Qualified consultations
Calls, forms, or bookings that meet the firm's agreed practice-area and case-fit criteria.
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Law Firm Google Ads Planning ModelIllustrative — Not Client Results
How We Would Diagnose and Rebuild a Law Firm Google Ads System
A transparent planning model for improving targeting, landing-page alignment, intake measurement, lead quality, and budget decisions without inventing a client, testimonial, benchmark, or guaranteed outcome.
Evidence note: This page does not represent a specific law firm engagement. It intentionally contains no fictional client identity, quoted testimonial, fabricated spend, cost-per-lead figure, case volume, or ROAS claim.
Cost per qualified inquiry
Spend divided by useful opportunities, not every form fill or phone call.
Search-term quality
How closely actual queries match the matters and geography the firm wants to pursue.
Intake attribution
Whether campaign, call, form, and downstream intake data can be connected reliably enough to guide budget decisions.
Problems We Would Investigate First
- Campaigns combine different practice areas or intent levels that should be measured separately
- Search terms generate inquiries outside the firm's target matters or geography
- Conversion tracking counts activity without distinguishing qualified consultations
- Landing pages do not match the query, ad promise, or practice-area decision
- Call and form data stop at the lead stage and cannot be tied to intake outcomes
- Budget changes are being made from platform metrics without enough downstream lead-quality context
Four-Phase Approach
Baseline & Tracking
- Review account structure and search terms
- Verify conversion and call tracking
- Define qualified consultation criteria
- Document current spend and lead-quality baseline
Intent & Campaign Structure
- Separate practice-area intent
- Tighten location and query targeting
- Build negative-keyword process
- Align ads with landing-page intent
Conversion & Intake
- Review landing-page clarity
- Reduce form and call friction
- Connect intake outcomes to campaign data
- Measure qualified consultations rather than raw leads alone
Optimization
- Reallocate budget using qualified-outcome data
- Test messaging and landing-page hypotheses
- Review search terms and lead quality
- Document attribution limits and next decisions
How a Real PPC Case Study Earns Publication
A quantified law-firm case study should identify the actual measurement source, baseline, comparison period, spend context, practice-area scope, definition of a qualified lead, attribution method, material campaign changes, limitations, and client permission. Until those elements exist, this content remains a planning model rather than client proof.
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Build a Measurable Law Firm Paid Search Plan
Start with targeting, tracking, intake quality, and case economics before deciding where more ad spend belongs.
No long-term contracts requiredResponse within 24 hoursTransparent reporting