Cost-per-qualified-lead cut by 58% while case volume grew.

Luminary Law Group was spending over $12,000 per month on Google Ads for personal injury and family law keywords, but cost-per-lead had climbed to $380 and intake staff were fielding too many unqualified enquiries. There was no differentiation in ad creative, and the firm's website had a generic homepage with case-type pages that failed to speak to the emotional concerns of prospective clients.

We restructured the Google Ads account into tightly themed ad groups, rewrote ad copy to address specific client pain points, and built dedicated practice-area landing pages with trust signals (awards, settlements won, client reviews). A multi-step intake quiz pre-qualified visitors before connecting them to intake staff, cutting unqualified enquiries dramatically. Retargeting ads re-engaged site visitors who had not converted.