Las Vegas family law firm — divorce and custody focus
PPC & SEO GROWTH FOR PROFESSIONAL SERVICES
Paid Media Growth and Technical SEO Foundation for a Las Vegas Family & Divorce Law Firm
Executive Summary
Wisdom Square supported Right Lawyers, a Las Vegas family law firm focused on divorce, custody, and uncontested matters. The firm positions around fixed-fee services and free consultations. We led PPC as the primary growth channel, supported by technical SEO, landing-page strategy, and rank-baseline measurement for high-intent terms.
Client Context
Fixed-fee legal services and free consultations
Streamlined uncontested-divorce conversion process
Strong service differentiators, weak digital funnel
Growth required tighter PPC traffic quality and a stronger organic foundation to convert local high-intent demand.
Business Problem
- Operational Challenges
- PPC campaigns lacked control over traffic quality
- Search query quality and negative keyword strategy unmanaged
- Landing pages misaligned to campaign and search intent
- No rank tracking baseline for core keyword groups
- Technology Gaps
- HTTP/HTTPS redirect problems and 404 redirect needs
- NAP and address inconsistency across key pages
- Keyword cannibalization between homepage and divorce pages
- Indexing inefficiencies and missing schema expansion
- Business Impact
- Paid spend converting at below-benchmark efficiency
- Organic visibility losing ground to local competitors
- High-intent local searches converting elsewhere
- No measurement baseline to defend or scale spend
Solution Overview
- PPC Restructuring
- PPC campaign review and restructuring around high-intent divorce terms
- Search-query quality analysis and negative keyword strategy
- Campaign structuring aligned to intent and landing pages
- Landing Page Strategy
- Landing-page alignment for uncontested divorce and consultation intent
- Conversion flow optimization across worksheets and intake
- Mobile and core web vitals improvements
- Technical SEO Foundation
- Technical SEO audit and redirect cleanup planning
- Cannibalization review across uncontested-divorce pages
- Identified address/NAP inconsistencies across key pages
- Local Authority & Tracking
- Internal linking, schema, and local relevance recommendations
- Rank-tracking baseline creation for core keyword groups
- Google Business Profile and local visibility improvements
Detailed Execution Flow
1
PPC Account Audit
- Reviewed campaign structure and traffic quality
- Identified query mismatches and wasted spend
- Mapped campaigns to landing page intent
2
Search Query & Negative Keywords
- Analyzed search query reports for irrelevant traffic
- Built negative keyword strategy across campaigns
- Tightened campaign-to-keyword alignment
3
Landing Page Alignment
- Aligned pages to uncontested divorce and consultation intent
- Improved conversion paths to worksheets and inquiries
- Strengthened mobile experience and load speed
4
Technical SEO Audit
- Identified HTTP/HTTPS and 404 redirect issues
- Mapped NAP inconsistency across pages
- Documented cannibalization between homepage and divorce pages
5
Schema & Local Relevance
- Recommended internal linking and schema expansion
- Identified indexing inefficiencies and fixes
- Strengthened local relevance and Google Business Profile
6
Baseline & Action Plan
- Built rank-tracking baseline for "uncontested divorce" keywords
- Tracked Las Vegas keyword variations for measurement
- Delivered practical action plan covering all priorities
Technology Stack
Paid Media
Google Ads
SEO
Google Search Console
WordPress
Local
Google Business Profile
Rank tracking
Outcomes
JSON-LD implementation planning
Key Strategic Decisions
Why PPC as Primary Channel?
- Highest-intent searches happen on Google Ads
- Fixed-fee positioning converts well on paid landing pages
- PPC delivers faster pipeline than organic alone
Why Technical SEO Foundation?
- Indexing and redirect issues capped organic visibility
- NAP inconsistency blocks local Google Maps growth
- Foundation must be clean before scaling content
Why Rank-Tracking Baseline First?
- "Uncontested divorce" terms required measurement
- Baseline enables future ROI defense and scaling
- Tracks both campaign-to-keyword and organic gains
Scalability & Multi-Region Rollout
PPC playbook → reusable across new practice areas
Landing page templates → scale across intent groups
Schema framework → expandable across legal pages
Tracking baseline → reusable measurement structure
Business Impact
Operational Efficiency
- Clear PPC roadmap focused on traffic quality
- Negative keyword and query control reduces wasted spend
Decision-Making
- Rank-tracking baseline measures core keyword performance
- Practical action plan covering PPC, SEO, and schema
Authority
- Identified and documented critical SEO issues
- Roadmap for cannibalization and schema expansion
Growth Readiness
- Foundation cleaned for sustainable scaling
- Reusable framework for new practice areas
