🔥 Case Study: How KLee Slashed Call Volume by 80% But Increased Signed Cases by 150%

Just wrapped up an excellent call with

over in our PPC Copilot group, who's doing incredible work with personal injury law firms!

She shared a perfect case study of fixing a "poison" account with bad data and navigating the tricky transition to quality-focused campaigns.

🧩 The Challenge:

Kaylee took over an account in January that was previously running on broad match with 800-1200 calls per month... but 90% were irrelevant! Despite "good-looking" metrics, the quality was abysmal.

💰 The Results:

After restructuring the campaigns:

Call volume intentionally dropped from 800 → 150 monthly
Qualified leads increased dramatically
Sign-ups jumped from 4 cases in January to 10 cases in March!

Key Action Items & Takeaways:

1️⃣ Budget Reallocation Strategy

Spanish campaigns were significantly outperforming English campaigns in ROI
Recommended gradually shifting budget from English to Spanish campaigns: Start by moving 50% of budget from underperforming English ($391 → $100) Monitor for 3-5 days before shifting remaining budget Split budget between two Spanish campaigns (DFW & El Paso) with 60/40 or 70/30 distribution

2️⃣ Experiment Testing Best Practices

Reviewed when to use Google's experiment feature vs. simple A/B testing
For landing page tests: Duplicate existing ads with different final URLs
For major campaign changes: Use formal experiments with 50/50 traffic split
Recommended cookie-based testing for faster statistical significance

3️⃣ Ad Copy Pinning Guidelines

Generally avoid pinning RSA headlines/descriptions
Exception: When running time-sensitive promotions that need prominent placement
Avoid "fluff" headlines just to fill all 15 slots (quality > quantity)

4️⃣ Client Communication Excellence

Create detailed tracking spreadsheets with qualification data
Implement intake form changes to capture lead quality metrics
Conduct weekly review calls with clients
Set proper expectations before making major account changes

If you want to watch the full 1-on-1 video with Klee and I and get more of these on-going trainings check out PPC Copilot - would love to see you inside: https://www.skool.com/copilot/about

36 comments