#High-profile-litigation-law-firm-paid-media
High Profile Litigation Law Firm Paid Media
1,478 Prospective Client Inquiries From Google Ads
How TopLine Media Group Helped Finch McCranie Generate More Case Opportunities Through Paid Search
Finch McCranie LLP is an Atlanta trial law firm with more than $500 million in reported verdicts and settlements for clients.
In one of the most competitive paid-search markets in the country, TopLine Media Group helped the firm generate approximately 1,478 first-time phone calls and contact-form inquiries through Google Ads over a two-year period.
And the campaign continued getting more efficient.
The Challenge
Legal paid search is expensive.
Medical malpractice paid search is even harder.
Clicks can cost a significant amount, competition is aggressive, and generating traffic means very little if the people clicking are not actively looking for legal representation.
Finch McCranie did not need more website visitors.
They needed more opportunities to speak with prospective clients who may have serious cases.
TopLine Media Group had already managed the firm’s Google Ads campaigns for years. The challenge was therefore not fixing a broken account.
It was improving an already mature paid-search program.
Our Strategy
We focused the campaign around one objective:
Put Finch McCranie in front of people actively searching for a medical malpractice attorney.
The campaign targeted high-intent searches such as:
- medical malpractice lawyers
- medical malpractice attorneys
- medical negligence attorney near me
- medical malpractice lawyers Atlanta
- medical malpractice attorneys near me
Rather than optimizing around clicks alone, we tracked the actions that mattered most:
- First-time phone calls
- Contact-form submissions
- Conversion volume
- Cost per conversion
- Search terms producing inquiries
The goal was not cheaper traffic.
The goal was more prospective-client opportunities from the same advertising channel.
The Results
1,478 Prospective Client Inquiries
From August 2024 through July 2026, Google Ads generated approximately 1,478 first-time phone-call and contact-form conversion actions for Finch McCranie.
Repeat phone calls were excluded from this figure.
That means the headline number is focused specifically on people taking an initial step toward contacting the firm.
More Inquiries Without Proportional Spend Growth
During the most recent 12-month period:
Tracked conversions increased 7.2%.
At the same time:
Ad spend increased only 4.5%.
Because conversions grew faster than spend, Finch McCranie’s cost per tracked conversion decreased by 2.6%.
In other words:
More prospective-client activity without acquisition costs rising at the same pace.
Contact-Form Conversions Increased 38.2%
Long contact-form conversions showed one of the strongest improvements.
They increased approximately 38.2% year over year.
First-time phone calls also increased during the same period.
Together, first-time calls and contact-form conversions increased approximately 6.8% year over year.
High-Intent Searches Were Producing Inquiries
The campaign wasn’t relying on vague or informational searches.
Among the search terms generating tracked conversions were:
“medical malpractice lawyers”
81.5 tracked conversions
“medical malpractice attorneys”
31.5 tracked conversions
“medical negligence attorney near me”
26.5 tracked conversions
“medical malpractice lawyers atlanta”
25 tracked conversions
These are searches made by people who are not merely researching a topic.
They are actively looking for legal representation.
Why This Matters
Finch McCranie reports more than $500 million in verdicts and settlements for clients.
Its published results include major medical-malpractice outcomes, including multimillion-dollar and eight-figure verdicts.
Paid search cannot create a strong legal case.
But it can help make sure the right law firm is visible when someone with a potentially serious case starts looking for an attorney.
That is where Google Ads becomes more than an advertising channel.
It becomes a source of new case opportunities.
The Bottom Line
1,478 prospective client inquiries.
More conversions.
More phone calls and forms.
Lower cost per tracked conversion.
And a paid-search program designed around what actually matters to a law firm:
More opportunities to evaluate and sign valuable cases.
Want More Case Opportunities From Google Ads?
TopLine Media Group helps law firms build paid-search campaigns focused on generating prospective-client inquiries — not vanity metrics.
If your firm is spending money on Google Ads and you are not confident that it is producing enough real case opportunities, we should talk.
Schedule a Paid Search Strategy Call
Google Ads data reflects the period August 1, 2024 through July 31, 2026. Google Ads conversion actions are not represented as confirmed signed cases. Verdict and settlement figures are based on results reported by Finch McCranie LLP and are not attributed to specific Google Ads inquiries.
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