I worked closely with this client to revamp their existing Google Ads strategy, addressing lead quality and tackling the high cost-per-click (CPC) challenges in the legal sector.
Van Wey is a top-tier medical malpractice and birth injury law firm based in Texas. It’s led by Kay, a Dallas board-certified medical malpractice and personal injury lawyer with over 30 years of experience.
While the firm was generating leads through existing Google Ads Campaigns, they struggled with low-quality leads that did not convert. Additionally, operating in the highly competitive legal sector, particularly in medical malpractice, meant that CPC rates could go above $200. They needed a refined, targeted approach to reach their ideal clients effectively and improve the quality of leads to generate successful outcomes. With these objectives in mind, they approached me to restructure their Google Ads strategy.
The Challenge
The legal sector’s competitiveness, coupled with exceptionally high CPC rates in medical malpractice, made it challenging for the firm to run cost-effective Google Ads Campaigns. Despite the volume of leads, the conversion rate was low due to poor lead quality.
The firm needed a specialized approach to attract individuals most likely to convert into high-value cases. This required pinpoint targeting for complex terms to connect with potential clients facing medical and legal challenges.
The Solution
To address these issues, I designed four new Google Ads Campaigns targeting birth injury and medical malpractice in the Dallas and Houston regions. Each campaign used highly specific keywords to attract individuals searching for expert legal representation in these areas. I also created ad copy highlighting the firm’s depth of experience, appealing to potential clients looking for knowledgeable, compassionate representation. Ad scheduling and location targeting were optimized to capture users in their prime browsing times and specific geographic locations for better lead relevance.
The Result
The restructured campaigns quickly delivered remarkable results. Lead quality improved significantly, with the firm reporting that the new leads were highly relevant and more likely to translate into successful cases. Conversion rates increased to an impressive 15%, showing the effectiveness of the targeted approach.
The campaigns now generate about 50 new leads each month, allowing the firm to focus on cases that align with their expertise and goals. The client has been extremely satisfied with the quality and volume of leads generated through this optimized Google Ads strategy.
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