Case Study:
The Law Offices of Daniel J Miller

Paid search Management

Services Provided: Paid search Management
Scope: Account Restructuring and On-going Management

The Law Offices of Daniel J Miller is a criminal defense, family law and personal injury law firm with 3 offices in the Hampton Roads, VA area. As one of the area's premier law firms, Mr. Miller came to CM looking for additional exposure for his growing firm.

Client's Objective

In the hyper competitive industry of criminal defense law, our client wanted to increase exposure in search and maintain an “always-on” presence in within their target market. However, with average CPC’s in this space between $20-$50, budget quickly became the biggest obstacle to success.

Our Strategy

When CM took over full management of the law firm’s Google Adwords account in August, 2014, we immediately restructured the account with campaigns built out by the specific geographic areas that the firm offered services in. Within each campaign, adgroups were created based on the specific areas of law that our client practiced. Results were immediate and drastic. Within the first month, average CPC decreased 42% while conversions increased 185%. Through on-going optimizations, this trend continued for the next several months. But the ever persistent CM PPC team knew they could do better.


While the client was thrilled with the initial improvements to performance, the latest round of optimizations really blew them away. Within one month of restructuring, CM further decreased the average cost per click by 45% – to levels nearly unheard of in this industry – and increased conversions by 74%.

When comparing current performance to the period before CM took over full PPC management of this account:

  • 79%
    in Avg. CPC
  • 943%
    in Conversions
  • 93%
    in Cost per Conversion
  • 180%
    in Visitors
  • 40%
    in Total Cost

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