Julian van der Walle is a criminal defence lawyer serving Vernon, Kelowna and the Okanagan. He was spending real money on Google Ads and paying for a website, and both were quietly working against him.
Ads were showing for “best lawyer,” drawing calls from Idaho, and reaching people looking for divorce, wills and injury lawyers. Clicks cost $16 to $19 when the local market was closer to $7.
Desktop had consumed nearly $1,000 for four conversions. A backup restore had wiped blog posts that ranked, while an insurer flagged critical website security problems ahead of a cyber-insurance renewal.
Mobile-only campaigns, bid caps, negatives and dedicated Vernon/Kelowna budgets.
Removed malware, fake plugin and theme, hidden administrator and altered core file. The insurer’s scan cleared all critical issues.
Repaired URL structure so surviving content could rank again and mapped missing posts.
Updated service and city pages for Vernon, Kelowna, Salmon Arm, Revelstoke, the Kootenays and South Okanagan.
Average cost per click fell from $13.62 to $7.98. The campaigns drove 59% more clicks at a lower total spend, with the same conversions.
Search impressions also grew from 21,991 to 31,201 a month.
Julian put it simply. One new file a week and he’s doing okay. Two a week and he’s doing very well. Every dollar that stopped leaking out of the ad account and every page that climbed on Google moves the firm toward that second number.
Tell me where your firm is today. In 30 minutes you’ll know what to fix first, and whether we’re a fit.
The marketing department for growing law firms. Your website, SEO, Google Ads and lead tracking, run by a small senior team. The people you talk to are the people doing the work.