Not enough demand
34 inquiry calls for a defence practice on $500 a month
A six-month click-to-call programme in a competitive legal market, on one of the smallest budgets in this library.
Counted a business outcome
Leads, calls or conversions were counted. Revenue was not — no record here measures it.
- Industry
- Criminal defence law
- Business model
- Professional services
- Company stage
- Undisclosed
- Constraint identified
- Not enough demand
- Channel
- Google Ads
- Time period
- 6 months
- Budget
- $500 per month
- Client
- Published anonymously at the client’s request
Where it started
A criminal defence practice needed new client inquiries in a competitive two-county market, and needed prospective clients to be able to reach it by phone immediately.
The constraint, and why
Legal intent is immediate and local. The practice needed to be present at the moment of search, with a path straight to a phone call.
What actually changed
- A search campaign optimised for phone calls rather than form fills
- Targeting narrowed by age and income band to people seeking defence representation
- Click-to-call ads alongside landing pages
Santa Cruz and Monterey Counties, California. Budget recorded at $500 per month.
Measured results
Phone calls
34
Measured in the platform, not reconciled to finance · Google Ads
Impressions
3,727
Measured in the platform, not reconciled to finance · Google Ads
Click-through rate
1.93%
Measured in the platform, not reconciled to finance · Google Ads
Cost per call
Calculated by us≈ $88
Directional only · Calculated: $500 per month × 6 months ÷ 34 calls.
What is different now
The practice was reachable by phone at the moment someone searched, in a market where that timing decides the matter.