Case Study: Criminal law firm, Greater Vancouver

The problem

The firm had no previous online presence and wanted to grow significantly, without relying on paid advertising alone.

A website built to win searchesA fast, mobile-first site with a dedicated page for each type of charge clients search for, written to answer their first questions and push one action: call now.
Local SEO from day oneGoogle Business Profile built out and optimized, with consistent listings across legal and local directories so Google could trust a brand-new firm quickly.
Answer-first content for AI searchClear answers to urgent questions people ask after an arrest, marked up with FAQ and legal service schema so Google and AI tools could quote them.
Google Ads for leads while SEO builtCall-focused campaigns on high-intent searches only, split by charge type, with a negative keyword list reviewed weekly and spend weighted to the hours people call.
Tracking on every leadCalls and forms tracked back to the channel, campaign and keyword that produced them, so budget moved toward what signed clients.

216%more website visitors, from 4,618 to 14,604 versus the previous six months

22%of traffic now comes from AI search, up from 0%

508organic inquiries: 185 lead forms and 323 phone calls

$304,800in client retainers secured

First page of Google for target searches, including “criminal lawyer in Surrey”.

436qualified leads at $44.65 per lead

65new signed clients, a 15% lead-to-client rate

16.66xreturn on ad spend, on about $19,470 in ad spend

$325,000+in retainer fees

About $300 in ad spend per signed client.

Combined: 944 leads and inquiries and $629,800+ in retainer fees across both channels in six months.

Client name withheld for privacy. Figures from client reporting and tracked analytics.

More results

inbound leads in 12 months, up from zero.

tracked conversions from search over two years.

Start here

Request an audit of your website, rankings and ad spend, or a check of how AI tools answer for your business. Both come with a clear next step.

A real look at your marketWhere you rank, who outranks you, and why.
AI visibilityHow ChatGPT, Gemini, Perplexity and AI Overviews answer for your services.
A clear next stepWhat it would take to win, in plain numbers.