Michigan DUI & Traffic Case Study: Firm Reports Closing 10-12 Cases a Month
Summary
S. Joseph Cross, PC, a DUI and traffic defense firm serving clients across Michigan, partnered with LegalCasesToday to build a consistent stream of qualified consultations through Google Ads. Before the engagement, the firm needed a more predictable pipeline of cases, including clients facing first, second, and third DUI offenses, as well as individuals seeking license restoration after revocation. LegalCasesToday managed the firm's Google Ads campaigns, targeting DUI and traffic-related search intent throughout Michigan, and over the course of the engagement managed $9,431 in ad spend to generate 243 consultations at a cost per lead of $38.81. In its video testimonial, Joe Cross of S. Joseph Cross, PC reports closing roughly 10 to 12 cases a month as a result of the leads generated, a self-reported figure describing case outcomes rather than an agency-tracked metric. He also described the leads as consistently high-quality and the prospective clients as receptive and responsive to the firm's outreach.
“The phone is ringing. There's a pipeline, it seems to be a fairly steady pipeline of cases coming in the door. Very high quality leads.”
The Engagement
S. Joseph Cross, PC is a DUI and traffic defense firm serving clients throughout Michigan, including cases involving first, second, and third DUI offenses and license restoration matters following revocation. The firm partnered with LegalCasesToday to build a dedicated Google Ads program designed to generate a consistent volume of qualified consultation requests from prospective clients actively searching for DUI and traffic defense representation.
LegalCasesToday's approach centered on Google Search campaigns built around high-intent DUI and traffic-related search terms across Michigan, paired with call tracking and lead-routing infrastructure to ensure inquiries reached the firm's intake process quickly. Campaign structure and keyword targeting were built to capture searchers at the moment of legal need, including individuals researching license restoration after a revocation, a segment the firm identified as a priority area of practice growth.
Over the course of the engagement, LegalCasesToday managed $9,431 in Google Ads spend on behalf of the firm. That investment generated 243 consultations, at a blended cost per lead of $38.81. Consultation volume and cost efficiency were monitored on an ongoing basis, with campaign adjustments made to sustain lead flow and control acquisition costs as the account matured.
The campaign was structured to prioritize consultation quality alongside volume, focusing spend on search terms associated with individuals actively seeking DUI representation rather than broader, lower-intent traffic. This approach is reflected in the firm's own account of the leads produced, which it has described as consistently high-quality and responsive.
For a solo or small DUI and traffic defense practice, a steady, predictable flow of qualified consultations is often the primary constraint on growth. LegalCasesToday's Google Ads management for S. Joseph Cross, PC was built to address that constraint directly, giving the firm a repeatable acquisition channel it could rely on across its Michigan service area. The results below reflect agency-tracked, ad-account-level performance data for the campaign period; consultation-to-case conversion and revenue outcomes are determined by the firm's own intake and case acceptance process.
Results
| Metric | Value | Source |
|---|---|---|
| Ad spend managed | $9,431 | Agency-owned (ad account data) |
| Consultations / leads generated | 243 | Agency-owned (ad account data) |
| Cost per lead | $38.81 | Agency-owned (ad account data) |
In the video testimonial, the firm describes receiving approximately “15 very high quality leads a month” and closing “10 to 12” cases per month. These figures were spoken by the client on camera and appear verbatim in the transcript below, but were not submitted as part of the agency's client-estimated data inputs for this case study. They are therefore presented only as direct quotations in the transcript section, not as a verified statistic in this table, and should not be treated as agency-confirmed case-conversion or revenue data. Self-reported by client; individual results vary.
Client Testimonial
Read the full video testimonial transcript
“The phone is ringing. There's a pipeline, it seems to be a fairly steady pipeline of cases coming in the door. Very high quality leads. People with, you know, first offenses, second offenses, third offenses, you know, their license has been revoked, and so they're now looking for a DUI attorney that does license restoration. It's—it's just... the leads have been very receptive to the information that we're providing them, and they're very happy that they connected with us.
The number that's coming in is probably 15 very high quality leads a month. And we're closing somewhere in the 10 to 12... 10 to 12 case range, which, you know, when you add those up, that's a lot of money per year that you're adding to your annual income. Ten cases a month is a huge boost to a practice, and that's about where we're at, 10 to 12 a month.”
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