Birmingham DUI & Criminal Defense Case Study: 5-7x Return on Ad Spend
Summary
The Law Offices of Jonathan L. Williams, a DUI and criminal defense practice serving clients in the Birmingham, Alabama area, partnered with LegalCasesToday to generate a consistent stream of qualified consultations through Google Ads. LegalCasesToday managed the firm's Google Ads campaigns, generating 675 consultations from $103,751 in managed ad spend, at a cost per lead of $154. Attorney Jonathan Williams reported that lead quality has been consistently strong, noting that most leads come from Google searchers specifically looking for a DUI attorney, and that phone call leads in particular tend to convert well. In his video testimonial, Williams also estimated a 5 to 7 times return on ad spend, a self-reported figure he described as an estimate rather than a tracked KPI. Williams characterized the overall results of the campaign as great, particularly the quality and intent of the leads generated.
“But definitely compared to what my ad spend is compared to the amount of money I'm generating off cases, it's definitely... I mean, I'd have to estimate, but probably at least, you know, 5 to 7-time return on ad spend. So it's—it's been great.”
The Engagement
The Law Offices of Jonathan L. Williams is a DUI and criminal defense practice serving clients in the Birmingham, Alabama area. Attorney Jonathan Williams handles DUI defense and related criminal matters for clients throughout the region. The firm partnered with LegalCasesToday to run a Google Ads program focused on generating qualified consultation requests from prospective clients actively searching for DUI representation.
LegalCasesToday's approach centered on Google Search campaigns built around high-intent, DUI-specific search terms across the Birmingham metro area, paired with call tracking and lead-routing infrastructure designed to route inquiries to the firm's intake process quickly. Landing page and campaign structure were built with an emphasis on driving phone call conversions, a channel the firm has found particularly effective for engaging prospective clients who are ready to move forward.
Over the course of the engagement, LegalCasesToday has managed $103,751 in Google Ads spend on behalf of the firm. That investment has generated 675 consultations, at a blended cost per lead of $154. Consultation volume and cost efficiency are monitored on an ongoing basis, with campaign adjustments made to sustain lead flow and manage acquisition costs as the account matures.
Campaign targeting was built to capture searchers with clear, specific intent, prioritizing keyword and ad copy strategies aligned with people actively looking for DUI representation rather than broader, lower-intent traffic. This focus on intent-driven search is reflected in the firm's own account of the leads produced, which the client has described as high quality and well matched to his practice.
For a solo or small DUI and criminal defense practice, a steady, predictable flow of qualified consultations is often the primary constraint on growth. LegalCasesToday's Google Ads management for The Law Offices of Jonathan L. Williams was built to address that constraint directly, giving the firm a repeatable acquisition channel across the Birmingham area. The results above reflect agency-tracked, ad-account-level performance data for the campaign period; consultation-to-case conversion, case revenue, and return on ad spend are determined by the firm's own intake, case acceptance, and billing processes.
Results
| Metric | Value | Source |
|---|---|---|
| Ad spend managed | $103,751 | Agency-owned (ad account data) |
| Consultations / leads generated | 675 | Agency-owned (ad account data) |
| Cost per lead | $154 | Agency-owned (ad account data) |
Client-Reported Figure (Self-Reported)
| Metric | Value | Source |
|---|---|---|
| Return on ad spend (self-reported estimate) | ~5-7x | Self-reported by client in video testimonial (“probably at least... 5 to 7-time return on ad spend”). Client explicitly noted he has “not kept the best KPIs” and was estimating rather than reporting a tracked figure. Individual results vary. |
Client Testimonial
Read the full video testimonial transcript
“The cases have been great. I think most of the leads are Google search-based, so people are going in there with the intent of finding a DUI lawyer. It's very specific, that's exactly what they're looking for. I've found that the leads, that the people that are contacting, that they are actually looking for a DUI attorney.
And most of the time when I do get a lead through DUI Cases Today, it's a phone call. I occasionally get lead form submissions, but in my opinion, a phone call... the folks are more ready to make a decision right away, and those leads are a little better. But the lead forms are good, too. But the phone calls are better, and for whatever reason, it seems like the landing page is good at generating phone calls.
Lead quality again, you know, lead quality is great. As far as my return, I haven't kept the best KPIs, but definitely compared to what my ad spend is compared to the amount of money I'm generating off cases, it's definitely... I mean, I'd have to estimate, but probably at least, you know, 5 to 7-time return on ad spend. So it's—it's been great.”
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