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Case study
1 Laval firm. 70 qualified leads a month.
In 12 months, a family law firm went from 12 to 70 qualified PPC leads a month. Its ad spend stayed flat.
PPCGoogle AdsFamily law: divorce, parenting arrangements and child supportLaval, QC12 months
Laval family law firm
12→70Qualified PPC leads / month+483%; $6,000 CAD monthly spend at both endpoints; CRM-deduplicated enquiries
Increased qualified enquiries 12 → 70 at unchanged spend through bilingual Search campaigns, service landing pages and CRM qualification; no remarketing or customer-list targeting.
Qualified PPC leads / month2025–2025 year before
- 14 bilingual service pages
- 2168 negative keywords
- 32 campaigns: qualified-lead bidding
- 46 landing-page tests
Qualified PPC leads / month12 → 70+483%
Paid sessions / month400 → 1,000+150%
Qualified leads / paid session3% → 7%+133%
Qualified leads / $1,000 CAD2 → 12+500%
Consultations booked / month6 → 36+500%
Retainers signed / month3 → 21+600%
- 12 qualified December enquiries from 400 paid sessions; 3% conversion rate.
- $6,000 CAD December spend; 2 qualified leads per $1,000.
- 28% of audited spend reached employment, criminal-law and template searches.
- 2 languages shared 1 generic landing page.
- 3 booking redirects interrupted attribution; baseline rebuilt from CRM records.
Booking referrals replaced paid attribution
External booking redirects stripped attribution; configured cross-domain measurement and stored source references outside confidential case notes.
3 redirects testedCall conversions counted reception holds
Duration thresholds included hold time; replaced duration-only optimisation with CRM-qualified call outcomes.
14 calls reclassifiedLocation interest reached distant searchers
Presence-or-interest targeting admitted distant searches; switched to presence targeting and audited matched locations.
1 location setting corrected| Jan ’25 | 3 | booking redirects repaired; consent-aware attribution tested without sending case details |
| Feb ’25 | 4 | French and English divorce and parenting landing pages launched |
| Mar ’25 | 24 | Search assets tested across language, service and consultation messaging |
| Apr ’25 | 168 | negative keywords excluded templates, employment, criminal law and unrelated services |
| May ’25 | 2 | language audience settings reviewed; no remarketing or customer-list targeting |
| Jun ’25 | 2 | Search campaigns adopted qualified-lead bidding after conversion validation |
| Jul ’25 | 6 | landing-page tests covered booking steps, fee explanations and language selection |
| Aug–Dec ’25 | 5 | monthly CRM audits reconciled enquiries, consultations and signed retainers |
ChomedeyFrench is Québec's official language; legal-service advertising must account for applicable French-language requirements.
2 language paths offered French and English enquiry options
Palais de justice de LavalDivorce proceedings fall under the Superior Court of Québec, not municipal court.
1 divorce page explained court jurisdiction without promising outcomes
Sainte-DorothéeQuébec's family mediation programme offers eligible separating parents with dependent children up to 5 subsidised mediation hours.
1 intake question distinguished mediation enquiries from contested representation
VimontChild-support calculation rules can differ depending on whether both parents reside in Québec.
2 residence fields supported lawyer review before advice
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144K searches. How many go to your rival?
Keyword Planner shows 144K monthly local service searches across 6 business types. Get an audit of your share.
144K
local service searches a month across 6 business types
1,200 deduplicated keywords targeting Laval; search volume is not campaign impressions
Keyword Planner$14
average paid search cost per click
$84,000 spend divided by 6,000 clicks across 6 accounts
QliqQliq Google Ads account exports$140
paid search cost per enquiry
$84,000 spend divided by 600 deduplicated enquiries; not booked jobs
QliqQliq Google Ads accounts + call tracking3.2
text ads above organic results per commercial SERP
768 above-organic text ad placements across 240 mobile SERP captures
QliqQliq SERP capture| Business type | Searches / mo | Avg CPC | Cost per lead | Search ad CTR | Search impression share | Click-to-lead rate |
|---|---|---|---|---|---|---|
| Dental clinics | 32,000 | $18 | $180 | 5% | 62% | 10% |
| Plumbing | 26,000 | $12 | $120 | 4% | 58% | 10% |
| Heating and cooling | 24,000 | $16 | $160 | 4% | 54% | 10% |
| Law firms | 22,000 | $24 | $240 | 4% | 48% | 10% |
| Auto detailing | 18,000 | $6 | $60 | 5% | 65% | 10% |
| Landscaping | 22,000 | $8 | $80 | 5% | 60% | 10% |
144,000 monthly searches total. Each business type contributes 1,000 clicks and 100 leads over 90 days. Spend totals $84,000; impressions total 135,000. Search impression share uses each campaign's eligible impressions; do not add percentages. Source: Keyword Planner + QliqQliq Google Ads accounts + call tracking
Laval service queriesAll client niches
Organic positions 1–10, not ad positions. Position 1: 14.5% versus 27%, a 12.5-percentage-point gap. Non-brand mobile queries; ads and Map Pack commonly precede organic listings. Source: GSC of client sites: 6 Laval businesses versus 24 baseline sites, 12 months
Reviews among Map Pack top-3 businesses
Reviews: median among sampled top-3 profiles, equally weighted across 6 business types; not a ranking threshold. Firms: deduplicated profiles across 6 district boundaries, totalling 3,600; not advertiser counts. Source: QliqQliq Maps grid scan, 49 points per district; district names: Ville de Laval.
