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Law Firm Client (NDA)
19% lower cost per lead in 90 days
A South Florida personal injury law firm had plenty of search demand but not enough qualified leads. Their Google Ads campaigns were wasting budget through broad targeting, weak copy, and bad tracking. On the surface, reports looked fine, but actual signed cases weren’t increasing. When xLabs took over, the first step was to uncover the hidden waste. We audited every layer of the account: keywords, ad copy, geo targeting, funnels, and conversion tracking. Each area showed serious gaps. Our goal was simple: stop spending on irrelevant clicks and focus entirely on intent-driven searches that could become real cases. Within weeks, we rebuilt campaigns to reflect how accident victims search, refined targeting, and installed offline tracking. The result was a campaign that finally produced measurable, sustainable growth.
Understanding the challenge
The law firm’s campaigns reflected common issues we see in legal advertising. Keywords were too broad, bringing in people without urgent legal needs. Ad copy lacked urgency, ignoring the emotional state of accident victims who need immediate trust and assurance. Budgets were wasted on low value zip codes that rarely produced cases. Conversion tracking was also broken, inflating results by counting leads that never became clients. With these gaps, the firm thought performance was acceptable, when in fact their cost per case was unsustainable. Our audit revealed three root causes: irrelevant targeting, weak messaging, and inaccurate tracking. Addressing these issues was critical to unlock real growth. Without it, the firm risked burning more budget on metrics that looked positive but failed to produce paying clients.
How we rebuilt the campaign
We completely restructured the campaigns around intent-first strategy. Keywords shifted to exact and phrase matches, capturing searches from accident victims actively seeking help. Ad copy was rewritten to reflect urgency and trust, with promises like “No Fees Unless We Win.” Geo targeting narrowed to the South Florida zip codes proven to deliver real case value. Ad extensions like lead forms and call buttons were added to capture prospects in the moment of need. We also redesigned the funnel to make contacting the firm faster and more intuitive. Finally, offline conversion tracking was implemented to connect leads directly to retained cases. This gave the firm accurate insight into performance for the first time. The entire system was rebuilt to measure and deliver real outcomes, not vanity metrics.
The results that followed
In 90 days, the firm experienced measurable gains across every key metric. Conversion rate rose by 35%, showing ads were attracting the right audience with the right message. Monthly leads increased by 25.6%, creating a steady pipeline of potential cases. Cost per lead dropped by 19%, reducing wasted spend and improving efficiency. Click through rate also improved as ads matched urgent search behavior more closely. Most importantly, offline tracking proved which campaigns actually drove signed cases, giving the firm confidence in its marketing investment. What had once been an unreliable, costly account became a predictable source of growth. Instead of guessing, leadership finally had clarity on where their budget was going and what it was producing, month after month.
+35%
Conversion Rate
+25.6%
Monthly Leads
–19%
Cost per Lead
Higher
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