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Morgan Group (Legal Services)

Industry: Law / Family & Criminal Defense

Service: Google Ads Lead Generation + Call Tracking

Morgan Group, a midsize law firm, needed a consistent flow of high-quality legal inquiries. Their previous Google Ads efforts were expensive, lacked structure, and produced many unqualified leads. With competition rising in their metro area, they needed a strategy that would reduce wasted spend and prioritize urgent cases.

The Challenge

  • High cost per lead from broad legal keywords
  • Low call volume despite strong search demand
  • No call tracking or attribution
  • Ads not aligned with specific legal services (family, DUI, assault, etc.)
  • Competitors aggressively bidding on branded terms

Our Solution

Emmy Ads rebuilt their entire Google Ads system with a service-specific, conversion-first strategy.

Strategic Improvements

  • Built separate campaigns for Family Law, Criminal Defense, DUI, and Child Custody
  • Added call tracking and form conversion tracking
  • Implemented call-only ads for urgent legal inquiries
  • Introduced competitor-based keyword targeting and brand protection campaigns
  • Refined geotargeting based on case profitability

Implementation Highlights

  • Wrote high-converting, urgency-focused ad copy
  • Added 200+ negative keywords to block irrelevant clicks
  • Built remarketing campaigns for non-urgent legal leads
  • Optimized bidding using Target CPA tied to each practice area
  • Weekly search term refinement to maintain lead quality

Results

  • 76% increase in qualified legal inquiries
  • 52% reduction in cost per lead
  • 3× increase in phone calls for urgent matters
  • Higher percentage of inquiries converting into paying clients
  • Consistent growth across all major practice areas

“Emmy Ads brought us better, more urgent cases while cutting our cost per lead in half. Emmanuel understands how to generate real legal inquiries, not just clicks.”

Bradley

Senior Partner

Morgan Group

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