LGG Media builds exclusive immigration lawyer leads on Google Ads for firms spending $30,000 or more per month. No shared lead lists. Signed retainer values flow back to the bidding algorithm, so budget moves toward the case types that build your practice, not the inquiries that fill an inbox.
Most immigration firms optimize toward free consultation forms, so the algorithm treats a $2,500 family petition and a $15,000 PERM case as identical wins and fills the calendar with whichever is cheapest. The firm in our case study arrived after its previous manager lost $30,000 in a single weekend with no attributed client activity at all: no revenue data, no record of which inquiries became clients, no way to tell which campaigns paid. Optimizing on raw form submissions pollutes an account with junk leads. The fix is a conversion signal built on what a case is actually worth.
The difference is not lead quality, it is what the ad platform gets to learn from. A vendor reselling immigration inquiries to competing firms can only ever optimize on the shallowest signals. In-house infrastructure feeds the deep ones.
A form fill scored as marketing-qualified by the answers in it. An inbound call, or a call that crosses a duration threshold. That is the entire list, and the vendor’s algorithm optimizes it across every firm the inquiry is resold to, never on whether a retainer was signed.
Sales-qualified consults. Signed retainer value by case type. Expected net collection on payment plans, adjusted before the platform ever sees it. These signals only exist inside your CRM, and only in-house infrastructure can feed them back to the ad platforms, on your account, for your practice only.
Our proprietary tracking architecture ties every consult, call, and signed retainer back to the originating click, then teaches the algorithm what your practice actually earns. Four rules make the signal trustworthy:
Estimated contract value passes through offline conversion tracking the day the retainer is signed, while the click is still inside the algorithm’s learning window. A $15,000 employment case and a $2,500 family petition stop looking identical.
Lump-sum corporate retainers pass at full value. Payment-plan cases pass expected net collection, typically 60 to 70 percent, so a $2,500 family case logs at roughly $1,600. If a plan defaults within 60 days, a negative value adjustment retrains bidding away from that lead source.
A scheduled consult or a call over 120 seconds is a micro-conversion. A consult held and qualified by intake carries a value of $150 to $300. A signed retainer restates the value to the adjusted contract amount. Bidding optimizes on consults held, the strongest signal that arrives fast enough to learn from.
Spanish, Mandarin, and Portuguese campaigns route to native-language landing pages with native-language intake. High-urgency case types skew roughly 60 percent inbound calls, so call handling is built into the conversion path, not bolted on.
How call conversions get attributed → · Setting target ROAS against real revenue →
EB-1, H-1B, O-1, and PERM cases carry $8,000 to $20,000+ lifetime values and run aggressive value-based target ROAS bidding. Self-service searches like i-140 filing fees or USCIS processing times are excluded before they spend.
Retainers of $2,500 to $5,000 run on target CPA or value-capped target ROAS, so the algorithm cannot chase raw volume at low margin. DIY and free-help intent is excluded.
A separate campaign group on strict target CPA, with ad schedules matched to intake that answers around the clock, because these calls do not wait for business hours. Pro bono and legal aid intent is excluded.
USCIS login, case status, form pdf, processing time, free legal aid: the account-wide negative list keeps self-service and informational traffic from ever touching the budget.
An H-1B lottery announcement, an executive order, or a TPS designation floods search with informational queries that raw automated bidding misreads as a permanent shift in intent. We absorb it three ways: Google’s seasonality adjustments handle anticipated one to seven day spikes without resetting Smart Bidding history; negative keyword guardrails like news, bill passed, bulletin, and statistics keep news intent away from hiring and case intent; and when a breaking story creates cheap clicks worth taking, an isolated manual-CPC surge campaign with a fixed budget captures them while the core campaigns stay insulated.
A national immigration law firm came to LGG Media in 2018 spending $30,000 per month with no attribution beyond form fills. On retainer-value bidding, the account scaled to $150,000 per month, signed 150 to 180 retainers per month at peak, and sustained a 4.2x ROAS for more than four years. Google has published case studies naming LGG Media across health insurance, moving, and immigration lawyer leads. That engagement ran six years, and the methodology on this page is the one it ran on.
No. Every lead is generated exclusively for your firm through your own ad accounts, with your brand on every ad and landing page. Purchased immigration leads are typically resold to competing firms; a lead you generated answering your firm’s ad has already chosen you.
Estimated contract value at retainer signing, passed through offline conversion tracking so the algorithm gets feedback while the click is still inside its learning window. A $15,000 PERM retainer and a $2,500 family petition teach the algorithm very different things. Payment-plan cases pass expected net collection, typically 60 to 70 percent of face value, and if a plan defaults inside 60 days we push a negative value adjustment so bidding retrains away from that lead source.
Structure and negatives. Employment and business visa campaigns run aggressive value-based bidding. Family and adjustment of status cases run with capped values so the algorithm cannot chase volume at low margin. Removal defense and asylum run in a separate campaign group on strict target CPA. Self-service searches like USCIS login, case status, form pdf, processing time, and free legal aid never spend a dollar.
Yes. Spanish, Mandarin, and Portuguese campaigns run end to end: native-language ad copy routed to native-language landing pages with native-language intake. A Spanish-speaking prospect never lands on an English page.
Three controls. Google’s seasonality adjustments absorb anticipated one to seven day spikes without resetting Smart Bidding history. Negative keyword guardrails separate news intent from hiring and case intent. And when a breaking story creates cheap volume worth capturing, an isolated manual-CPC surge campaign with a fixed budget takes it while the core campaigns stay insulated.
$30,000 per month in ad spend, month to month, no long-term contract. The firm in our case study started at exactly that level and scaled to $150,000 per month at a sustained 4.2x ROAS.
Immigration is one of many. See how the same signed-matter approach works across the board on our Google Ads for law firms page.
Next Step
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