Our 3 Pronged Approach to Success

1. Identifying What Prospective Clients Are Searching For & How They Convert

Before launching ads, we needed to understand how potential clients searched for family law attorneys and what messaging would resonate with them.

We implemented Facebook, Instagram, and Google Ads to start gathering data.

Within two weeks, we identified key trends:

• Instagram was expensive and ineffective at generating client engagement.
• Facebook delivered the lowest cost per impression, making it ideal for brand awareness.
• Google Ads drove the most direct conversions, with searchers actively looking for a divorce or custody attorney.

One of the most successful campaigns centered around "Are You Married to a Narcissist?", a highly relatable and emotionally compelling message. This campaign resonated deeply with potential clients, becoming the top-performing ad.

2. Optimizing Paid Ads for Awareness and Conversions

Based on our findings, we adjusted the ad strategy to maximize impact:

• Facebook became the primary awareness driver, acting as a digital billboard for Jerry’s firm. This increased his name recognition in the local community and positioned him as the go-to attorney for divorce and custody cases.
• Google Ads became the conversion engine, targeting high-intent searches such as “Divorce attorney near me” and “Best custody lawyer in Cullman.”
• Retargeting Strategy:
• We first introduced Jerry’s firm through display ads to potential clients.
• We then followed up with conversion-focused Google Ads targeted at users who had interacted with the display campaign.
• Instagram received minimal budget after testing confirmed it wasn’t delivering strong results.

Through these optimizations, Jerry’s firm consistently generated new leads at an average cost of $60 per confirmed form fill. While we couldn't track phone calls or walk-ins, his firm saw a significant increase in overall inquiries.

3. Long-Term SEO Growth for Sustained Client Acquisition

While ads provided immediate traffic and leads, we wanted to ensure Jerry’s firm could continue attracting clients without relying solely on paid advertising.

To achieve this, we:

• Created dedicated blog content focused on divorce, custody laws, and family legal rights.
• Built backlinks to increase domain authority and improve search rankings.
• Expanded keyword rankings, moving from 30 monthly website visitors to 3,000, with major improvements in high-intent search queries.



By consistently improving his SEO, Jerry’s firm secured top rankings for competitive legal terms, leading to steady organic lead generation.

Google Ads as the Primary Conversion Engine

To ensure high-intent leads, we ran a Google Ads campaign targeting searchers looking for divorce and custody attorneys.

• Best-Performing Campaign: "Are You Married to a Narcissist?
• This emotional and relatable messaging resonated with potential clients, making it the top-performing ad.
  
  
• Search Term Targeting:
• "Divorce Attorney Near Me"
• "Child Custody Lawyer in Cullman"
• "Best Divorce Attorney in Cullman"
  
  
• Retargeting Strategy:
• Display ads introduced Jerry’s firm to new potential clients.
• Conversion-focused search ads were then shown to those who interacted with the initial display ads.

Google Ad Performance

• Cost Per Lead : ~$60 per confirmed form fill lead
• Click Volume: High engagement on targeted keywords
• Lead Source: Majority of leads came from Google Ads

Facebook & Instagram Ads for Brand Awareness

Since legal services require trust, we used Facebook & Instagram Ads to increase brand recognition and position Jerry as a trusted attorney in the community.

• Strategy: Facebook & Instagram acted as a “digital billboard”, reinforcing awareness while Google Ads converted those actively searching.
  
  
• Impact:
• Community Trust: Jerry’s name became widely recommended in Facebook custody support groups across Alabama.
• Increased Recognition: Many new clients reported first seeing him on Facebook before searching on Google to book a consultation.

SEO Strategy for Long-Term Growth

To reduce reliance on paid ads over time, we implemented SEO and content marketing:

• Dedicated monthly blog content on divorce, custody laws, and legal rights.
• Acquired backlinks to improve domain authority and search rankings.
• Top Google Rankings:
• Increased from 30 monthly visitors to 3,000 via organic search.
• Secured top rankings for “Divorce Attorney Near Me” and similar high-intent keywords.

SEO Growth

• Website Traffic: 30 visitors/month → 3,000 visitors/month
• Increased Backlinks & Domain Authority
• Consistent Monthly Content Published