Family Law Firm Marketing — $105k+ Monthly Case Revenue

Cage & Miles LLP team member helping a client with family law documents

Cage & Miles LLP is a Southern California family law firm with offices in San Diego, Los Angeles, and surrounding cities. They handle divorce, child custody, domestic violence, spousal support, and mediation for clients going through some of the hardest moments of their lives.

The firm already had strong attorneys and a content-rich website, including a popular divorce quiz that ranks on page one for high-intent searches. What they needed was a paid search structure that turned ad spend into closed cases you could actually count, not reports full of clicks.

Partnering with JRR Marketing in March 2026, the goal was simple: more qualified consultations in San Diego and LA, with every lead tied back to real case revenue in WhatConverts.

The Challenge

Family law in California is expensive to advertise and easy to waste money on. We needed campaigns built around divorce, custody, and DV separately, not one bucket for everything.

— Cage & Miles LLP

When Cage & Miles came on board in March 2026, the Google Ads account was spending budget but wasn't producing attributable case revenue. Performance Max campaigns were pulling spend away from high-intent Search. Practice areas like child custody and spousal support had very different economics, but they were lumped together.

Southern California family law is one of the most competitive paid search markets in the country. Average CPCs above $10 are normal. Without tight ad groups, relevant RSAs, and landing pages that match the search, Google marks expected CTR below average and you lose impression share to rank, not just budget.

We started with a full audit: every campaign, search term report, WhatConverts lead source, and call tracking setup. The roadmap was fix attribution first, pause what wasn't producing consultations, then rebuild Search by location plus practice area.

For the broader legal playbook, see our law firm marketing agency hub and dedicated lawyer PPC agency services.

What We Found in the Audit:

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Google Ads spend not tied to any closed case revenue at onboarding
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Budget split between PMax and Search with unclear ROI by practice area
✕
High CPCs in San Diego and Los Angeles family law auctions
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Impression share lost to ad rank on divorce and custody terms
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Case value not consistently logged back to marketing channels
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Multi-location targeting needed separate SD and LA campaign logic

From $0 in attributable ads revenue to $105k+ per month and still growing

Before

Ads Case Revenue

No closed cases tied to Google Ads

Scattered

Campaign Structure

PMax and Search fighting for budget

High

Cost Per Click

Competitive SoCal legal market

Unclear

ROI

Spend with no revenue attribution

After 3 Months

$105k+

Monthly Revenue

Closed cases from ads + SEO

586

Total Leads

Calls and forms since March 2026

$316k

Closed to Date

Case revenue in first 3 months

Top-10 Keywords

Organic rankings in Google

From $0 to Over $105k Per Month

Three months from zero attributable ads revenue to $105k+ per month

Month 1

Audit, Tracking & Campaign Map

Audited Google Ads, WhatConverts, and FraudBlocker. Mapped spend by practice area and location. Identified PMax overlap, weak RSA relevance, and search terms burning budget without consultations.

Month 2

Practice-Area Search Rebuild

Launched dedicated Search campaigns for SD Divorce, SD Domestic Violence, LA Family Law Office, LA Child Custody, LA Divorce, and related verticals. Paused underperforming PMax. Rewrote RSAs so headlines matched each ad group's keywords.

Month 3

Revenue Compounds & SEO Kicks In

Closed case revenue from Google Ads and SEO crossed $105k per month on average. SD Divorce conversions up 73% at 42% lower CPA. Divorce quiz and blog content drove 269+ organic clicks in 30 days. ROAS still improving month on month.

And now, the results

Note: Note: Revenue figures are closed case values logged in WhatConverts from Google Ads and SEO leads. Quotable tagging on individual leads is not fully maintained by the client, so lead-quality counts understate how strong the pipeline is.

$105k+

monthly case revenue

$316k

closed in 3 months

586

total leads

+295%

lifetime ROI

In three months, Cage & Miles went from ad spend with no attributable case revenue to a pipeline that averages over $105k per month in closed cases across Google Ads and SEO. That figure is still going up as campaigns mature.

WhatConverts shows $316.5k in closed case revenue to date and another $496.5k in open quote pipeline from 586 total leads. Google Ads accounts for $178k of closed revenue so far. Organic search has added $78.5k, led by brand queries and the divorce quiz ranking on page one.

The latest 30-day period shows the trend: ad spend down 10.7%, closed revenue up 22%, and ROAS improving from 1.68x to 2.30x. SD Divorce & Separation conversions rose 73% on nearly flat spend.

Lifetime customer acquisition cost sits at $137 per case including agency fees and ad spend, with overall ROI at +295%. FraudBlocker blocked an estimated $731 in invalid clicks over 30 days in a vertical where every click is expensive.

Family law firms weighing a similar rebuild can compare this with our criminal law firm case study and immigration law firm case study for two other legal verticals.

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