The Challenge
A well-known Alabama law firm approached Bellringer with a clear objective: establish a reliable system for generating qualified leads beyond referrals. They needed to increase the volume of high-quality leads using Google Ads and convert those leads into active cases. The challenge was to maximize performance while closely monitoring budget and tracking results to ensure measurable ROI.
The Solution
After meeting with the owner to understand which services mattered most to the firm, I conducted thorough keyword and audience research. Based on those insights, I built a campaign structure tailored to the client’s goals, including:
Precise keyword targeting and audience segmentation
Compelling ad copy aligned with prospect needs
Optimized ad groups and structured assets
Proper bid strategies designed for conversions
Custom landing pages built for high intent traffic
For tracking, I integrated Google Ads, GA4, and CallRail, ensuring accurate attribution across calls and form fills. I also ran ad variation tests, audience experiments, and continuous query/keyword management to optimize performance.
The Results
The campaign delivered rapid success. Within just 19 days:
The firm generated 37 phone calls and 20 form fills (20 calls lasted over 50 seconds, indicating high-quality leads).
They increased their budget by 50% due to early performance.
The campaign delivered 4x return on ad spend (ROAS) with several cases still pending.
The Takeaway
This case study demonstrates how a data-driven Google Ads strategy can quickly transform a law firm’s client acquisition system. By combining precise audience targeting, conversion-focused ad copy, robust tracking, and ongoing optimization, firms can move beyond referrals and build a predictable pipeline of qualified leads.