SecureLaw Attorneys — PPC Search Campaign (Lead Generation)

Industry:

Legal Services

Location:

Miami, FL

Services:

Google Search Ads; Landing Page Optimization; Conversion Tracking

Duration:

3 Months

The Challenge

SecureLaw’s existing search campaigns had broad match keywords driving irrelevant clicks, high CPCs, and poor landing page relevance. Conversion tracking was incomplete, so ROI measurement was unreliable and budget allocation was inefficient.

Strategy & Execution

Keyword refinement: migrated to phrase and exact match for high-intent queries, built negative keyword lists to exclude irrelevant traffic.
Ad copy testing: developed 12 variants emphasizing local expertise, free consultations, and outcome-focused CTAs.
Landing page alignment: created service-specific landing pages with clear forms, attorney bios, and trust signals.
Conversion tracking: implemented call tracking, form event tracking, and offline conversion imports to close the attribution loop.
Bid strategy: shifted to target CPA with manual adjustments for high-value geographies.

Results

Cost per lead reduced 48%.
Lead volume increased +72% while maintaining the same budget.
Conversion rate improved from 3.1% → 6.8%.

Outcome

Search campaign optimization delivered more qualified leads at a lower cost, and improved tracking enabled data-driven budget allocation across practice areas.

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