KDX Forensic

KDX Forensic Consulting is a forensic consulting firm. Every lead is a case inquiry from someone who needs a forensic expert, and each engagement starts with exactly one of those inquiries.

The Challenge

In 2022 the account spent about $536 a month and produced 24 inquiries for the entire year, a $268 cost per inquiry. At that rate, paid search was a rounding error for the firm. The volume existed in the market; the account structure simply was not built to capture it.

The Solution

• Restructured the account into a clean brand and non-brand split with dedicated DWA campaigns, so brand demand stopped flattering the cold acquisition numbers
• A dedicated competitor-terms campaign to stay present when prospects compare firms
• A separate non-brand campaign isolating digital forensics queries from the core forensic terms
• Budget scaled with results: monthly spend grew from about $536 in 2022 to about $2,100 over the last 12 months as inquiry volume followed

The Results

The brand and non-brand split turned the account from a trickle into a reliable inquiry channel. The last 12 months produced 562 case inquiries at $45 each, and non-branded searches, the hardest demand to win, did most of the work.