What We Fix First
Competitor name exclusions
A user searching a specific attorney by name has already decided. They want that attorney. Your ad costs $8-15 per click and converts at zero. We audit every named competitor in your search term data and exclude them at the campaign level.
In a Monmouth County NJ audit, we found 58 named attorneys consuming budget. Eliminating them redirected that spend to genuine prospects — people who were actively comparing attorneys and hadn’t yet made a decision.
Brand term protection
Your name receives the highest bid priority in the account. Someone searching your firm or attorney by name is a warm lead — a referral, a repeat client, someone who researched you. That search needs to produce your ad, not a competitor’s.
In one audit, an attorney’s own name had been accidentally excluded from bidding. Warm referral searches were blocked from reaching the firm. Fixed immediately.
Practice Area Separation
Criminal defense and family law attract different searchers with different urgency.
DUI searches happen in crisis moments. Divorce searches happen after months of deliberation. They need different ad copy, different bid strategies, and different conversion tracking.
We build separate campaigns per practice area. Each optimizes independently. Each speaks directly to the specific buyer’s situation.
Complete Conversion Tracking
Form submissions are one conversion type. Phone calls from ads and calls from the website are two more. Legal clients call — a campaign tracking only forms misses the majority of its actual performance.
With all three tracked, Smart Bidding has 3,000+ conversion events to learn from instead of 300. The cost per lead falls consistently as the algorithm identifies the Monmouth County searches that produce actual clients.
