Google and Facebook Ads for a Law Firm: 99 Qualified Leads a Month
Law firm PPC case study: what did the marketing look like before adsfox?
How a combination of Facebook, Instagram and Google Search campaigns turned into a steady flow of qualified leads for a law firm.
Starting point and the client’s problem
The owner of the firm, Tomasz, had been growing his practice through in-person channels only: business breakfasts, entrepreneur events and BNI networking groups. He hit a ceiling. He could not be at several business breakfasts at once, and he could not spend his weeks traveling to conferences across the country.
First contact: a referral from another client
Tomasz was referred to us by another attorney, a client who had recorded a video testimonial for our website.
You can watch that interview-style client review on our about page.
Why adsfox?
Two years earlier the client had worked with another agency, but the results did not justify the cost. Ad spend plus agency fees were too high, and advertising the firm stopped paying off. So the owner went back to conferences, BNI and word of mouth.
At the same time, he knew that with referral marketing alone he could not grow or scale the firm any further.
He heard about adsfox from another attorney at a business conference, and even before the marketing consultation he had decided to give online advertising for his law firm another try.
Free marketing consultation
During the consultation with an adsfox specialist we agreed that the website needed several additional practice area pages for SEO and Google Ads, and that the phone number had to become a clickable call link. That makes it possible to measure calls to the front desk as conversions and to optimize the campaigns around them.
(At adsfox every campaign, whether Facebook, Google Ads or TikTok Ads, is fully measurable. We know exactly what each interaction on the client’s website costs. For some clients we optimize for form submissions, for others for phone clicks to book an appointment; the conversion type and tracking setup are always chosen individually.)
Since Tomasz had all but decided on our agency, the rest of the consultation covered scope and a start date.
Right after the meeting the client had his WordPress developer implement the agreed changes.
Getting started
The firm works mainly in Warsaw, Poland, so given the market and the client’s capacity we set the initial ad budget at about $750 a month.
We also agreed that the campaigns would focus on lead generation. Specifically, the firm’s receptionist would answer calls and contact form messages, qualify the leads, and pass the qualified ones directly to the owner.
Our Google Ads specialist also recommended installing a callback widget on the website (a “call me back” button), because we had seen it work well in several other law practices we manage.
The client already had the Facebook Pixel on the site, so we could start retargeting campaigns almost immediately. However, the website only had an old Universal Analytics property, which meant traffic and behavior data had stopped being collected in July.
It also turned out the client had no Google Search Console account. After creating and verifying it and submitting the sitemap, we found that only 4 pages of the website were indexed in Google.
After fixing the Search Console errors, we created a Google Analytics 4 property for the client.
Then we set up tracking for the callback widget, contact form submissions and phone number clicks in Google Analytics 4.
Ad budget for a law firm
The law firm’s ad budget was split as follows: Google Search Ads: 70% Google Display: 5% Facebook and Instagram Ads: 25%
What we ran in the law firm’s campaigns
Working with Tomasz’s firm, we focused on a few key areas to maximize the firm’s visibility online and improve the efficiency of its marketing.
Google Ads campaign for the law firm
One of the core elements was the Google Ads campaign. We focused on getting the firm in front of people searching on Google, to drive a meaningful increase in traffic and in qualified inquiries. The campaigns were run by the adsfox Google Ads agency team, which manages accounts in service businesses with similar dynamics every day.
Google Search Ads: text ads shown in Google search results for specific keywords related to the firm’s legal services.
Retargeting: campaigns aimed at people who visited the firm’s website but had not yet decided to reach out. Retargeting reminded them of the firm’s services and encouraged them to come back.
Facebook Ads campaign for the law firm
At the same time we ran the firm’s Facebook advertising. Targeting based on interests, demographics and behavior helped raise brand awareness. The Facebook campaign used a range of formats, including carousels, video and sponsored posts, plus retargeting to keep the firm in front of potential clients.
The Facebook campaigns focused on:
Brand awareness: content that catches attention and builds a positive image of the firm. We produced educational posts, case studies and the firm’s wins, which helped build trust in the brand.
Retargeting: ads aimed at people who visited the website but had not yet contacted the firm. We built custom audiences from email lists and Facebook Pixel data, which made the retargeting campaigns more efficient and better matched to what users needed.
