Ryan Edmonds Workplace Counsel
Ongoing PPC management with documented ROAS improvement.
ROAS
Documented improvement
The Challenge
Ryan Edmonds Workplace Counsel, a Toronto-based employment law firm recognized by The Globe and Mail as one of Canada's Best Law Firms in Labour and Employment Law, needed consistent leads through Google Ads while maintaining profitable unit economics. Previous campaign management was unfocused, with broad targeting that generated clicks but few quality leads for their specialized employment law services.
The Strategy
We restructured the entire Google Ads account around high-intent service-specific campaigns — severance negotiation, wrongful termination, employment contracts — implemented negative keyword lists to filter out irrelevant legal searches, and built conversion tracking connecting ad clicks to actual client inquiries.
The Execution
Launched restructured campaigns with tightly themed ad groups targeting specific employment law needs, A/B tested ad copy variations, and implemented bid strategies optimized for conversion value. Weekly optimization cycles refined targeting based on lead quality data.
Results
Documented improvement
ROAS
Significant improvement
Lead Quality
Reduced through optimization
Cost per Lead
Active client since 2025
Relationship
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