The Challenge
A regional personal injury firm was competing against major law groups with massive ad budgets. Their generic keyword targeting was burning budget on unqualified clicks and their cost per case acquisition was unsustainable at $2,400.
The Strategy
We shifted from broad 'personal injury lawyer' keywords to high-intent, case-specific terms (car accident attorney, slip and fall lawyer, workers comp claim). Built practice-area landing pages with clear intake forms and added a lead qualification layer to filter out non-viable cases before they reached attorneys.
Execution
Full keyword audit and restructure, 6 new landing pages, intake form optimization, and attorney call routing setup over 45 days.
The Results
Cost per acquired case fell to $890 (63% reduction). Monthly case volume grew from 11 to 24. Quality score improvements reduced CPC by 34%.