Google Ads Case Study: 42 Leads & 29.8% CVR
A targeted Google Search campaign for a Romanian lawyer association specialising in ANRP property compensation cases. The goal: generate high-quality leads with a limited budget. The result: 42 leads, a 29.8% conversion rate, and a cost per lead 60–70% below the industry average.
- Launched Google Search campaign
- Achieved 29.8% conversion rate on primary keyword
- Delivered 42 qualified leads in month one
- Cost per lead 60–70% below industry average
Project overview
Client: Lawyer association
Industry: Legal services · Real estate compensation & ANRP cases
Services: Google Ads setup & management · Keyword research · Conversion tracking & CRO · Reporting & analytics
The client operates in an extremely competitive field — ANRP compensation and property restitution — where each click can be expensive, and communication must be precise and persuasive. The project’s goal was to generate high-quality leads with a limited budget, through targeted Google Ads campaigns designed to maximize conversions and reduce cost per lead.
Challenge
The legal industry is one of the most competitive sectors on Google Ads, with average CPC rates often exceeding RON 4–6 for relevant terms.
The client’s campaign aimed to:
Secure top ad positions for highly competitive keywords such as “dosare ANRP,” “despăgubiri imobile,” and related queries.
Optimize budget efficiency by reducing cost per lead (CPL) and avoiding wasted spend on low-intent searches.
Increase the firm’s visibility and attract qualified leads from the legal field.
Strategy
1. Research & Setup
Conducted in-depth analysis of ANRP-related keywords, search volumes, and user intent.
Selected high-performing keywords with strong commercial intent and competitive click potential.
Crafted persuasive ad copy focusing on the client’s key differentiator (“expert în dosare ANRP”) and strong CTAs.
Built negative keyword lists targeting informational queries and competitor brand terms
2. Campaign Optimization
Segmented campaigns by device type and time of day, identifying peak performance periods.
Achieved an average CPC of RON 1.79, significantly below the industry average.
Continuously refined targeting to increase ad relevance and conversion efficiency.
3. Copywriting & CRO
Created and A/B tested headlines and ad descriptions to boost CTR.
Designed custom landing page copy focused on conversion, trust, and clarity.
Results
The campaign delivered impressive results. (September 5–17, 2025):
Metric | Result | Performance vs market |
Clicks | 219 | +42% above the average of similar campaigns |
Avg CPC | RON 1.79 | below the lawyer market (RON 3–6) |
Conversion rate | 29.8% (on keyword “ANRP”) | great for the lawyer market |
Cost per conversion | RON 11.33 | with 60–70% cheaper than the industry’s standard (RON 30–40) |
Total leads | 42 (from 220 interactions) | 1 lead for each 5 clicks |
Direct calls | 10 calls | 4.8% CTR for call |
The keyword “avocat București ANRP” alone generated over 20 direct leads with a CPC of RON 3.83 and a conversion rate above 20.8%, proving the campaign’s high precision and targeting quality.
For the broader term “avocat București”, the conversion rate exceeded 50%, confirming strong ad quality and relevance.
Conclusion
The legal sector is one of the highest-CPL environments on Google Ads in Romania. Achieving a cost per lead of RON 11.33 against a market average of RON 30–40 came from targeting specificity, negative keyword discipline, and continuous optimisation based on real conversion data.
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