Google Ads Success Story: Client Acquisition for a Law Firm
Project start: January 2026
In January 2026, I took over the management of a German law firm’s Google Ads account. An audit revealed a critical error: the previous agency had misconfigured the tracking. Secondary clicks were being counted as primary conversions, completely skewing the data on key actions.
I reconfigured the tracking in strict compliance with GDPR and conducted an in-depth keyword analysis. The fact that the firm operates in three languages (German, Russian, and Ukrainian) became a major strategic advantage for us.
We segmented campaigns by practice area: criminal, family, corporate, housing, commercial law, etc.. This allowed us to precisely reach the target audience in Germany and significantly improve the quality of the leads generated.
Details and results
The campaigns were strategically structured: separate ad groups were created for each practice area (criminal, family, corporate, housing, and commercial law). The primary focus was on search advertising, bolstered by a multilingual approach (German, Russian, Ukrainian). Proper conversion tracking setup enabled us to view actual results and make decisions based on accurate data.
Currently, the cost per click ranges between €1.20 and €1.30, which is extremely efficient for the legal sector in Germany. We successfully achieved a significant reduction in the cost per lead (CPL): the average now stands at €18.87 per inquiry. This represents a decrease of €9 compared to pre-optimization levels—a net saving of 33%. Furthermore, when accounting for the correction of analytics errors, the increase in quality leads was 50–60%.
Campaigns are organized by language, as language settings are defined at the campaign level. This is crucial for displaying ads correctly and accurately managing user searches in German, Russian, and Ukrainian.
At the ad group level, we structure the key practice areas: criminal, family, corporate, housing, and commercial law. The number of groups varies by language: it is higher for German (due to high demand volume) and lower for Russian and Ukrainian. This structure reflects actual search volume without compromising overall conversion efficiency.
This segmentation ensures precise budget management and a strong focus on results. Each language and legal specialty receives the necessary coverage for efficient, scalable lead generation.
What is the structure of the campaigns?
Do you want to achieve similar results?
If you also want to generate more qualified leads through Google Ads, I will help you gear your campaigns toward results. We will implement proven strategies and make data-driven decisions so that you see not just clicks, but a real return on your marketing investment.
Get in touch: we’ll discuss your project and see how precise ad setup can accelerate your business growth.