01 — Project details
The objective was to drive high-intent personal injury law leads for a Wisconsin-based firm by launching a mobile-optimized Google Search campaign paired with a trust-first landing page. The strategy focused on clear benefit-driven messaging, credibility signals like "No fee til you win" and call-to-action placements that encouraged users to call or fill out a consultation form.
02 — Strategy process
Researching
Analyzed related keyword themes, user behavior, and competitor offers to tailor messaging for local searchers needing legal help.
Planning
Structured a conversion-optimized campaign with goals around CPL and call volume. Planned ad messaging and landing layout to showcase experience and instill trust.
Executing
Launched Google Search Ads with direct, credibility-focused language and sitelinks. Designed a streamlined lead-gen page with a CTA and clickable trust cues.
Reporting
Tracked click and form conversions via Google Ads and analytics tools. Used insights to boost conversion rates and optimize campaign spend.
This mockup showcases a Google Search Ad tailored for mobile users in the Wisconsin area, promoting legal services related to compensation, personal injury, or negligence claims.
Headline: “Fight for Your Compensation – No Fees Unless We Win”
The ad builds trust by referencing fairness, free consultations, and a strong no-fee promise.
Call extension is prominently displayed to encourage direct contact.
It features interactive sitelinks including:
“Our Results”
“Meet Our Attorneys”
The overall design positions the law firm as both aggressive and approachable, ideal for users in need of quick, reassuring legal support.
TThis mockup displays a conversion-focused landing page for a personal injury serving Wisconsin.
The headline reads: “Injury Attorneys Serving Wisconsin”, with a subheading reinforcing trust: “No Fees Unless We Win”.
It includes a bold CTA button: “Request Your Free Consultation”.
The layout is visually professional, featuring:
A clear form for lead capture (Name, Email, Phone, Message)
Supporting trust elements like settlement highlights ($225k, $2.25M, $2M)
A top banner offering “Free Consultation” with a click-to-call option
Optimized for desktop engagement, it aligns with ad messaging to encourage immediate contact and convert high-intent visitors.
03 — Results
We successfully achieved strong performance improvements by refining the copy and optimizing ad strategy. Over the campaign period:
124 conversions were generated from 3.08K clicks, at a cost-per-conversion of $53.07, totaling $6.58K in ad spend
The landing page recorded 5,059 unique visitors and 6,252 total views, resulting in 76 total on-page conversions and a 1.5% page-level conversion rate
These results reflect scalable lead acquisition with a strong CPL, persuasive messaging, and optimized landing experiences.
124
Conversions
+5,059
Unique Visitors
+1.5%
Increase in Conversion Rate