A personal injury law firm spending $40K per month on Google Ads had plenty of leads but poor case quality. By restructuring campaigns around practice area intent, building pre-qualifying landing pages, and switching Smart Bidding to optimize for qualified cases instead of raw form fills, the firm cut cost per signed case significantly within 60 days, all without increasing spend. This case study breaks down the three structural problems, the specific fixes, and why legal Google Ads is fundamentally a lead quality problem.
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