Client Success Story

Achieving 82.14% Organic Growth & 22.41% Conversion Lift with Full-Funnel PPC and SEO Services for a Law Firm

22.41%

Increase in Google Ads Conversions

82.14%

Increase in Organic Traffic

124%

Increase in Contact Form Submissions

Service

  • Digital Marketing
  • PPC
  • SEO

Platform

  • Google Ads
THE CLIENT

A US-Based Law Firm

The client is a U.S.-based tax law firm specializing in IRS representation, tax litigation, tax audits, tax resolution, collections, and complex tax dispute matters. The firm serves both individuals and businesses that require experienced legal representation for high-value tax-related cases. The firm operates across multiple priority markets, including Maryland, Washington D.C., Virginia, Florida, and more. Its primary goal was to attract high-intent prospects seeking legal help with IRS disputes and other tax resolution needs.

PROJECT REQUIREMENTS

Strengthening PPC and SEO Efforts to Drive Qualified Lead Inquiries

The firm had a presence on both paid and organic search, but neither channel was structured to generate qualified consultations efficiently across the target state markets. The client wanted digital marketing support that could scale campaigns, improve lead quality, and strengthen visibility in priority locations, all while navigating the strict advertising and content constraints of the tax law vertical.

Key requirements included:

  • Generate high-quality consultation leads

    The client wanted to attract individuals and businesses actively seeking legal help with IRS issues, tax audits, tax litigation, tax resolution, and related tax-controversy matters.

  • Improve Google Ads campaign structure

    Existing campaigns were fragmented across services and locations. The account needed a cleaner structure that could support high-intent service campaigns and location-based campaigns separately.

  • Strengthen location-based targeting

    The client operated in multiple markets. Campaigns needed better alignment with each location and its corresponding landing page.

  • Reduce wasted ad spend

    Several ad groups were spending budget without producing qualified consultations. The account required deeper performance analysis, negative keyword refinement, and budget reallocation.

  • Rebuild the technical SEO foundation

    Crawlability, indexing, canonicalization, internal linking, and site speed issues were suppressing rankings. Practice-area pages needed to be fully accessible, indexable, and technically sound.

  • Map high-intent keywords to the right pages

    A full set of commercial and local-intent tax law keywords needed to be researched and mapped to practice-area pages, location pages, blogs, FAQs, and case-review pages to attract qualified consultation requests.

  • Strengthen content and topical authority

    Existing service pages needed optimization, and an educational content program was required to build authority across IRS audits, tax resolution, litigation, offshore compliance, and related topics.
PROJECT Challenges

Fragmented Campaigns, Policy Restrictions, and Limited Organic Visibility

The client was facing several search marketing challenges across paid and organic channels. These included-

  • Fragmented Campaign Structure

    The Google Ads account was fragmented across multiple locations and services, making it difficult to manage, optimize, or scale. Budget was spread thinly, campaigns lacked clear segmentation between high-intent and location-based searches, and there was no scalable framework to support expansion into new markets. This structural disorganization made efficient budget allocation almost impossible.

  • Budget Consumed Without Conversions

    Several ad groups were consuming significant budget while producing little or no conversions. High CPCs in certain locations compounded the problem, resulting in inefficient spend. Without clear visibility into which locations and service categories were actually converting, budget continued to flow toward underperforming areas.

  • Ad Policy Disapprovals

    Google Ads policy restrictions on tax-debt terminology were triggering ad disapprovals. In a vertical where the highest-intent search language often centers on debt and financial hardship, these restrictions limited reach on some of the firm's most commercially valuable keywords and required careful messaging workarounds.

  • Weak Keyword-to-Page Alignment

    There was limited alignment between keywords, ad copy, and landing pages. Search terms, ads, and landing experiences were not consistently mapped, which reduced relevance, lowered quality signals, and made it difficult to scale campaigns without sacrificing lead quality.

  • Underdeveloped On-Page and Technical SEO

    The website carried outdated content, missing or poorly optimized meta titles and descriptions, and limited keyword targeting across important service pages. Technical issues, including slow page load speed and on-page optimization gaps, were actively affecting search performance and suppressing visibility for key practice areas.

