Personal Injury Law Firm Los Angeles, USA

Industry: Legal Services / Personal Injury
Location: Los Angeles, California, USA
Campaign: Google Performance Max
Objective: Generate consultation calls and improve acquisition efficiency.
Website: https://www.igarianlaw.com/

CONTEXT

The campaign focused on generating phone calls for personal injury legal services. With a $120 daily budget, the objective was to increase enquiry volume and connect paid advertising with potential client consultations. The campaign was evaluated through click volume, CTR, phone calls, and total advertising cost.

CHALLENGE

For a personal injury law firm, generating clicks is only part of the job. The real priority is attracting potential clients who are willing to discuss their cases. The campaign needed to balance visibility, call generation, and acquisition costs while distinguishing useful enquiries from calls that might not lead to a consultation.

APPROACH

We focused on campaign delivery, creative asset performance, audience signals, geographic targeting, and budget management within Performance Max. Conversion tracking was important for understanding how advertising activity translated into phone calls.

Ongoing performance reviews focused on call volume and acquisition cost rather than impressions and clicks alone. This provided a more practical basis for evaluating the campaign and identifying opportunities to improve enquiry quality.

RESULTS

From February 4 to March 5, 2026, the campaign generated 325 clicks and 73 reported phone calls, with a 7.39% CTR.

The account recorded approximately $3,520 in ad spend, with an average CPC of $10.83 and an estimated cost per phone call of $48.22. The campaign had a $120 daily budget and a 90.9% optimization score.

For financial modelling, assuming each phone call represented a qualified lead worth $250, the estimated conversion value would be $18,250, equivalent to 5.18X modelled ROAS and approximately 418.5% modelled ad-spend ROI. These figures are illustrative, not verified revenue.

KEY TAKEAWAY

The campaign generated 73 phone calls at an estimated cost of $48.22 per call. The key objective was to connect advertising spend with meaningful enquiries rather than judge performance on traffic alone. Verifying call quality, consultation bookings, and retained clients would provide a more accurate picture of the campaign's actual business return.