Davis Miles

The challenge

A well-established Arizona law firm had spent years with a previous agency and was watching their paid media program plateau. Past campaigns weren’t converting impressions into qualified leads. Cost-per-click had drifted higher than the firm could sustain. And the firm wanted to expand into adjacent practice areas — estate planning and bankruptcy — without burning the budget proving the channel could work for new lines of business.

Three pain points:

1. Poor conversion quality. Volume looked acceptable; the leads behind it didn’t match the firm’s ideal client.
2. Unsustainable CPC. Click costs had drifted high enough that ROI was upside-down on the marginal lead.
3. No proof channel for new practice areas. Estate planning and bankruptcy were strategic priorities with no paid track record.

The approach

Three-part recovery:

• CRM-aligned negative keywords. We pulled lead-to-client data from the firm’s intake team and CRM, identified the keywords producing low-value or non-serious leads, and inserted them as negatives across active campaigns. Volume dropped slightly on paper. Quality jumped immediately.
• Geo-targeting by quality, not by reach. We re-segmented the state into zones based on conversion rate and CPL, then realigned bidding to be aggressive where the data said leads were both abundant and cheap, and conservative where they weren’t. This single change pulled CPL down faster than any keyword work.
• Landing-page conversion work. Working with the intake team’s notes on common objections, we rewrote campaign landing-page copy to surface answers to the questions prospects were already asking. A/B testing on the new variants finished the job.

Results

On the firm’s largest practice area — divorce — year-to-date:

• +69% increase in conversions
• +86% more ad clicks at lower cost
• −14% reduction in cost-per-click

Across the engagement, the firm’s cost-per-lead is back at its target number. And we’ve launched paid campaigns into two new practice areas with measurable visibility and lead flow: estate planning and bankruptcy counsel.

Services delivered

• Paid Media — Campaign overhaul and ongoing daily management
• PPC Management — Negative keyword strategy, geo-targeting, bid management
• Paid Media Account Audit — Initial campaign teardown