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Legal Industry
Illustrative Example
How a Google Ads Overhaul Could Cut a Law Firm's Cost Per Lead
A strategic Google Ads approach designed to cut wasted spend and generate higher-value cases.
Note: This is an illustrative example showing how our process works. The figures below are sample targets, not results from a specific client. Real, verified case studies will be published as they become available.
68%
Cost Per Lead Reduction
in 4 months
156%
Qualified Consultations
increase
5.2x
Return on Ad Spend
average ROAS
$890K
Case Value Generated
in 6 months
The Challenge
Patterson Law, a personal injury firm in Cincinnati, was spending $15,000/month on Google Ads but getting poor results. Their cost per lead was $380 and many "leads" were unqualified.
Key challenges:
- $380 cost per lead (industry benchmark: $150-200)
- 60% of leads were unqualified or spam
- Poor campaign structure with broad match keywords
- No conversion tracking beyond form fills
- Generic landing pages with low conversion rates
Our Solution
Month 1
Audit & Restructure
- Account audit
- Campaign restructure
- Conversion tracking
- Landing page review
Month 2
Optimize & Test
- Ad copy testing
- Bid strategy refinement
- Negative keyword expansion
- Audience segmentation
Month 3-4
Scale Winners
- Budget reallocation
- New ad groups
- Remarketing campaigns
- Local targeting expansion
Month 5-6
Maximize ROI
- Conversion rate optimization
- Landing page A/B tests
- Call tracking analysis
- Performance Max testing
What We Delivered
Complete Google Ads account restructure
Dedicated landing pages for each practice area
Call tracking with recording
Conversion tracking setup
Weekly optimization calls
Monthly performance reports
Competitor monitoring
Ad creative development
The Results
- 68% reduction in cost per lead ($380 → $122)
- 156% increase in qualified consultations
- 5.2x ROAS on total ad spend
- $890,000 in case value generated
- 92% lead quality (up from 40%)
"We went from dreading our ad spend to having a predictable case pipeline. BTMG turned our Google Ads into our #1 source of new clients."
Mike Patterson
Partner, Patterson Law
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