Rebuilding campaigns around service intent

The account was previously leaning heavily on broad and generic divorce-related searches. These terms could generate leads, but many were not aligned with Divorce Harmony’s highest-priority services.

We rebuilt the account around clearer campaign and ad group themes, including mediation services, uncontested divorce, general divorce keywords, and prenuptial and postnuptial agreements.

This helped each campaign serve a clearer purpose and made it easier to control budgets, search intent, and messaging.

Prioritizing lead quality over lead volume

The previous account setup was more focused on generating conversion volume. Our approach was different.

We focused on attracting people who were more likely to be a good fit for Divorce Harmony’s services. This meant reviewing keyword intent more carefully, removing irrelevant searches, and making sure the ads matched the user’s stage of decision-making.

The goal was not to get more leads at any cost. The goal was to bring in enquiries that had a stronger chance of becoming real business.

Search term cleanup and negative keyword additions

We reviewed search terms regularly to identify queries that were too broad, irrelevant, or unlikely to convert into quality enquiries.

By adding negative keywords and tightening the keyword structure, we helped reduce wasted clicks and gave more budget room to searches with clearer service intent.

This was especially important in a legal services account, where a small difference in search intent can make a big difference in lead quality.

Rewriting ads for clearer relevance

Once the campaigns were rebuilt, we rewrote the ad copy to better reflect the intent behind each service area.

Instead of using generic messaging across the account, we created more focused ads for different user needs, such as mediation, uncontested divorce, and drafting or filing support.

This helped improve relevance between the keyword, the ad, and the service being offered.

Allocating budget based on intent and performance

As the account matured, we adjusted budget allocation based on campaign performance, service priority, and client feedback.

Campaigns that showed stronger relevance and better alignment with business goals were given more focus, while weaker or less relevant areas were controlled more carefully.

This allowed the account to stay flexible while continuing to support the client’s main goal: better-quality enquiries.

Using client feedback and monthly trends to guide optimization

For service-based businesses, platform data alone does not always tell the full story. A lead may look like a conversion in Google Ads, but the real value depends on whether that inquiry is relevant, qualified, and likely to become a client.

Alongside Google Ads data, we used client feedback and monthly business trends to guide optimization decisions. This helped us understand which enquiries were better aligned with Divorce Harmony’s priority services and where the account needed to keep improving.

Expanding with local search and Performance Max testing

As the strategy evolved, we also expanded into local-focused activity and Performance Max testing.

This was done carefully, based on monthly trends and the client’s changing requirements, rather than simply adding more campaigns for the sake of scale.

The focus remained the same: visibility, relevance, and better-quality enquiries.