A legal services firm spending $45K per month on Google Ads was generating 400+ leads but qualifying fewer than 30. The root cause was broad match keywords pulling in job seekers, law students, and DIY researchers at premium legal CPCs. This case study traces the diagnosis through match type misalignment, the structural rebuild across keyword architecture, negative keywords, and landing pages, and the 90-day result: qualified consultations more than doubled while cost per qualified lead dropped by more than half.
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