🧩 Project: East Coast Injury Lawyers (ECIL)

Overview

Managed Google Ads performance review and ongoing optimization for a law firm, with a strong focus on improving lead quality and aligning campaigns with meaningful conversion goals.

What I Handled

Google Ads Performance Review

  • Conducted detailed audits of campaign performance

  • Analyzed key metrics including CTR, CPC, conversion rate, and cost per conversion

  • Reviewed keyword performance, search terms, and budget allocation

  • Identified gaps affecting lead quality and campaign efficiency

Conversion-Focused Optimization

  • Shifted focus toward qualified call conversions (60+ seconds) instead of surface-level metrics

  • Recommended improvements to better align campaigns with actual business outcomes

  • Evaluated conversion tracking setup to ensure accuracy and relevance

Campaign Optimization

  • Refined keyword targeting and search term strategy

  • Identified wasted spend and underperforming areas

  • Improved campaign structure for clearer data and better control

  • Suggested adjustments to bidding and budget allocation

Reporting & Insights

  • Built structured performance reports with clear breakdowns:

    • Primary metrics (conversions, CPA)

    • Supporting metrics (CTR, CPC, impressions)

  • Provided actionable insights, not just data

  • Highlighted wins, gaps, and next-step recommendations

Key Contributions

  • Reframed campaign success around qualified leads, not just clicks or form fills

  • Improved clarity in reporting, making performance easier to understand and act on

  • Identified opportunities to reduce wasted spend and improve efficiency

Tools & Stack

  • Google Ads

  • Google Analytics (GA4)

  • Conversion Tracking (calls & forms)

Result

Created a clearer, more strategic approach to campaign optimization, helping the business focus on high-quality leads and more efficient ad spend.