The Situation
The account had been running on a single broad-match campaign for 3 years. It worked — cases came in — but nobody had examined whether the budget was being spent efficiently. A full search term audit revealed that 40% of spend was on queries like 'law school London', 'legal advice free chat', and 'employment lawyer' — none relevant to the firm's personal injury focus.
The Turning Point
A search term report showing £11,200/month spent on completely irrelevant queries was the evidence needed to justify a full restructure. The cost-per-case figure of £340 made the business case undeniable.
What We Did — And Why
We rebuilt the account from scratch: separate campaigns for each case type (road traffic, employer liability, clinical negligence), each with tightly themed ad groups, specific landing pages matching the query intent, and a negative keyword list of 340 terms. Bidding migrated from manual CPC to Target CPA using 18 months of conversion data. Ad copy was rewritten to emphasise 'no win, no fee' — the primary decision driver for personal injury claimants.
Our Approach
- 1.Comprehensive search term audit revealing 40% of spend on irrelevant queries; negative keyword overhaul
- 2.Campaign restructure by case type — RTA, employer liability, clinical negligence — with tailored ad copy and landing pages
- 3.Bid strategy migration to Target CPA with historical conversion data
The Results
Cost per case enquiry dropped 58% from £340 to £144. Volume actually increased 34% as the budget was reallocated to high-performing campaigns. Monthly ad spend fell from £28k to £19.3k while delivering more cases.
In Their Own Words
“The ads weren't broken. The architecture was. With the right structure, the same budget works much harder.”