Overview
Amari Law, a respected criminal defense firm in Birmingham, Alabama, has built its reputation on aggressive advocacy and decades of trusted legal service. With more than 2,500 clients walking free, the firm embodies expertise, urgency, and results.
Despite strong demand, Amari Law’s digital marketing system lacked transparency and tracking, making it difficult to see which investments were truly driving new cases. They needed more than an ad manager; they needed a partner who could guide them through strategy, tracking, and performance optimization while keeping them informed and confident about every marketing decision.
The Challenge
Amari Law faced three core challenges:
- No clear view of which ad clicks converted into signed cases
- Missing or malfunctioning GA4 and Tag Manager integrations
- Low lead-to-case conversion despite steady call and form volume
The goal: Design a Google Ads strategy engineered not just for lead generation, but for high-quality client acquisition, while ensuring every interaction was tracked and attributed with precision.
The Path to Success
I implemented a three-month roadmap designed to build trust, improve lead quality, and scale efficiently. Transparency was prioritized at every step, allowing Amari Law to see exactly where leads were coming from across paid, organic, and referral channels.
The process included:
1. Strategic Research
I mapped the competitive landscape in Birmingham and nearby markets, analyzing ad copy, keyword intent, and audience behavior. This informed a data-driven account structure tailored to Amari Law’s practice areas.
2. Audience Development
Using behavioral and interest-based segmentation, I built remarketing lists and layered audiences reflecting real client profiles, from page visit depth to time spent on key practice pages.
3. Conversion Tracking Reconstruction
I discovered broken tracking code and incorrect event triggers, including misfiring phone call conversions and lost form submissions. By rebuilding GA4 and Tag Manager integrations, I restored accurate conversion data and eliminated duplicate entries, giving the firm a clear, reliable view of performance.
The Results
Within weeks, qualified leads surged. Early insights, however, revealed that not all leads translated into signed cases. Using high-value lead pattern recognition and excluding poor-quality demographics, lead-to-case conversion improved dramatically.
With tracking errors resolved, the campaign’s clarity allowed Amari Law to tie real revenue back to specific ad groups and spend levels.
September Results (Post-Fix):
- 62 phone calls
- 15 form fills
- $5,500 ad spend
- $30,000 in revenue (5.4x ROI)
Following Month:
- Ad spend: $5,800
- Calls increased from 62 → 83 (+33.9%)
- Forms increased from 15 → 20 (+33.3%)
- Cost per conversion dropped from $88 → $70 (–20.2%)
- Impression share rose from 34% → 45% (+32.4%)
- Conversion rate improved from 17% → 21% (+20.8%)
Data Visualization
Call and Form Conversions Growth
- Month | Calls | Forms | Total Conversions
——————————————–
- September | 62 | 15 | 77
- October | 83 | 20 | 103
- Growth % | +33.9 | +33.3 | +33.8
Performance Efficiency Over Time
- Metric | September | October | Improvement
- ————————————————————-
- Cost per Conversion | $88 | $70 | -20.2%
- Impression Share | 34% | 45% | +32.4%
- Conversion Rate | 17% | 21% | +20.8%
- ROI | 5.4x | ~6x | +11.1%
Key Takeaways
- Accurate conversion tracking is non-negotiable in legal marketing.
- High-intent audience segmentation directly improves case sign rates.
- Incremental transparency gives law firms confidence in scaling paid media.
Amari Law’s campaign demonstrates how precision tracking and adaptive ad optimization can transform digital confusion into measurable growth, ensuring every dollar spent moves a case closer to a signed contract.
See how I can get results like this for your firm. Book a free 15-minute strategy call.
