01 — Project details
The objective was to generate qualified criminal defense leads—specifically for DUI, probation violations, and juvenile cases—by positioning the client’s legal services in front of high-intent mobile searchers. This was executed through a mobile-first Google Search campaign paired with a trust-centered landing page. The strategy focused on reassuring messaging, urgency-driven CTAs, and a streamlined intake form to increase consultations.
02 — Strategy process
Researching
Analyzed local criminal defense search intent and competitive messaging. Focused on high-conversion terms such as DUI defense, probation help, and juvenile law representation.
Planning
Structured the campaign to highlight urgency, free consultations, and expertise. Defined KPIs around lead quality and CPL, and mapped form layout and landing copy to convert mobile users quickly.
Executing
Launched targeted Google Search Ads using headlines that included legal services and zero-cost consultations. Designed a mobile-first landing page with a minimal form and authority-building elements.
Reporting
Tracked clicks, impressions, and form fills in Google Ads and analytics tools. Used performance data to iterate ad copy and CTA placements for higher engagement and consultation rates.
This mockup displays a Google Search Ad designed for mobile users in need of criminal defense services.
The headline reads:
“Criminal Defense Attorneys – DUI, Juvenile Crime, Probation”,
with supportive copy that explains how the firm helps users understand their legal situation and next steps. Key features like “100% off Consultation” create urgency and reinforce value. The ad speaks directly to users facing charges such as DUI, probation violations, or juvenile offenses—inviting them to take fast action.
This landing page mockup is designed for a South Florida-based criminal defense firm.
The bold headline communicates authority and location:
“South Florida Criminal Defense Attorney”,
and is followed by a concise value prop: “Get a free consultation and defend your future.”
The design uses a calming color scheme and coastal background imagery to create a sense of trust and professionalism. A clear consultation form is placed above the fold, paired with a "Free Consultation" CTA to drive conversions quickly across mobile and desktop.
03 — Results
We successfully achieved strong performance improvements by refining the copy and optimizing ad strategy. Over the campaign period:
25 conversions were generated from 1,470 clicks, with a total ad spend of $1.89K, averaging a cost-per-conversion of $75.60
The landing page recorded 17,656 unique visitors and 20,515 total views, resulting in 189 on-page conversions and a 1.07% page-level conversion rate
These results demonstrate efficient lead generation at scale, with a strong focus on CTR, landing page conversion design, and cost-effective audience targeting.
25
Conversions
+17,656
Unique Visitors
+1.07%
Increase in Conversion Rate