Turning Searches Into Qualified Legal Calls
Atlanta Family & Immigration Law needed clients, not clicks. We built a Google Ads campaign focused entirely on genuine legal-service intent — consistently turning searches into qualified phone enquiries at an efficient cost.
Client
Atlanta Family & Immigration Law
Industry
Immigration & Family Law
Service
Google Ads · Search
Period
Last 30 Days
The Challenge
People searching for an immigration or family lawyer often need help now — but the market is noisy, with countless broad legal and informational queries. The challenge: reach users with strong legal-service intent, avoid irrelevant searches, and make the advertising budget work efficiently — so spend turns into real client calls, not wasted clicks.
What We Did
A campaign structure focused entirely on legal-service search intent — a six-part approach: high-intent keyword targeting, a service-focused campaign structure, search-term optimisation, ad-copy optimisation, conversion tracking and ongoing optimisation. Every layer was aligned to turn the right searches into phone calls and consultation enquiries.
Numbers That Speak for Themselves
All data from SEMrush, SE Ranking & Moz — July 2026.
93
Phone Calls
qualified enquiries in 30 days
2.91K
Clicks
high-intent legal searchers
4.29%
Click-Through Rate
strong ad relevance
$1.37
Avg. CPC
efficient cost per click
Sustained Call Volume, Strong Engagement
Consistent results across the 30-day, 14-day and 7-day windows — calls, cost efficiency and click-through all holding strong.
Phone Calls (30 days)
— →
#1
qualified enquiries
Clicks (30 days)
— →
2.91K
high-intent traffic
CTR (30 days)
— →
4.29%
strong relevance
Avg. CPC (14 days)
— →
$1.31
efficient spend
Calls (7 days)
— →
30
sustained momentum
Every Lead Action Tracked
The campaign measured every way a potential client could reach out — so optimisation focused on real enquiries.
Phone Calls
Call
Consultation Forms
Form
Calls From Ads
Ad Call
Click-to-Call
Click
What the Campaign Set Out to Do
Six priorities — all aimed at more qualified calls and enquiries from people who genuinely need legal help.
High-Intent Queries
Reach users actively searching for legal help right now.
Relevant Services
Immigration and family law services only — no broad legal noise.
Local Users
People in the area looking for legal assistance.
Phone Calls & Enquiries
Drive call and enquiry actions, not just clicks.
Budget Efficiency
Make every dollar of ad spend work hard.
Ongoing Optimisation
Continuous keyword & search-term refinement.
Straight From Google Ads
No cherry-picking — here’s the real performance dashboard across three time windows. Hover to pause, click any screenshot to enlarge.
The Strategy
A Six-Part Approach to Qualified Leads
How we focused every layer of the campaign on genuine legal-service intent.
High-Intent Keyword Targeting
Keywords chosen around users actively seeking immigration and family law assistance — not broad legal browsing.
Service-Focused Structure
Campaigns and ad groups organised around specific legal services to tighten keyword-to-ad relevance.
Search Term Optimisation
Regular review of search terms, adding irrelevant queries as negatives to cut wasted spend.
Ad Copy Optimisation
Responsive search ads refined with messaging focused on legal assistance and free consultations.
Conversion Tracking
Calls and lead actions monitored closely to understand which activity actually drove enquiries.
Ongoing Optimisation
Keywords, ads, targeting and settings adjusted on performance data throughout the month.
Want Google Ads That Bring Real Client Calls?
Law firm, clinic or any professional service — we build Google Ads campaigns around genuine buyer intent, turning spend into qualified calls and enquiries. Free PPC audit, no obligation.