395 new client inquiries at $17.23 each.
How two focused Google Search campaigns helped a GTA Law Firm bring in a steady stream of family law and wills and estates inquiries, with 245 of them picking up the phone.
Legal ads are expensive. Wasted clicks hurt.
Legal searches are some of the most competitive on Google, and big firms are willing to pay a lot for every click. For a smaller practice, it is easy to spend thousands and hear nothing back. The firm needed real people calling or filling out a form, not just website visits.
Costly clicks
Legal keywords are expensive, so every click has to count.
Two very different clients
Someone going through a separation and someone planning a will are looking for very different things.
Calls matter most
Many legal clients want to talk to someone right away. Ads had to make calling easy.
Two practice areas. Two clear campaigns.
We split the account by practice area so each type of client saw a message written for their situation.
Family law across Ontario
A dedicated family law campaign reached people across Ontario searching for a family lawyer. It became the main source of inquiries.
Wills and estates across the GTA
A separate campaign targeted GTA searches for wills and estates help, with its own budget and message.
Built for phone calls
Call buttons on the ads and on the website made it easy for people to reach the firm right away. Calls ended up being the most common way people got in touch.
Only real inquiries counted
Every lead on this page is a phone call from an ad, a call from the website or a submitted contact form.
Nearly 1 in 5 clicks became an inquiry.
Over nine months, $6,804.61 in ad spend brought in 395 client inquiries at $17.23 each. Out of 2,019 ad clicks, 19.56% turned into a call or a form.
| Campaign | Leads | Cost per lead | Spend | Clicks | Click to lead rate |
|---|---|---|---|---|---|
| Family law, Ontario wide Best performer | 282 | $13.38 | $3,772.61 | 1,263 | 22.33% |
| Wills & estates, GTA wide | 113 | $26.83 | $3,032.00 | 756 | 14.95% |
| Both campaigns | 395 | $17.23 | $6,804.61 | 2,019 | 19.56% |
The family law campaign brought in 282 inquiries at just $13.38 each, and more than 1 in 5 people who clicked reached out. People going through a family matter want help fast, and the ads made it easy to call.
| How people reached out | Family law | Wills & estates | Total |
|---|---|---|---|
| Called straight from the ad | 122 | 65 | 187 |
| Filled out the website form | 114 | 36 | 150 |
| Called from the website | 46 | 12 | 58 |
| Total inquiries | 282 | 113 | 395 |
Straight from Google Ads.
No rounded numbers, no cherry picked days. These are the live campaign results for the full period, broken down by calls and forms.
What this means for your practice.
Family law and wills and estates clients search differently. Separate campaigns showed family law at $13.38 a lead and wills and estates at $26.83.
245 of the 395 inquiries were phone calls. Legal clients often want to talk to someone right away.
Under $7,000 over nine months brought in nearly 400 inquiries in one of Google’s most competitive categories.
Calls and forms are what fill a calendar. That is what we measure and what we report.
Want results like this
for your practice?
Free 30-minute strategy call. We’ll look at how new clients find you today, show you where inquiries are slipping away, and tell you exactly what we’d change.