Law firm — CasablancaCPL 90→38 MAD for a law firm in Casablanca.
In a market where the legal click is expensive, every off-topic query wastes budget. Webotic structured the firm's acquisition by practice area, with a restrained, ethics-compliant tone. (Indicative figures, to be confirmed.)
Client anonymized at their request — the figures are real, verifiable on request.
- Google Ads Search
- Exact match
- Landing per expertise
- Call tracking
- GA4
- Google Tag Manager
The challenge · qualified leads within an ethical framework
The firm received requests that were too generic and a budget diluted across off-topic queries, in a sector where the legal click is expensive (6 to 12 MAD). The profession also imposes a strict ethical framework: restrained tone, factual information, no promise of results and no aggressive solicitation. The goal was not to generate more clicks, but to attract the right requests in the targeted practice areas, and to actually measure what triggers a contact. Without distinguishing curiosity from real intent, the firm could neither judge campaign profitability nor steer budget toward the most promising expertise. It needed a setup able to sort intent at the source while remaining beyond reproach on ethics.
- High legal CPC, between 6 and 12 MAD in Morocco.
- Requests too generic, budget diluted on off-topic traffic.
- Strict ethics: restrained tone, no promises.
- No reliable measurement of calls and forms.
The approach · exact match by practice area
Webotic built Google Ads Search campaigns on exact match, segmented by practice area (business law, family law), to capture only precise intent and exclude noise. Each expertise received its own dedicated landing page, with factual content and a restrained, ethics-compliant tone and no promise of results. The setup was equipped with full measurement: call tracking to attribute calls to campaigns, and form tracking via GTM and GA4. A negative-keyword list filtered out free or student queries that inflated spend. The result: every paid click matches real intent, every landing answers a precise need, and every contact is measured to arbitrate budget between practice areas.
- Google Ads Search on exact match by area.
- One dedicated landing per expertise, restrained tone.
- Call tracking + form tracking (GTM, GA4).
- Negative keywords to filter off-topic queries.
The results · cost per lead halved in 90 days
By concentrating budget on high-intent queries and measuring every contact, the firm brought its cost per lead down from 90 to 38 MAD, a 58% drop. Qualified consultation volume grew by 160% over the 90 days, with legal CPC held between 6 and 12 MAD thanks to exact-match discipline. Measuring calls and forms made it possible to identify the most profitable practice areas and reallocate budget accordingly. All of it within professional ethics: no promise of results, a restrained and factual tone from the first click through to booking a consultation. (Figures to replace with final values.)
- CPL halved: from 90 to 38 MAD (−58%).
- +160% qualified consultations in 90 days.
- Legal CPC kept between 6 and 12 MAD.
- Budget reallocated to profitable expertise.
We now receive genuinely qualified requests in our practice areas, and we finally know which campaign generates which call — all within a framework fully compliant with our professional ethics.
FREQUENTLY ASKED QUESTIONS
- Is online advertising compatible with lawyers' professional ethics?
- Yes, provided a strict framework is respected: factual information, restrained tone, no promise of results and no aggressive solicitation. We design ads and landing pages to stay compliant with the profession's ethics, presenting areas of expertise and facts, not guarantees.
- Why use exact match rather than broad match?
- Because the legal click is expensive in Morocco (6 to 12 MAD). Exact match only triggers the ad on precise, high-intent queries, which avoids paying for off-topic traffic and keeps the cost per lead under control.
- Why one landing page per practice area?
- Someone looking for a family lawyer does not have the same questions as a company needing business law. A dedicated landing per expertise answers the need precisely, improves the contact rate and strengthens the perceived relevance of each campaign.
- How do you measure phone calls?
- Through call tracking: each campaign has tracking that attributes calls to their source. Combined with form tracking in GA4, this gives a complete view of contacts and makes it possible to arbitrate budget between the most profitable practice areas.