Matter No. 02 · Paid search · Firm anonymized
Case study
It took me one minute to find what cost them eight months.
A firm had been running paid search for the better part of a year, getting leads, but the wrong ones. The problem was a single keyword.
The setup
The firm came to me frustrated. Their ads were “working.” Leads were coming in, but almost none of them were the cases they actually wanted. Month after month, their team chased those bad leads, assuming the market was just noisy.
What I found
It was one keyword. A single term in the account was pulling in people who were never going to be the right fit, and it had been quietly draining the budget for eight months. Tens of thousands of dollars spent attracting the wrong cases, all tracing back to one line nobody had questioned.
Why nobody caught it
Because the account looked healthy. Leads were up. The reports were green. If you only watch volume, you never see it. You have to know what a qualified case looks like and work backward.
That’s the difference between someone running ads and someone accountable for the outcome.
Their reports were green the whole time. Green isn’t the same as right.
How I work an account
- 1
Define the right case.
Before touching the account, I learn what a qualified lead looks like for your firm.
- 2
Audit the account.
Every keyword, every search term, looking for what doesn’t belong.
- 3
Find the leak.
Fast, because I know what I’m looking for.
- 4
Fix it and stay accountable.
To signed cases, not lead volume.
The point
Anyone can show you a dashboard full of leads. I look at whether those leads are the cases that pay your bills, and I find the leak fast.
See the strategy before you hire me.
Book a call. I'll show you exactly what I'd do with your firm before you commit to anything.
Judge the work. Not the promise.