Legal services | PPC ads setup and management / USA
This case study details a lead generation campaign for L4H, a network of lawyers specializing in various claims, including car, truck, and personal injury accidents. The campaign targeted Florida, USA, utilizing Google Ads and Microsoft Ads to attract new clients.
Objectives
- Lead Generation: Generate a consistent flow of qualified leads (web forms and phone calls) for legal services.
- Cost Optimization: Achieve a target Cost Per Lead (CPL) and manage the advertising budget effectively across multiple platforms.
- Hypothesis Testing: Test different campaign types (Search, PMax, Display), bidding strategies, and audience segmentations to identify the most effective approaches.
- Geo-Targeting Expansion: Focus advertising efforts on the primary region of operation, Florida, with potential for expansion to other states like NJ and WA.
What We Did
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- Campaign Setup: Launched several campaign types across Google Ads and Microsoft Ads, including Paid Search, Performance Max (PMax), Display (KMS), and Remarketing campaigns.
- Audience Segmentation: Segmented audiences based on search queries related to specific legal needs like «injury lawyer» and «car accidents attorney». Also implemented remarketing to target users who previously visited the website.
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- Keyword Management: Compiled and refined a list of 322 high-intent keywords based on search volume and relevance. Continuously updated negative keyword lists to exclude irrelevant traffic from competitors’ brand names and non-target locations.
- Bid & Budget Optimization: Tested various bidding strategies, including manual CPC and automated strategies like «Maximize Clicks». Adjusted daily budgets between campaigns to allocate more funds to higher-performing ones.
- Ad Copy & Creative A/B Testing: Continuously tested new ad headlines, descriptions, and images to improve engagement and conversion rates.
In view of all the points mentioned above, ads in advertising campaigns have the following appearance.
Google Ads
Search:
GDN:
Remarketing:
PMAX:
Microsoft Ads
Results (Period: 2025-06-03 — 2025-09-10)
Total Performance (Google Ads & Microsoft Ads)
- Total Leads (Conversions): 235
- Total Budget: $7,505.00
- Average CPL: $31.94
- Total Clicks: 43,874
Performance by Platform (2025-06-03 — 2025-09-10)
- Google Ads:
- Leads: 145
- Average CPL: $41
- Total Clicks: 20,929
- Total Budget: $5,984
- Microsoft Ads:
- Leads: 90
- Average CPL: $17
- Total Clicks: 22,945
- Total Budget: $1,521
Platforms
- Google Ads
- Microsoft Advertising (Bing Ads)
Key Insights
- Microsoft Ads Delivered Lower CPL: Microsoft Ads consistently generated a significantly lower Cost Per Lead ($17) compared to Google Ads ($41), proving to be a highly efficient platform for this niche.
- Search Campaigns Were Most Effective: Paid Search campaigns on both platforms were the primary drivers of high-quality leads, particularly those targeting specific keywords like «car accident lawyer» and «personal injury attorney».
Continuous Optimization is Crucial: A/B testing ad copy, adjusting bidding strategies, and refining negative keyword lists led to a substantial decrease in CPL over time.
