Pardon & Gladych Reduced Cost Per Lead by 69% Through a Quality-Focused Paid Media Strategy

Pardon & Gladych needed to generate personal injury leads in a competitive legal market without sacrificing lead quality. Bluum built a multichannel acquisition strategy across Google and Meta, combining tighter targeting, landing page testing, and improved conversion tracking to reduce reported cost per lead by 69% while shifting the focus toward more qualified inquiries.

69% Lower Cost Per Lead 🔥 27% Lower Google CPL MoM 🔥 12% Lower Meta CPL MoM

The Challenge

For a personal injury law firm, generating leads is only half the battle. The real challenge is reaching people with legitimate cases who are ready to take the next step.

As Pardon & Gladych established its digital presence, the firm needed a paid advertising strategy that could compete in the crowded Southern California legal market while making efficient use of its advertising budget.

Early campaigns were generating traffic, but turning that traffic into meaningful inquiries proved more difficult. Conversion tracking required additional work, landing pages needed refinement, and the team needed better visibility into which leads were worth pursuing.

Bluum's challenge was to build a more efficient acquisition system while improving the quality of the opportunities reaching the firm.

The Pain Points

Competing in an Expensive Market
Personal injury advertising came with significant competition, making precise targeting and budget allocation essential to generating efficient leads.

Traffic Without Enough Conversions
Early campaigns attracted visitors, but lead submissions were limited. The account needed a more intentional conversion experience to turn interest into inquiries.

Lead Volume Didn't Equal Lead Quality
Phone calls and lead forms were producing different levels of value. The team needed to distinguish meaningful inquiries from low-quality or irrelevant submissions.

Limited Conversion Visibility
Without complete call tracking and case-status feedback, it was difficult to connect advertising performance to qualified opportunities and potential signed cases.

The Huumans
Behind The Work

Great results don’t come from systems alone, they come from the people behind them.

Each Bluum partnership is backed by a cross-functional team that blends strategy, design, and leadership oversight to move fast and think smart.

Every win starts with the people who make it happen.
Here’s the team that brought this one to life.

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Account Lead

Landon Chung

Landon served as the main point of contact and project quarterback. He guided communication, managed timelines, and made sure every piece of the partnership stayed on track and on brand.

Lead Designer

B. Bernhard

B. shaped the visual direction of the work by translating goals and audience insights into creative that captured attention and drove action.

Executive Sponsor

Ally Michelle

Ally stayed close to the partnership from start to finish, providing executive oversight, helping remove roadblocks, and keeping the work aligned with the client’s bigger business goals.

The Results

Through ongoing campaign optimization, creative testing, and a greater emphasis on lead quality, Bluum improved acquisition efficiency across both advertising platforms.

69% Reduction in Cost Per Lead
Between the early February reporting period and the April reporting period, the account's reported blended CPL decreased by approximately 69%, demonstrating substantial improvement in acquisition efficiency.

27% Lower Google Cost Per Lead
In early March, Google campaigns were generating leads at a 27% lower CPL compared with February, following ongoing keyword refinement and campaign optimization.

12% Lower Meta Cost Per Lead
Meta also achieved a 12% improvement in CPL in early March compared with February, supporting more efficient lead generation as Bluum continued refining campaign structure and targeting.

Improved Lead Quality
Following changes to campaign objectives and lead capture methods, the client reported a significant improvement in overall lead quality. Bluum prioritized higher-intent submissions over simply maximizing the number of inquiries.

More Informed Creative Decisions
By mid-April, collision-focused Meta creative was responsible for more than half of the leads generated in the account, helping identify which messaging and imagery resonated most effectively.

Stronger Lead Measurement Infrastructure
Bluum established lead-status tracking and automated imports across landing pages and Meta lead forms, creating a foundation for evaluating lead quality and eventually connecting advertising activity to downstream case outcomes.

The Strategy

Bluum approached Pardon & Gladych's acquisition strategy with a focus on improving the quality of traffic, reducing wasted spend, and creating better visibility into what happened after someone submitted an inquiry.

We started by refining Google Ads targeting, moving away from broad keyword matching and prioritizing Phrase and Exact match terms. Search-term reviews helped identify irrelevant queries while uncovering opportunities to reach people actively searching for personal injury representation. We also introduced geographically focused targeting for areas including Irvine and Seal Beach.

At the same time, we developed dedicated Unbounce landing pages to create a more controlled conversion experience. Light and dark variants were tested, while improvements to the primary website included more accessible click-to-call options, streamlined forms, and additional service-area content.

On Meta, we expanded beyond the initial campaign structure and tested different lead generation approaches, audiences, and creative concepts. As performance data and client feedback came in, we shifted from high-volume lead forms toward higher-intent submissions. We also paused call-focused Meta campaigns when those inquiries proved less valuable, reallocating budget toward lead forms and landing pages that were producing stronger-quality opportunities.

Creative testing played an important role throughout the process. We tested imagery ranging from family photography and general legal visuals to stoplights and vehicle collisions, alongside messaging focused on compensation. As collision-focused creative emerged as a stronger performer, we used those insights to guide future creative decisions.

Finally, we worked to strengthen lead tracking beyond the initial conversion. Bluum established automated lead imports, lead-status categories, and click ID capture across Google and Meta. This created a framework for distinguishing new inquiries from qualified leads and closed cases, with further CRM and call-tracking integrations identified as next steps.

“What I appreciated most about working with Bluum was their willingness to listen to our feedback and adjust the strategy based on what we were actually seeing. It wasn't just about generating more leads, but making sure we were attracting the right potential clients. As we refined the campaigns, we started seeing a significant improvement in lead quality, and the team continued making adjustments to build on what was working.”

Trevor Gladych, Esq., Partner @ Pardon & Gladych LLP

Cue
Bluum

Pardon & Gladych's results reinforced an important principle in legal lead generation: more leads don't necessarily mean better opportunities.

By refining targeting, testing creative, improving landing page experiences, and building a stronger foundation for lead-quality measurement, Bluum helped the firm reduce its reported cost per lead by 69% while shifting the strategy toward higher-intent inquiries.

The result was a more focused paid media approach built around efficiency, relevance, and the quality of opportunities reaching the firm.

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“What I appreciated most about working with Bluum was their willingness to listen to our feedback and adjust the strategy based on what we were actually seeing. It wasn't just about generating more leads, but making sure we were attracting the right potential clients. As we refined the campaigns, we started seeing a significant improvement in lead quality, and the team continued making adjustments to build on what was working.”

Trevor Gladych, Esq., Partner @ Pardon & Gladych LLP

“What I appreciated most about working with Bluum was their willingness to listen to our feedback and adjust the strategy based on what we were actually seeing. It wasn't just about generating more leads, but making sure we were attracting the right potential clients. As we refined the campaigns, we started seeing a significant improvement in lead quality, and the team continued making adjustments to build on what was working.”

Trevor Gladych, Esq., Partner @ Pardon & Gladych LLP

Creative That Converts

For Pardon & Gladych, effective creative meant moving away from generic legal advertising and toward messaging that connected with the circumstances behind a potential client's search.

Our testing revealed that collision-related imagery, paired with compensation-focused messaging, generated stronger response than general legal or family-focused visuals.

Rather than relying on assumptions about what personal injury advertising should look like, we used campaign performance to identify which concepts were actually driving inquiries.