Summary

Over this 90-day period, we improved lead quality and overall efficiency for a criminal defense law firm by focusing on reaching people actively searching for help with serious criminal charges, especially violent crime cases. We shifted more of the budget toward ads that show when someone is searching for these services and tightened our targeting so ads appeared for more relevant searches only. We also filtered out unrelated searches, like civil cases or people looking for other law firms, to reduce wasted spend and improve the quality of inquiries. We also increased bids in specific zip codes and neighborhoods where we were seeing stronger results, helping us prioritize the most valuable areas. By making these changes, we ensured the ads were reaching the right people at the right time. The result was more qualified leads, better conversion rates, and more efficient performance overall compared to the previous period.