Case study · Legal · Paid search and LSAs
Twice the cases at half the cost per lead.
How Outlier Creative Agency runs paid search and Local Service Ads for Mirador Law across three Bay Area offices, and turned a single month into a breakout: conversions doubled while the cost of a new case nearly halved.
- Cost per conversion
$1,401$765- Conversion rate
10.4%17%
Same market, same offices. One month later, twice the conversions.
Figures from Mirador Law’s Google Ads and Local Service Ads reporting, April to May 2026.
Leading local search, and most of May’s conversions were new demand.
search impression share in local personal-injury search
11 of 16 May conversions came from non-brand search, people who weren’t already looking for Mirador
94 clicks 1,474 impressions
in May, growing while the cost per conversion fell
10 Local Service Ad leads
in May, across all three offices
A personal-injury firm across three Bay Area offices.
Mirador Law is a personal injury firm serving the East Bay from offices in Pleasanton, Newark, and Oakland. They compete for the same high-value cases as some of the largest firms in one of the most expensive advertising markets in the country.
In personal injury, a single signed case can be worth more than a year of ad spend, which is exactly why the cost of acquiring one has to be watched like a hawk. That is the job Mirador handed us.
a click can run well over this for Bay Area personal-injury keywords, among the priciest in all of paid search
Expensive market. Three service areas. Every lead has to count.
Spread across three offices, it is easy to burn budget on the wrong searches, the wrong zip codes, or leads no one can trace back to a case.
Mirador didn’t need more clicks. They needed paid search that reached genuinely high-intent clients across each office, kept the cost per case in check, and tracked every lead to a specific location, so every dollar could be held accountable.
One paid-media engine, built for signed cases.
Google Search Ads
High-intent search campaigns for the moment someone types “personal injury lawyer near me.” Brand and non-brand, with keyword and negative-keyword discipline tuned for signed cases in a competitive Bay Area market, not clicks.
Local Service Ads
Google Screened lead generation across all three offices, Pleasanton, Newark, and Oakland, with location-specific service areas and per-office tracking so every lead is attributed and every dollar is accountable.
Call tracking and intake intelligence
Call tracking on every campaign: first-time-caller detection, keyword attribution, and appointment tracking. We optimize toward booked consultations, so the numbers reflect real cases, not vanity metrics.
Media strategy and budget planning
A full media plan across Google Search, Local Service Ads, remarketing, Microsoft Ads, and YouTube, scaled to the firm’s growth goals and weighted toward the lower-funnel intent that actually books cases.
Multi-office geo-targeting
Precise zip-code and service-area targeting for each location across the East Bay, so spend follows the markets where cases actually come from and offices don’t compete against each other.
Four things that made the difference.
Intent over impressions
We optimize for the searches that signal someone needs a lawyer right now. The budget chases signed cases, not clicks or vanity reach.
Efficiency while scaling
May proved it: clicks and impressions grew while cost per conversion fell nearly in half. Growth and efficiency in the same month, not a trade-off.
Real, new demand
11 of 16 May conversions came from non-brand search, people who weren’t already looking for Mirador. That’s new caseload, not just brand defense.
Everything tracked
Call tracking and conversion data on every campaign mean decisions are made on booked consultations across three offices, not guesses.
When the strategy targets real intent and every lead is tracked, the cost of a new case goes down as the volume goes up.
Outlier Creative Agency · Paid media
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