10 B Law – Case Study

  • 10 B LAW Case Study

How a Criminal-Defense-Only Strategy Drove Lower CPC & Higher Call Volume

Timeframe:
Sept – Dec, 2025

Google Ads Performance

Metric Before After Change Why This Matters
Cost Per Click (CPC $6.40 $2.10 ↓ 67% More clicks and more leads for the same ad budget.
Qualified Calls Baseline +230% ↑ 230% High-intent callers seeking criminal defense representation.
After-Hours Calls Low High ↑ Significant Call-only ads captured urgent criminal matters.
Quality Score 5–6 8–9 ↑ Improved Increased ad relevance and lower overall costs.

Website Performance

Metric Before After Change Why This Matters
Bounce Rate 72% 44% ↓ 39% Criminal-defense-focused messaging kept users engaged.
Form Submissions Baseline +158% ↑ 158% More potential clients submitted their case details.
Mobile Click-to-Call Baseline 141% ↑ 141% One-tap calling boosted conversion on mobile.
Legal Aid Inquiries High Reduced ↓ 35% Filtering saved staff time and improved lead quality.
Engagement (Pages per Visit) Low High ↑ Improved Visitors confidently explored the firm’s services.

Challenge

10 B Law is a criminal defense law firm that relied heavily on Google Ads but struggled with:

  • High CPC (cost per click)

  • Low call volume from qualified clients

  • Website messaging that didn’t clearly state the firm focused only on criminal defense

  • Too many inquiries about legal aid, overwhelming intake

  • Minimal trust elements, causing hesitation before contacting

  • Lack of conversion points, leading to lost leads

What We Did

  • 1. Criminal-Defense-Only Google Ads Optimization
    We rebuilt all campaigns to target only criminal defense searches, eliminating irrelevant traffic.
    Key Actions:
    • Shifted to exact + phrase match criminal-defense keywords
    • Removed expensive, low-intent terms
    • Added call-only ads for emergency situations
    • Implemented call & location extensions
    • Strengthened ad clarity with criminal-defense structured snippets
    The result was more qualified callers and lower CPC.
  • 2. Website Redesign Focused on Criminal Defense
    Clear Single Practice Positioning

    We repositioned the website to make it absolutely clear that:
    👉 10 B Law exclusively handles criminal defense cases.

    This eliminated confusion and reassured visitors the firm could take on their criminal matter.

    Visible Contact Information
    We made the name, location, and phone number visible across the entire website:

    • Header call button
    • Footer phone number
    • Mobile click-to-call buttons
    • Sticky “Call Now” bar
      • This improved user trust and increased call conversions.

    Multiple Conversion Points
    To reduce drop-off, we added:
    • Quick case evaluation forms
    • A sticky header CTA
    • Contact forms on key pages
    • Click-to-call mobile buttons
    • Consultation request popups
      • No visitor could browse without encountering at least two conversion options.

    Dedicated “Legal Aid Information” Section
    Since many visitors asked for pro bono representation, we added:
    • A legal aid explanation
    • Eligibility details
    • Clear boundaries of what the firm handles
    • Local public defender resources
    This reduced unqualified inquiries and improved intake workflow.

    Trust-Building Enhancements
    We created:
    • A dedicated reviews/testimonials section
    • A deeper Ethos & Mission section explaining the firm’s philosophy
    • Strong credibility signals to build user confidence

Why These Results Happened

  • Crystal-Clear Criminal Defense Positioning
    By focusing solely on criminal defense, both ads and the website aligned perfectly with client intent.
  • High-Intent Traffic Only
    Google Ads stopped wasting budget on irrelevant clicks, lowering CPC and attracting the right clients.
  • Trust + Clarity = More Calls
    Visible contact info, reviews, and the firm’s ethos built trust and encouraged users to call immediately.
  • Reduced Intake Friction
    The legal aid page filtered unqualified leads, freeing the team to focus on paying clients.
  • More Conversion Points = Less Lead Leakage
    Forms, call buttons, sticky CTAs, and mobile-first design all led to more consultations booked.

Takeaway

By aligning Google Ads optimization with a criminal-defense-only website redesign, 10 B Law achieved:

  • Lower ad costs
  • More qualified calls
  • Higher website conversions
  • Fewer unqualified leads
  • A stronger, clearer brand identity

For criminal defense firms, clarity, trust, and speed-to-contact are the factors that convert scared searchers into paying clients — and 10 B Law now excels at all three.