The Challenge

Legal advertising keywords are among the most expensive in search marketing, with CPCs routinely climbing past $9 per click. The client was overpaying for unqualified traffic due to broad keyword targeting and underperforming landing page experiences that failed to convert visitors into booked consultations, limiting their ability to scale ad spend profitably.

What We Did

We executed a complete paid search overhaul, refining bid strategies, tightening keyword intent, and optimizing landing page conversion paths.

Google Search Ads Restructuring & Manual CPC Bidding: Rebuilt campaign ad groups around high-intent legal search terms identified via Google Keyword Planner, shifting to controlled Manual CPC bidding to drive down acquisition costs. WordPress & Elementor Landing Page Optimization: Redesigned page structures, call-to-action triggers, and intake forms on WordPress and Elementor to eliminate friction and maximize visitor-to-lead conversion rates. Google Local Service Ads & Negative Keyword Filtering: Integrated local targeting vectors and implemented rigorous negative keyword lists to prevent wasted ad spend on irrelevant search queries.

The Result

Slashed average cost-per-click from over $9 down to $1.62—achieving an average cost-per-conversion of $15.56 at a 10.42% conversion rate. With a profitable foundation established, the campaign is now fully primed for budget scaling.