Scaling High-Value Personal Injury Leads With Smarter PPC
About Mceldrewpurtell
At McEldrew Purtell, we represent individuals and families facing the most serious, life-altering injuries. From catastrophic workplace accidents to complex medical malpractice, civil rights violations, and national mass tort cases, our attorneys bring decades of trial experience, strategic insight, and an unshakable commitment to justice.
The challenge
McEldrew Purtell handles serious cases—catastrophic injury, medical malpractice, railroad/FELA, workplace and industrial accidents, toxic exposure, and everything in between. These aren’t impulse-hire cases. They’re sensitive, competitive, and expensive on PPC if you’re not strategic.
Before partnering with us, their Google Ads account was struggling with a familiar mix of problems:
- High CPCs in extremely competitive legal keywords
- Campaigns running broad without enough segmentation
- Too much spend on low-intent queries
- Long case evaluation cycles with low conversion density
- Certain campaigns generating impressions but not meaningful leads
They needed an approach built for high-value legal leads—not generic traffic.
Services Used:
STRENGTH IN NUMBERS
Business impact
Boost in Conversions
Increase in Clicks
Conversions Rate
What We Set Out to Do
- Improve lead quality across all major practice areas
- Expand reach while keeping costs in check
- Rebuild the account around real user intent
- Increase efficiency across the full funnel
- Strengthen brand presence for long-cycle cases like malpractice, toxic torts, and catastrophic injury
Our Strategy
We rebuilt the PPC system from the ground up, focusing on structure, intent, and clarity.
1. Intent-Based Search Campaigns
Each high-value practice area received its own tightly themed campaign, including:
- Medical Malpractice
- Catastrophic Injury
- Workplace Injury
- FELA & Railroad
- Truck Accidents
- Birth Injury
- Toxic Tort
Fire & Explosion
This instantly improved relevance and reduced wasted clicks.
2. Smarter Negative Keywords
We aggressively filtered out low-intent traffic—DIY queries, informational searches, job seekers, and irrelevant locations—so spend only went toward real case opportunities.
3. Scalable Budget Allocation
Budget was shifted toward campaigns showing strong performance signals. Example patterns from the report you shared:
- Practice areas like Workplace Injury, Catastrophic Injury, and Vehicle Accidents delivered strong growth in impressions and clicks.
- Campaigns with zero conversions or disapproved ads were reworked or paused.
High-value verticals received more budget when performance validated it.
4. Conversion-Ready Ad Copy
We tightened messaging around what sets McEldrew apart:
- Trial-ready attorneys
- Experience with life-changing cases
- No-fee-until-win reassurance
Clear, human-first tone
5. Data-Backed Optimization
Using ongoing search term audits, location performance, and device-level trends, we adjusted bids and exposure to match where results were actually coming from.
- 697% increase in conversions.
- 51% Increase in clicks.
- 425% increse in clicks.
- 65% increase in traffic.
- 53% drop in cost per acquisition (CPA).
Why It Worked
- Segmentation created clarity for Google’s algorithm
- Negative filtering stopped money from leaking into low-intent traffic
- Tighter messaging matched real user pain points
- Budget distribution reflected performance, not assumptions
- Consistent optimization kept CPCs down while impressions and clicks rose
Conclusion
Serious injury cases demand serious marketing. With a structured PPC strategy, smarter intent targeting, and constant refinement, McEldrew Purtell now commands stronger visibility across every major practice area—without the runaway costs legal PPC is known for.
If you’re a law firm looking to grow high-value cases, we’d be happy to help you build your own success story.
