Home / Case Studies / US Immigration Law Firm
CONVERSIONS
2.44K
COST PER LEAD
$44.51
CONVERSION RATE
15.28%
INDUSTRY
Legal Services
SERVICES
Google Ads
START DATE
May 2023
ENGAGEMENT
3 years
THE CHALLENGE
Spending steadily, measuring nothing
The account had run for over a year under a previous agency on a single broad match campaign, with no negative keyword list and no accurate conversion tracking. Spend was steady, but there was no reliable way to tell which clicks became leads, only that cost per lead felt too high. There were no conversion actions for form fills or calls, the landing page was not matched to ad intent, and no ad extensions were in use. The search terms report told the real story: a meaningful share of budget was going to queries that were never going to convert.
THE SOLUTION
We fixed the tracking, the targeting, then the message
The order mattered here. Every optimisation after the first one needed accurate data behind it, so measurement came first and everything else followed.
Measurement
Installed accurate tracking for both form fills and phone calls so every lead was accounted for, then added third party call tracking to grade lead quality rather than just count it.
Targeting
Rebuilt around bottom funnel exact and phrase keywords, added 500+ negative keywords, split campaigns by service, and restricted delivery to people physically present in the service area.
Message
Replaced the generic home page with a dedicated landing page per service, wrote ad copy matched tightly to both keyword and page, and maximised sitelinks, callouts and call assets.
THE RESULTS
A predictable pipeline that held for three years
Cost per lead down 64%
Cost per lead fell from $124 to $44.51. Most of the early gain came from stopping wasted spend rather than from spending more.
3.7x more conversions
Conversions grew from 579 to 2.44K while conversion rate climbed from 8.32% to 15.28%. By month six, monthly conversions were up 278%.
It did not fade
This is the part that matters most. Three years after the rebuild the account is still performing at the same level, rather than drifting back once the initial work stopped.
