Personal Injury Law · Southern California

Pacific Law Group Replaces Lead Volume With Higher-Value Case Acquisition

Pacific Law Group was spending heavily on Google Ads and getting calls — just not the right calls. We rebuilt their campaigns around case-type intent, fixed the landing pages, and added attribution that revealed where the quality cases actually came from.

Representative example — illustrates a typical engagement; identifying details have been changed.

178%

More Qualified Consults

52%

Lower Cost Per Case

34%

Higher Avg Case Value

Overview

Pacific Law Group had a solid Google Ads budget and decent call volume. The problem was case quality. They were handling too many smaller cases while the higher-value injury cases they were built for were going to competitors. The marketing felt active but the ROI wasn't there.

The Challenge

What wasn't working

Their Google Ads account ran broad campaigns that attracted every kind of personal injury query — minor fender-benders, workers' comp, slip-and-fall — not the serious cases the firm specialized in. One generic landing page served all of it. There was no attribution between cases closed and the marketing that sourced them.

The Strategy

What we recommended

We restructured campaigns by case type, built case-specific landing pages that spoke to the severity of injury the firm handles best, and added full attribution tracking so the team could see which keywords and campaigns produced cases that actually closed.

The Execution

What we actually did

Rebuilt Google Ads into case-type campaigns: auto accident, wrongful death, serious injury — each with its own budget and targeting
Built dedicated landing pages for each case type with case result examples, attorney profiles, and clear next steps
Added CRM integration so every consult was tagged to its originating keyword and campaign
Implemented call recording and lead scoring to identify which inbound calls matched target case types
Reduced overall spend by 20% while improving case quality — reallocating from low-performing broad terms to high-intent exact match

Before & After

The Difference

Before

Broad keywords attracting all injury types regardless of case value
One generic landing page for all ad traffic — no case-type messaging
No attribution between closed cases and the marketing that sourced them
High call volume, low proportion of target case types

After

178% increase in qualified consultations for target case types
52% lower cost per case — more from better targeting, not just spending less
34% higher average case value in the 6 months following rebuild
Full attribution from keyword to consult to case — for the first time

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Pacific Law Group Replaces Lead Volume With Higher-Value Case Acquisition

What wasn't working

What we recommended

What we actually did

The Difference

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