How a U.S. Family Law Firm More Than Doubled Qualified Leads & Clients
The Challenge
The family law firm was already producing meaningful revenue and keeping its phones busy with qualified inquiries. After hiring another attorney, however, it needed more of the right opportunities to support the larger team.
Our review found three pressures: Google Ads CPCs were rising, conversion rates were declining and Local Services Ads were underperforming Google Ads. The issue was not simply generating more contacts; it was improving visibility into which campaigns produced qualified leads, retained clients and revenue, then using that insight to scale efficiently.
The Strategy and Execution
We connected calls, forms and chats in one lead-tracking system, allowing campaign performance to be evaluated beyond top-line lead counts. That client-outcome data was then used to help the advertising platforms prioritize better opportunities.
- Campaign focus: Budget and optimization decisions reflected qualified leads, retained clients and revenue—not every form fill or call.
- Audience-led experience: In response to growing demand for female family lawyers, we created a dedicated campaign experience featuring the firm’s senior female attorney.
- Shorter intake path: The chatbot was reduced from 12 questions to the three or four needed to qualify an inquiry, lowering unnecessary friction.
- Credibility content: Educational videos and downloadable guides helped prospective clients understand the issues and the attorneys’ experience before making contact.
Explore our family law marketing, intake technology and paid search services.
The Results
The connected strategy more than doubled qualified leads and clients year over year while reducing cost per lead by 50%.
Measurement note: Results were compared year over year using the firm’s connected call, form, chat, campaign and client-outcome data. The figures reflect this firm’s program and are not a guarantee of future performance.
Key takeaway: More marketing spend was not the starting point. Better measurement, a clearer campaign experience and a shorter intake path made it possible to prioritize the opportunities most likely to become clients.
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Discuss a connected client-acquisition program for your family law firm.