Google Ads Budget Optimization

📊 Current Performance (Last 30 Days)

Campaign	Spend	Clicks	Conv*	CTR	CPC	Cost/Conv	Grade
Self-Rep & Court Prep	$935	249	28	9.2%	$3.76	$33.41	⭐⭐⭐⭐⭐ WINNER
Search Only Campaign	$532	213	25	4.5%	$2.50	$21.29	⭐⭐⭐⭐⭐ WINNER
AI Legal Help	$700	213	18	6.8%	$3.29	$38.91	⭐⭐⭐ DECENT
Family Law - Search	$768	181	10	7.5%	$4.25	$76.84	⭐⭐ UNDERPERFORMER
DIY - For PK	$986	428	37	2.1%	$2.30	$26.65	⭐⭐⭐ DECENT (but inefficient)

*Note: These are "Onboarding Complete" conversions, not case submissions. See conversion tracking audit for details.

Key Insights

Self-Rep & Court Prep has the best engagement (9.2% CTR) and strong conversion rate
Search Only Campaign has the lowest CPC ($2.50) and best cost per conversion ($21.29)
DIY - For PK spends the most ($986) but has the worst CTR (2.1%) — lots of wasted impressions
Family Law - Search has the worst cost per conversion ($76.84) — 3.6x worse than Search Only

🏆 Winners: Scale These

🥇 Self-Rep & Court Prep

Current Budget: ~$31/day | Recommended: $50/day (+$19/day)

Why it's winning:

Highest CTR (9.2%) — ads are highly relevant to search intent
28 conversions from $935 spend = $33.41 per conversion
Strong engagement = people are actively looking for this service

Action: Increase budget by 61% ($31 → $50/day). This campaign has proven it can convert, so feed it more traffic.

🥈 Search Only Campaign

Current Budget: ~$18/day | Recommended: $40/day (+$22/day)

Why it's winning:

Best cost per conversion ($21.29) — most efficient campaign
Lowest CPC ($2.50) — high-quality traffic at low cost
25 conversions from $532 spend — solid performance
This is likely branded search (people searching "ezylegal") + high-intent legal terms

Action: More than double the budget ($18 → $40/day). This is your most efficient campaign — give it room to grow.

⚠️ Mediocre: Optimize or Monitor

AI Legal Help

Current Budget: ~$23/day | Recommended: $20/day (-$3/day)

Status: Decent performance, but room for improvement.

18 conversions, $38.91 cost per conversion — not terrible, but not great
6.8% CTR — good engagement
Issue: "AI" messaging may be attracting browsers, not buyers

Action: Slight budget decrease. Test new ad copy that emphasizes "Fast" or "Affordable" instead of "AI" — many people don't trust AI for legal work.

Test Idea: A/B test headlines:

Current: "AI-Powered Legal Help"
Variant A: "Fast Legal Help — Get Answers in 24 Hours"
Variant B: "Affordable Legal Services — Fixed Fees, No Surprises"

DIY - For PK

Current Budget: ~$33/day | Recommended: $15/day (-$18/day)

Status: Highest spend, but inefficient. Needs major optimization.

37 conversions — second highest in absolute numbers
BUT: 2.1% CTR — worst of all campaigns. Showing ads to wrong people.
$986 spend for 428 clicks — lots of wasted impressions
$26.65 cost per conversion — middle of the pack, but could be better

Problem: Broad targeting or poor ad relevance. You're showing ads to people who aren't interested.

Action: Cut budget by 55% ($33 → $15/day) and fix targeting/ad copy before scaling back up.

Optimization To-Do:

Review search terms report — add negative keywords for irrelevant searches
Tighten keyword match types — move from broad to phrase/exact match
Improve ad copy — make sure it's clear this is for people in Queensland (if that's the intent)
Test adding "Fixed Fee" or pricing to ad copy to pre-qualify

❌ Losers: Cut or Kill

Family Law - Search

Current Budget: ~$26/day | Recommended: $10/day (-$16/day) OR PAUSE

Why it's losing:

Worst cost per conversion: $76.84 (3.6x worse than Search Only Campaign)
Only 10 conversions from $768 spend — poor efficiency
High CPC ($4.25) suggests competitive keywords without strong ad quality

Diagnosis: Likely targeting broad family law keywords with low intent (people researching, not ready to hire).

