DMS Success Story: Data & Marketplace Solutions Scale Niche Legal Prospects

Background: A Law Firm Seeks Qualified Prospects Meeting Very Specific Criteria

A law firm specializing in the needs of the elderly and disabled was looking to scale qualified applicants seeking legal help to obtain their Social Security Disability Insurance (SSDI). The firm wanted to reach prospects who met very specific criteria. Potential applicants had to be between the ages of 50 and 64, unable to work due to disabilities, out of work for five of the past ten years and seeing doctors regularly.

Challenge: The Law Firm Needed To Reach A Highly Targeted Audience Of Qualified Prospects While Keeping The CPA Down

Digital Media Solutions® (DMS) was tasked with generating interested prospects expecting to hear from the law firm, with the goal of keeping the cost per customer acquisition (CPA) under $175. The DMS team of performance advertising experts needed to ensure they were reaching a highly targeted audience that would meet the law firm’s precise qualification criteria. At the campaign onset, DMS could provide a set quantity of potential applicants a month, with the possibility of higher volume in the future if the law firm was pleased with the lead quality.

DMS Solution: Leverage The DMS Toolset & Performance Advertising Solutions To Find Qualified Prospects For The Client

The DMS team utilized historical data to build custom audiences for social and paid search targeting, driving traffic to a disability-focused DMS owned-and-operated website. The team also added campaign-specific, targeted questions to the website to help ensure that only prospects who met all criteria were passed on to the law firm for follow up. 

DMS owned-and-operated websites engage consumers with website-branded creative, using DMS media spend to drive traffic. Highly specific audiences, like those sought by the law firm, are encouraged to visit DMS owned-and-operated websites, and are then matched to and connected with the advertisers that best meet their needs. 

Results: DMS Beat The Client’s CPA Goal & The Campaign Was Scaled

By leveraging internal data and expertise, DMS beat the client’s cost per customer acquisition goal. The law firm was pleased with the DMS lead quality and efficiency. Eager for more volume from DMS, the law firm increased the DMS monthly allocation by 150%.

Are You Looking To Maximize Your Customer Acquisition Efforts?

Digital Media Solutions (DMS) is a technology-enabled, data-driven performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you scale your customer acquisition results.

About the author

Digital Media Solutions

Digital Media Solutions, Inc. (DMS) drives better business results by connecting high-intent consumers with advertisers across our core verticals; Insurance (auto, home, health), Education and Consumer/Ecommerce. Our innovative solutions help consumers shop and save, while helping our advertisers achieve above average return on ad spend. Learn more at