Georgia Probate Law Group
Cost per signed case down 40%.
Georgia Probate Law Group is a specialized law firm focused exclusively on probate cases, operating across Georgia and Tennessee. Probate is a niche inside a niche, high-intent when the need exists, but extremely low general awareness until someone is actively in an estate situation.
What was broken.
Three problems stacked. Intense competition from other legal firms in Georgia and Tennessee bidding on the same probate keywords. Strict ad policies for legal services across Google and Meta, every creative has to clear policy review, every landing page has to meet legal-services compliance. And low general awareness about when and why probate services are needed, which means most paid traffic comes from people researching for someone else, not the buyer.
The firm needed to scale qualified intakes while keeping cost per signed case in a defensible range, not just cheaper leads, cheaper actual signed cases.
The plays we ran.
Replaced cost-per-lead chasing with cost-per-signed-case targeting, optimized to bottom-of-funnel, not lead form fill
Built ZIP-level bid modifiers around probate-court density, so spend concentrated where signed cases actually came from
Policy-compliant ad copy that highlighted trust and expertise without tripping Google or Meta legal-services review
Localized targeting tightened to Georgia and Tennessee, then expanded county-by-county where it earned
Search campaigns on high-intent terms, 'probate lawyer Georgia,' 'estate law help Tennessee'
Educational content promoting guides and resources on the probate process to capture earlier-stage buyers
Retargeting that re-engaged site visitors with messaging emphasizing compassion, credibility, and proven results
The numbers.
Cost per signed case dropped 40%. Qualified intakes grew 85%. Coverage expanded into a second state (Tennessee) without breaking the cost-per-case economics that worked in Georgia.
The core lesson: localized marketing works, education builds trust, and compliance creates stability. In legal paid media, the firm that runs cleanest also runs longest.
Receipts, not spin.
Anonymized snapshots from the actual Google Ads dashboard during the engagement.
Engagement is ongoing. Continuing to deepen coverage in Tennessee and expand educational-content top-funnel.
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