Overview
Our client, a personal injury law firm operating in a highly saturated legal market, faced a pressing challenge: generating consistent lead volume at a sustainable cost. Despite previous investments in marketing, they struggled with high cost per lead (CPL), unpredictable lead flow, and a lack of visibility in local search results.
Before partnering with us, they relied mostly on outdated SEO practices and sporadic ad campaigns, which failed to create a stable pipeline of qualified cases. Their cost per lead was hovering around $350, and leads were infrequent, making it difficult to scale or forecast growth.
SEO Tools & Software
Goals
- Increase the volume of high-quality PI case leads.
- Lower the cost per lead to improve return on investment.
- Strengthen local presence to dominate nearby searches and attract clients actively seeking legal representation.
Challenges
- Competing with aggressive PI firms that were already well-established in local search.
- Limited visibility in the Google Map Pack due to an under-optimized Google Business Profile (GMB).
- High CPL from paid campaigns due to broad targeting and lack of funnel strategy.
Our Strategy
To turn the tide, we deployed a three-pronged approach:
- Local SEO & Google Business Profile Optimization
We claimed, cleaned up, and optimized their GMB listing with proper categories, localized keywords, and high-quality photos. Ongoing review generation campaigns and local citation building further boosted their credibility. - Hyper-Targeted Paid Ads
We launched Google Ads campaigns focused on high-intent PI keywords using phrase match and location targeting. Ad copy was tailored to resonate with injury victims, while call tracking and form submission tracking were implemented to ensure accurate conversion data. - SEO Content & On-Page Improvements
We built out localized service pages (e.g., “Car Accident Lawyer in [City]”) to match search intent and improve organic rankings. Technical SEO fixes ensured the site loaded fast and was mobile-friendly—key for users in urgent legal situations.
The Results
Within five months, the law firm saw a transformation in both lead quality and cost efficiency.
Original Cost per Lead
After Us Cost per Lead
Increase in Lead Volume
Local Organic Clicks
Results
Within five months, the law firm saw a transformation in both lead quality and cost efficiency.
CPL dropped from $350 to $120, allowing the firm to triple its lead volume without increasing ad spend.
Map Pack visibility improved, with the firm ranking in the top 3 for multiple high-value keywords like “car accident lawyer near me.”
Organic traffic also grew steadily, with a 52% increase in local organic clicks to the website.
Top 3 for multiple PI keywords