Google Ads Management for Criminal Defense and DUI Lawyers

Google Ads is like fire- it can keep you warm or burn you… and too many law firms hire big teams of pyromaniacs instead of small teams of blacksmiths. It’s a powerful tool when someone who understands people, not just the latest algorithm update, is running it.

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Case Study: From Zero to Market Leader in Criminal Defense and DUI

In 2016, a former prosecutor launched his own criminal defense and DUI firm from scratch. He came to me first for a website and then asked the bigger question:

“How do I make money from this?”

The Challenge

-Fierce Competition: A handful of firms had dominated Google Ads in his market for 10+ years.

-Budget Hesitation: He was unsure if Google Ads could actually deliver ROI.

-Big Goal: Generate justifiable and sustainable returns for a brand new firm in a tough market.

The Strategy

I built a Google Ads system tailored to the way potential clients actually search and decide:

  1. Qualify First, Click Second: Every ad is designed to filter out unqualified traffic, ensuring only people actively looking for his exact legal services click through.
  2. Engage Logic and Emotion: Ads connect with both the rational need for legal help and the heightened emotional state of someone in crisis, driving more clicks that convert.
  3. Convert With Custom Landing Pages: Each ad directs to a tailored landing page, optimized for mobile and fine-tuned over time to turn clicks into calls and consultations.

The Results

Within 90 days, he was already seeing significant ROI.

During 2020:

  • Ads appeared at the very top of Google 83% of the time.
  • 725 clicks generated → 108 website conversions + 72 direct calls from ads.
  • A total of 180 leads that year.

Why mention 2020 instead of 2025?

Because it wasn’t easy: courts were closing, people were scared, leads were drying up.

And even then, on a constrained budget, I delivered 180 leads to a solo attorney.

Anybody can look good when the market’s hot. The real winners also win when it’s bad.

The takeaway: I deliver profitable results in any market- even against the toughest odds.

He is still my client to this day in 2025- almost a decade of success!

Expect: Exclusivity

I will not work with any of your competition. I am solely focused on your success.

Expect: Clear Communication

My weekly report fits on one page. I focus on getting you more leads, not designing custom dashboards.

Expect: No Contract

Why lock in? If I’m not delivering results, fire me.

But don’t expect…

Cute headshots with cheeky bios and employees huddling together on beanbags, in an expensive downtown office… or a Google Partner badge that carries as much weight as a ‘World’s Best Dad’ mug.

If you feel

That this is a conversation worth continuing… I invite you to contact me now.

All I care about is how many new clients you bring in as a result of my service.

P.S. My clients are good people who value my unique insight as an integral resource. We’ve built great, long-term relationships. I hope this resonates with you.