criminal defense · paris · google ads
From salaried lawyer to his own practice, in Paris's toughest legal market
A lawyer with no website, no visibility and no acquisition channel decides to go independent in one of France's most competitive markets. Two years on, the campaign is still running.
5×
the ad budget turned into signed cases
Measured over the first month of the campaign
Where they started
A salaried lawyer decides to open his own practice. No website, no business listing, no online visibility. His only channel: word of mouth and court appointments.
Criminal defense in Paris is a saturated market where large firms have been buying the same keywords for years. A badly built campaign burns through a budget in days without producing a single case.
Our work
- 01Targeting intent, not volumeWe cut informational queries and law student searches. We kept only what signals immediate need: police custody, court summons, hearings.
- 02Systematic exclusionsCompetitor brand terms, legal aid, job searches. Every euro not spent on a dead query funds one that converts.
- 03Landing pages by situationOne page per legal situation rather than a single catch-all. The message matches the search, conversion follows.
- 04Tracking through to signed casesWe don't stop at form fills. We track actual case value to shift budget toward what earns, not what clicks.
After the Evoxa method
measured period — first month of campaign, then ongoing
Practices involved
This project ran through our acquisition practice. Search remains the main lever, with monthly query review and budget shifted according to signed case value.
I went from zero inbound enquiries to a calendar that fills itself. The campaign has been running for two years and I don't touch it.
[to verify] — criminal defense attorney, Paris
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