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Lacayo Law Firm was well-respected in Miami's family law community but nearly invisible online. We launched a dual-engine Google Ads and SEO strategy that tripled their consultation volume, slashed cost per lead by 55%, and made them the most prominently placed family law firm across Greater Miami within 6 months.
Lacayo Law Firm had built a strong reputation through referrals and community ties — but in a city as competitive as Miami, word-of-mouth alone can't fuel the growth a serious law firm needs. People in divorce proceedings, custody battles, and adoption cases search Google first. Lacayo wasn't there.
Google Ads for immediate lead flow. SEO for compounding organic dominance. Running both simultaneously meant Lacayo was winning traffic while building long-term equity — every month.
Audited the website, GBP, and competitive landscape. Immediately rebuilt the Google Business Profile: completed all categories (Family Law, Divorce Law, Child Custody), added 24 professional photos, wrote keyword-rich business description, activated Q&A section, and requested 15 initial reviews from past clients. GBP profile strength score improved from 42% to 89% in 3 weeks. Installed call tracking numbers and form tracking tags across the entire site — zero attribution gaps from Day 1.
Launched 5 segmented Search campaigns: Divorce Attorney Miami, Child Custody Lawyer Miami, Alimony & Support, Adoption Attorney, and Domestic Violence Law. Each campaign had its own dedicated landing page — written in English and Spanish — with specific messaging around the emotional urgency of each situation. Consultation CTAs were above the fold on every page. LSA (Google Guaranteed) campaigns went live simultaneously. First qualified leads arrived in Week 2.
Rewrote all 5 practice area pages to 1,500–2,000 words each with FAQs, schema markup (LegalService, FAQPage, LocalBusiness), and internal linking structure. Built 30 local citations across key directories (Avvo, Justia, FindLaw, Martindale, Google). Began a monthly blog program publishing 4 articles per month targeting "divorce lawyer near me," "how much does a divorce cost in Florida," and similar high-traffic, high-intent queries. Organic impressions began climbing in Week 10.
With 60 days of clean conversion data, transitioned all Search campaigns to Target CPA bidding set at $85 per qualified lead. Launched Display remarketing campaigns targeting all site visitors for 21 days post-visit — showing empathetic, trust-focused creative ("You don't have to navigate this alone") across Google's network. Negative keyword list expanded from 42 to 280+ terms — eliminating irrelevant searches for free legal advice, law school information, and DIY divorce forms. Cost per lead began declining week over week.
SEO efforts began producing major results. Lacayo achieved Page 1 rankings for "divorce attorney Miami," "child custody lawyer Miami," and "family law attorney Miami" — with Local Pack appearances for all three. GBP review count grew from 11 to 38 reviews with a 4.9 average star rating. Organic traffic to practice area pages grew 210% versus baseline. The combination of LSA, Search ads, and organic results meant Lacayo now appeared 3–4 times on the first page of Google for key terms.
By Month 6, Lacayo was receiving 84 qualified leads per month versus 30 at the start — a 180% increase. Cost per lead had dropped from $195 to $88. Monthly consultations booked grew from 18 to 45+, a 2.5x increase. Set up automated reporting dashboards tracking calls, form fills, consultations booked, and revenue pipeline. Expanded targeting radius to Coral Gables, Hialeah, Doral, and Kendall to continue growing market coverage.
Every metric improved every month. Google Ads drove immediate results while SEO built a compounding organic engine — by Month 5 both channels were firing simultaneously.
| Metric | Before (Baseline) | After (Month 6) | Change |
|---|---|---|---|
| Monthly Qualified Leads | 30 | 84 | +180% ↑ |
| Cost Per Lead | $195.00 | $88.00 | −55% ↓ |
| Monthly Consultations Booked | 18 | 45+ | +150% ↑ |
| Google Local Pack Position | Not appearing | #1 — All core terms | New Position ↑ |
| Organic Traffic (Practice Pages) | Index 100 | Index 310 | +210% ↑ |
| Google Review Count | 11 reviews · 4.2★ | 38 reviews · 4.9★ | +245% ↑ |
| SERP Placements (per search) | 0–1 (organic only, page 2+) | 3–4 (LSA, Search, Local, Organic) | Full Dominance ↑ |
| Languages Served (Landing Pages) | English only | English + Spanish | Bilingual Market ↑ |
| Negative Keywords (Search) | 0 | 280+ | Zero Wasted Spend ↑ |
Lacayo now ranks on Page 1 — and in the Local Pack — for every major family law practice area across Greater Miami. We didn't just win one keyword; we owned the entire category.
The dual-engine approach — paid search for immediate flow, SEO for compounding growth — was the key. Neither channel alone would have achieved these results this fast.
Rebuilt the GBP from near-empty to a fully optimized, high-converting local listing. Added all practice areas, 24 professional photos, a review generation system, Q&A, and posts. Profile completeness jumped from 42% to 89% — triggering Local Pack appearances within 8 weeks.
LSA gave Lacayo the Google Guaranteed badge — appearing above all regular ads for family law searches. LSA leads carry higher trust signals from potential clients and cost less than standard Search leads. This was the fastest path to immediate, high-quality lead flow while Search campaigns matured.
Miami is a predominantly bilingual market — a Spanish-language landing page for every practice area unlocked a segment of the market competitors were completely ignoring. Spanish landing pages now account for 28% of all consultation bookings from paid search.
Rewrote all practice area pages to 1,500–2,000 words with FAQ sections, schema markup, and legal-specific content structured around Miami-specific search intent. Published 4 blog posts per month targeting high-traffic family law questions. Organic traffic grew 210% in 6 months.
Expanded the negative keyword list from 0 to 280+ terms — blocking searches for free legal advice, law school, DIY divorce forms, and other non-converting intent. This single change improved lead quality dramatically and allowed budget to concentrate on buyers, not browsers.
Implemented Google call tracking numbers across all landing pages and the main website. Every consultation booking form, every phone call, every chat was tracked back to its exact source — specific keyword, ad, and landing page. This attribution system enabled precise bidding and budget allocation decisions throughout the campaign.
Whether you're a family law firm, personal injury attorney, or any legal practice looking to own your market — we know how to build lead machines that compound month after month. Let's talk.
This credit comes from Google for new ad accounts, not from us. As a Google Premier Partner, we set it up for you, free.
