Case Study · Legal

More conversions. Lower acquisition cost.

How a regional law practice increased tracked conversions by 66.7% while keeping paid-search spending nearly flat.

Performance Snapshot

15 Tracked Conversions ↑ 66.7% vs. prior period

12.6% Conversion Rate ↑ 40.1% vs. prior period

$17.53 Cost Per Conversion ↓ 38.0% vs. prior period

$2.21 Average CPC ↓ 13.2% vs. prior period

Paid Search

66.7% more conversions with just 3.3% more spend.

Paid search generated substantially more conversion activity without requiring a comparable increase in budget.

Compared with the prior period, campaign spend increased just 3.3%, while tracked conversions rose from approximately 9 to 15. At the same time, conversion rate improved and average cost per click declined.

More output from nearly the same budget.

119

Paid Search Clicks

↑ 19.0% vs. prior period

7.6%

Click-Through Rate

↑ 5.9% vs. prior period

12.6%

Conversion Rate

↑ 40.1% vs. prior period

$17.53

Cost Per Conversion

↓ 38.0% vs. prior period

Campaign Efficiency

The campaign didn't just generate more activity. It became more efficient.

Lower click costs and a higher conversion rate worked together to reduce acquisition costs significantly.

Tracked Conversions

9 → 15

Approx. Cost / Conversion

$28.27 → $17.53

Approx. Average CPC

$2.55 → $2.21

Performance Change

Conversions +66.7%

Conversion Rate +40.1%

Cost Per Conversion -38.0%

Average CPC -13.2%

Organic Search

Better click-through performance from available search visibility.

Organic impressions were lower than in the prior comparison period, but sitewide organic click-through rate increased 18.3%.

That means the site captured a larger share of clicks from the search visibility it did receive. High-intent local legal terms also continued appearing on the first page of Google.

137 Organic Clicks

6.8K Impressions

2.0% Organic CTR · ↑ 18.3%

Local Search Visibility

5.6

Average Google position for a high-intent local divorce attorney search.

The Approach

Search marketing built around high-intent legal queries.

The strategy focused on reaching potential clients when they were actively searching for legal services, while improving both paid efficiency and organic visibility.

Paid Search

High-intent keyword targeting, geographic campaign structure, search-term refinement, bidding optimization, and conversion tracking.

Organic Search

Local service-page optimization, metadata, search intent, content structure, internal linking, and technical SEO.

Performance Tracking

Ongoing measurement across paid campaigns, organic search, local service queries, conversion activity, and acquisition costs.

The Takeaway

More conversions shouldn't automatically require more ad spend.

Better targeting, stronger campaign structure, and ongoing optimization can make existing search budgets work considerably harder.

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Client identity withheld for confidentiality. Performance data sourced from Google Ads and Google Search Console. Comparative figures reflect change versus the prior selected comparison period.