Vanguard Injury Law · Legal Services · Personal Injury Google Ads
Tripling Phone Calls & Cutting CPL by 42.5% on Same Budget
Restructuring Google Search Campaigns for a Personal Injury Firm to Drive High-Intent Case Inquiries
How Brandlytics restructured a personal injury law firm's Google Ads account — tripling phone call volume on virtually the same monthly budget.
The Foundation
A personal injury law firm specialising in motor vehicle accident claims (MVA) and injury compensation — representing injured claimants in a highly competitive paid search environment.
Generate a consistent flow of qualified personal injury enquiries through Google Ads at a cost per lead that supports profitable client acquisition — without increasing monthly ad spend.
The Problem
Budget Being Spent ($9,431/mo). Leads Not Arriving (6 Leads).
Personal injury is one of the most competitive and expensive verticals in Google Ads ($147.36 average CPC). Before our involvement, 2 out of 3 campaigns were producing zero impressions, delivering leads at an unsustainable $1,571.84 cost.
Diagnosis
Key Challenges We Uncovered
Inactive Campaigns Consuming Structure
Two of three active campaigns were generating zero impressions, carrying dead weight.
Extremely High Cost Per Click ($147.36)
CPC was well above efficient benchmarks due to poor Quality Scores, broad match inefficiencies, or bid setup.
Critically Low Impression & Click Volume
Only 949 impressions and 64 clicks in a full month signaled severe budget and keyword misalignment.
Underutilised Practice Area Coverage
The injury compensation practice area had a dedicated campaign generating zero activity.
Our Strategy
Execution: What We Did Differently
Phase 1: Campaign Activation & Restructure
Diagnosed why secondary search campaigns generated zero impressions and rebuilt settings, bids, and keywords.
Phase 2: CPC Reduction Through Quality Score Improvement
Rebuilt ad copy ('No Win No Fee', 'Free Case Review') and tightened keyword match types to bring CPC down from $147.36 to $69.04.
Phase 3: Volume Expansion at Lower Cost
Scaled impression and click volume across both Motor Vehicle Accidents and Injury Compensation.
Rebuilt keyword sets, match types, ad groups, and bid configurations across all three campaigns.
Replaced inefficient broad match keywords with tightly themed phrase and exact match terms.
Rewrote ad copy to reflect claimant intent — 'No Win No Fee', 'Free Case Review', 'Speak to a Lawyer Today'.
Reconfigured bid strategies to eliminate auction limits and drive down CPC.
Aligned destination URLs and landing page copy directly to specific MVA and injury compensation themes.
Results
Full Results: Before vs. After
| Metric | Before | After | Impact |
|---|---|---|---|
| Monthly Ad Spend | $9,431.04 | $9,941.66 | +5.4% (Same Budget) |
| Total Conversions | 6 | 11 | +83% More Leads |
| Cost Per Lead (CPL) | $1,571.84 | $903.79 | -42.5% ($668.05 Saved/Lead) |
| Avg. Cost Per Click (CPC) | $147.36 | $69.04 | -53% Lower CPC |
| Total Clicks | 64 | 144 | +125% Click Volume |
| Total Impressions | 949 | 2,684 | +183% Search Visibility |
| Phone Calls | 3 | 10 | +233% High-Intent Call Leads |
| Conversion Rate | 9.38% | 7.64% | Stable High Volume Rate |
What This Proves About Our Approach
+83% More Leads on Same Budget
Conversions grew from 6 to 11 in a single month by fixing account structure.
Phone Calls Tripled (3 → 10)
Direct phone calls — the highest intent lead signal for law firms — tripled without tripling spend.
Platforms & Tools Utilized
“Tripling direct phone call inquiries without increasing our monthly budget was a massive win for our practice. Brandlyticss proved that structure beats high bidding.”
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