At a Glance
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Firm type: Divorce & custody
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Market: Regional metro
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Ad spend: $15k/month
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Timeline: 90 days
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Stack: MMM + call tracking with dayparting analysis
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Primary challenge: Stagnant returns from weekday ad spend
Key Insight
Weekend search behavior reflected when clients had privacy to act. Without analytics, this firm would never have discovered its best-performing window.
Problem
A family law firm wanted to scale leads but felt Google Ads had plateaued. Despite steady weekday spend, intake wasn’t improving. It appeared like they were on the wrong side of the marginal return curve.
Approach
QuantiMedia integrated call tracking into their CRM and ran MMM to isolate weekday vs. weekend ad performance. The analysis revealed that Saturday searchers converted at 2.2x the rate of weekday prospects.
Results
By shifting 20% of budget to weekends, leads rose 33% and average case value intake improved by 19%. The firm gained not just more inquiries, but better-qualified ones more likely to convert to cases.
Benefits
1
Behavioral Discovery of Hidden Patterns
Most firms assume weekday ad performance is the only lens that matters. By digging into weekend vs. weekday behavior, MMM uncovered an overlooked pattern: family law clients searched more on Saturdays when they had privacy. This discovery allowed the firm to capture demand their competitors were missing.
2
Budget Realignment for Maximum Impact
Rather than simply spending more, we shifted existing budget to the times when conversion rates were strongest. This not only grew lead volume but also reduced waste by cutting spend during low-performing periods, creating more results from the same dollars.
3
Higher-Value Clients from Timing Insight
Weekend leads weren’t just more frequent — they were better quality. The data showed Saturday inquiries often came from clients who were ready to retain quickly, raising average case value and improving ROI across the board.