How a family law firm cut cost per lead 62% and added $1.4M in retainer revenue with intent-segmented paid search and trust-first landing pages.
Highly emotional buyers, low trust, and a saturated local market with aggressive PPC competition driving lead costs above $400.
The firm needed a comprehensive marketing system that could:
We rebuilt their acquisition stack around intent segmentation and trust-led conversion design:
Separated divorce, custody, and modification intents into discrete campaigns with matched landers, eliminating wasted spend on tire-kickers.
Replaced fee-led messaging with attorney bios, video walkthroughs, and outcome stories to lift conversion rate from 3.1% to 11.4%.
AI-assisted intake qualifies leads in under 4 minutes and books consultations directly on attorney calendars without front-desk friction.
Landing page conversion rate, up from 3.1%
Lower cost per qualified consultation
New retainers signed in first quarter
"We finally have a system that brings in the right clients without burning through ad budget. Triad understood our practice and built something that actually fits how family law works."
This is a family law firm in the legal services industry, focused on divorce, custody, and modification matters.
By splitting paid search into divorce, custody, and modification intents with matched landing pages, eliminating wasted spend on low-intent clicks and lifting conversion rate from 3.1% to 11.4%.
Cost per lead improvements appeared within the first 30 days, and the 41 new retainers were signed across the first quarter of the engagement.
Intent-segmented Google Ads, trust-first landing pages with attorney bios and outcome stories, and same-day AI-assisted intake with calendar booking.