01
THE SITUATION
A Strong PPC Account — and the Challenge of Scaling Without Breaking It
The firm behind this campaign is no ordinary practice. Their attorneys have successfully handled thousands of cases across Southern California, including the greater Los Angeles, Orange County, San Diego, Riverside, and San Bernardino areas. They litigate cases of every level of complexity and severity, and their mission is simple: fight for the best possible outcome for every client, whether that's an acquittal, a favorable settlement, or a full dismissal.
When we took over the PPC account, the campaign was already performing well, with a high click-through rate (CTR) and a low cost per conversion. The challenge wasn't fixing a broken account. It was scaling it without disrupting what was already working. We wanted to add new services and campaigns to capture more case types,without hurting the performance of the existing campaigns.
High-Stakes Legal Market
Competitive case acquisition
Scaling Pressure
Grow without losing efficiency
Cost Control
Maintain cost per conversion
02
WHAT WE DID
A Three-Month Playbook: Optimize, Expand, then Scale
Rather than rushing to add budget and services, we took a disciplined, phased approach, cleaning up what existed, expanding strategically, then scaling what was proven to work.
1
Keyword & Asset Optimization
After the campaign launched and enough data was gathered, we focused on cleaning up the account. We paused cost-consuming and underperforming keywords, which kept costs under control and improved the quality of each ad group by keeping only the most relevant search terms active.
2
New Campaigns for New Case Types
With the core account optimized, we added new campaigns for Car Accident and Personal Injury, along with an increased budget to support them. These new campaigns successfully boosted conversions while preserving the prior performance of the existing account.
Budget Scale-Up & New Ad Groups
With cost per conversion and average CPC under control, we confidently increased the campaign budget to drive more volume. We also launched a 'Call Only' campaign to target phone call leads directly, and introduced a dynamic ad group to fully leverage the potential of the firm's website.
03
THE RESULTS
190% More Conversions and a 3.4x Higher Conversion Rate
Over three months, the campaign delivered steady, compounding growth across every meaningful metric. Conversion volume nearly tripled, the conversion rate improved dramatically, and cost per conversion stayed stable despite significant budget increases.
Conversion Increase
A consistent month-over-month rise in total conversions from 119 to 345.
Cost Efficiency
Cost per conversion held steady despite meaningful budget increases.
Enhanced Conv. Rate
Conversion rate jumped from 2.53% to 8.61%, a 3.4x improvement.
The Real Takeaway
In legal PPC, it's easy to either stagnate or burn budget chasing volume. This campaign proves the opposite is possible, you can nearly triple conversions while keeping cost per conversion stable and improving conversion rate by more than three times.
04
THE TIMELINE
Three Months, Three Strategic Phases
Each month had a clear purpose: optimize the foundation, expand into new case types, then scale the proven winners.
FAQ
ATTORNEY PPC
Frequently Asked Questions
Common questions about our attorney PPC case study and process.
How many conversions did the attorney PPC campaign generate?
The attorney PPC campaign grew from 119.07 conversions in September 2024 to 345.62 conversions in November 2024, a 190% increase in just three months.
What was the cost per conversion for the law firm PPC campaign?
Despite increasing the campaign budget, cost per conversion remained stable at $31.17 in September, $32.91 in October, and $34.22 in November 2024, well within acceptable ranges for legal PPC.
Can this PPC strategy work for other law firms?
Yes. The phased approach, optimize, expand, then scale, works exceptionally well for personal injury, criminal defense, family law, immigration, and other legal practices looking to grow case volume efficiently.
Ready to Scale Your Firm's PPC Campaigns?
Let us show you what we can do for a Dallas Fort Worth business.
"Selph Marketing has been a major boost to our business. Reasa and her team provide excellent service and produce real results. I'm extremely happy we have them as an extension of our team. Thank you!"
Dustin Hulett
Hulett Insurance