Elder Law Firm – Perk Practical

Overview

Our client, a boutique Elder Law firm, was looking to increase their caseload specifically in the niche area of nursing home abuse. While they had previously relied on referrals and some passive digital efforts, they were not getting enough qualified leads to consistently grow this side of their practice.

Before partnering with us, they were averaging only 6 leads per month through digital channels, with a cost per lead (CPL) of $289. Most leads were low-intent or outside their jurisdiction, making intake inefficient and unpredictable.

SEO Tools & Software

Goals

Challenges

Our Strategy

We deployed a highly focused PPC campaign using Google Search Ads to go after high-intent queries related to nursing home neglect and abuse.

Key steps we took:

Keyword targeting was limited to specific phrases like “nursing home abuse lawyer [city]” and “sue nursing home for neglect.”
We used negative keywords to filter out traffic unrelated to litigation (e.g., “jobs,” “complaints,” “regulations”).
Ads were tailored to reflect urgency and compassion, featuring strong calls-to-action that spoke to families in crisis.
We set up conversion tracking on both form fills and phone calls to measure lead quality and optimize spend accordingly.
Location targeting was carefully set to include only counties the firm served, avoiding wasted budget on out-of-area leads.

The Results

In just 90 days, the firm saw a substantial turnaround in both volume and cost-efficiency:

$289

Original CPL

$112

After Us CPL

+160%

Increase in Lead Volume

70%

Qualified Lead Rate

Results

In just 90 days, the firm saw a substantial turnaround in both volume and cost-efficiency:

Lead volume increased by 160%, allowing the firm to staff a dedicated intake role for elder law inquiries.

CPL dropped from $289 to $112, making ad spend far more profitable.

The quality of leads improved, with a 70% qualification rate—meaning most leads met the firm’s case criteria and geographic requirements.

This campaign proved that even in a competitive space like nursing home abuse litigation, a well-structured search campaign can reliably drive qualified, case-ready leads.