The Overview
Seeking Quality Leads and Expanded Reach
When Colwell Law Group, a respected family law firm in New York, approached Elevation Ten Thousand in May 2022, they were already investing in Google Search Ads and Local Service Ads (LSAs) but weren’t seeing the level of lead quality and consistency they needed to grow.
Operating out of Albany and Saratoga, NY, they sought our expertise to increase lead volume, improve lead quality, and expand their market presence.
Over time, our partnership not only drove higher-quality leads at a lower cost, but also helped Colwell Law Group scale into two additional markets—Syracuse and Rochester—making them one of the region’s most dominant family law firms.
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The Approach
The Roadmap to Results
To help Colwell Law Group increase quality leads, optimize ad spend, and scale effectively, we executed a multi-layered strategy that focused on both performance improvements and brand differentiation.
Phase 1: Campaign Optimization & Expansion
These refinements increased lead quality and improved overall conversion rates:
- Restructured Google Ads: We rebuilt their Google Search campaigns, implementing tighter keyword targeting, better ad copy alignment, and conversion-focused landing pages.
- New LSA Expansion: Previously, they only had an LSA account for Albany. We created and launched a new LSA account for Saratoga, helping them capture more search real estate and expand their reach.
- Lead Quality Enhancements: After hearing feedback about low-quality leads, we refined their campaigns through:
- Negative keyword improvements to filter out irrelevant searches.
- Ad copy adjustments to set better expectations before a user clicks.
- Landing page language tweaks to align messaging with high-intent users.
Phase 2: Shifting Focus to Higher-Value Case Types
- Colwell Law Group expressed a desire to prioritize child custody cases over divorce cases.
- We adjusted campaign targeting, bidding strategies, and landing page messaging to increase child custody leads by 80% while simultaneously reducing cost per lead by 30%.
- This shift allowed them to attract more of their ideal clients while improving profitability.
Phase 3: Creative Brand Differentiation
- To stand out in a competitive family law market, we developed and launched a creative advertising campaign.
- The “Fairytale Ended?” campaign featured a frog wearing a crown, playing off the “kissing a frog won’t turn him into a prince” concept.
- This campaign helped differentiate Colwell Law Group from other firms in the region by using relatable, emotionally engaging messaging rather than standard legal marketing language.
Phase 4: Data-Driven Growth & Expansion
- Reporting & Insights Improvements: We built an advanced performance dashboard, providing insights by channel, market, and case type so the firm could better track marketing ROI.
- Multi-Market Expansion: As leads and revenue grew, Colwell Law Group successfully expanded into two additional locations—Syracuse and Rochester.
- Consistent Lead Volume Growth: As their footprint grew, we continued optimizing their campaigns, ensuring each location maintained strong conversion rates.
Armed with a data-driven and creative strategy, Colwell Law Group saw their lead quality soar, costs decline, and new markets open—all setting the stage for remarkable expansion.
The Results Speak For Themselves
80%
Increase in Child Custody Leads
Focused campaign adjustments delivered higher-value cases for the firm.
30%
Lower Cost Per Lead
Optimization efforts reduced wasted ad spend while maintaining strong lead flow.
+2
New Locations
Colwell Law Group grew from two locations to four (Albany, Saratoga, Syracuse, and Rochester).
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Increased Search Real Estate
Launching a second LSA account helped dominate local search results in multiple markets.
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