The challenge
Bennett and Fitzgerald, a prominent law firm, needed to acquire new clients in a competitive legal market. Their main goals were to increase the number of client leads and reduce the cost per lead while maintaining high quality standards.
Strategy
We implemented a comprehensive strategy combining Google Ads campaigns, enhanced lead tracking and a focus on high-intent keywords.
1. A targeted Google Ads campaign
We built a campaign tailored to the firm’s specific needs:
- Targeted keywords: High-intent legal keywords such as “personal injury lawyer,” “family law attorney” and “business litigation expert.”
- Compelling ad copy: Ads highlighting the firm’s expertise, successful case history and unique value propositions.
- Geo-targeting: Focusing on clients within the firm’s service area for relevance and higher conversion rates.
2. Lead tracking and management
We set up a robust lead tracking system combining CRM tools and Google Ads conversion tracking:
- Lead quality assessment: Separating high-quality leads likely to convert from lower-quality ones.
- Conversion tracking: Identifying which ads and keywords drove the most valuable leads.
- Revenue attribution: Linking leads to the revenue they eventually generated to understand the ROI of each campaign.
3. Campaign optimization
- A/B testing: Testing ad copy, landing pages and call-to-action buttons.
- Bid adjustments: Adjusting bids based on performance data to maximize visibility and conversions while controlling costs.
- Remarketing: Re-engaging potential clients who had visited the website without converting.
4. Landing page update
- Clear messaging: Communicating the firm’s services and benefits clearly.
- Compelling CTAs: Strong calls-to-action encouraging visitors to contact the firm.
- Improved design: Better overall design and usability.
Results
- 30% more client leads from the targeted Google Ads campaign.
- CTR up from 6-7% to 12%, showing greater engagement with the ads.
- Quality Score up from 5 to 8 for key ads, thanks to the updated landing page and relevant ad copy.
- 25% lower cost per lead, making the campaign more cost-effective.
- Higher-quality leads through targeted keywords and geo-targeting, with more leads becoming paying clients.
- Scalable growth: the results gave the firm the confidence to increase its budget and scale the campaigns.
Conclusion
Bennett and Fitzgerald’s results show the power of a well-executed Google Ads campaign combined with effective lead tracking and optimization. By focusing on high-intent keywords, compelling ad copy and continuous improvement, we increased client leads by 30% and reduced the cost per lead by 25%. Precise targeting and data-driven decisions turned a competitive legal market into an opportunity for scalable growth.
Run a law firm or professional service? See how my Google Ads management works.
