This tax law firm had been advertising on Google for a year, but the account was producing only eight leads in the month before we took over. The average cost per lead was $439.86, and the firm's target was $225.
We rebuilt the paid-search side of the Local Growth Engine around the account's own search history, tighter keyword controls, clearer positioning, and ongoing cost and lead feedback. During the first 30 days of management, the source reports a 188% increase in lead volume.
Industry: Tax law
Starting point: Eight leads at a $439.86 average CPL
Target: $225 average CPL
Engine components: Account diagnosis, paid demand, search-term controls, positioning, and optimization feedback
The growth constraint
The account had useful history but was not turning that history into enough qualified demand. In a legal market with expensive clicks, loose targeting can spend money quickly without creating enough opportunities for the firm.
The goal was straightforward: produce more leads while bringing the average cost per lead below $225.
How we applied the Local Growth Engine
We analyzed a year of search history to identify the queries and keywords most likely to fit the firm's services. We also built a list of more than 1,300 negative keywords to block unrelated or low-fit searches before they consumed more budget.
The ads were expanded with a third headline and second description, giving us more room to explain the firm's track record and what made it different. Once the rebuilt campaigns were live, we used lead volume and CPL feedback to keep refining the account.
How the components supported each other
Historical search data made the targeting more informed. Negative keywords protected the budget. Stronger ad copy gave the right searcher more context before clicking. Cost and lead feedback then showed where the next optimization should happen.
The documented results
- 45% lower CPL in the first week, reaching $240.27
- $116.95 reported CPL after continued optimization
- 188% increase in lead volume during the first 30 days compared with the prior 30 days
Measurement note: These figures come from the documented campaign period. Leads are not the same as signed cases, clients, or revenue, and lead-quality improvement was client-reported.
What this case shows
Google Ads became more efficient when targeting, positioning, budget protection, and lead feedback operated as one system. That is the Local Growth Engine in a paid-search-focused engagement.
To see where your own account is wasting budget or missing qualified demand, schedule a Help Me Get More Leads call.
