01 — Project details
The objective was to generate qualified family law leads—specifically for divorce and custody inquiries—by positioning the client’s legal services in front of high-intent searchers. This was executed through a mobile-first Google Search campaign paired with a trust-driven landing page. The approach focused on encouraging action through compassionate messaging, credibility elements, and an easy-to-complete consultation form.
02 — Strategy process
Researching
Identified high-intent family law keywords and analyzed competitor positioning to craft messaging that resonated with users seeking legal guidance for personal matters.
Planning
Outlined a conversion-focused campaign structure, setting KPIs around lead volume and CPL. Mapped ad headlines and landing page flow to reflect sensitivity and clarity in the legal support offered.
Executing
Deployed mobile-optimized Google Ads with emotionally supportive copy and trust-focused CTA extensions. Designed a clean landing page with a simple lead form and credibility indicators (e.g., reviews, experience).
Reporting
Monitored form submissions, clicks, and conversion rate using Google Ads and analytics tools. Iterated based on insights to improve engagement and drive more qualified family law consultations.
This mockup displays a Google Search Ad tailored for mobile users seeking legal support for divorce and family matters.
The ad headline reads:
“Family Law Lawyer Near You – Need Guidance For A Divorce?”
The description highlights services such as free consultations, years of experience, and confidentiality. It reassures users with clear next steps and trust indicators like “Free Consultation Scheduling” and interactive buttons such as “See Past Case Results” and “See Our Reviews”, designed to drive clicks and encourage immediate engagement.
This mockup showcases a warm, professional landing page built for a family law firm.
The headline emphasizes client-centered care:
“Compassionate & Experienced Family Law Attorneys”,
supported by credibility-building bullets such as “50+ 5-Star Reviews”, “Confidential Consultations”, and “Over 60 Years of Experience”.
A prominently placed consultation form captures Name, Email, Phone, and Message, with a bold CTA: “Request a Free Consultation”. The page design is optimized for both mobile and desktop, encouraging users to take the next step with trust and ease.
03 — Results
We successfully achieved strong performance improvements by refining the copy and optimizing ad strategy. Over the campaign period:
15 conversions were generated from 184 clicks, with a total ad spend of $1.92K
The landing page recorded 178 unique visitors and 273 total views, leading to 34 on-page conversions and an impressive 19.1% page-level conversion rate
These results reflect a high level of message alignment, strong call-to-action effectiveness, and well-optimized conversion paths—maximizing ROI from a relatively small traffic volume.
15
Conversions
+178
Unique Visitors
+19.1%
Increase in Conversion Rate