The Client
McNally Law Offices is a personal injury and accident law firm serving the Pasadena and greater Los Angeles area. They handle cases including car accidents, truck accidents, motorcycle accidents, slip and fall injuries, wrongful death, and workplace injuries.
The Challenge
Personal injury law is the single most expensive advertising vertical in Google Ads. Keywords like "car accident lawyer" and "personal injury attorney near me" can cost $100-500+ per click in the Los Angeles market. Every lead matters, and wasted spend is measured in thousands, not dollars.
- Extreme CPCs — LA is one of the highest-cost legal markets in the country
- Saturated competition — dozens of personal injury firms competing for the same keywords
- Lead quality variance — not every call or form submission is a viable case
- 24/7 urgency — accident victims search at all hours, requiring always-on campaigns
Our Approach
We focused on maximizing lead volume while maintaining quality in a brutally competitive market:
- Exact match keyword strategy targeting high-intent queries with proven conversion rates
- Aggressive negative keyword management — filtering out informational queries, unrelated injury types, and competitor brand searches that don't convert
- Ad schedule optimization — analyzing conversion data by hour to concentrate budget during peak lead-generating times
- Call tracking and form attribution — ensuring every lead source is tracked and campaigns are optimized toward actual case-worthy leads
- Geographic precision — focusing on the LA metro areas with the highest case value potential
The Results
- 5,806 qualified leads (phone calls + form submissions)
- $594,099 in total ad spend managed
- $102 average cost per lead — strong for the Los Angeles personal injury market where $200-500+ CPLs are common
- Consistent lead flow — daily optimization ensures steady case intake, not feast-or-famine spikes
What the Client Says
"The personal injury market in LA is a war zone for advertising. Live PPC Ads manages our budget like it's their own. They've consistently delivered qualified case leads at half the cost of our previous agency, and the communication is always clear and proactive."
— Managing Partner, McNally Law Offices
About This Campaign
Industry: Legal — Personal Injury Platforms: Google Ads Account Duration: 2021 — Present (ongoing)