Law Firm Earns $1.28M in Estimated Pipeline Revenue in 2025 with Google Ads
PROJECT SUMMARY
Brown & Dahan’s long-running Google Ads account had sprawled into 170+ ad groups with duplicated, low-signal keywords. We rebuilt it into a lean, intent-first structure focused on Orange County and Newport, then applied disciplined, ongoing optimization – delivering steadier lead volume, cleaner reporting, and stronger budget efficiency.
since 2023
in 2025
Company Background
Brown & Dahan is a full-service family law firm based in Irvine, serving clients across Orange County. The firm focuses on divorce, child custody and support, spousal support, paternity, domestic violence/restraining orders, and related post-judgment matters, combining strategic advocacy with a personalized approach.
When a good account slowly goes sideways
Over time, Brown & Dahan’s Google Ads account kept growing. New services. New city targets. More ad groups. Before long it ballooned to about 170 ad groups with overlapping and duplicate keywords that competed against each other.
Targeting drifted. Some keywords were too generic to convert well, while others were so narrow they never gained traction. Budget was spread thin, which made learning and scaling difficult.
Performance also became uneven. A small number of campaigns produced about 95% of conversions, and “Orange County Divorce Lawyer” delivered roughly 89% of lifetime conversions. Most of the other groups lagged.
The result was a structure that was hard to optimize and hard to report on. Routine tasks like testing ads, maintaining negative keywords, and adjusting bids took more effort than they should. The account did not need a brand-new strategy. It needed to get lean again, then be maintained with discipline.
Get lean, follow the money, and keep tuning
We started with a full performance audit. The data showed that county-level divorce and family terms did most of the work, while the city clones added noise. So we rebuilt the account around what was already winning and removed what wasn’t.
1) Simplify the structure
- Consolidated from roughly 170 ad groups to two focused campaigns.
- Orange County with California targeting and a +50% bid modifier for Orange County.
Newport with a 5-mile radius around Newport.
2) Tighten the targeting
- Removed duplicate and overlapping keywords so we were not competing with ourselves.
- Standardized match types and implemented a structured negative-keyword framework to protect intent.
- Shifted budget toward the campaigns that historically drove about 95% of conversions.
3) Build a stronger feedback loop
- Preserved top-performing ad copy, extensions, and landing pages, and isolated branded traffic for cleaner reporting.
- Connected PPC data to Pronto’s quotable-lead tracking so we can optimize to quality, not just volume.
4) Manage it like a program, not a project
- Ongoing manual optimization at scale: thousands of hands-on tweaks across bids, negatives, search terms, locations, devices, and ad copy.
- Measured impact: sustained testing helped bring cost per lead down significantly, with a 2023 low in the mid-$40s.
- Weekly search term reviews and bid adjustments.
- Monthly experiments on ad messaging, extensions, geo, device, and time of day.
- Regular conversion tracking checks for calls and forms.
- Quarterly pruning to prevent the account from re-sprawling.
The goal was simple. Cut the noise, focus the budget where intent is strongest, and keep adjusting based on what the data shows, with quality signals guiding the next round of changes.
Steadier volume, better quality, tighter control
The lean structure and regular tune-ups made the account easier to manage and improved performance where it matters.
- Stronger volume with tighter spend control. Conversions held strong at 2,980 (2023), 3,575 (2024), and 2,140 (Jan–Sep 2025)
- Quality and pipeline visibility improved. Estimated quotable leads reached 1,192 (2023), 1,430 (2024), and 856 (Jan–Sep 2025), which translated to an estimated 298 clients (2023), 358 clients (2024), and 214 clients (Jan–Sep 2025).
- Clearer financial picture. With $113,930 in 2025 media spend to date ($133,327 including service), modeled outcomes show meaningful upside at common fee structures. For example, considering a 10% lead conversion to client acquisition rate industry standard, 214 clients × $6,000 is $1.28M, while 150 clients × $6,000 is $900k. Directionally, that is 9.63× and 6.75× revenue-to-spend in 2025 scenarios.
- Clearer ROI that sustains results. Reporting is cleaner with brand isolated, duplicate keywords removed, and budgets concentrated on high-intent terms. Testing cycles are faster, the query mix is healthier, and the structure stays lean because we prune it on a regular cadence.
Bottom line: the account now delivers strong, quotable lead flow with simpler controls and a structure that stays in shape.
Why This Structure Wins
The restructure did more than tidy up the account; it changed how the firm grows with paid search. Marketing dollars now work harder because budget is focused where intent is strongest, which keeps CPL in check and reduces waste. Pipeline quality is easier to see because quotable-lead tracking is connected to PPC, so the team can optimize to matters that become real clients rather than raw lead counts.
The revenue picture is clearer too. Scenario modeling shows meaningful upside, such as 214 clients at a flat $6,000 fee equaling $1.28M, and even 150 clients at the same fee equaling $900,000. Using 2025 year-to-date spend of $133,327 for media plus service, those examples map to roughly 9.63x and 6.75x revenue-to-spend.
Day-to-day management is lighter because there are fewer campaigns, no duplicate keywords, and brand terms are isolated, which makes reporting faster and testing simpler. Long-term health is built in through weekly reviews and quarterly pruning, so while performance will naturally vary over time, the maintenance rhythm keeps the account moving in the right direction.
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