  • Weak Internal Linking and Backlink Profile

    The site lacked a strong internal linking structure, so authority was not flowing efficiently to important pages, and some pages suffered from over-interlinking. The backlink profile was limited, leaving the domain without the authority needed to rank against established competitors in the highly competitive tax law space.
OUR SOLUTION

Rebuilding Paid Search Efficiency, Organic Visibility & Website Authority

PPC Solution: Google Ads Optimization

1

Account Audit and Performance Review

As part of PPC services, we began with a detailed review of the existing Google Ads account to identify performance gaps and budget inefficiencies.

What We Did

  • Audited campaigns, ad groups, keywords, search terms, and bidding strategies.
  • Identified high-spending, low-performing ad groups.
  • Reviewed top-converting locations and service categories.
  • Analyzed performance by device, location, and day of the week.
  • Reviewed demographic targeting and budget allocation opportunities.

The audit identified budget-draining segments, highlighted stronger-performing areas, and gave us a clear basis for prioritizing services, locations, and audiences with higher consultation potential.

2

Campaign Structure Optimization

We reorganized the Google Ads account by separating campaigns by service type, search intent, and target location.

What We Did

  • Created separate campaigns for core high-intent services
  • Built dedicated ad groups for each virtual office location.
  • Built dedicated campaigns for high-intent tax law services and key geographic markets.
  • Mapped each campaign to relevant landing pages.

This made the account easier to manage, optimize, and scale. It also gave the client better control over budget distribution by service line and location.

3

Keyword Research and Expansion

We rebuilt the account's keyword targeting to capture searches with clear intent.

What We Did

  • Researched keywords using account performance history and search intent analysis.
  • Built high-intent keyword groups around terms such as tax attorney, tax lawyer, and IRS help.
  • Developed separate service-based and location-specific keyword themes.
  • Reduced keyword overlap so campaigns stopped competing against each other.
  • Flagged underperforming keyword groups for pausing or future optimization.

Sharper keyword targeting brought in users actively looking for legal representation rather than general tax information, leading to better lead quality.

4

Ad Copy and Asset Optimization

We rewrote the account's ad copy to improve relevance, meet policy requirements, and attract better-qualified leads.

What We Did

  • Built conversion-focused Responsive Search Ads for every campaign.
  • Wrote custom headlines and descriptions matched to each service and location.
  • Replaced policy-sensitive terms such as "Tax Debt" with compliant alternatives like "IRS Help" and "Tax Relief."
  • Centered messaging on consultations, legal expertise, IRS representation, and tax resolution services.

Compliant phrasing removed the risk of disapprovals without weakening the firm's service messaging. Tailoring copy to each service and location also closed the gap between what users searched for and what the ad promised, which improved both click quality and consultation relevance.

5

Audience Targeting and Demographic Strategy

We carried the account's proven audience settings through the restructure rather than rebuilding them from scratch.

What We Did

  • Retained Google Ads household income targeting across the top 20% of earners, the segment that had historically driven the firm's highest-value cases.
  • Kept unclassified income traffic active, since excluding it would have cut reach without evidence of weaker lead quality.
  • Preserved existing demographic settings so restructuring changed campaign architecture, not audience composition.

This kept the restructure focused on improving campaign architecture without weakening the audience signals that were already working. By preserving proven income and demographic segments, the account retained access to high-value prospects

6

Budget Optimization and Expansion Planning

We reviewed budget allocation to identify stronger markets and reduce inefficient spend.

What We Did

  • Identified ad groups spending budget without conversions.
  • Recommended pausing consistently underperforming ad groups.
  • Planned budget allocation toward specific region-focused campaigns based on stronger performance.
  • Built a campaign structure that supported cleaner budget distribution by service and location.

Cutting spend on ad groups that weren't converting freed budget for markets that were. It also created a clearer path for scaling without increasing waste.

SEO Solution: Organic Search Optimization

Alongside Google Ads, we developed an SEO strategy to improve qualified organic traffic, strengthen visibility, and support long-term lead generation.

