The Client
West Law Firm practices in the most expensive corner of pay-per-click advertising. Legal keywords routinely rank among the priciest in the entire auction — this account averaged $16.08 per click — which means there is zero tolerance for wasted traffic.
Why Is Google Ads Hard for Law Firms?
- Legal CPCs are among the highest in PPC — a handful of bad clicks costs more than most industries' entire daily budget.
- Lead-generation networks and mass-tort aggregators bid on every case-type keyword.
- Callers range from strong cases to unqualified inquiries, and the ad account can't tell them apart without tracking discipline.
- One signed case can be worth six figures — so the auction stays brutal permanently.
What Did We Do Differently?
- Bought only the highest-intent case-type queries and refused to subsidize research traffic at $16 a click.
- Wrote ads that spoke to the caller's actual situation, sustaining an 8.16% CTR against aggressive competition.
- Tracked every call and consultation request to its keyword, so spend concentrated on inquiry-producing terms.
- Converted 11.2% of all clicks into case inquiries — better than one in ten of the most expensive clicks in PPC.
What Results Did West Law Firm Get From Google Ads?
| Metric | Verified Result |
|---|---|
| Case inquiries | 1,077 |
| Ad spend | $154K |
| Clicks | 9,605 |
| Impressions | 117,694 |
| Click-through rate | 8.16% |
| Click-to-inquiry rate | 11.2% |
Key Takeaways
- 1,077 case inquiries in a category where one signed case can repay years of ad spend.
- At $16.08 per click, an 11.2% click-to-inquiry rate is the entire ballgame — waste is fatal, precision compounds.
- Law firms don't win legal PPC with bigger budgets; they win with tighter intent and cleaner tracking.
How Much Should a Law Firm Spend on Google Ads?
This firm invested $154K over the life of the account and received 1,077 tracked case inquiries. In legal practice areas where a single signed case can be worth tens or hundreds of thousands of dollars, the question is not the cost per inquiry — it's whether the intake process converts them. The right budget buys every high-intent search in your practice area, and not one click more.
About This Campaign
All figures are lifetime totals pulled directly from the Google Ads account. Inquiries include tracked calls and consultation requests.