Optimizing Google Ads for High-Intent Local Leads
A strategic Google Ads campaign for a Colorado-based family law firm successfully increased conversions by 76% while refining audience targeting and improving engagement metrics.
Client: Lawyer group from Colorado
Location: Colorado, United States
Objective: Generate more leads and calls from the website using Google Ads
Approach & Strategy
Initial Analysis & Optimization Plan
A full account analysis led to a decision to build campaigns from scratch. The strategy included:
- Expanding and refining keyword targeting to align with service offerings
- Optimizing website and landing page content
- Creating dedicated URLs for every location and service (28 total)
Campaign Development & Execution
- Search campaigns structured by service and target audience (TA)
- Custom ad copies for each campaign to improve engagement
- Budget allocation based on demand and service-specific search trends
- Bid adjustments by age, gender, and household income
- Audience observations implemented for performance monitoring
Continuous optimization ensured search queries remained relevant while eliminating low-quality traffic.
Results & Performance
March 2020 – December 2020 vs. February 2019 – November 2019
Conversions: +76% (increase in leads and calls from the website)
Clicks: 1,096 (-25%)
Impressions: 25,770 (-93%)
CTR: +995.25% (more precise targeting led to a sharp increase in click-through rate)
Bounce Rate: -21.24% (improved engagement and session quality)
Pages per Session: +37.36%
Average Session Duration: +104.05%
Despite a reduction in impressions and clicks due to refined targeting, the campaign dramatically improved conversion rates and audience quality, ensuring that only high-intent users were reached.
Key Takeaways
The campaign’s success was driven by precise audience segmentation and continuous optimization. Future steps include:
- Expanding brand awareness via Google Display Network (GDN) and YouTube
- Launching local and competitor-targeted campaigns
- Enhancing Google My Business listings for local search visibility
- Leveraging Facebook, Instagram, and LinkedIn for multi-channel reach