Case study / Legal Services
Generating High-Intent Leads for a Local Law Firm
How a local law firm turned Google Search and Maps discovery into 3,497 measurable customer actions.
Almost 1 in every 4 profile views resulted in a measurable customer action.
01 / Results
The outcome, at a glance.
Measured customer actions generated during the supplied reporting period.
- 01 / Search & Maps views
- 15,195
- 02 / Customer actions
- 3,497
- 03 / Phone calls
- 1,175
- 04 / Website clicks
- 1,147
Evidence note Figures reflect the anonymized client record supplied for this case study. The reporting-period dates were not provided, so no timeframe has been inferred.
02 / Context
Visibility had to lead somewhere useful.
A local law firm needed to improve its visibility in Google Search and Maps while generating more direct enquiries from prospective clients.
For legal services, local search users are often high-intent prospects actively researching a provider. The Google Business Profile needed to function as more than a listing: it needed to create clear pathways to contact the firm.
The work had to strengthen discovery while reducing friction between a search result and a direct enquiry.
The local legal market is highly competitive, with multiple firms competing for visibility around similar services and geographic locations.
03 / Focus
A connected path from discovery to action.
The campaign concentrated on the controllable signals and conversion pathways closest to local demand.
- 01Improve Google Business Profile visibility
- 02Strengthen local relevance
- 03Optimize business information
- 04Improve the path from local search to the firm's website
- 05Encourage phone enquiries
- 06Monitor customer actions generated from Google
04 / Action mix
Calls and website clicks drove two-thirds of actions
Phone calls represented 33.60% of total actions, while website clicks generated another 32.80%.
Together, calls and website clicks accounted for 66.40% of all customer actions—evidence that a meaningful share of Google discovery continued toward a direct enquiry.
Almost 1 in every 4 profile views resulted in a measurable customer action.
05 / Key takeaway
Measure the customer journey—not visibility in isolation.
For a local law firm, visibility is only the opening step. The stronger measure is whether a prospective client continues toward contact.
A 23.01% action rate produced a substantial volume of measurable actions, with calls and website visits accounting for 66.40% of the total.
Map this to your market in 30 minutes