Lead Generation Strategy & Results:
MPP Legal is a law firm providing legal representation and counsel across a range of practice areas. The firm’s goal was to generate qualified legal leads, increase consultation requests, and drive high-intent phone calls from individuals actively searching for legal assistance.
The Challenge
Legal advertising is one of the most competitive categories in Google Ads.
Potential clients often compare multiple law firms before making contact, making visibility and trust critical factors in driving conversions.
The campaign needed to:
- Generate qualified legal consultations
- Increase inbound phone calls
- Reach high-intent legal prospects
- Improve local visibility
- Maximize lead volume while maintaining efficiency
Our Strategy
A two-campaign approach was used to capture demand at different stages of the customer journey.
Search Campaign
The Search campaign targeted users actively looking for legal services and representation.
Focus areas included:
- Legal consultation searches
- Attorney and lawyer-related keywords
- Case-specific legal inquiries
- Local legal service searches
These searches represented users with strong intent who were actively seeking legal assistance.
Performance Max Campaign
Performance Max expanded reach across:
- Google Search
- YouTube
- Display Network
- Gmail
- Google Discover
- Google Maps
This allowed MPP Legal to engage potential clients beyond traditional search results and increase overall brand visibility.
Campaign Results (January 1 – June 16, 2026)
Overall Account Performance
The campaign generated substantial visibility and lead activity.
Total Results
- 385,459 impressions
- 13,552 clicks
- 596 conversions
- 2,546 total conversion actions
- 2,085 phone calls
- $87,787.32 ad spend
- $6.48 average CPC
- 92.83% engaged session rate
These results created a strong pipeline of prospective clients and consultation opportunities.
Search Campaign Performance
The Search campaign served as the primary lead-generation engine.
Results
- 177,377 impressions
- 7,823 clicks
- 399.95 conversions
- 1,634.94 total conversions
- 1,650 phone calls
- 4.41% CTR
- $8.31 average CPC
Highlights
The Search campaign generated:
- Nearly 67% of total conversions
- Over 1,650 phone calls
- More than 7,800 website visits
By targeting users actively seeking legal representation, the campaign consistently delivered highly qualified prospects.
The strong phone call volume demonstrated significant intent from potential clients looking for immediate legal guidance.
Performance Max Campaign Performance
Performance Max expanded reach and generated additional conversion opportunities.
Results
- 208,082 impressions
- 5,729 clicks
- 196.05 conversions
- 911.06 total conversions
- 435 phone calls
- 2.75% CTR
- $3.97 average CPC
Highlights
- Over 208,000 impressions
- Nearly 200 conversions
- More than 5,700 clicks
- Lower CPC compared to Search
The campaign helped introduce MPP Legal to additional audiences while maintaining cost-efficient traffic acquisition.
Lead Generation Impact
Phone calls were one of the strongest indicators of campaign success.
Key Results
- 2,085 phone call leads
- 596 conversions
- 13,552 website visits
- 2,546 conversion actions
- Nearly 385,000 impressions
For a law firm, these inquiries represent valuable opportunities to convert prospects into retained clients.
Why the Campaign Worked
High-Intent Search Traffic
The Search campaign focused on prospects actively searching for legal services.
This ensured the advertising budget was allocated toward users already seeking legal assistance and representation.
Exceptional User Engagement
The campaign achieved:
- 92.83% engaged session rate
- 7.70 events per session
These engagement metrics indicate that visitors were actively exploring the website, reviewing services, and interacting with key conversion points.
Multi-Channel Visibility
Performance Max complemented Search by extending visibility across Google’s advertising ecosystem.
This helped keep MPP Legal in front of potential clients throughout the research and decision-making process.
Business Impact
The Google Ads strategy significantly increased lead volume and market visibility.
Key Outcomes
- Over 385,000 impressions
- More than 13,500 website visits
- 596 conversions
- 2,085 phone call inquiries
- More than 2,500 conversion actions
- Outstanding user engagement metrics
The combination of Search and Performance Max campaigns created a scalable client acquisition system capable of generating consistent legal leads.
Through a strategic Google Ads approach, MPP Legal successfully increased visibility, generated qualified legal inquiries, and drove a substantial volume of phone consultations. By combining high-intent Search campaigns with the expanded reach of Performance Max, the firm was able to connect with prospective clients at multiple stages of the decision-making process.
The campaign demonstrates how a well-optimized Google Ads strategy can drive meaningful growth for legal practices by delivering qualified leads, increasing consultation opportunities, and strengthening overall market presence.