The Challenge
A mid-sized law firm specialising in business law was spending significantly on Google Ads but seeing poor results. Their cost-per-lead was unsustainably high at $250, and many of the leads weren't qualified for their specialised services. They needed to completely restructure their digital advertising approach to remain competitive.
Our Approach
After a comprehensive audit of their existing campaigns, we:
- Rebuilt their account structure with tightly-themed ad groups
- Developed new ad copy highlighting their unique value propositions
- Implemented negative keyword strategies to filter out unqualified traffic
- Created custom landing pages for each service area
- Established conversion tracking for more accurate optimization
- Developed automated bidding strategies based on lead quality
The Results
Within 60 days, we transformed their PPC performance:
- 42% reduction in cost-per-lead (from $250 to $145)
- 67% increase in conversion rate
- 28% more leads while spending 25% less
- Lead quality improvement resulting in 35% higher close rate
The improved performance allowed the law firm to expand their digital marketing budget and enter new markets, further growing their business while maintaining efficient acquisition costs.