New Year, New Strategy: Reduced Spend with Consistent Lead Flow

This personal injury firm came to us at the start of the year looking to get more control over their ad budget. Performance felt unpredictable, costs were creeping up, and they weren’t confident they were getting the right leads. In just 90 days, we helped them reduce spend by nearly $5,000 while maintaining lead quality and volume.

• $4,680 in ad spend saved in the first quarter

• 103 conversions generated, increase of 12 more than the previous period

• Cost per conversion dropped 25%

• Higher-quality traffic with fewer wasted clicks

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Problem

At the start of the year, they were spending over $26,000 per quarter on Google Ads without clear insight into where their leads were coming from.

They were receiving a high volume of clicks and conversions, but most inquiries were unqualified. Short calls, spam submissions, and irrelevant searches were eating into the budget. The campaigns had been set up to run on broad targeting with very little control, and the firm’s internal team had no way to determine what was working.

• Campaigns relied on broad match keywords with minimal refinement

• Google’s automated settings led to poor placement and budget drift

• Short calls and form spam were being tracked as conversions

• No segmentation by practice area, location, or time of day

• Intake team was burdened by low-quality, time-wasting leads

Solution

We stepped in with a strategy focused on precision, efficiency, and full visibility into performance.

• Paused underperforming campaigns and shifted budget toward top-performing legal services

• Replaced broad match targeting with high-intent, exact and phrase match keywords

• Created segmented ad groups tailored to each practice area and service line

• Added negative keywords to prevent irrelevant and low-quality traffic

• Refined ad schedules based on time-of-day lead quality data

• Turned off automated placements and audience expansion features

• Implemented conversion filters to track only qualified form submissions and calls longer than 45 seconds

This approach ensured the client was no longer paying for empty clicks or low-quality leads and allowed us to maximize every dollar of the ad budget.

Current Life

Within three months, the difference was clear. Performance improved and the firm gained the clarity they had been missing.

• Ad spend was reduced by $4,680 without hurting lead volume

• The account still generated 103 conversions, maintaining consistent case flow

• Cost per conversion dropped 25% from $337 to $252

• Fewer clicks, but significantly better lead quality and higher intent

• The intake team is now focused on real case opportunities instead of sorting through irrelevant inquiries

• The firm now has full visibility into which campaigns perform best and where future growth should be focused

This client now views their Google Ads account as a reliable tool for generating cases rather than a source of wasted spend.