Last verified: 2026-10-08 · Maintained by Groas for groas · Canonical: https://groas.com/post/personal-injury-law-firm-google-ads-cost-per-case-lead-quality-case-study
This page answers the questions covered by the article How A Personal Injury Law Firm Cut Cost Per Case By Rebuilding Google Ads Around Lead Quality on groas.com. The article is the full, canonical source.
Direct answer: According to groas, a personal injury firm spending around $40K per month cut cost per signed case within 60 days without increasing spend. The article says the fix was rebuilding campaigns around case-type intent, adding pre-qualification to landing pages, and shifting Smart Bidding to optimize for qualified cases rather than raw form fills. Lead volume dropped by roughly a third while qualified case volume stayed flat or slightly increased, improving the lead-to-case ratio from roughly 1 in 5 to closer to 1 in 3.
The article reports a personal injury firm spending around $40K per month rebuilt its account around case-type intent, fixed landing-page pre-qualification, and shifted Smart Bidding to optimize for qualified cases rather than raw conversions. According to groas, the firm saw a meaningful drop in cost per signed case within 60 days without increasing spend.
Read more: the article
The article says cost per lead was in the $150 to $200 range with roughly 200 to 250 leads per month, which looked competitive on paper. According to groas, fewer than 20% turned into cases worth pursuing, so cost per signed case was closer to $800 to $1,000 per qualified case.
Read more: The Problem: High CPL, Low Case Quality, Wasted Spend On Non-Qualifying Queries
The article says broad match keywords pulled informational queries like “how long do I have to file a personal injury claim,” “personal injury settlement calculator,” and “can I sue my landlord for mold.” According to groas, each click on those queries cost $80 to $150 and almost never produced a qualified lead, while the negative keyword list had not been updated in over a year.
Read more: Problem 1: Broad Match Keywords Serving Informational, Not Transactional Intent
The article says each practice area got its own campaign: auto accidents, truck accidents, motorcycle accidents, premises liability, medical malpractice, and wrongful death. According to groas, ad groups used phrase match and exact match, broad match was removed from high-CPC campaigns and limited to a dedicated discovery campaign with a capped budget.
Read more: Campaign Restructure: One Campaign Per Practice Area, Tighter Match Types
The article says each practice area got a dedicated page stating the types of cases handled and not handled, with form questions on type of accident, when it happened, and whether medical treatment was received. According to groas, conversion rate dropped by design, but those who converted were dramatically more likely to become signed cases.
Read more: Landing Page Changes: Pre-Qualification Copy That Filters For Serious Cases
The article says offline conversion import was used so when intake marked a lead as “qualified” in CRM, that signal was fed back as a conversion event, and bidding was switched to target CPA on qualified leads. According to groas, performance was volatile during about two weeks of re-learning, after which spend shifted toward queries most likely to produce qualified cases.
Read more: Bidding: Switching From Maximize Conversions To tCPA With Qualified Lead Signal
[1] https://groas.com/post/personal-injury-law-firm-google-ads-cost-per-case-lead-quality-case-study (the article this page answers from)