A criminal defense firm in North Florida was competing in one of the most expensive advertising categories on Google, against firms with far bigger budgets. By tracking only what mattered, testing every major variable and following the data instead of the defaults, we built a campaign that kept the phone ringing every month.
Legal keywords are among the most expensive on Google, and criminal defense is near the top of that list. Large firms and national lead networks can outbid a local practice on almost every search, so every click has to count.
People facing criminal charges also don't browse for weeks. They search, compare a few options and call. The firm needed to show up in that moment, in the right areas, for the cases it wanted most.
From January through October, the campaign generated 241 phone calls from ads and 94 qualified leads: 78 calls and 16 form submissions. Leads came in every single month, with the strongest stretch in April and May, when the campaign produced 28 qualified leads.
The firm's confidence in the campaign shows in its investment. Monthly ad spend grew from about $4,000 in January to more than $5,000 every month since March, as the firm continued to put more budget behind what was working.
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