A geo-targeted display campaign for Monsees & Mayer P.C. — a sister effort to “We’re By Your Side,” running on the same GroundTruth audience but leading with a sharper, accountability-first message. Same client. Same vertical. Different hook.
Monsees & Mayer P.C. is a Kansas City trial firm with deep experience in trucking-accident litigation. The audience we were trying to reach — people in or near locations connected to trucking accidents — is one audience, but it’s not one mindset.
Some are looking for comfort. Some are looking for a fight. “We’re By Your Side” spoke to the first. “Holding Them Accountable” spoke to the second — leading with accountability, not reassurance.
Developed the “Holding Them Accountable” positioning as a paired counterpoint to “We’re By Your Side.” Different verb, different mood — same audience, different funnel intent.
Designed banner creative across three IAB-standard sizes — 320×50 mobile, 728×90 leaderboard, 320×480 interstitial — preserving brand identity while optimizing for each placement.
Built a dedicated WordPress landing page with messaging that matched the banner promise, mobile-responsive layout, and a clear conversion path to a free consultation form.
Configured the “Truck Accident — Accountability” tracking pixel inside GroundTruth so the campaign’s conversions could be measured separately from its sister campaign, isolating which angle drove more inquiries.
Same audience, opposite emotion — and let the data tell us which one converts.
Running two messages against one audience taught me to trust the data, not the gut. The “softer” message wasn’t always the winner — sometimes accountability cut through where comfort didn’t.
The accountability-led variant. Built around a stark blue field, the truck imagery, and a verb-forward headline. Pixel-tracked separately from We’re By Your Side so we could measure which message — accountability or assurance — converted better.
Expired