MexLawClinic.com
Cross-border legal services: dual-certified attorneys practicing US & Mexican law. Campaign objective — initial consultation bookings.
Performance at a glance
Combined results across both campaigns over the January–April 2026 period.
Two campaigns, two roles
The account runs a demand-capture lead campaign alongside a conquest/awareness campaign targeting broader legal and Mexico-related terms.
Trends over time
January started strong across both metrics. As spend shifted toward the Conquest campaign in March–April, the overall CPA increased, this was expected, the strategy was shifted to favor top of the page results placement, aiming to gain positioning over the competition.
Top converting keywords
The account contains 268 active keywords. The top 10 below account for the majority of conversions and reveal two distinct intent clusters: US estate/trust queries and cross-border Mexican law queries.
| Keyword | Match | Campaign | Conv. | CPA | CVR | Volume |
|---|---|---|---|---|---|---|
| legal services near me | Broad | Leads | 64 | $7.62 | 20.1% | |
| lawyer for will and trust near me | Broad | Leads | 54 | $5.04 | 22.3% | |
| “legal services companies” | Phrase | Leads | 42 | $5.95 | 25.0% | |
| mexican law | Broad | Conquest | 33 | $18.66 | 19.5% | |
| property estate lawyers | Broad | Leads | 25 | $6.34 | 22.7% | |
| mexico laws | Broad | Conquest | 20 | $24.60 | 17.9% | |
| [mexlaw] | Exact | Conquest | 17 | $4.34 | 60.7% | |
| abogado herencias | Broad | Leads | 16 | $6.05 | 14.3% | |
| mex usa legal services | Broad | Leads | 10 | $6.42 | 23.8% | |
| cross border lawyer | Broad | Leads | 6 | $5.07 | 42.9% |
| Keyword | Match type | Campaign | Spend | Conversions |
|---|---|---|---|---|
| what should you not put in a living trust | Broad | Leads | $28.51 | 0 |
| abogado compraventa inmueble | Broad | Leads | $14.30 | 0 |
| “mexlaw” (phrase match) | Phrase | Conquest | $12.88 | 0 |
| herencia mexicana | Broad | Leads | $11.42 | 0 |
| inheritance law Mexico | Broad | Leads | $10.88 | 0 |
| prescripción positiva | Broad | Leads | $9.28 | 0 |
| comprar propiedad en mexico | Broad | Leads | $6.98 | 0 |
Key findings
Cross-border terms signal high intent
“Cross border lawyer” converts at 42.9% CVR on a $5.07 CPA — the most efficient non-branded keyword in the account. Spanish-language terms like “abogados en español” (33% CVR, $4.31 CPA) and “abogado herencias” also perform well, confirming the bilingual audience is highly qualified.
[mexlaw] exact match is the best branded signal
The exact match branded term [mexlaw] achieves a 60.7% conversion rate at $4.34 CPA — the clearest signal of in-market brand awareness. However, “mexlaw” in phrase match spent $12.88 with zero conversions, likely serving unrelated queries. Exact match expansion for branded terms is warranted, phrase match was therefore paused.
US estate/trust queries outperform Mexico-topic queries
Keywords like “lawyer for will and trust near me” and “legal services near me” generate the highest conversion volumes at sub-$8 CPAs. Mexico-specific terms in the Conquest campaign generate 3–4× higher CPAs, suggesting that searchers of US estate topics have a stronger immediate need to book.
The bottom line
MexLawClinic has built a genuinely strong Google Ads foundation: a 20% conversion rate and a sub-$7 CPA in the Leads campaign are exceptional for a legal services brand.
The path to growth is clear: as the firm incorporates new associates and advances in internal processes automation, slowly increase campaign budgets to increment bookings and lean harder into the keywords that signal real cross-border legal need. With those changes, this account is capable of delivering 300+ monthly consultation bookings at a blended CPA under $8.