Action: Cut budget by 62% ($26 → $10/day) OR pause entirely until you can fix the targeting.

Before Re-Enabling:

Review search terms — are people searching "how to file for divorce" (info) or "divorce lawyer near me" (intent)?
Add negative keywords for informational queries: "how to", "free", "diy", "forms", "template"
Focus on high-intent keywords: "fixed fee divorce lawyer", "affordable family lawyer", "divorce help [location]"
Test ad copy that emphasizes fixed fees and fast turnaround

If it still underperforms after optimization: KILL IT. Redirect budget to Self-Rep & Court Prep or Search Only.

💰 Budget Reallocation Plan

Current Budget Allocation (Monthly)

Campaign	Current Monthly	% of Total
DIY - For PK	$986	30.5%
Self-Rep & Court Prep	$935	29.0%
Family Law - Search	$768	23.8%
AI Legal Help	$700	21.7%
Search Only Campaign	$532	16.5%
TOTAL	$3,921	100%

Recommended Budget Allocation (Monthly)

Campaign	Recommended Monthly	Change	% of Total
Self-Rep & Court Prep	$1,500	+$565	38.3%
Search Only Campaign	$1,200	+$668	30.6%
AI Legal Help	$600	-$100	15.3%
DIY - For PK	$450	-$536	11.5%
Family Law - Search	$171	-$597	4.4%
TOTAL	$3,921	$0	100%

No budget increase required. Same total spend, but reallocated to winners.

Expected Impact

More conversions from same budget: By shifting $1,233 from underperformers to winners, you should see 15-20% more conversions overall
Lower average CAC: Winners have better cost per conversion, so average CAC should drop from ~$33 to ~$28
Better ROI: Every dollar works harder when allocated to high-performing campaigns

📋 Implementation Plan

Week 1: Immediate Changes

☐ Self-Rep & Court Prep: Increase daily budget from $31 to $50 (+61%)
☐ Search Only Campaign: Increase daily budget from $18 to $40 (+122%)
☐ DIY - For PK: Decrease daily budget from $33 to $15 (-55%)
☐ Family Law - Search: Decrease daily budget from $26 to $10 (-62%)
☐ AI Legal Help: Decrease daily budget from $23 to $20 (-13%)

Week 2: Monitor & Optimize Underperformers

☐ DIY - For PK: Review search terms report, add negative keywords, tighten match types
☐ Family Law - Search: Audit keywords and ad copy. If still underperforming after fixes, consider pausing.
☐ AI Legal Help: Test new ad headlines that don't emphasize "AI"

Week 3-4: Scale Winners Further (If Budget Allows)

☐ Self-Rep & Court Prep: If still converting well at $50/day, test $60-70/day
☐ Search Only Campaign: If still converting well at $40/day, test $50-60/day
☐ If additional budget is available, add it to winners — not underperformers

Ongoing: Weekly Check-Ins

Monitor cost per conversion by campaign every Monday
If a campaign's cost per conversion increases by 50%+, investigate and optimize
If a previously underperforming campaign improves after fixes, gradually increase budget
Always prioritize budget allocation to lowest CAC campaigns

🎯 TL;DR: Budget Reallocation Summary

Action	Campaign	Budget Change
⬆️ SCALE	Self-Rep & Court Prep	$31/day → $50/day (+$19)
⬆️ SCALE	Search Only Campaign	$18/day → $40/day (+$22)
⏸️ SLIGHT CUT	AI Legal Help	$23/day → $20/day (-$3)
⬇️ CUT	DIY - For PK	$33/day → $15/day (-$18)
⬇️ CUT HARD	Family Law - Search	$26/day → $10/day (-$16)

Expected Impact: +15-20% more conversions from same budget by reallocating $1,233/month from underperformers to winners.

💰 Google Ads Budget Optimization