At Ranklee, we help law firms grow by turning Google Ads into real, qualified clients — not just clicks.Recently, a family law firm reached out to us because they had a problem:

“We’re running ads, but most of the leads we’re getting aren’t serious clients.”

They were spending money every month on Google Ads, but very few inquiries turned into actual cases. This is something we see often with service-based businesses.

In this case study, we’ll show exactly how we helped them generate 367 qualified leads in 30 days using a smart, focused Google Ads strategy.

The Challenge

The firm wanted more clients across several cities, but their campaigns weren’t working as they hoped.

Here’s what was going wrong:

• High competition in the legal services market

• Low conversion rates despite getting clicks

• Wasted ad spend on people who weren’t serious about hiring

• No local focus, which made their ads less relevant

They needed a strategy that could reach the right people at the right time — people ready to hire a family lawyer.

Our Approach: Google Ads for Family Law

At Ranklee, we don’t just set up ads and hope for the best. We built a strategy around local relevance, conversion-focused landing pages, and continuous optimization.

Here’s how we did it:

1. Created 5 City-Specific Landing Pages

Instead of sending everyone to a single generic page, we built individual landing pages for each city they served.

Each page included:

• Localized headlines and messaging

• Client success stories from that city to build trust

• Fast, mobile-friendly design

• Simple forms and strong Call-to-Action (CTA) buttons

• Reviews and trust signals to reassure visitors

This made it clear to potential clients that the firm was active in their city — and ready to help.

2. Targeted High-Intent Keywords

We focused on keywords that showed the strongest intent to hire a lawyer. Examples include:

• “Family law attorney near me”

• “Divorce lawyer [city]”

• “Child custody lawyer consultation”

• “Top-rated family lawyer [city]”

We also added negative keywords to filter out clicks from people looking for jobs, information, or unrelated services. This meant every ad click was more likely to turn into a real lead.

3. Improved Ad Copy and Calls-to-Action

We tested multiple ad variations to see what messaging resonated most with clients.

Some of our strategies included:

• Headlines that created urgency: “Talk to a Family Law Expert Today”

• Descriptions highlighting free consultations and quick responses

• Using ad extensions like call buttons, site links, and location info

Testing different versions helped us see what worked and what didn’t, improving both click-through rates and lead quality.

4. Optimized Targeting by Device and Time

We looked at when and how people were contacting the firm.

Here’s what we adjusted:

• Increased bids during peak hours when clients were most likely to call

• Lowered bids during low-performing times

• Focused on mobile devices, where most conversions came from

This ensured the ad budget was used efficiently and reached serious clients at the right time.

5. Location-Based Bidding and Budget Allocation

Family law is competitive, and not all cities perform equally.

We:

• Increased bids for cities with higher conversion rates

• Reduced bids in areas with fewer quality leads

• Allocated more budget to the best-performing landing pages

This helped the firm get more qualified leads without overspending.

6. Continuous Optimization

Google Ads isn’t “set it and forget it.” We monitored the campaigns weekly and made adjustments based on real performance:

• Added new negative keywords from search term reports

• Tested fresh ad copy and CTAs

• Adjusted bids based on lead data and city performance

• Tracked all form submissions and calls through Google Tag Manager

This ongoing process kept the campaigns improving week after week.

What We Learned

For law firms running Google Ads:

• City-specific landing pages make a huge difference in lead quality

• High-intent keywords attract serious clients ready to hire

• Ad testing helps find messaging that truly connects

• Mobile-first landing pages convert better because most leads come from phones

• Regular optimization ensures your ad spend is working efficiently

 

Want More Family Law Leads?

If your firm is spending on ads but not seeing results, Ranklee can help.

We specialize in Google Ads for lawyers, helping law firms generate consistent, qualified leads every month.