A/B testing: testing different ad versions to find the best performers and optimize on an ongoing basis. Regular analysis of test results let us roll out changes quickly and improve campaign performance.
SEO and content marketing
SEO for the law firm was another important part of the work. We advised the client on improving the website for search engines, which included adding new pages, optimizing content and site structure, and link building. Publishing useful articles on the firm’s blog and staying active on social media helped position the attorneys as experts and increase the firm’s visibility.
SEO and content marketing included:
Technical optimization: improving site structure, load speed and usability, which supports search rankings.
Creating useful content: publishing blog articles that answer potential clients’ questions and are optimized for target keywords.
Optimizing existing content: updating existing pages so they answer potential clients’ questions better and perform better in search.
Link building: earning quality links to the firm’s website to build its authority in search engines.
Infographics and video: producing visual educational materials shared on the website and on social media.
Social media activity: regular posts on Facebook, LinkedIn and Instagram to increase the firm’s visibility and engage its audience.
Google Analytics and campaign measurement
To measure results properly, we installed Google Analytics 4 and set up tracking for the callback widget, contact form submissions and phone number clicks. That let us monitor conversions precisely and optimize the campaigns in real time.
Monitoring and optimization included:
Setting up goals in Google Analytics: tracking key metrics such as conversions, average time on page and bounce rate.
Campaign tracking: analyzing Facebook and Google Ads performance, including cost per click (CPC), cost per thousand impressions (CPM) and conversion rate.
Regular reporting: detailed reports for the client with campaign results and recommendations for next steps.
With this in place we could advertise the client’s firm effectively, increasing its visibility online and attracting qualified leads. Performance was monitored and optimized continuously, which delivered strong results and steady growth for the firm.
Results of the law firm’s Google Ads and Facebook Ads campaigns
Initially, the cost of a conversion (an inquiry through the callback widget) was around $7.50.
After repeatedly increasing ad spend on Facebook and Google, the overall cost per inquiry came to about $11 (45.38 PLN), with about 99 qualified inquiries a month.
At this volume of qualified leads, the client can barely handle all the inquiries. He is now writing sales procedures based on his own experience and looking for a sales representative who can use them to sell the firm’s services effectively.
Profitability and next steps
With this many qualified leads (on top of the client’s BNI activity and work for existing clients), the firm “can barely keep up with all the inquiries.” That result shows both the effectiveness of the marketing and the strong demand for the firm’s services.
As a result, the owner is now documenting sales procedures based on his own experience and hiring a sales representative who can use them to sell the firm’s services.
Next steps include:
New ad channels: adding platforms such as LinkedIn Ads and TikTok Ads to reach an even wider audience. Google Ads for the law firm and the Facebook campaign will remain the core of the strategy, but additional channels will diversify the mix and reach new segments.
Expanding content marketing: continuing to publish useful content and developing new formats such as webinars and podcasts. The firm’s content has to be substantive and answer the questions clients ask most often. Webinars allow interactive communication with potential clients, and podcasts can become a valuable source of legal knowledge that builds expert status. SEO for the law firm will be supported by this work, driving more organic traffic to the website.
Increasing the ad budget: gradually raising spend as the number of clients grows, to keep the momentum. A larger budget means more impressions and more potential clients reached.
Building client relationships: regular communication, newsletters and legal updates. Marketing for the firm will include a personalized approach to each client, which increases loyalty and the likelihood of referrals, supporting long-term growth.
Want similar results in your industry? Book a consultation and we will check what can be improved in your campaigns and on your website before you increase your ad budget.
Related adsfox services
We can run a campaign like this for your firm as your Facebook ads agency and Google Ads agency. Inquiries from organic search are built separately, through local SEO with our SEO agency. If you want to find out where your budget is leaking first, start with a digital marketing audit, and sorting and scoring lead quality is handled by our lead generation optimization tool. You can find results from other projects in our case studies.
Who is the client in this case study?
Out of respect for our clients’ privacy, and because many of them are understandably reluctant to share results with competitors, we only publish what clients approve in writing.
We are convinced, however, that dry marketing agency case studies are not enough.
That is why we sometimes record interviews with adsfox clients to show honest, real reviews from satisfied clients.
In our view, those reviews are the strongest proof of what we do, so we encourage you to watch them.
