< Back

Cutting Cost per Call 80% for a Personal Injury Law Firm

Paid Search • Call Tracking • Lead Quality • Multichannel Strategy

Key Results

-80%

COST PER FIRST-TIME CALL

42 → 329

WEEKLY PAID-SEARCH CALLS

-70%

GOOGLE COST PER LEAD

At a glance. Client: a multi-practice personal injury law firm (anonymized). Scope: Google Ads, Performance Max, Meta, connected TV, SEO, and conversion tracking. Methods: call tracking with first-time caller isolation, star-rated lead quality scoring, English and Spanish audience segmentation, and weekly performance governance. Result: cost per first-time call fell from $336 to $68 between early May and late June 2026.

The Challenge

Personal injury is one of the most expensive categories in paid search, and a call is only worth something if it becomes a case. The firm inherited an account in transition from a previous agency, with conversion goals that counted activity rather than intent and no reliable way to separate new callers from repeat ones.

Research and Diagnosis

I rebuilt measurement first. Call tracking isolated first-time callers from paid search, intake rated every lead on a five-star quality scale, and signed cases were tracked back to their source. That made it possible to judge each campaign on what reached the firm's intake team.

What We Did

I rebuilt Google Ads targeting and conversion goals around high-intent calls, tightened keyword relevance, and launched separate English and Spanish campaigns. I coordinated landing pages, SEO, connected TV, and conversion optimization so every channel pointed at the same outcome.

Results

Between the week of May 4 and the week of June 22, 2026, cost per first-time call fell 80%, from $336 to $68. Google's reported cost per lead fell 70%, from $180 to $54. First-time calls from paid search grew from 42 a week to 329, an increase of 683%, while spend rose 58%.

What It Means

Lower cost per call is the first half of the job. With volume and efficiency in place, the work now centers on lead quality and intake, where calls become signed cases. Separating calls, qualified leads, and cases in the reporting is what makes that next step visible.