Summary

In 2025, our biggest initiative this Criminal Justice Firm was refining campaign strategy to improve lead quality. In November, after identifying that the “fraud” conversions coming through were not the type of cases the firm wanted, we adjusted direction by pausing all Healthcare and Fraud campaigns and reallocating budget into higher-priority practice areas; specifically Domestic Violence and Sex Crimes. We also built and launched a new Manslaughter/Homicide campaign with two focused ad groups (a general manslaughter/homicide ad group and a DUI-related ad group), both driving to their corresponding landing pages to keep messaging tightly aligned. Additionally, we expanded the Sex Crimes campaign by creating new, charge-specific ad groups (e.g., rape and other offenses listed on the site); because the original Sex Crimes landing page had minimal detail for each charge, we coordinated around landing page expansion and then added those new, more specific ad groups once the pages were improved.