McEldrew Purtell
697% conversion lift, -53% CPA in 90 days.
McEldrew Purtell represents individuals and families with serious, life-altering injuries, catastrophic workplace accidents, complex medical malpractice, civil rights violations, and national mass tort cases. They came to us with decades of trial experience but a paid-search account that was burning cash on the wrong queries.
What was broken.
The account was bleeding on every dimension a personal-injury practice can bleed on. CPCs were extreme on competitive legal keywords. Campaigns ran broad, with not enough segmentation between practice areas that have wildly different case values. Too much spend was landing on low-intent queries, DIY questions, job seekers, the curious public. Case evaluation cycles ran long with low conversion density, and several campaigns generated impressions but no meaningful intake calls.
The firm didn't need more leads. They needed leads that turned into signed catastrophic-injury cases.
The plays we ran.
Rebuilt search around intent, segmented by practice area: Medical Malpractice, Catastrophic Injury, Workplace Injury, FELA & Railroad, Truck Accidents, Birth Injury, Toxic Tort, Fire & Explosion
Aggressively filtered low-intent traffic, DIY queries, job seekers, irrelevant geographies, out of every campaign
Shifted budget toward the practice areas with the strongest signed-case economics
Tightened ad copy around trial-readiness and no-fee-until-win messaging to lift qualified-lead rate
Ran continuous search-term audits and location- and device-level optimization
Layered Local Services Ads to capture high-intent local queries that Search couldn't profitably serve
The numbers.
In 90 days, conversions grew 697% and conversion rate climbed 425%, meaning the higher volume came from a tighter, better-targeted account, not from spending more.
Clicks rose 51% and traffic rose 65%, but cost per acquisition fell 53%. Call volume roughly doubled. The account stopped looking like a defensive paid-search line item and started behaving like a reliable case-acquisition channel.
Receipts, not spin.
Anonymized snapshots from the actual Google Ads dashboard during the engagement.
Engagement is ongoing; we continue to expand into new practice areas and test geo-level pacing as the firm grows.
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