+160%
Lead volume in 90 days
$289 → $112
Cost per lead (62% decrease)
70%
Qualified lead rate
The challenge
The firm averaged only 6 leads per month through digital channels at a $289 cost per lead. Most inquiries lacked intent or fell outside their service territory, making intake inefficient and growth impossible.
Key insight
Lead quality improved enough that the firm staffed a dedicated intake coordinator.
What we did
- 1
Launched targeted Google Search Ads on highly specific phrases like "nursing home abuse lawyer [city]"
- 2
Applied negative keyword filtering and county-level geographic targeting to exclude irrelevant traffic
- 3
Wrote emotionally resonant ad copy with clear calls to action, tracking both form submissions and phone calls
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