Castleford Law

The challenge

Castleford was bidding against national personal injury franchises with far larger budgets, driving cost-per-click on core terms to unsustainable levels.

Our approach

1. 01

   Shifted budget from broad head terms toward long-tail, high-intent queries the national franchises weren't bothering to target

2. 02

   Restructured landing pages around specific injury types with citable, specific claims to also support answer-engine visibility

3. 03

   Set target-CPA bidding by campaign instead of a single blended budget, based on actual case value by injury type