Summary

In 2025, we continued strengthening an adoption law firm's Google Ads performance with a focus on bringing in higher-quality leads while keeping efficiency steady. After a slower start earlier in the year, results picked up as more prospects began reaching out (especially by phone), supported by improvements that made it easier for visitors to contact the firm quickly. Mid-year, the campaigns gained momentum and we reinforced local visibility by linking the firm’s Google Business Profile to Google Ads, which helped keep the firm competitive in local search even as things slowed down internally. From there, performance built through the fall with a noticeable increase in lead volume and stronger engagement, and we finished the year with consistent results and dependable lead flow driven by the core “general adoption” search campaign and high-intent searches like “adoption lawyer” and “near me.” Overall, the year demonstrated clear value from paid search and helped support continued investment into 2026.