78%
of paid search clicks come from phones
QliqQliq Google Ads accounts, 4,680 of 6,000 clicks68/27/5
% of keyword demand classified as French, English and other languages, respectively
Keyword Planner, 1,200-keyword sample; language is not user identity+60%
landscaping searches in April–June versus the monthly average across the other 9 months
Keyword Planner, 24 months1.25×
French-page conversion rate versus English pages in matched campaign tests
QliqQliq landing-page tests: 100/1,000 versus 80/1,000 clicks; campaign subsets8%
of audited spend reached users outside intended service boundaries
QliqQliq Google Ads location audit, $6,720 of $84,00090%
of commercial SERPs show text ads above organic results
QliqQliq SERP capture, 216 of 240 SERPs60%
of commercial SERPs show 4 text ads above organic results
QliqQliq SERP capture, 144 of 240 SERPs; remaining ad-bearing captures show 2 or 34.44%
paid search CTR across 6 client accounts
QliqQliq Google Ads accounts, 6,000 clicks / 135,000 impressions; rounded25%
median search impression share lost to budget across 6 accounts
QliqQliq Google Ads account exports80%
of commercial SERPs display a Map Pack
DataForSEO, 192 of 240 SERPs35%
of audited landing pages publish a starting price or fee range
QliqQliq landing-page audit, 42 of 120 pages45%
of audited landing pages lack a visible phone number on the first mobile screen
QliqQliq landing-page audit, 54 of 120 pages30%
of audited landing pages use more than 6 mandatory form fields
QliqQliq landing-page audit, 36 of 120 pages25%
of audited pages lack a French equivalent accessible within 1 click
QliqQliq landing-page audit, 30 of 120 pages; usability check, not legal assessment40%
of eligible landing-page origins pass all 3 mobile Core Web Vitals
Chrome UX Report, 20 of 50 eligible origins within the audited sample60/35/5
% of paid enquiries through calls, forms and chat, respectively
Call tracking + form and chat logs: 360 calls, 210 forms, 30 chats10%
paid click-to-enquiry rate across 6 accounts
QliqQliq Google Ads accounts + call tracking, 600 enquiries / 6,000 clicks30%
of paid enquiries arrive outside Monday–Friday, 9 am–5 pm
Call tracking + enquiry logs, 180 of 600 enquiries30%
of after-hours mystery calls go unanswered
QliqQliq mystery-shopper test, 18 of 60 calls; weekdays, 6–9 pm20%
of mystery form enquiries receive no response within 2 business days
QliqQliq mystery-shopper test, 12 of 60 enquiriesMethod: 1,200 keywords · 240 commercial SERPs · 120 landing pages · 60 mystery calls · 60 form enquiries · 6 advertising accounts over 90 days. Search campaigns: $84,000 spend, 135,000 impressions, 6,000 clicks, 600 enquiries. CAD throughout; public benchmarks retain their stated dates. · Updated Q3 2026
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1 team. Your calls, not their jargon.
Founder Anton Kovalchuk, Lena, our head of social media, and our CMO, developers, SEO and PPC specialists work together. Your team focuses on calls, leads and revenue. You don't need a tech lesson.
Toronto office, 123 Edward StSEO, PPC, dev in one team
Anton KovalchukFounder
LenaHead of social media
6 answers. Then take your budget back.
What does a Laval PPC agency do with your budget?
We manage Google Ads, review search terms and lead quality, and refine service pages and contact routes. We connect paid search to SEO and AI-search reach. Your free audit starts with a look at where your budget goes.
How fast will my campaigns bring enquiries?
Fixes and pages can ship in hours or days using our AI tools and tested scripts. Lead timing varies by market, budget and account. The Laval family law results were measured over 12 months.
What should I budget for paid search?
Your budget varies by competition and your goals. Google Ads exports from QliqQliq show a $14 average paid-search click. Call-tracking and account data put the average enquiry at $140. Your free audit gives you a starting point for the budget discussion.
What changed for the Laval family law firm?
At unchanged spend, qualified monthly PPC leads rose from 12 to 70 and consultations from 6 to 36 over 12 months. The work included Search ads in both languages, CRM qualification and service landing pages. No customer-list targeting or remarketing was used.
Can you guarantee a top spot or a fixed lead total?
No. We don't guarantee rankings, ad positions or a fixed lead total. We manage your campaigns and improve the path to contact, sharing work and lead data.
Will you take on my direct competitor in Laval?
No. We serve one major client in each niche and region, not direct competitors. Ask about availability when you request your free audit.
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Written and reviewed by Anton Kovalchuk, Founder of QliqQliq · Updated November 20261 free audit. Less mystery in your ad spend.
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