Personal Injury Lawyer PPC — 400% Lead Growth on Same Budget
Challenge
A personal injury law firm was spending $48,000 per month on Google Ads and generating only 38 qualified case intakes, putting their cost per signed case at roughly $1,260 — more than double the market average. National lead aggregators were dominating the non-branded auctions, and the account was structured around keyword themes that forced the firm into bidding wars it couldn't win on cost. On top of that, 41% of recorded conversions were contaminated — spam form submissions, repeat callers, and out-of-state leads that would never convert to signed cases. Google's bidding algorithm was optimizing toward noise, and the marketing-to-revenue math had stopped working
A personal injury law firm was spending $48,000 per month on Google Ads and generating only 38 qualified case intakes, putting their cost per signed case at roughly $1,260 — more than double the market average. National lead aggregators were dominating the non-branded auctions, and the account was structured around keyword themes that forced the firm into bidding wars it couldn't win on cost. On top of that, 41% of recorded conversions were contaminated — spam form submissions, repeat callers, and out-of-state leads that would never convert to signed cases. Google's bidding algorithm was optimizing toward noise, and the marketing-to-revenue math had stopped working
Solution
We rebuilt the account from the signal layer up. First, we replaced the conversion stack entirely — Twilio-routed call tracking with a state qualifier, server-side conversion API feeding signed retainer events back into Google Ads, and a deduplication layer to strip repeat callers. This gave the algorithm a clean signal to optimize against. Next, we restructured campaigns around case type and case value rather than keyword themes. Trucking and commercial vehicle cases were carved into isolated campaigns with their own budgets and bid strategies tuned for case acquisition cost. Generic auto stayed in the mix but with a hard ceiling on spend to avoid chasing aggregators. We replaced the single generic landing page with three case-type-specific landers, each with a single conversion path matched to the urgency of that case type. Finally, we day-parted aggressively based on signed-case data, geo-carved non-converting suburbs out of bidding, and cut the long-tail keyword variants that were burning roughly $11,000 per month with almost no signed cases.
We rebuilt the account from the signal layer up. First, we replaced the conversion stack entirely — Twilio-routed call tracking with a state qualifier, server-side conversion API feeding signed retainer events back into Google Ads, and a deduplication layer to strip repeat callers. This gave the algorithm a clean signal to optimize against. Next, we restructured campaigns around case type and case value rather than keyword themes. Trucking and commercial vehicle cases were carved into isolated campaigns with their own budgets and bid strategies tuned for case acquisition cost. Generic auto stayed in the mix but with a hard ceiling on spend to avoid chasing aggregators. We replaced the single generic landing page with three case-type-specific landers, each with a single conversion path matched to the urgency of that case type. Finally, we day-parted aggressively based on signed-case data, geo-carved non-converting suburbs out of bidding, and cut the long-tail keyword variants that were burning roughly $11,000 per month with almost no signed cases.
Results
Within 12 weeks and on the same $48,000 monthly budget, qualified case intakes went from 38 to 152 per month — a 400% increase. Cost per signed case dropped from $1,260 to approximately $478, a 62% reduction. The share of high-value case types in the lead mix moved from 14% to 47% within the first four weeks. Landing page conversion rate jumped from 4.1% to 8.7% after deploying case-type-specific landers. Day-parting and geo-carving alone released $14,200 per month of wasted budget back into the campaigns that were producing results. No budget increase was needed — every gain came from fixing the conversion signal, restructuring around case economics, and eliminating waste
Within 12 weeks and on the same $48,000 monthly budget, qualified case intakes went from 38 to 152 per month — a 400% increase. Cost per signed case dropped from $1,260 to approximately $478, a 62% reduction. The share of high-value case types in the lead mix moved from 14% to 47% within the first four weeks. Landing page conversion rate jumped from 4.1% to 8.7% after deploying case-type-specific landers. Day-parting and geo-carving alone released $14,200 per month of wasted budget back into the campaigns that were producing results. No budget increase was needed — every gain came from fixing the conversion signal, restructuring around case economics, and eliminating waste