Google Ads Case Study : National Law Firm

Measuring Results:

Cost Per Acquisition (CPA) DECREASE
Sales Increase
Clicks Increase


A national law practice in New York that focuses on providing high-quality legal services at a reasonable price for family law and personal injury cases.

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The Challenge

Diminishing Google Ad Performance

Law firms are one of the most competitive industries in Google Ads. Data from 2022 showed that, on average, legal services carry a closing rate of 4.35% and a click through rate of 1.35%. These campaigns were not meeting industry benchmarks despite having a decent budget of $5,000 per month.

As a result, the firm was looking to transform their Google Ads campaigns to acquire more leads and get ahead of their competition.

I offered my expertise to help reconstruct their Google Ads strategy for stronger and more targeted results.

Keyword optimized landing pages yielded 756 ad clicks and 96 leads for the firm.


SEO Analysis, Optimization, and Execution

Keyword Research & Targeted Ads

To address Buckingham, LaGrandeur, & Williams’ problem, we compiled specific information about which services they were looking to target and in what area.

Based on this information, we performed keyword research specific to their target services and locations to aid with forming the campaign structure. Next, we wrote custom ad copy and created highly targeted landing pages specifically designed for PPC.

The location target encompassed a 60-mile radius around Renton, WA. With this, we created unique ad groups and landing pages for three target services: Child Support Lawyers, Divorce Lawyers, and Family Lawyers.

This ensured that all leads got the specific information they were looking for on both the ad and landing page.

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Optimized Campaign Structure

While the firm had used a manual $15 CPC approach, but due to a shift in Google’s ad platform, we decided to change course by implementing a Target Acquisition (CPA) campaign set at $50.

By using Target CPA, Google automatically sets bids to help get as many form fills and calls as possible at or below the target CPA.

Since the firm had been running Google Ad campaigns for a long time, there was enough historical data for Google’s algorithms to effectively bid, and the results from November 2020 to May 2021 were significant.

We were very impressed by the process Pronto put forth. They worked with our team intently to turn our resources into carefully targeted ad campaigns with both budget and conversions in mind.”

Ignited by a new targeted CPA strategy, the firm has had a steady increase in their conversions since the beginning of 2021
The Outcome

An Increase in Ad Clicks and Contact Forms at a Lower Cost Per Acquisition

Upon signing up with CDD in May 2021, the firm saw immediate results in phone inquiries.

Having implemented a new CPA strategy in Nov 2021, we saw a dip in calls in December due to a round of A/B testing. However, calls and form fills ticked up again in Jan of 2022 and have maintained an upward trend since.

Our overall year-over-year stats between May 2021 and May 2022 saw a 37 percent increase in calls, a 24 percent increase form fills, and a 33 percent decrease in the cost the firm paid per click on the Ads platform.

CDD Provides The Best AdWords Management in the Business

Google Ads Advice

1. Familiarize Yourself with the New AdWords Dashboard: There are plenty of useful features that were not available in the previous AdWords, such as bundling different campaign types, new filtering suggestions, and advanced bid adjustment options.

2. Use Dynamic Search Ads – If you want to create ads that mirror search intent, ads that people actually use when they search for a product/service relevant to your business, use dynamic search ads.

Instead of writing about your business or a product, spend some time researching for what phrases people are using when they are searching for a product or service you offer and use it in your ad copy title and descriptions. By focusing on phrases that searchers are more likely to use, you have a better chance to get their attention.

3.Take Advantage of Ad Extensions

Google Adwords has decided to stop using review extensions, and  I have no problem with that, because Google wouldn’t really approve of Any reviews, there are a few highly useful extensions that could help to improve the click-through rate on ads and earn you better positioning in search result pages.

One of the coolest new ad extensions is the Promotional Extension. Essentially, it shows special sales and offers with your ad.

These are the main promotion types:

Advertisers have to specify which of these categories best describes their sale or promotion:

    1. Monetary discount: A static dollar amount that a product will be discounted. The ad will say “$X off…”
    1. Percent discount: A set percent that all orders will be discounted. The ad will say “X% off….”
    1. Up to monetary discount: A maximum static dollar amount that your orders may be discounted. The ad will say “Up to $X off…”
  1. Up to percent discount: A maximum percent that your orders may be discounted. The ad will say “Up to X% off…”

Test any available ad extensions for your ads and see which are best for you.

4. Utilize Audience Targeting

Google Adwords has targeting for specific audiences, not only within display campaigns, but in search campaigns too.

You can choose the type of audiences you want to reach by their intent, allowing you to target users who are actively researching products or services that are relevant to your business. You can also utilize remarketing, which lets you reach people who have previously interacted with your business, typically within a select time period. Demographic targeting is also a very interesting feature that lets you target campaigns to specific audiences based on things like  age, gender or income, by bidding up your top performing genders, age or average annual income.

In display campaigns, other than the intent and remarketing targeting, you can also use affinity targeting, which will let you reach groups of people based on their lifestyles and purchasing habits.

Don’t forget to experiment with different types of ads and targeting, and learn from your campaigns. You should be in your account daily.

If you could use assistance implementing any of the tips that were covered in this post, message me and I will assist you.