precision Targeting With Human Impact: Rupp Pfalzgraf's Family Law Campaign
Overview
Rupp Pfalzgraf partnered with Incept to elevate visibility for its Syracuse Family Law practice and reach individuals actively seeking support for divorce, custody, and marital law matters. With a highly targeted, multi-channel digital campaign, the goal was to break through crowded search landscapes, strengthen the firm's presence across key ZIP codes, and drive qualified inquiries directly to the Syracuse office.
The Opportunity
Syracuse families searching for divorce or custody services rely heavily on search, yet competition among local firms is high. Rupp Pfalzgraf needed greater visibility in the region, especially among local firms.
The Move
Drive high-quality inquiries by pairing intent-based Google Search campaigns with broadreach Programmatic Display and high-completion Connected TV. Guide engaged audiences to a dedicated Family Law landing page optimized for form fills and tracked key events.
The Win
- 13.8% conversion rate from Paid Search
- 6.91% CTR
- 99% video completion rate
Strategy
Develop compelling content and deliver it through a strategic media mix.
Digital Marketing
Broaden awareness across top ZIPs with Connected TV (CTV), and premium digital ad placements in Syracuse, Ithaca, Auburn, and Oneida.
Cross-Channel ZIP Alignment
Identified five core ZIP codes - 13202, 13210, 13021, 14850, 13421- ideal for future scaling and retargeting.
Use a multi-channel campaign to maximize exposure and engagement.
Creative Approach
Focus on relatable struggles in all creative materials.
Blend tactics and digital channels for balanced outreach.
Targeted advertising
Video advertising
Geofencing
Custom landing page
%
Conversion Rate
on paid search ads
%
Click-Thru Rate
on disply advertising
%
Video Completion Rate
on CTV advertisements