How Harbor Law Group achieved 71% CPL reduction.
What Harbor Law Group needed to solve.
Harbor Law Group — a commercial law firm in San Francisco — were generating personal injury and business litigation leads at $520 per qualified inquiry. Their Google Ads account had no audience layering, conversion tracking was broken, and campaigns mixed practice areas without segmentation.
Synap understood California bar advertising compliance from day one without us needing to explain it. Compliance was built in, and our cost per qualified lead dropped by 71% within 90 days.
How we delivered the results.
We rebuilt the account with full bar association-compliant ad copy, fixed conversion tracking via server-side GTM, and segmented campaigns by practice area — personal injury, business litigation, and employment law. LinkedIn was introduced targeting General Counsels and CFOs at Bay Area companies for the commercial litigation practice.
What changed.
- 71% reduction in cost per qualified lead ($520 → $151)
- All campaigns fully compliant with California State Bar advertising regulations
- LinkedIn generated 34% of commercial litigation inquiries within 3 months
- Conversion tracking accuracy improved — 31% of previously lost conversions recovered
- Quality Score average improved from 3.1 to 7.4
The decisions that made the difference.
- Campaigns were split by practice area, so personal injury, business litigation and employment law each had their own budget, ads and landing pages.
- Conversion tracking was rebuilt server-side, recovering conversions the account had been missing and giving bidding accurate data.
- Every ad was written to California State Bar advertising rules from the start, removing compliance risk.
Lessons for your business: Law firms often run one account for every practice area, which hides which cases are profitable. Segmenting by practice area and fixing tracking is usually the fastest way to cut cost per qualified inquiry. Read more about our law firm marketing or see more paid media results.