Criminal Defense Growth Campaign
A criminal-defense-focused law firm partnered with us to solve a critical challenge — wasted ad spend, low-quality leads, and inconsistent case inquiries.
By restructuring their Google Ads strategy, refining high-intent keyword targeting, and redesigning the website for conversions, we helped the firm attract qualified clients actively searching for immediate legal representation.
Within a short timeframe, the campaign delivered higher-quality leads, increased call volume, and significantly improved cost efficiency.
Client 10 B Criminal Law
Service Google Ads Management & Website Redesign
Category Legal — Criminal Defense
Year 2025
Results
We rebuilt the entire acquisition strategy to focus only on high-intent criminal defense searches, eliminating irrelevant clicks and wasted ad spend. By implementing a mix of exact and phrase match keywords, along with call-only ads and location extensions, the campaign began attracting users actively seeking urgent legal help. Improved ad messaging and structured snippets ensured that potential clients clearly understood the firm’s expertise before clicking.
GOOGLE ADS PERFORMANCE
| Metric | Before | After | Change | Why This Matters |
|---|---|---|---|---|
| Cost Per Click (CPC) | $6.40 | $2.10 | ↓ 67% | Reduced cost while increasing lead volume |
| Qualified Calls | Baseline | +230% | ↑ 230% | More high-intent inquiries |
| After Hours Calls | 5-6 | 8-9 | ↑ Improved | Captured urgent legal cases |
| Conversion Quality | Low | High | ↑ Improved | Better targeting = better clients |
WEBSITE PERFORMANCE
| Metric | Before | After | Change | Why This Matters |
|---|---|---|---|---|
| Bounce Rate | 72% | 44% | ↓ 39% | Users engaged with relevant content |
| Form Submissions | Baseline | +158% | ↑ 158% | More case inquiries |
| Mobile Click- to-Call | Baseline | 141% | ↑ 141% | Faster conversions from mobile |
| Lead Quality | Mixed | High | ↑ Improved | Reduced irrelevant inquiries |
SEO PERFORMANCE (Search Console Data)
| Metric | Before | After | Change | Why This Matters |
|---|---|---|---|---|
| Total Clicks | 95 | 499 | ↑ 425% | Strong growth in organic traffic |
| Total Impressions | 956 | 14.3K | ↑ 1395% | Massive increase in visibility |
| Average CTR | 9.9% | 3.5% | ↓ 64% | Wider keyword reach expanded traffic |
| Average Position | 12 | 16.4 | ↓ Slight Drop | Ranking spread across more keywords |
Performance & Rankings
Criminal Defense Keyword Rankings
We optimized the website to rank for high-intent criminal defense keywords, targeting users actively searching for legal help in St. Catharines.
The campaign achieved visibility across both Google search results and AI-driven results, strengthening authority in the local market.
- Targeted keywords like criminal defence lawyer St. Catharines
- Optimized for youth court lawyer St. Catharines
- Strengthened content for bail hearings and urgent legal queries
- Improved on-page SEO and internal linking
- Focused on local search intent
Keywords
Criminal Defense Keyword Strategy
We refined the keyword strategy to target only high-conversion, intent-driven searches, ensuring budget efficiency and better lead quality.
Key Actions:- Shifted to exact + phrase match targeting
- Eliminated low-intent and irrelevant keywords
- Focused mainly on emergency and action-based searches
- Strengthened ad copy with criminal defense specific messaging
The keyword strategy focused on capturing urgent, high-intent searches, resulting in improved rankings, increased visibility, and more qualified inquiries.
| Keyword | Position |
|---|---|
| Youth Court Lawyer St. Catharines | #1 |
| Defense Lawyer St. Catharines | #2 |
| Criminal Defence Lawyer St. Catharines | #3 |
| Criminal Defense Lawyer | #5 |
| Bail Hearing Lawyer | #11 |
Website Redesign
To support campaign performance, we redesigned the website with a conversion-first approach focused on legal lead generation.
Key Improvements:
- Prominent call-to-action buttons across all pages
- Click-to-call functionality for mobile users
- Quick case evaluation and contact forms
- Sticky header and footer contact options
Improved Lead Qualification
We also introduced a dedicated Legal Aid Information section to filter out any unqualified leads. This helped us to :
- Reduce time spent on non-paying inquiries
- Improve the intake efficiency
- Allow the firm to focus on high-value cases
Why These Results Happened
- Clear Criminal Defense Positioning Aligned ads and website messaging with user intent
- High-Intent Traffic Only Eliminated irrelevant clicks and focused on urgent searches
- Trust + Clarity = More Calls Clear messaging and visible contact details increased conversions
- Reduced Lead Friction Better UX made it easier for users to take action
- More Conversion Points Multiple CTAs ensured fewer missed opportunities
Takeaway
By aligning Google Ads for law firms with a conversion-focused website strategy, 10B Law has achieved :
- Lower ad costs
- More qualified calls
- Higher website conversions
- Reduced unqualified leads
- Stronger market positioning