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Case study · Legal
Connected call tracking to the firm's intake system so Google Ads could optimize for signed cases instead of form fills.
Sample data — replace before launch
Cost per signed case
$3,900$2,300
Before: $3,900. After: $2,300.
Qualified lead rate
34%61%
Before: 34%. After: 61%.
Signed cases / month
1829
Before: 18. After: 29.
The challenge
The firm spent heavily on Google Ads but measured success by leads. Roughly two-thirds of those leads were unqualified — wrong practice area, wrong state or existing clients — so the algorithm was learning to find more of the wrong people.
The strategy
Signed-case outcomes flow from intake back to Google Ads daily, so bidding optimizes toward real revenue.
Practice-area campaigns with tight geo targeting, negative keyword libraries and ad schedules matched to intake staffing hours.
Five landing page variants tested over 14 weeks; the winner added a short case-evaluation quiz that qualified visitors before they called.
The results
“We stopped paying for clicks that never turn into clients. The reporting finally matches what our intake team sees.”
Sample
Rebuilt location pages, cleaned 300+ citations and turned reviews into a weekly habit, moving every clinic into the local 3-pack for its core treatments.
+212%
calls from Google Maps
Sample
Fixed faceted-navigation bloat, rewrote 140 category pages around buyer intent and added comparison content that converted researchers into customers.
+118%
organic revenue
Sample
Turned product documentation and proprietary benchmarks into citable assets, lifting the brand's share of AI answers in its category from near zero.
4.6×
AI answer citations
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