Law Firm
A London personal injury law firm needed to turn scattered paid, organic, social, map and AI visibility into one measurable intake system. The client name is intentionally withheld for legal and confidentiality reasons.
The firm was attracting enquiries from many places, but the intake team did not have a clean view of which channels were creating qualified injury claims and which channels were simply creating noise. Search, Google Business Profile, Google Ads, direct calls, online booking, social, SMS and referral sources were all active, but the firm needed a single tracking layer that connected every source to calls, conversions, conversion rate and revenue.
We configured CTM so the firm could separate high-value claim enquiries from general calls, missed opportunities and low-intent contacts. Tracking was organized by source, including Google My Business, Google Ads, direct traffic, Google Organic, online booking, SMS, social and other referral routes. This gave the legal team a clear source-by-source view of ring time, talk time, conversion quality, and revenue contribution.
- ✓CTM source mapping across calls, forms and texts for legal intake
- ✓Source-level conversion tracking for Google Ads, GMB, organic, online booking, direct and SMS
- ✓Revenue attribution connected to 1,311 qualified conversions
- ✓Average ring time, talk time and total call time reviewed to improve intake speed and call quality
Personal injury PPC is expensive because the value of one qualified claim can be high. We rebuilt campaigns around intent groups instead of broad legal keywords, separating accident claims, work injury, road traffic accident and urgent consultation searches. CTM data showed which campaigns created real conversations, so spend could move toward the traffic that produced qualified claim enquiries instead of empty clicks.
- ✓Campaigns separated by legal intent and claim type, not just generic personal injury terms
- ✓Landing pages aligned to London claim searches and consultation actions
- ✓Bid and budget decisions tied to CTM conversions, not surface-level click volume
The SEO work focused on trust, topical depth and location relevance. We rebuilt core pages around London personal injury intent, clarified legal service language, improved internal linking, and added content that answered real claimant questions without sounding like a legal textbook. CTM showed organic and SEO-specific tracking sources producing strong conversion rates once the right pages were easier to find and easier to act on.
- ✓London personal injury page structure rebuilt around claimant intent and legal trust
- ✓Content added for accident at work, road traffic accident, medical negligence and general injury questions
- ✓Schema, internal links and conversion actions improved across core service pages
Claimants increasingly use AI tools to understand what to do after an accident before they search for a solicitor. We restructured the firm's content so AI assistants could understand the niche, location, services, eligibility signals, consultation process and proof points. The goal was not to make unsupported legal claims; it was to make the firm more clearly retrievable for London personal injury questions.
Before the AIO work, the anonymized firm had weak structured entity signals for personal injury queries in London. Six months later, the firm was easier to understand across ChatGPT, Gemini, Perplexity and Google AI-style answers for selected research prompts.
Google Business Profile and local entity work helped connect the firm's London presence to the searches that matter most. We improved service categories, profile completeness, review response guidance, local landing page signals, citations and map-facing conversion actions. CTM showed Google My Business became one of the strongest sources by total conversions and revenue contribution.
- ✓Google Business Profile service, category and conversion action optimization
- ✓Local entity signals reinforced across London legal directories and trusted profiles
- ✓Review response guidance and map-facing intake tracking connected to CTM
For a legal firm, social media cannot feel casual or careless. We built content around education, credibility and safe next steps: what to do after an accident, how evidence works, when to speak to a solicitor, and how the consultation process works. Social content supported retargeting, brand familiarity and assisted conversions rather than trying to replace direct-response search.
Client name and identifying details are withheld for legal, regulatory and confidentiality reasons. Results are based on the provided CTM report and campaign tracking.
| Ch. | Metric | Total | Conversions | Revenue |
|---|---|---|---|---|
| CTM | All tracked sources | 20,199 | 1,311 | $780,083 |
| GMB | Google My Business | 3,994 | 283 | $144,372 |
| PPC | Google Ads | 1,612 | 259 | $142,992 |
| SEO | Target Code Number - SEO web | 790 | 122 | $68,504 |
| SEO | Google Organic | 334 | 60 | $32,745 |
| DIR | Direct | 765 | 60 | $46,261 |
| BOOK | Online booking | 738 | 241 | $124,998 |
| SMS | SMS marketing campaign | 67 | 3 | $1,755 |