+15%
Qualified leads
$11
Cost per lead
9/10
Quality score
The situation
Legal is among the most expensive verticals in paid search. The existing account had no keyword focus and no thematic alignment between ad groups and ads, which pushed cost per click to unsustainable levels.
What we changed
- 01Rebuilt the account around precise keyword targeting and themed ad groups aligned to user intent
- 02Strategic bid adjustments to control spend without losing ad visibility
- 03Ad copy and landing page improvements to lift relevance and user experience
- 04Quality score treated as the primary lever for bringing cost per click down
The outcome
- Cost per click reduced by 20% through targeted keyword optimisation
- 15% increase in qualified leads at an $11 cost per lead
- Quality score of 9/10 maintained across the majority of keywords
- Significant increase in impressions and clicks alongside the cost reduction
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