conversions on Search
since launch
cost per lead on Search
against a $2,500/mo budget
return on total marketing investment
across the full partnership with GrowME
Industry · Criminal defence law
Market · Edmonton and Northern Alberta
Services · Google Search (Paid Ads)
Engagement · Ongoing since May 2024
01
Core practice area, highest intent searches.
02
Segmented ad group for sharper relevance.
03
High-value files, tightly controlled copy.
Niche / Market
Criminal defence law, formed 2023
Target GEO
Edmonton, Sherwood Park, Fort Saskatchewan, St. Albert, Stony Plain, Leduc, Slave Lake, Grand Prairie, Red Deer, Peace River, and Fort McMurray
Existing Lead Channels
Legal Match, referrals from other counsel and past clients, website
Existing Paid Search Presence
None
Buyer Behaviour
Predominantly by phone, often late at night or from a police station, rather than through online forms
Existing Qualification Rate
Roughly 25% of leads convert to clients. 60-70% of inbound calls get filtered out for being the wrong type of inquiry
Starting Ad Budget
$2,500/month
Regulatory Constraints
Law Society of Alberta rules prohibit promises or guarantees of outcome and comparative claims like “the best”
A highly competitive niche. Edmonton’s criminal defence market includes younger firms in a race to the bottom and large, high-powered firms with high ad spend, all competing for the same limited pool of high-intent searches.
A moderate budget with no room for waste. At $2,500/month, every keyword had to earn its place, even though this keyword category runs cheaper than most other legal niches. There was no room for broad, exploratory targeting.
Legal advertising restrictions. No promises or guarantees about outcomes, and no comparative claims against other lawyers, meant ad copy had to build trust and urgency without the usual persuasive levers.
A brand-new account with no history. With no existing Google Ads account, there was no prior data, audience history, or proven keyword list to build from.
01 Team
GrowME’s Ads Team Lead ran the account, supported by the SEO and content teams to keep ad and landing page content high-quality and legally accurate, and by the design and development teams for ad creative and conversion-tracking implementation.
02 Structure
GrowME built a single Google Search campaign around three ad groups matched to BW Law’s highest-value practice areas: Criminal Defence, Theft and Fraud, and Sexual Assault and Assault. This follows GrowME’s standard approach of segmenting by service line for stronger ad relevance and Quality Score, adapted to a niche where every line of ad copy also has to clear Law Society advertising rules.
03 Tracking
Because BW Law’s leads come almost entirely by phone, often late at night or in the middle of a police interaction rather than by filling out a form, GrowME set up call tracking and optimized the website and conversion tracking around driving and measuring calls. Form fills were tracked as standard practice, but the site itself was built to push people toward the phone, the channel that matches how a person facing a criminal charge reaches out.
04 Targeting
Because BW Law’s leads come almost entirely by phone, often late at night or in the middle of a police interaction rather than by filling out a form, GrowME set up call tracking and optimized the website and conversion tracking around driving and measuring calls. Form fills were tracked as standard practice, but the site itself was built to push people toward the phone, the channel that matches how a person facing a criminal charge reaches out.
clicks
impressions
conversions
cost / conv.
Paid search is one piece of a broader marketing partnership between BW Law and GrowME. Across that full partnership, BW Law has grown revenue by 167% and moved from 2 lawyers to 7. They now see a 6x return on their total marketing investment. The relationship has moved from a standard engagement to a revenue share arrangement, GrowME only gets paid when BW Law does, a structure GrowME was confident enough in this performance to offer.
revenue growth
return on total marketing investment
lawyers on the team
Abas Omar
Ads Team Lead, GrowME Marketing
Abas leads GrowME’s paid ads team, bringing years of hands-on experience in paid media strategy and optimization across Google Ads, Meta, TikTok, DV360, and more. He specializes in building campaign structures that hold up under real-world budget and competitive pressure, turning raw ad spend into verified, trackable business outcomes for GrowME’s clients.
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