GOOGLE ADS CASE STUDY:
$221 REDUCED PER LEAD, 74% INCREASE IN CONVERSION RATE.
Constellation Marketing is a top 1% legal marketing firm in the USA. They manage Google Ads for law firms across the country.
They hired me to audit around 60 of their accounts. I reviewed their campaigns, identified issues, and provided recommendations. Then, I worked with them to implement the fixes. This case study highlights the key problems I found and how I solved them to boost performance.
Offline Conversion Data
Problem:
Offline conversion data wasn’t fully used in Google Ads.
Explanation:
Not all leads convert into sales, and Google needs to know which ones do to improve bidding, but this data wasn’t fed back properly.
Optimization:
Imported offline conversion data into Google Ads using CRM integration.
Wrong Bidding Strategy
Problem:
Campaigns with 50+ conversions were stuck on Max Clicks.
Explanation:
Max Clicks focuses on traffic, not conversions, missing out on higher-quality clicks despite enough data.
Optimization:
Switched to Max Conversions with a target CPA (tCPA) based on historical data, so the algorithm bids for clicks more likely to convert.
Keyword and Landing Page Disconnect
Problem:
Keyword groups didn’t match their landing pages.
Explanation:
Ad groups need a tight theme, but the landing pages had unrelated messaging, confusing visitors.
Optimization:
Linked keyword groups to highly relevant landing pages with matching messaging.
Weak Ad Copy
Problem:
Ad copy lacked benefits or unique selling points (USPs).
Explanation:
No compelling reasons like benefits, dream outcomes, or certifications were included, making ads less clickable.
Optimization:
Added benefits, dream outcomes, and USPs to give prospects a strong reason to click.
Generic Ad Images
Problem:
Ads used stock images instead of professional ones.
Explanation:
Prospects, especially for lawyers, want to see real people or office spaces, not generic stock photos.
Optimization:
Replaced stock images with professional photos of the lawyer or office space.
Call Ad Timing
Problem:
Call ad assets ran outside office hours.
Explanation:
Calls were shown when no one was available to answer, leading to missed opportunities.
Optimization:
Scheduled call ad assets to show only during business hours using ad schedule.
Weak Landing Page CTA
Problem:
Landing pages had boring CTAs like “Contact Us” or “Schedule a Call.”
Explanation:
These CTAs didn’t excite or motivate prospects to take action.
Optimization:
Changed the CTA to “Get a Free 15-Minute Consultation Call” for a stronger, clearer hook.
No Trust Signals
Problem:
Landing pages lacked trust signals.
Explanation:
Without reviews or ratings, prospects had no reason to trust the service.
Optimization:
Added Google Business Profile reviews and ratings above the fold on the landing page.
Missing Benefits on Landing Pages
Problem:
No benefits were highlighted on the landing pages.
Explanation:
Prospects didn’t see how the service helps them or why it’s better, missing their desires and goals.
Optimization:
Added a benefits section promising faster results, tied to prospect goals, and highlighted the USP.
RESULTS AFTER OPTIMIZATION?
$221
Reduction in every lead
+74%
Increase in the conversion rate
+36%
Increase in the CTR
About ME?
Advanced Grip On Google Ads Bidding Algorithms
I save you money and boost your ROI. Targeting the right audience for your business at the lowest possible cost.
Proven 90 Days Google Ads Strategy Blueprint
I give you a proven 90 day blueprint that delivers consistent conversions fast. No guesswork in your campaign management.
Portfolio in Lead Generation and Shopping
I craft campaigns perfectly suited to your conversion goals and industry. Getting high-quality leads or selling more products.
Certified in Google Ads & Analytics
I use data from Google Ads and Analytics to track, fix, and optimize your campaigns for the best performance.
