Summary

Over a 90-day period, we optimized Google Ads for a litigation-focused law firm to improve lead quality, increase qualified case inquiries, and drive stronger efficiency across the account. Performance improved significantly after restructuring campaigns around specific practice areas and concentrating budget on the highest-intent searches. First, we built out and refined practice-area specific Search campaigns, with a major focus on breach of contract-related services. While this campaign initially generated no leads, we improved performance by tightening match types, aggressively filtering out irrelevant traffic, and aligning more closely with the types of searches potential clients were actually using. Once optimized, it became the top-performing campaign, driving a large portion of total leads at a significantly lower cost. Next, we updated ad messaging to better match what potential clients were actually looking for. We emphasized the firm’s contingency-based model, which helped improve engagement and drive more qualified inquiries. We also refined keyword targeting by focusing on high-intent searches such as commercial litigation and contract-related queries, while reducing spend on broader, less qualified terms. As a result, the firm saw a significant increase in qualified leads while dramatically reducing cost per lead, turning the account into a much more efficient and scalable acquisition channel.