# How We Tripled Kingston Fox’s Google Ads Conversions & Reduced CPL By 41% Without Increasing Ad Spend

Learn how we increased Kingston Fox Lawyer’s year-on-year Google Ads conversion volume by **214%** without spending more on ads!

Kingston Fox Lawyers is a leading criminal law firm in Sydney. Since partnering with us, we achieved the following results over a 12 month period:

- **214% increase** in conversion volume from Google Ads
- **68% increase** in campaign-wide conversion rate
- **41% saving** in cost-per-lead
- **147% increase** in click-through rate (CTR)
- All **WITHOUT** increasing online advertising spend!

**These breakthrough results all started from humble beginnings...**

Kingston Fox Lawyers had been relying on a professional referral when it came to **generating new leads**. The client wanted to augment their professional referrals with new online sources of leads. With that goal in mind, we recommended a [Google Search Ads](/content/ppc-agency/index.html) campaign.

Daily campaign performance improvements led to large performance increases over a 12 month period.

## Here’s how we achieved the results without increasing advertising spend:

- **Google Search Ads** targeting relevant keyword searches with strong commercial intent
- Design of **advertising landing pages** that matches the intent of the search keywords
- **Daily monitoring** and allocation of negative keywords to ensure ad traffic remained relevant
- **High-rotation** of ad headline & description testing to determine what produced the best results
- **Landing page goal conversion** and call-tracking setup and implementation

## How we continued to improve the ad campaign performance year-on-year

The client was able to **land a paying customer** within 14 days of the search ads campaign going live. These results kept on increasing as we continued to improve the campaign's ability to **generate leads**. This resulted in establishing **Google Ads** as an ongoing source of leads for the firm.