- Google Ads
- CRO
- Landing Pages
Tina Sharma Law
2x conversions every month — from the same clicks
- Industry
- Divorce, family & immigration law
- Market
- Washington, DC & Maryland — serving families since 2007
- Sales motion
- Consultation-driven, high-stakes decisions
- Engagement
- 2025 — ongoing
The Challenge
The Law Offices of Tina Sharma handles divorce, family, and immigration matters in the DC–Maryland corridor — some of the most expensive, most competitive keywords in all of paid search. Legal clicks cost what they cost; the difference between a program that works and one that doesn't is what happens after the click.
The firm's caseload depends on consultations, and every consultation starts as a click that either converts or evaporates. The opportunity: make each expensive legal click dramatically more likely to become a booked consultation.
The Strategy
One campaign per practice area
Divorce, family law, and immigration are different clients in different moments. Each practice area got its own campaigns, ad copy, and landing pages — no generic "law firm" messaging.
Land the click on a page built to book
Prominent phone number, a short intake form, and a clear response-time promise. Someone facing a divorce or an immigration deadline doesn't fill out eleven fields.
Protect the budget from the wrong clicks
Legal search is full of research-only and DIY queries. A continuously maintained negative keyword set keeps spend pointed at people who need a lawyer now.
Test relentlessly, judge on one number
Ads, extensions, and landing pages tested continuously — and everything judged on booked consultations, not click-through rate.
The same click that used to convert one time in ten now converts one time in six-and-a-half — which is why the firm keeps scaling the program.
The Results
(Google Ads, November 2024 – June 2026)
Legal PPC rewards efficiency more than any other category — and efficiency is what compounds here. Conversions per month have doubled against the pre-engagement baseline, the conversion rate is up 42%, and the program has earned a steadily larger role in the firm's growth because the math keeps working.
- 2x
- Monthly conversions
- +42%
- Conversion rate
- 2.2x
- Best month
- 3x
- Program scale
vs. pre-engagement baseline
trailing 12 months vs. baseline
spring 2026, vs. baseline average
grown on performance, quarter after quarter
Before and after
| Metric | Before | After |
|---|---|---|
| Conversions / month | Baseline (Nov 2024 – Jan 2025) | 2x (Apr – Jun 2026) |
| Conversion rate | Baseline | +42% (trailing 12 months) |
| Best single month | — | 2.2x baseline average |
| Program size | Baseline | 3x — scaled on results |
How it unfolded
Kickoff
Practice-area campaign restructure and landing-page rebuild ship.
Months 1–6
Conversion volume climbs steadily — up more than 50% over the pre-engagement baseline.
Year one
Conversion rate up 42% on a trailing-twelve-month basis. The firm scales the program with confidence.
Spring 2026
Best quarter on record: monthly conversions run at double the original baseline, with the best single month at 2.2x.
Why it worked
In legal, CRO is the highest-leverage dollar. When clicks cost this much, a 42% better conversion rate does what no bid strategy can — it changes the economics of every click the firm will ever buy.
Practice-area specificity beats law-firm generality. A divorce client and an immigration client need to see different pages. Splitting the program by practice area is where most of the conversion-rate gain came from.
Performance earns budget. The program tripled in size because each expansion kept converting. That's the order it should happen in — results first, scale second.
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