Dennis Boren, Attorney at Law
Dennis Boren is a personal injury attorney operating in one of the most competitive PPC markets in legal advertising. Lucien Solutions was engaged to build and manage a Google Ads campaign that would generate high-quality case leads while maintaining a sustainable cost per acquisition.
- Industry:
- Personal Injury Law
- Market:
- US — competitive PI market
- Services:
- Google Ads PPC, Landing Page Optimization
Business Outcomes, Not Just Metrics.
- 25
- Conversions Generated
- $27
- Cost Per Acquisition
- 7.82%
- Click-Through Rate
The Challenge
Personal injury is one of the most expensive PPC verticals, with average CPCs exceeding $50–$100 for competitive keywords like "car accident lawyer" or "personal injury attorney near me." Many firms spend thousands with minimal return. Dennis needed a lean, high-efficiency campaign that converted at scale.
Approach
We built tightly-themed ad groups around specific case types, wrote compelling ad copy emphasizing free consultations and case results, created dedicated landing pages for each case type, implemented call tracking and conversion attribution, and continuously optimized bids, negative keywords, and audience targeting.
Key Outcomes
The campaign achieved a 7.82% CTR — well above the legal industry average of 3–4% — and delivered 25 conversions at just $27 CPA. In a market where competitors pay $100+ per lead, this represented exceptional efficiency and ROI for a solo practitioner.