+ MGL - McFarling Law Group

How We Helped McFarling Law Achieve A 156.25% Increase In Conversion Volume

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Increase in conversions

Cost per acquisition

Conversion Rate

The Challenge

Emily McFarling opened McFarling Law Group in 2003, and from its inception has focused purely on family law matters, with the goal to make a real difference in people’s lives.

McFarling Law Group is a full-service family law firm that is able to handle every aspect of family matters including mediation and financial services like QDRO and prenup preparations as well as malmquist calculations.

When the firm came to us, they were already an existing Google Ads advertiser and were looking to increase the volume of cases that the firm was getting.

Upon our initial analysis, we were able to spot several opportunities for the firm.

How We Did It

Immediately, we launched several key changes to the firms ad strategy:

Custom Landing Pages

We built several custom landing pages so that ads could point to pages designed for paid traffic, rather than the regular website pages in order to improve conversion rates.

Negative Keywords

We added negative keywords to prevent more ad spend being wasted on searches for other law firms/lawyers or free/pro bono work, which allowed the saved ad spend to be better spent on profitable clicks.

Moved To Stags

We broke keywords into additional ad groups, which were previously all in just a few ad groups.

This gave us more control over ad copy, bid adjustments, and lower CPC. While doing this, we also removed keywords from the account that were generating too many low-quality clicks.

Over time, we honed in on what keywords performed best, and which ones didn’t, continuously tested ad copy, and adjusted the ad schedule based on performance.

Alisson Kessler
Ramy Hakim Founder @ MI Tax CPA

Honestly this is exactly what I needed. Both expert and consultant... This is why I wanted someone trustworthy. Someone who would look out for my best interest.