Summary

For a Bankruptcy Law Firm, we’ve consistently stayed on top of account health by monitoring search terms and adding irrelevant/competitor queries as negatives to keep traffic qualified and reduce wasted spend. The biggest impact came from actively reallocating budget toward the campaigns producing the strongest results, especially the Search Chapter 7/13 campaign, so more spend went to the areas most likely to drive real bankruptcy leads. This approach paid off in the fall, with October showing strong growth in overall lead volume while efficiency improved, driven primarily by the Search – General campaign. We also saw continued strength in phone-call activity and bankruptcy-intent keywords, signaling the ads were resonating with the right searchers throughout the rest of the year.