Success Story — South Jersey Employment Attorney
How Smart SEO and Paid Search Turned Around a South Jersey Employment Law Firm
When a South Jersey employment law firm came to us, they were frustrated—and rightfully so. They had been paying a premium to a well-known digital marketing agency, yet their phones were barely ringing. The agency talked about SEO and Google Ads, but when we looked under the hood, it was clear: they weren’t doing either the right way.
There was no content strategy. No technical optimization. No schema markup or structured data. The Google Ads account was a tangle of broad match keywords wasting money on irrelevant clicks. For a law firm serving a specific geography and practice area, that kind of inefficiency is deadly.
After taking over, we rebuilt their marketing ecosystem from the ground up—focusing on sustainable SEO and intelligent paid search management. Within months, their organic visibility soared, their cost-per-click (CPC) dropped dramatically, and most importantly, they started getting real leads, even from AI-powered tools like ChatGPT and Google’s new AI Overviews.
Here’s how we did it.
Step 1: Fixing the Foundation with Technical SEO
Before you can rank, Google (and AI systems) need to fully understand and trust your site. The previous agency had never touched the technical side, so our first priority was optimizing the site from the inside out.
We:
Cleaned up slow-loading pages and fixed broken internal links.
Implemented schema markup for legal services, attorneys, and FAQs—helping search engines understand who they are, what they do, and where they’re located.
Added structured data for reviews and FAQs, which now show rich results in search.
Optimized page titles, meta descriptions, and headers for local intent—focusing on “employment law firm in South Jersey,” “wrongful termination lawyer,” and “hostile workplace legal help.”
These updates not only improved rankings but also increased click-through rates from search results and made the site eligible for enhanced AI summaries.
Step 2: Building Authority with the Right Content
The old agency had been recycling thin blog posts that added no real value; generic “what is employment law” type pieces anyone could find anywhere. That kind of content doesn’t rank, and it certainly doesn’t convert.
We shifted the focus to real, intent-driven content that answered the specific questions South Jersey workers were actually asking, such as:
“Can my employer fire me without notice in New Jersey?”
“What should I do if I’m being discriminated against at work?”
“How does severance pay work under NJ employment law?”
By writing content that addressed real scenarios, used plain language, and included localized references, we not only captured organic visibility but also started appearing in AI-generated overviews and chat responses in ChatGPT and Google’s Search Generative Experience (SGE).
That’s right—this firm’s answers are now being quoted by AI tools, sending referral traffic they never even knew existed.
Step 3: Restructuring Paid Search for Maximum Efficiency
On the Google Ads side, the problems were just as severe:
Broad match keywords were eating the budget (“lawyers,” “attorney,” “legal help”).
There were no negative keywords, meaning ads were showing for irrelevant queries like “criminal defense lawyer” or “free legal aid.”
The campaigns were targeting all of New Jersey instead of focusing on South Jersey counties like Camden, Burlington, and Gloucester.
There was no ad scheduling, so ads were running at 2 a.m. with zero conversions.
We completely rebuilt their Google Ads account from scratch:
Replaced broad match with exact and phrase match keywords tied to high-intent searches like “employment discrimination lawyer Cherry Hill” or “wrongful termination attorney near me.”
Added negative keyword lists to block irrelevant clicks.
Geo-targeted the campaigns to South Jersey zip codes.
Added ad extensions (sitelinks, callouts, and structured snippets) to increase ad relevance and click-through rates.
Set ad schedules to run during business hours when calls could be answered.
But the biggest impact came from using match types strategically—allowing us to trigger ads for related terms we weren’t directly bidding on. This lowered their CPC by over 35% and expanded reach without expanding budget.
Step 4: Data-Driven Optimization and Reporting
We installed proper conversion tracking through Google Tag Manager, tracking every phone call, form fill, and chat lead. This allowed us to identify which campaigns and keywords were driving real leads, not just clicks.
With those insights, we continually refined ad copy, adjusted bids, and created new landing pages for the firm’s top practice areas, like workplace harassment, retaliation, and discrimination.
Instead of “set it and forget it,” the campaigns became living systems—always improving based on real data.
The Results: More Leads, Less Waste
After 90 days, here’s what changed:
Organic impressions increased 180%
Traffic from AI-powered search features doubled
Paid search cost per lead dropped by 40%
Monthly lead volume nearly tripled
The firm now ranks on page one for all core employment law services in South Jersey
The client’s comment after our first quarterly review said it all:
“For the first time, we actually understand what’s being done and we’re seeing real results.”
The Takeaway: Expertise and Effort Matter
Digital marketing for law firms is not a “plug and play” service. It’s nuanced, competitive, and requires ongoing strategy. Many agencies rely on vanity metrics such as clicks, impressions, rankings—without focusing on qualified leads or profitability.
By combining smart technical SEO, structured content, and strategic paid search management, we gave this South Jersey employment law firm what they were always paying for but never received: measurable growth.
And in 2025, that growth isn’t limited to Google alone. Thanks to schema, FAQs, and authoritative content, their visibility now extends into AI-driven discovery tools like ChatGPT and Google’s AI Overviews—reaching potential clients who aren’t even using traditional search anymore.
When SEO and SEM are done the right way, even a limited budget can outperform big agencies. The difference?
We work smarter, not hourly.
