01 — Project details
The goal was to generate estate planning leads for a North Carolina-based law firm by launching a mobile-first Google Search campaign targeting high-intent legal terms. This was paired with a professionally branded landing page optimized for conversions. The objective was to attract families and individuals seeking legal guidance on estate matters and convert them through clear messaging, a direct call-to-action, and click-to-call functionality.
02 — Strategy process
Researching
Identified estate-focused keyword opportunities and studied local competitors’ ad messaging to understand how to best position the firm’s unique value in search results.
Planning
Designed a campaign strategy focused on reach and conversion, with clearly defined KPIs. Outlined ad group structure, copy direction, and landing page flow to ensure message alignment from click to lead.
Executing
Launched the campaign using precise keyword match types and compelling ad copy. Built a mobile-optimized landing page with a conversion-focused layout, form, and sticky call button.
Reporting
Monitored performance using Google Ads and analytics tools. Tracked impressions, clicks, CPC, and conversion rate to identify what resonated most and applied learnings to improve campaign efficiency.
This mockup features a Google Search Ad designed for estate planning and elder law in North Carolina. The headline reads:
“North Carolina Estate Lawyers – Request A Consultation”,
targeting individuals seeking legal help for wealth preservation and family estate planning. The description provides supportive messaging around legacy protection and scheduling appointments. The ad is mobile-optimized and includes a click-to-call extension to drive inbound leads directly from search.
This mockup shows a localized landing page for a Wilmington-based estate planning firm. The headline clearly communicates the offer:
“Wilmington Estate Planning Attorney”,
followed by supporting copy that speaks to protecting wealth and family legacy. A simple contact form captures Name, Phone, Email, and Message, paired with a bold CTA:
“Request a Free Consultation”.
The top banner includes a click-to-call button for faster conversion, and the page maintains a professional, trustworthy look—ideal for legal service audiences.
03 — Results
We achieved measurable campaign performance by combining focused ad targeting with optimized landing page design. Over the campaign period:
24 conversions were generated from 426 clicks, at a cost-per-conversion of $52.43, totaling $1.26K in ad spend
The landing page recorded 622 unique visitors and 751 total views, with 9 confirmed on-page conversions, leading to a 1.45% page-level conversion rate
These results highlight early traction and clear user intent, forming a foundation for scaling and optimization in future campaign phases.
24
Conversions
+622
Visitors
+1.45%
Increase in Conversion Rate