Maybe you tried it once, spent a chunk of money, and weren’t totally sure what you got back. Maybe you’ve been meaning to try it but haven’t found anyone you trust to actually run it. We get it. Most attorneys we talk to feel exactly the same way.
So instead of the usual pitch, we wanted to share a real example.
For a little over two years now, we’ve managed Google Ads for a workers’ compensation attorney in the Fort Lauderdale area. We won’t name the firm, but here’s the basic overview. The attorney has been practicing for about 30 years, knows workers’ comp inside and out, and wanted a steadier, more predictable way to reach injured workers who need help the moment they start searching…which is often on Google
The search intents is what makes Google’s search advertising such a good fit for this kind of practice. Someone who just got hurt on the job and types “work injury lawyer near me” into Google isn’t casually browsing. They have a problem, and they’re looking for someone to solve it today. Our job was to make sure our client was the firm they found, and that the ad, the landing page, and the phone call all felt like a natural next step.
We came in with two goals. The first was awareness: getting the firm’s name showing up consistently for the searches that matter, so that over time it became a familiar, trusted option in a crowded market. The second was conversion: not just clicks, but the right people actually reaching out and becoming signed cases.
Google Ads awareness campaigns cast a wider net. The conversion-focused campaigns get tighter and more selective. Over two years, we’ve kept adjusting the mix – the keywords we bid on, the ad copy, the pages people land on, the areas and times we show up in – based on what was genuinely turning into leads, and more importantly, into signed cases.
And that’s the number that actually matters. Clicks and impressions are easy to celebrate, but they don’t pay anyone’s bills.
What’s kept this relationship going for two-plus years is simple: the campaigns have consistently produced real leads and real signed work-injury cases, the kind that, on average, run $3,000 and up in value. When a channel is reliably bringing in cases like that, the math tends to take care of itself.
None of this happened with a “set it and forget it” approach. Legal advertising is competitive and expensive, and a workers’ comp campaign left on autopilot will quietly burn through budget. The steady results come from paying attention every month — reading the data, cutting what isn’t working, and doubling down on what is.
If you’re an attorney wondering whether Google Ads can actually work for your practice, as in “did it bring in cases” we’d enjoy a conversation with you.
Curious what this could look like for your firm? Learn more about how we approach Google Ads for law firms in Tampa and across Florida.
To learn more about Exo Media Group’s SEO and digital marketing services, visit exocreative.com or get in touch with our team.