1

SEO Strategy and Planning

We created an SEO roadmap focused on qualified leads for tax resolution and tax controversy services.

What We Did

  • Targeted users searching for IRS tax relief, tax attorneys, IRS audit representation, tax litigation, offshore tax compliance, payroll tax relief, estate and trust tax services, and tax fraud defense.
  • Focused on high-intent users across the United States.
  • Used competitor analysis and search intent data to find commercial keyword opportunities.

Anchoring the strategy to commercial intent kept the effort pointed at users close to requesting a case review.

2

Technical SEO Optimization & Website Structure Improvements

As part of SEO services, we fixed the technical issues preventing practice area pages from ranking.

What We Did

  • Resolved crawlability, indexing, and canonicalization problems across key service pages.
  • Improved Core Web Vitals and reduced page load time from 4.8 to 2.3 seconds.
  • Cleaned up the XML sitemap, robots.txt, and overall site health.
  • Implemented legal services schema and strengthened local SEO signals.
  • Addressed internal linking gaps that limited page discovery.

Fixing these issues made the firm's most commercially important pages fully accessible before any content or link work began.

3

Keyword Research and Mapping

We mapped high-intent legal keywords to relevant website pages.

What We Did

  • Researched highly relevant keywords with clear search intent.
  • Covered specialist queries around offshore compliance, voluntary disclosure, payroll tax problems, estate tax, unfiled returns, wage garnishment, offer in compromise, and innocent spouse relief.
  • Mapped each keyword to one practice area, location, blog, FAQ, or case review page.
  • Prioritized commercial and local-intent terms above informational ones.

This created a cleaner SEO architecture by aligning each page with a defined search intent. It reduced keyword overlap, strengthened topical relevance, and improved the site’s ability to compete for high-value tax law and local consultation searches.

4

Content and On-Page SEO Optimization

We strengthened the site’s commercial pages and supporting content to improve keyword relevance, search visibility, and consultation intent.

What We Did

  • Reworked title tags, meta descriptions, and heading structures across priority pages.
  • Optimized body content, image alt text, and page-level SEO elements.
  • Improved core service pages with clear & structured content.
  • Planned educational blogs around IRS audits, tax relief, payroll tax issues, estate and trust taxation, offshore compliance, tax fraud defense, and tax litigation.
  • Recommended legal guides, FAQs, case studies, and tax resolution resources to strengthen topical authority.
  • Provided content update recommendations around IRS policy changes, filing deadlines, tax regulations, and legal developments.

Stronger titles and descriptions helped the firm capture more traffic from existing rankings, with average CTR increasing from 2.80% to 6.10%. At the same time, broader topical coverage strengthened visibility across high-intent tax law searches, while consultation-focused pages helped convert visitors into case review requests instead of passive readers.

5

Link Building and Authority Growth

We worked on improving the website’s authority through relevant off-page SEO activities.

What We Did

  • Identified backlink opportunities through competitor analysis.
  • Built backlinks from legal publications, tax advisory websites, finance platforms, CPA resources, law directories, and trusted business websites.
  • Used guest articles, legal citations, industry directories, and tax-related publications.
  • Focused on increasing referring domains while maintaining a healthy backlink profile.

Our efforts grew, increasing referring domains from 86 to 214 while cutting the spam score from 9% to 2%, closing enough of that gap to compete for commercial terms.

Project Outcomes

PPC Growth Chart:

ppc and seo growth
ppc and seo growth
ppc and seo growth

Traffic and SEO Growth Chart:

Keyword ranking improvement

ppc and seo growth
ppc and seo growth
ppc and seo growth
ppc and seo growth
ppc and seo growth
ppc and seo growth
ppc and seo growth
ppc and seo growth
ppc and seo growth
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Drive Qualified Inquiries? Let Our Search Marketing Specialists Strengthen Your Lead Pipeline.

From Google Ads restructuring and keyword optimization to technical SEO, content improvements, and backlink building, we help businesses improve visibility, reduce wasted spend, and generate more qualified leads. Share your project scope at info@suntecindia.com for a free consultation.

CONTACT US

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