From Underperforming to Outstanding: Doubling a Law Firm’s Leads in 29 Days
A case study on turning around a struggling Google Ads account and achieving remarkable growth.
About the Client
Care Solicitors is a reputable law firm specializing in personal injury cases. While they had a strong local presence, their online lead generation efforts were falling short. They were investing a significant budget into Google Ads but weren’t seeing the return on investment they expected, leaving them with unqualified leads and a high cost-per-acquisition.
The Challenge
When I took over the account, it was in a state of disarray. The campaigns were suffering from several critical issues that were draining the budget and hindering performance:
- Broken Conversion Tracking: It was impossible to tell which keywords or ads were actually generating valuable leads.
- Wasted Ad Spend: A lack of negative keywords meant ads were showing for irrelevant searches, attracting low-quality clicks.
- Ineffective Ad Copy: The ads didn’t speak to the target audience’s pain points or offer a compelling reason to click.
- Poor Bidding Strategy: The campaigns were using an automated bidding strategy without enough data, leading to inefficient spending.
My Solution
I implemented a comprehensive, multi-faceted strategy focused on building a strong foundation and optimizing for high-quality leads. The goal wasn’t just to get more clicks, but to get the *right* clicks.
Technical Foundation Repair
First things first, I diagnosed and repaired their broken conversion tracking. I implemented Enhanced Conversions to give Google’s AI richer, more accurate data to work with, allowing us to properly attribute leads to the campaigns that drove them.
Strategic Keyword & Ad Copy Overhaul
I analyzed their search term reports and built out an extensive list of negative keywords to eliminate wasted spend. I then rewrote their ad copy to be more compelling, focusing on the unique benefits of their firm and including strong calls-to-action. This involved A/B testing different headlines and descriptions to maximize click-through rates from qualified users.
Intelligent Bidding & Device Optimization
With accurate data flowing, I switched to a more appropriate bidding strategy. I also noticed a clear pattern where mobile users were converting at a much higher rate. I implemented device-level bid adjustments to capitalize on this, dedicating more budget to the highest-performing segment.
The Results in 29 Days
13%
Conversion Rate
(Increased from 7%)
-25%
Lower Cost Per Lead
(More efficient spending)
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