Professional, Legal & Finance — Case Study
return on ad spend
Disciplined restructuring and tracking convert ad spend directly into closed work
A DUI defense law firm engaged Focus Digital to make paid search reliably produce signed cases with provable return on ad spend.
The firm needed paid search to generate qualified, signed work rather than clicks, and existing tracking understated true performance.
Google Ads were restructured toward high-intent defense terms most likely to produce signed cases.
Call tracking and lead qualification were added, and landing pages were split-tested to lift conversion.
On Local Services Ads, cost per lead improved from $561 to $143 as lead volume grew from 8 to 31 per month.
The campaign succeeded by aligning paid search to signed cases and measuring the dollars on both sides. Restructured campaigns and tighter tracking produced an 8.38x return in June 2026, with efficiency also improving on Local Services Ads.
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