At a Glance
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Firm type: Divorce & custody
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Market: Regional metro
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Initial spend: ~$12k/mo
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Timeline: 60 days to first lift
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Stack: Google Ads, extensions, testimonial-led landing pages
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Primary challenge: CTR <2%, low inquiry volume
Key Insight
The breakthrough wasn’t technical — it was emotional alignment. Divorce and custody clients weren’t swayed by discounts or offers. They responded to confidentiality and trust, which doubled ad effectiveness.
Problem
A boutique family law firm focused on divorce and custody cases struggled to generate leads, with CTRs stuck under 2%. The partners assumed Google Ads wasn’t viable for their practice area.
Approach
QuantiMedia examined ad messaging and found it was too transactional. We reframed the copy around confidentiality and empathy, emphasizing privacy and immediate help. Call extensions and testimonial-driven landing pages were deployed to reinforce trust and urgency.
Results
CTR nearly tripled, inquiries rose significantly, and the firm noticed an improvement in client quality. Prospects frequently mentioned feeling reassured by the “confidential” language before reaching out. By aligning ad language with the emotional state of divorce/custody clients, we repositioned digital ads as a channel for trust and support rather than sales pitches.
Benefits
1
Message the Moment
Positioning ads around confidentiality and urgency connected with clients in distress. This approach turned hesitant searchers into motivated callers.
2
Trust at a Glance
Testimonials and bar association badges reassured clients that the firm was experienced, credible, and discreet.
3
Extension Wins
Leveraging call and sitelink extensions maximized search page visibility and gave prospects more ways to reach out immediately.