How a U.S. Criminal Defense Firm Reversed a Decline in Qualified Leads
Data-driven campaign optimization increased qualified leads year over year while reducing cost per lead by 20%.
The Challenge
Changes in state law, shifting consumer behaviour and the emergence of AI search reduced demand for some of the firm’s historically important criminal defence services. The firm continued receiving calls, but fewer were becoming clients.
The Strategy
KJ Strategy Group analyzed several years of lead and revenue data to identify which charges generated clients at different times of the year. We redirected the budget toward the services and marketing tactics producing the strongest results, introduced new channels, and developed dedicated landing pages and social content around priority charges.
We also improved the firm’s intake system with a chatbot, 24/7 call answering and automated lead tracking, giving the firm a clearer view of which campaigns generated qualified leads, retained clients and revenue.
The Result
The result: 10% more qualified leads year over year while educing cost per lead by 20%.