We grew a law firm's inbound leads roughly 8×
How we took a legal-services account from a standing start to a dependable stream of high-intent inquiries across Kropyvnytskyi and Kyiv — while cutting the cost of each lead by three-quarters.
The partner
Larin & Partners is a legal-services practice working across Kropyvnytskyi and Kyiv. Legal intent is spiky and high-stakes: people search when they urgently need help, competition on those terms is fierce, and the cost of a wasted click is high. The firm needed a system that caught that demand the moment it appeared — and turned it into booked consultations at a sane cost.
Goals
- Capture urgent, high-intent legal queries the moment they happen.
- Bring the cost per qualified inquiry down and keep it there.
- Expand from a single city into a second market without losing efficiency.
- Track every call and form as a conversion so bidding optimizes to real cases.
- Grow lead volume steadily, quarter over quarter.
Strategy
We built the account around legal intent: defend the practice's name, own the high-value practice-area searches, and let Performance Max — including a local variant — extend reach around each office. Measurement came first so bidding always chased real inquiries.
- 01
Structured by practice area and city
Separate high-intent Search campaigns for the core legal services, split cleanly between Kropyvnytskyi and Kyiv, so each market got its own budget, messaging and bids.
- 02
Made every inquiry countable
Calls and form submissions tracked as conversions from day one — the reason cost per lead could be driven down deliberately rather than by luck.
- 03
Local Performance Max around each office
A local PMax variant carried the firm into Maps, Discover and YouTube in its catchment areas, adding low-friction inquiries the pure-search setup couldn't reach.
- 04
Ruthless negative-keyword hygiene
Legal search is full of information-seekers who never hire. Tight query control kept spend on people ready to retain a lawyer.
- 05
Weekly optimization, compounding results
Bids, budgets and assets tuned every week. Lead flow climbed from a near-standing start to roughly eight times the launch quarter at peak — while cost per lead fell.
Results
From a launch quarter of almost nothing, quarterly lead volume climbed to roughly eight times as high at peak, and settled into a sustained higher band — all while the cost of each lead dropped by more than three-quarters.
Lead momentum
Leads per quarter · % change vs the launch quarterThe team
A senior-run Google Ads pod: strategy & account lead, a PPC specialist on daily optimization, and analytics for conversion tracking — the same people from kickoff to today, on a flat monthly fee.
Metrics shown as relative growth. Absolute account figures are kept confidential.
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PMax + Search + Demand Gen · read case →Scaled a U.S. law practice to more than three-and-a-half times its launch-quarter leads at peak, while cutting cost per lead by nearly two-thirds.
Search + PMax · read case →Scaled a law firm's inquiries 71% from launch and held a durable pipeline for three years, while cutting cost per lead by more than a third.
Search-led · read case →Book your free audit.
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