Personal Injury Law Firm: Monthly Google Ads Leads Tripled, Cost per Lead Cut 72%
The challenge
A Victorian personal injury law firm, covering workers compensation, transport accident and public liability claims, came to us through an agency partner in August 2023. Its Google Ads account had been handed over by a previous agency, and the numbers in it looked better than the results the firm was actually getting.
The inherited campaigns were built on broad match keywords that weren’t based on intent, and they counted page views as conversions. Cost per conversion looked low, but most of those conversions were not people looking for a lawyer. Injury law clicks cost $15 to $21 each, so every wasted click hurt.
Our approach
- 01
Track only real leads
We rebuilt conversion tracking around three actions: form fills, emails and phone calls. Google Business Profile calls, website clicks and direction requests were linked to the account so local leads were counted too.
- 02
Restructure around intent
Campaigns were rebuilt around the firm's main practice areas: workcover and injury, transport accident claims and public liability. Generic searches were swapped for lower-funnel ones, and brand moved into its own campaign.
- 03
Keep what worked
The existing landing pages stayed, because their step-by-step flow helps people check whether they have a viable claim before they enquire.
- 04
Focus the budget
All campaigns target Victoria only. Budget moved towards workcover and injury, then transport accident, then public liability, with target CPA bidding on each.
- 05
Close the loop
Lead reports went back and forth with the firm on which enquiries were viable, and keyword match types were adjusted month by month.
The results
- Cost per lead: the restructure briefly pushed cost per lead up to $442 in September 2024, as fake conversions dropped out. Optimisation brought it down to $125 by May 2025.
- Over 11 months: 327 real leads from $56,952 in spend, an average of $174 per lead.
- By campaign: workcover and injury delivered 140 leads at $159 each. Brand delivered 28 at $32.
- Year on year: conversion rate rose by 2.04%, even though the earlier year still included page-view conversions.
Inherited accounts often look healthier than they are. Honest tracking can make the numbers look worse for a month before they get much better.
- Client
- Personal injury law firm, Victoria (anonymous)
- Industry
- Legal
- Services
- Analytics & Tracking, PPC
- Timeframe
- August 2023 to now (results August 2024 to June 2025)
- How we worked
- White label, through an agency partner
Led by Harry James, our Managing Director and former COO of Online Marketing Gurus.
The white label team behind agencies across Australia
agency partners
client campaigns
deliverables completed
white label reports
Google Partner
Through Harry's services, the Google search rankings for almost all SEO target phrases have improved from low to very high rankings within a few months! I am very happy to recommend Technical Content Links for marketing consultants and ad agencies.
A proper Google Ads audit, honest conversion tracking and a structure built around intent can make the numbers look worse for a month or two before they get much better. We do this white label, and we’ll help you explain the dip to your client. See how our white label PPC works.
More case studies like this
Have a client who needs results like these?
Tell us about the client and what they need. We’ll come back with a plan, timelines and wholesale pricing, delivered under your brand.