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Results that speak for themselves
Key Stats & Results
42% reduction in average PPC Customer Acquisition Cost: from $4,117 (Jan–Jul 2025) to $2,408 (Mar–Jul 2026)
15% year-over-year reduction in Search CPC
Behind the transformation
How a Personal Injury Law Firm Cut Paid Search CAC by 42%
When this personal injury law firm partnered with Rankings.io, the objective was clear: Turn an unpredictable Google Ads account into a reliable acquisition channel the firm could forecast and scale.
“The biggest benefit of working with Rankings.io is that they want you to succeed and can give you the tools to succeed. They know who we are as a firm, what kind of work we do, what kind of clients we’re looking for, and they devise a plan tailored for us to achieve our goals.”
Ilya Frangos, Partner
Galine, Frye, Fitting & Frangos
FROM CHALLANGES TO SUCCESS
How Started: The Challenge
This personal injury firm came to us running a Google Ads campaign that had outgrown its foundation. The account didn't adapt well to a landing page change, a holdover issue from the previous agency, which had originally owned and built the landing page it had structured the campaign around.
When the page changed, performance didn't follow, cost per click skyrocketed, and conversions dropped.
On top of that, the account leaned heavily on broad, general personal injury terms, pulling in lower-quality clicks and inflating costs without a corresponding lift in qualified leads.
The firm needed a search foundation that could stand on its own, target more precisely, and give them a clear, defensible cost-per-acquisition number to plan around.
How We Did It: The Strategy
Rather than patch a structure built around a landing page and account logic we didn't own, we rebuilt the primary Search campaign entirely, aligning keyword structure, ad groups, and bidding strategy with the current landing page and the firm's actual case priorities.
1. Shifted From General PI Terms to Practice-Area Precision
We moved the budget away from broad “personal injury” terms and prioritized specific practice-area keywords instead. This cut down on low-quality clicks and put ad spend behind the terms most likely to convert into real cases.
2. Added Performance Max for Local Visibility
We layered in Performance Max specifically to strengthen presence in Maps and the local 3-pack. This was visibility that search alone didn't capture, and that matters for a firm competing on local intent.
3. Tested AI Max to Unlock Underperforming Volume
We tested new campaign features, including AI Max, to grow visibility on relevant terms, most notably in the firm's Spanish-language campaign, which struggled with volume. This gave the account a way to reach more qualified searches without loosening targeting controls.
Before & After:
The rebuilt account now delivers consistent, steady lead generation from Paid Search, a meaningful shift from the volatility the firm dealt with under the old structure. Consistency did more than lower cost per acquisition. It gave the firm the confidence to grow.
They're now planning an expansion into a new metro area and nearly doubling their paid search budget to support it.
Building a lead gen engine the firm could actually rely on turned Paid Search from a cost center they had to manage defensively into a growth lever they invest behind.
Key Wins
- 15% year-over-year reduction in Search CPC
- Consistent, steady lead generation replacing the old structure's volatility
- A defensible, reliable CAC the firm can forecast and scale against
- Enough confidence in the channel to expand into a new metro and nearly double paid search budget
Ready to Grow Your Firm?
This case study shows what happens when law firms rebuild Paid Search for reliability instead of patching it to survive: a 42% lower cost per acquisition, steadier lead flow, and a channel the firm now invests behind rather than manages defensively.
At Rankings.io, we specialize exclusively in marketing for lawyers.
We rebuild Paid Search accounts around the terms and structure that actually drive cases, then give you a defensible cost-per-acquisition you can plan and scale around.
You can be the best lawyer in the world, but if your ad spend can't find qualified clients efficiently, growth stalls. Let's fix that.
"The biggest benefit of working with Rankings.io is that they want you to succeed and can give you the tools to succeed. They know who we are as a firm, what kind of work we do, what kind of clients we’re looking for, and they devise a plan tailored for us to achieve our goals."
Ilya Frangos, Partner
Galine, Frye, Fitting & Frangos