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
- Generate more nursing home abuse-specific leads.
- Lower the CPL to make paid acquisition more sustainable.
- Ensure leads were within their geographic and case qualification parameters.
Challenges
- A highly competitive legal niche with high CPCs and aggressive firms.
- Difficulty targeting only nursing home abuse leads without attracting general elder law inquiries.
- Limited in-house experience managing Google Ads or tracking lead quality.
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:
Original CPL
After Us CPL
Increase in Lead Volume
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.
The quality of leads improved, with a 70% qualification rate—meaning most leads met the firm’s case criteria and geographic requirements.
PPC | Google Ads | Elder Law Marketing | Lead Generation | Legal Marketing