Google Ads for legal services in Poland: 3 cases

Prepared a case study on promoting legal services in Poland through Google Ads in a highly competitive legal niche.

The work examines 3 areas:

1. Kredyty Frankowe — lawsuits against banks
2. B2B legal services — Prawo gospodarcze / Spółki
3. Odszkodowania po wypadkach — compensation for damages

Main task:

To show how to reduce CPL, increase lead quality, and cut non-target traffic in an expensive legal niche through campaign structure, precise semantics, negative keywords, landing pages, micro-conversions, and anti-fraud protection.

Case 1 — Kredyty Frankowe

Service: lawsuits for the cancellation of loans in Swiss francs.

Problem:
high competition, CPC 25–45 PLN, and budget drain due to Broad Match on informational queries.

What was done:
— semantics were switched to Phrase Match and Exact Match;
— campaigns were divided by banks: mBank, PKO BP, Santander;
— relevant ads were prepared for each bank;
— texts were made legally correct, without promises of "100% results";
— traffic was directed to a landing page with a calculator and the option to download a PDF contract.

Results over 4 months:
— CTR increased from 3.2% to 9.4%;
— CPL decreased from 340 PLN to 145 PLN;
— 45–50 qualified leads per month;
— 4–6 new contracts each month.

Case 2 — B2B legal services

Service: company registration, legal business audit, debt restructuring for enterprises.

Geo: Warsaw + Masovian Voivodeship.
Budget: about 4000 PLN / month.

What was done:
— set up hyper-local targeting around business centers and coworking spaces;
— showed ads only Mon–Fri from 08:00 to 17:00;
— created Call-Only campaigns for mobile;
— blocked over 1200 negative keywords for B2C queries: alimenty, rozwód, darmowy prawnik, porada online za 50 zł, and others.

Results over 3 months:
— non-target traffic reduced to almost zero;
— 12–15 direct calls per week;
— every 3rd call turned into a paid consultation;
— consultation start: from 350 PLN;
— some consultations transitioned into subscription services.

Case 3 — Odszkodowania po wypadkach

Service: recovery of compensation after traffic accidents or workplace injuries.

Geo: Silesian Voivodeship.

What was done:
— set up GA4 + GTM with deep micro-conversions;
— tracked retention on the page for 90+ seconds, clicks on the number, form, and accident description;
— launched Performance Max with audience signals;
— uploaded a client database from the last 3 years;
— connected anti-fraud protection;
— offered a success fee model: 0 PLN upfront fees, payment only after winning the case.

Results over 6 months:
— CPL stabilized at 68 PLN;
— the number of target cases in progress increased by 48%;
— anti-fraud protection saved about 18% of the budget;
— campaign ROI: 1:7.

Main conclusion:

In the legal niche, it is not broader traffic that wins, but control over the quality of the query.

Key formula:

clean semantics → relevant landing page → legally correct offer → deep tracking → qualification → contract.