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86 Qualified Leads for a Law Firm at a $13.77 CPA

A law firm was already investing in Google Ads but was dissatisfied with the results and the management provided by a previous freelancer. After taking over the account, we conducted a comprehensive audit and identified major issues with campaign structure, conversion tracking, keyword targeting, and landing-page relevance. We completely rebuilt the campaigns, fixed tracking, created service-specific structures, built high-converting landing pages, and implemented CRM automation.
The result was 86 qualified leads at an average CPA of $13.77, with the account generating 21 qualified leads in the first month after the new campaign structure was launched at a CPA of $47.34.

86
Qualified Leads
$13.77
CPA
37%
CPA Reduction

Services We Delivered

Google Ads Management

PPC Campaign Restructuring

Landing Page Optimization

Lead Generation

Project Details

Client
Mentch Law
Industry
Business Law
Location
Targeted Radius Across the United States
Service
Google Ads Management
Campaign Type
Search & Call Campaign

The Results at a Glance

01

  • Lead Generation Total Leads: 86
  • Leads in First Month: 21

02

  • Cost Per Acquisition CPA: $13.77
  • CPA in First Month: $47.34

03

  • Landing Page Performance CPC Reduction: 37%
  • $7.62 → $4.77

04

  • Ad Spend $1.18K

About the Client

Mentch Law is a business-focused law firm that provides legal counsel to entrepreneurs, startups, small businesses, and established companies. From business formation and contract law to ongoing legal advisory services, the firm helps organizations protect their interests and make informed business decisions.

Mentch Law

Challenges

After conducting a thorough audit of the Google Ads account, we identified several issues impacting performance.

  • Incorrect Conversion Tracking: The account had incorrect conversion tracking in place, making it difficult to accurately determine which campaigns, keywords, and ads were generating leads.
  • Poor Keyword Research: Keywords appeared to have been added without sufficient research or a clear strategy around user intent and individual legal services.
  • Weak Landing-Page Relevance: The existing landing-page setup did not sufficiently align with the keywords being targeted in the campaigns. This created a disconnect between the user's search, the ad, and the landing-page experience, contributing to poor campaign efficiency.
  • Poor Campaign Structure: Multiple legal services were grouped together, making it difficult to create highly relevant ads and landing pages. For a law firm offering multiple services, treating every service as one audience can make it harder to create highly relevant ads and control budgets effectively.
  • No Structured Lead Follow-Up Process: Generating leads was only part of the challenge. The client also needed a better way to capture, organize, follow up with, and report on incoming leads.

Goals & Objectives

Our primary objective was to rebuild the account around a more structured and research-driven PPC strategy. The key goals were to:

  • Generate more qualified leads for the law firm.
  • Improve campaign and keyword relevance.
  • Create separate campaigns around individual legal services.
  • Improve conversion tracking.
  • Reduce wasted ad spend.
  • Improve landing-page relevance.
  • Generate both phone calls and website leads.
  • Improve the efficiency of the campaigns.
  • Create a better process for managing and following up with incoming leads.

Our Strategy

Step 01

Audited the Existing Google Ads Account

We started by reviewing the existing account to understand what the previous setup was doing and where improvements were needed.

Our audit focused on:

  • Conversion tracking
  • Keyword targeting
  • Campaign structure
  • Ad relevance
  • Landing-page relevance
  • Account setup
  • Lead-generation methods

The audit showed that simply making small optimizations would not be enough. So, we decided to rebuild the campaigns using a more structured approach.

Step 02

Restructured Campaigns Around Legal Services

The legal industry is highly competitive, and different legal services can attract completely different audiences and search intent.

Instead of putting different services into one broad campaign structure, we created separate campaigns around individual services.

For example:

  • Business Lawyer
  • Family Lawyer
  • Immigration Lawyer
  • Other Individual Legal Services

This allowed us to create more relevant keyword groups, ads, budgets, and landing pages for each service.

Step 03

Conducted Keyword & Competitor Research

We conducted competitive analysis to understand how other advertisers were approaching the legal market.

We then researched relevant keywords based on the services offered and user search intent.

The campaigns were built around tightly themed keyword groups, with approximately 5–10 closely related keywords per group.

This helped us create more relevant ads for each search theme instead of relying on generic messaging across the account.

Step 04

Created More Relevant Ad Campaigns

Once the keyword structure was established, we developed ad copy around the specific legal services being promoted.

We also implemented relevant ad extensions where appropriate to provide users with additional information and opportunities to interact with the business.

The objective was simple:

Search → Relevant Ad → Relevant Landing Page → Lead

Every stage needed to be connected.

Step 05

Added Search & Call Campaigns

We didn't rely on website forms alone. We implemented both:

  • Search campaigns to generate website leads
  • Call-focused campaigns to encourage users to contact the law firm directly.

This gave potential clients multiple ways to get in touch while allowing us to target users who were actively looking for legal services.

Step 06

Improved the Landing-Page Experience

After identifying issues with the existing landing pages, we created dedicated marketing landing pages using Unbounce.

The goal was to create landing pages that were more closely aligned with the keywords and services being advertised.

Better alignment between the keyword, ad, and landing page helped improve the overall relevance of the campaigns.

As the landing-page setup was improved, the CPC decreased from:

$7.62 → $4.77

This represented a significant reduction in the average cost per click.

Step 07

Implemented Lead Management With GoHighLevel

Generating leads was only one part of the process.

We also needed to help the client manage those leads once they came in.

We implemented GoHighLevel to help:

  • Collect lead information
  • Organize incoming leads
  • Automate follow-up messages
  • Manage lead data
  • Track lead activity
  • Provide more detailed reporting

This gave the client a more structured process for handling leads after they were generated through Google Ads.

Step 08

Measured & Optimized Campaign Performance

After implementing the new campaign structure, we monitored performance and continued optimizing the campaigns based on the data.

The first major milestone came in the first month after implementation:

21 Leads at a $48 CPA

As the campaigns continued to be managed and optimized, the account went on to generate 86 Leads for the Law Firm.

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The Takeaways

This case study demonstrates why Google Ads performance isn't only about increasing budgets or getting more clicks. A properly structured Google Ads campaign can transform lead generation performance in the competitive legal industry.

By fixing conversion tracking, rebuilding campaigns, improving landing pages, and implementing automated lead management, we helped this business law firm turn an underperforming account into a reliable source of qualified leads.