Case Study: Murphy Law Firm, LLC achieves 42% ad cost reduction and 25% caseload growth with WordStream

Growing a Law Firm as a One-Woman Team

Murphy Law Firm is a personal injury and workers’ compensation practice in western Georgia whose marketing is run by a single director, Jessica Richardson. She faced a highly competitive legal PPC market, an earlier poor agency setup, and runaway ad costs and wasted clicks (personal-injury clicks in her market ran $80–$200 each), making it hard to turn clicks into reliable leads while juggling all marketing tasks herself.

By bringing AdWords management in-house with WordStream (alongside CallRail and Lucky Orange), using the 20-Minute Work Week, ad-grader and consulting support, and improving landing pages, Jessica significantly optimized campaigns. In six months she saw a 42% drop in AdWords spend and a 28% rise in CTR, reduced CPA dramatically (from extremely high prior costs to $516 while generating 11 leads in a month), increased AdWords-sourced cases from ~10% to 18–20%, and grew overall caseload by 25% while saving hours each week.

Murphy Law Firm, LLC

Jessica Richardson

Director of Marketing