About our Partner
Our partner is a plaintiff-side employment and labor law firm that represents workers, not employers. Its docket spans wrongful termination, workplace discrimination, EEOC claims, retaliation, FMLA violations, wage-and-hour disputes, harassment, and federal employment matters. The firm offers payment plans and free strategy sessions, a pricing posture built to reach workers who cannot afford traditional upfront legal fees.
Who They Are
A newly launched firm with national ambition and a centralized intake operation. A dedicated phone team and a form-fill triage layer let the firm absorb inquiry volume from many states at once, so the constraint was never intake capacity.
The real question was whether marketing could deliver qualified volume at economics that made sense, in a vertical where most firms never try.
What They Do
The firm litigates the full spectrum of employee-rights cases:
- Wrongful termination, discrimination, harassment, and retaliation claims.
- EEOC, FMLA, wage-and-hour, and federal employment matters.
- Free consultations and payment plans, so cost is not the reason a worker walks away.
Every inquiry routes to a central intake team that qualifies it and moves it toward a signed representation agreement.
The Problem
Searchbloom was the firm's inaugural marketing partner, brought in to build paid search from the ground up alongside the firm's launch. There was no account history, no inherited spend, and no prior conversion data to lean on. The account had to be built and proven at the same time.
Employment plaintiff law is one of the harder verticals in paid search. Clicks on core terms run high, often more than $20 each in competitive metros, and the revenue-bearing event is a signed representation agreement that can land weeks after the first click.
Most firms either avoid paid search or treat it as a lead supplement. The open question here was not whether Google Ads could work in the vertical. It was whether the firm could add 24 states in a single year without breaking the unit economics that justify the spend.
The Solution
Searchbloom runs every paid search engagement on the ACE framework: Assets, Control, and Experimentation. For a firm launching from zero, that meant building the creative and landing-page assets, taking control of measurement and bidding so the account optimized toward signed cases rather than form fills, and treating every new market as a test to validate before scaling.
- Built a 49-campaign account before launch: 24 state-targeted Search campaigns split into ad groups by case type, plus Local Services Ads, a Federal Employment campaign, Demand Gen, and Performance Max.
- Wrote state-regionalized responsive search ads that name the metro or state in the copy, so the ad matches where the searcher is.
- Replaced per-state static landing pages with a single dynamic-text-replacement template that renders city-and-case-specific copy at runtime, producing hundreds of message-matched variants without the maintenance load.
- Configured the account to bid against a four-stage funnel ending in the firm's real revenue event, a signed representation agreement, so Smart Bidding optimized for signed cases, not form submissions.
- Built attribution across the year from form-only to form, click-tied call, and direct phone call, closing the gap most firms leave open on call-driven cases.
- Moved bidding through deliberate phases as each market gathered enough data, from Maximize Conversions at launch to Target CPA once volume crossed the learning threshold, and pruned zero-conversion spend into negatives all year.
- Rolled out states in waves, validating the cost per signed case in existing markets before funding the next.
- Not every market worked, and the ones that did not were paused rather than propped up, because a market that cannot hit its cost per signed case only drains the budget a working market needs. A statewide Florida structure was killed and rebuilt at the city level once the city economics proved stronger.
- Ran a dozen-plus documented A/B tests across ad copy, landing page design, mobile sizing, imagery, and bidding strategy.
The highest-stakes decision of the year was a single keyword pause. Roughly a fifth of budget was flowing through a handful of low-quality-score terms. Pausing them risked near-term volume, but the account-level conversion rate roughly doubled in the weeks after and held. A well-measured account can afford aggressive decisions, because the data tells you quickly whether you were right.
The Results
The account launched from zero. In its first year it reached a 24-state footprint and signed 885 cases at a cost the vertical rarely sees. The Local Services Ads channel delivered the lowest cost of any channel at about $44 per lead, and mobile drove about 80% of conversions, consistent with how workers search after a workplace event.
| Metric | Year One Result |
| Signed cases (all channels) | 885 |
| States covered | 24 |
| Cost per signed case | $1,075 |
| Local Services Ads cost per lead | $44 |
| Industry cost per signed case (Pareto Legal, 2026) | $2,485 to $2,971 |
The benchmark is Pareto Legal's 2026 Law Firm PPC Statistics, a study of plaintiff-side spend across thirteen firms, which put the blended cost per signed case at $2,485 to $2,971. This account came in at roughly a third of the Google Ads benchmark, across 24 states, in its first year.
| Period | Signed Cases | Cost / Case |
| June to August 2025 (launch) | 138 | $999 |
| September 2025 to June 2026 (scaled) | 747 | $1,089 |
| Full year | 885 | $1,075 |
The account changed shape in September 2025, after three changes landed in sequence: consolidation onto a single measurable landing page, the launch of continuous landing page testing, and an intake filter that raised lead quality. Cost per click roughly doubled, but the account was now buying higher-intent traffic, and cost per signed case held within 9% while monthly signed cases grew from 46 to 75. Paying more per click for a click that converts far more often is not a worse account, it is a different one, and it held for ten months.
Conversion rate optimization: the landing page converts at 21%, five times the legal median.
| Landing Page Performance | Result |
| Conversion rate (Unbounce) | 21.08% |
| Legal industry median (Unbounce) | 4.2% |
| Multiple of the industry median | About 5x |
| Conversions | 40,200 from 190,800 visitors |
The landing page is the least leaky part of the funnel. Against a 4.2% legal industry median, Unbounce's own benchmark, the consolidated page converts at 21.08%, roughly five times the median, across 190,800 visitors. Continuous testing drove it there: behavior-set targeting, Unbounce Smart Traffic (a 22.4% conversion-rate lift on its own), and a run of A/B tests on hero imagery, mobile font sizing, a single unifying value proposition, and ad-to-page message match, with winning variants converting above 30%.
2026 LEADING AGENCY
You Are Much More Than a Client.
