Project Overview
Ellis Law Corporation wasn’t short on phone calls. The Los Angeles personal injury firm had been running Google Ads for a year and calls were coming in steadily, but only about one in twenty became a signed case. Razor Rank looked past the ad account and audited the intake process itself, where we found two problems nobody had caught: Some of the firm’s phone numbers weren’t properly registered and were getting flagged as possible spam, and overlapping call workflows were dropping calls before anyone could pick up. Fixing those two things dramatically changed the firm’s ability to sign new cases without huge increases to ad spend. From there, paid search, SEO, and design ran smoothly according to a new MO: Follow what the outcome data says, even when it contradicts what everyone assumes.
The Results
In the 60 days after our call intake fixes went live, revenue from paid search rose 325% on a 38% increase in ad spend, and return on ad spend climbed from 125% to 410%. The share of Google Ads calls that became signed cases more than tripled, adding roughly 15 signed cases a month, and the cost to win a case fell by 63% to 77%, depending on the type of case. A good portion of that came from a decision the firm didn’t expect: We moved budget toward slip-and-fall cases, which cost about 36% less per signed case than car accidents do, even though they can be worth more. Alongside our work on Ellis’s PPC campaigns, our SEO strategy helped build the authority that makes conversions easier to earn: real case results, attorney credentials, and expertise pulled straight from interviews with the firm’s lawyers.
Reworked Intake to Recover Cases
The Full Circle Attribution platform provided insights into the percentage of signed cases and where the drop-off was occurring, which led to the intake process. Our team audited the intake: how calls were routed, who picked them up, and what happened to calls that arrived during busy stretches. Some of the firm’s phone numbers had never been properly registered, so they were flagged as possible spam and as a result, a significant number of callbacks to leads were never answered. The firm's outbound follow-up was resulting in very few signed cases. Within a month of our fixes, the share of Google Ads calls that turned into signed cases increased by an additional 15 cases a month, with no changes to the ads. Another side effect: The cost per signed case for slip-and-falls fell by more than 75%.
Adjusted Ad Budget Based on Data
Ellis Law was confident that car accident cases were their most valuable ones. Our Full Circle Attribution program tracks which clicks actually become signed cases, not just which ones became phone calls. Once intake was repaired, slip-and-fall cases ended up costing 36% less per signed case than car accidents did. They can also carry larger recoveries, which runs against how paid ads usually work (the more a case is worth, the more it normally costs to win one). We recommended moving budget toward the case type that was both cheaper to win and worth more. Both case types now return 3-4x what the firm spends to win them.
Established Authority & Expertise
Personal injury clients want evidence before they make a decision about who to hire, so we built case-result blocks into the firm’s practice area pages. These show recovery amounts that Ellis Law has actually won for people in prospective clients’ exact situations. We also interviewed the firm’s attorneys directly and published their answers as attributed quotes, so pages now feature legal judgment instead of generic copy. Search engines look for expertise attributed to real human beings, especially in high-stakes industries, and that’s also what makes a visitor trust a page enough to pick up the phone.
Landing Pages Built for Conversion
Most personal injury searches happen on phones, often within hours and on the sites of accidents. We designed new landing pages for the car-accident and slip-and-fall PPC campaigns we were running, with call and chat buttons front and center instead of buried under a wall of text, and we built them mobile-first rather than simply adapting a desktop layout. Our goal was to attract more leads worth signing, which meant planning our designs around the moments clients are most likely to encounter them.
