Project Overview
This client is a personal injury law firm handling car accident, workplace injury, and wrongful death claims. Personal injury law is one of the most expensive and competitive verticals in digital advertising, established firms with deep budgets dominate the paid search results, and cost per click can run high before a single lead comes in. The firm needed to grow lead volume without letting acquisition costs spiral.
Southline Digital was brought in to manage the account, running a $5,500/month Google Ads budget across Search and Performance Max campaigns, with every call and form submission tracked through Google Tag Manager.
Since launch, the campaign has driven a 526.8% increase in clicks while cutting cost per lead by 44.3%, proof that scale and efficiency aren’t a tradeoff when the account is structured correctly.
Increase in Clicks
Decrease in Cost Per Lead
Return on Ad Spend
Increase in Conversion Rate
The Challenge
Personal injury law is a brutal category to advertise in. Cost per click routinely runs into double digits, well-funded competitors dominate the top ad positions, and a poorly structured account can burn through budget fast without producing leads that actually convert into signed cases. This firm needed an account built to compete on efficiency, not just outspend the competition.
Our Solution:
Key Takeaways
- In one of the most expensive ad verticals in the country, structure beat budget, a 5x increase in clicks came from account architecture, not just spending more
- Cutting cost per lead by 44% while scaling traffic proves efficiency and growth aren't a tradeoff when campaigns are built correctly
- Practice-area landing pages, not the homepage, are what turn search intent into signed consultations
Contact Southline Digital
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If your firm is spending on Google Ads but not seeing the case volume to justify it, the account structure is usually the reason. Let’s talk about what’s possible for your practice.
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