How a New York Divorce Documentation Firm Grew Its Client Base by 200% Using Google Call Ads
Introduction
In the competitive world of legal documentation, standing out isn’t easy, especially in a city like New York, where potential clients are constantly bombarded with ads, listings, and law firm promotions. But one local business specializing in Statement of Net Worth divorce documentation services cracked the code. By using a highly targeted, underutilized Google Ads feature—Google Call Ads—they were able to increase their client base by 200% in less than 6 months.
This blog post will break down exactly how this happened, what strategies were used, and how your legal or professional service firm can replicate their success.
What Are Google Call Ads?
Google Call Ads (previously known as Call-Only Ads) are a special type of ad format that encourages users to call your business directly instead of clicking through to your website. These ads only appear on devices that can make calls—primarily smartphones—and they show your phone number, a compelling call-to-action, and a brief description of your service.
Key Benefits of Google Call Ads:
Drive direct phone calls from people who are ready to talk.
Skip the landing page and get straight to the lead.
Perfect for high-intent, urgent services like legal documentation, locksmiths, plumbers, or medical consultations.
Strategy Breakdown: How They Scaled Using Google Call Ads
Here’s a step-by-step overview of the strategy that led to a 200% increase in clients:
1. Audience Targeting and Keyword Research
The company started by identifying keywords with a clear intent to hire, such as:
“Help with statement of net worth NYC”
“divorce document preparation NYC”
“Get net worth form done fast.”
“divorce paperwork assistance near me”
“statement of net worth help phone number”
They excluded informational keywords like “what is a statement of net worth,” which signaled people who were still in the research phase.
By using Google’s Keyword Planner, they filtered terms that had:
High commercial intent
Mobile user focus
Moderate competition
Search volumes between 500–5,000/month
The Company: Simplifying Divorce Paperwork in NYC
Before diving into strategy, it’s important to understand the business. The company—let’s call it NetWorthDocs NYC for anonymity—provides streamlined, affordable assistance with New York’s required Statement of Net Worth documentation in contested and uncontested divorces.
Their clients aren’t typically in the mood to browse websites for hours—they're going through emotionally difficult times and want quick, reliable help.
This insight became the foundation for their Google Call Ads strategy.
The Challenge: High CPC and Low Conversion
NetWorthDocs NYC had previously been running traditional Google Search Ads. While they were seeing some results, the cost-per-click (CPC) was high, and conversion rates were low. Many website visitors were either browsing or not fully convinced to act.Their main objective was to increase high-quality leads (people ready to hire), not just generate traffic.
That’s when they shifted their focus to Google Call Ads.
2. Call Ads Only Campaign Structure
Instead of blending call ads into their existing campaigns, they built a dedicated campaign only for Google Call Ads.
Key configuration details:
Campaign Type: Search Network Only
Ad Format: Call-Only
Bidding: Manual CPC with a focus on calls (targeted around $4.50/call)
Ad Schedule: 9 AM – 8 PM (when staff were available to answer)
Location Targeting: New York City + 25-mile radius
3. Ad Copy Focused on Urgency and Empathy
Since most clients were emotionally drained and looking for someone trustworthy and fast, the company crafted empathetic, action-oriented ad copy.
Example Ad:
Need Divorce Paperwork Help?
Call Now for Same-Day Statement of Net Worth Assistance in NYC.
Speak with a Live Specialist Today – Fast, Affordable, Confidential.
They A/B tested different variations, such as:
"Affordable Divorce Document Experts"
"We File Net Worth Forms for You – Start Today"
"NYC Divorce? Call Now for Certified Help"
4. Using Call Tracking for CRM Integration
One of the smartest things NetWorthDocs NYC did was integrate call tracking with their CRM. This allowed them to:
Tag high-converting calls
Follow up with missed calls
Identify which ad groups produced the best clients
They used services like CallRail and Twilio to track calls, assign leads, and even record call quality for coaching their staff.
5. Call Extensions + Ad Schedule Optimization
Even though the ads were already call-based, they added call extensions to reinforce visibility and credibility. They also used call tracking to monitor:
Call durations
Caller area codes
Missed vs. answered calls
This data helped them refine their ad schedule and staffing hours.
The Results: 200% Client Growth in 6 Months
After switching to a Google Call Ads–first strategy, here’s what they achieved:
Not only did the volume of incoming calls increase, but the quality of leads was also dramatically higher. Many callers were ready to book same-day or next-day services, with little to no sales push needed.
Key Lessons and Takeaways
✅ 1. Prioritize High-Intent Leads
Google Call Ads don’t generate casual website traffic—they drive direct action. If your service thrives on consultations, quotes, or urgent help, this ad type can bring ROI quickly.
✅ 2. Focus on Mobile-First Experiences
More than 80% of their traffic came from mobile devices. Google Call Ads capture users at the peak moment of intent, especially when they’re searching from their phones.
✅ 3. Match Ad Copy to Emotional Needs
This company didn’t just talk about “documents” or “forms.” Their ad copy addressed relief, urgency, and empathy, which dramatically improved engagement.
✅ 4. Leverage Call Tracking for Optimization
By integrating analytics, they could measure which keywords, times, and ads delivered the best ROI. This enabled laser-focused budget allocation.
Can Google Call Ads Work for Your Business?
If you're in a service-based industry, especially one that deals with:
Legal help (divorce, immigration, criminal defense)
Healthcare (clinics, therapists)
Local trades (plumbers, electricians)
Financial services (tax prep, loan advisors)
Emergency repair or consultation services
Then Google Call Ads can be a game-changer for you.
Instead of spending hundreds of dollars on web traffic that may or may not convert, you can drive real-time phone conversations with prospects who are ready to act.
Final Thoughts
For NetWorthDocs NYC, the combination of call-focused advertising, empathetic messaging, and smart optimization created a formula that doubled their client base without doubling their ad budget.
If you're struggling with high click costs, low conversions, or a website that doesn’t seem to do the trick, it may be time to let your phone do the selling.
Explore Google Call Ads—and turn mobile searchers into real conversations.
Want Help Setting Up Google Call Ads?
If you run a service-based business and want expert help creating a Google Call Ads strategy tailored to your local market, reach out to a certified Google Ads specialist, or contact us directly. We’ve helped businesses across NYC generate more leads, faster.
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Jayant Singh
Experienced Digital Marketing Consultant Driving Results and Growth for Businesses". Ready to get started? Learn More about me and feel free to make a discovery call Now!
