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Case Study: Law Firm – Scaling Google Ads from ₪300 to ₪1,500+/Day | Henten Media
Case Study: Scaling Law Firm Ads | Henten Media
Legal Marketing

Scaling a Law Firm: From ₪300 to ₪1,500 Daily Ad Spend

Transforming a fragile Google Ads account into a stable, high-intent lead engine.
Client
Leading Law Firm (Confidential)
Channel
Google Search Ads
Scale
5X Daily Budget
Result
120+ Monthly Leads

The Challenge

The firm specializes in high-value cases where client intent is everything. They had demand, but their acquisition system was unstable. At a budget of ₪300/day, they were getting leads, but they hit a glass ceiling.

Every time they tried to increase the budget, their Cost Per Lead (CPL) would spike, and lead quality would plummet. They were stuck in a cycle of small wins followed by expensive failures.

The Core Problem: The account lacked the architectural depth to handle scale. It was built for "low hanging fruit," not for market dominance.

Performance Data

5X
Budget Growth (₪300 → ₪1,500+)
₪360
Reduced Average CPL (Was ₪420)
120+
High-Intent Leads / Month

The Google Ads Strategy

To break the ₪300 barrier, we had to rebuild the foundation. We moved away from broad keywords and focused on Intent Architecture.

1. Intent Segmentation: We separated "Information Seekers" (people asking legal questions) from "Service Seekers" (people looking for a lawyer *now*). This allowed us to bid aggressively only on the clicks that turn into cases.

2. Landing Page Trust: We overhauled the landing experience. Instead of a generic contact form, we built a page that established immediate authority: recent case wins, attorney profiles, and a direct "Call Now" option for urgent needs.

3. Negative Keyword Filtering: As we scaled spend, we aggressively filtered out low-value searches (like "free legal advice" or "pro bono"), ensuring the higher budget wasn't wasted on non-paying traffic.

The Scale Timeline

Phase 1: Stabilization
Budget: ₪300/day
Audited the account, paused bleeding keywords, and launched the new high-intent campaign structure. CPL stabilized at ₪400.
Phase 2: Efficiency
Budget: ₪600/day
Introduced the new landing pages. Conversion rate improved by 40%, allowing us to double the budget while actually lowering the CPL to ₪380.
Phase 3: Aggressive Growth
Budget: ₪1,500/day
With a stable CPL and high conversion rate, we opened the floodgates. We expanded to broader keywords while maintaining strict negative lists. Volume hit 120+ leads per month.

The Bottom Line

Scaling a law firm's digital presence requires more than just increasing the daily budget. It requires a system built for intent. by restructuring the account and optimizing the landing experience for trust, we turned a fragile campaign into the firm's primary growth engine.