The Challenge:
- When the firm approached me, they had very few online reviews - which made it impossible to run Local Services Ads (LSAs), which limited our options.
- They had a modest budget of $40/day and a big heart - wanting to help as many abuse victims as possible..
My Google Ads Strategy:
Since LSAs weren’t an option, we focused fully on Search campaigns with high-intent keywords and slowly built a system that could grow leads consistently.
Phase 1: We Started Simple, & Tested Fast.
I built We launched basic Search campaigns targeting general keywords around sex abuse legal help.
Budget: $40/day (approx. $1,200/month)
In the first 1.5 months, the firm received 4 leads/month
- CPA: $1,200/4 = $300 per lead
Phase 2: New Landing Page = Big Difference:
We created a custom landing page that featured:
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Strong, empathetic CTA
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Past case outcomes and success stories
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Clear steps on what victims could expect after filling out the form
This helped build trust – especially for such sensitive cases. After launching the new page:
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Leads jumped to 6–7 per month
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New CPA: ~$184 per lead
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That’s a 38% drop in cost per lead
Phase 3: Conversion & Subscription Focus:
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As we tared seeing more results, I introduced Google Ads-exclusive offers and coupons.
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We tested landing page variations to align with different keyword intents (e.g., “reviews,” “is estriol cream safe,” “how to use estriol cream”).
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This is when I started focusing on the LTV (Lifetime Value) of subscription customers and optimized toward those keywords that brought in repeat buyers.