How We Generated $1.5 Million & 305 Leads for a Personal Injury Law Firm

We began with comprehensive marketing research. Our team reviewed historical performance data, analyzed competitors’ ad strategies, and used big-data keyword tools to uncover high-value search terms and cost trends. At the same time, we worked with the client to define clear KPIs (key performance indicators) such as cost per lead, lead-to-retainer rate, average case value, and return on ad spend. This ensured that every channel could be measured against business results, not just clicks.

The website was redesigned with a conversion-first approach. Each major practice area received its own landing page with streamlined forms, faster load speeds, and sticky click-to-call buttons on mobile. We added schema markup (code that helps search engines interpret content), settlement stories, and bite-sized FAQs to reduce friction. Social proof elements and client testimonials were placed above the fold. Through A/B testing (comparing two versions), we trimmed the intake form from eight fields to three, which significantly increased completions.

For paid search, we restructured campaigns into single-theme ad groups for maximum relevance. We relied on exact- and phrase-match keywords, filtered out irrelevant searches with negative keywords, and used responsive search ads to rotate multiple headlines. Ad extensions highlighted attorney availability, locations, and plain-language benefits. We also implemented dayparting (scheduling ads by hour) to push spend into the windows when clients were most likely to call, while brand-defense campaigns stopped competitors from poaching searches.

On Google LSA (Local Services Ads, pay-per-lead listings), we verified and optimized the firm’s profile with precise categories and service areas. We added structured review prompts, activated hours-based bidding, and set up dispute workflows to eliminate low-quality leads. Call recordings and tagging helped train staff, while routing rules ensured urgent calls reached attorneys immediately. Budget pacing was introduced to keep intake steady throughout the month instead of spiking early and drying up later.

SEO built long-term momentum. We created content hubs around accident types and injury FAQs, expanded Spanish-language pages, and improved internal linking. Technical SEO upgrades improved Core Web Vitals (site speed and stability), while local SEO fine-tuned the Google Business Profile, service areas, and citation consistency. Structured data (for FAQs and reviews) earned rich snippets in search results, improving click-through rates and organic visibility.

Finally, we overhauled intake. We introduced call-answer SLAs (service-level agreements on response times), text-to-intake automations, and smart routing so every lead was handled quickly. Privacy-safe retargeting campaigns on Facebook and Instagram reminded past visitors to schedule consultations, while lookalike audiences expanded reach efficiently. Together, these improvements built a predictable, scalable system for converting attention into consultations.