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Case Study 02: Search Campaign Blueprint — LexGuatemala

Objective: Design a complete Google Ads account architecture for a legal services client, organized around a single conversion KPI: cost per consultation lead.

Client Profile

LexGuatemala is a composite client representing immigration and corporate law services in Guatemala with a secondary market among the Guatemalan diaspora in the United States.

Primary Service Lines:

  • Immigration: Visa applications, residency processing, citizenship guidance
  • Corporate Law: Business formation, contract review, regulatory compliance

Target Audiences:

  1. Guatemalan nationals seeking U.S. immigration assistance
  2. Guatemalan entrepreneurs requiring corporate legal services
  3. English-speaking Guatemalan diaspora in the U.S. seeking bilingual legal services

Campaign Architecture

Four ad groups, each aligned to a distinct search intent following Broder's (2002) taxonomy:

Ad Group Search Intent Representative Keyword Match Type
AG-01: Visa & Immigration Transactional [abogado de visas Guatemala] Exact
AG-02: Corporate & Business Law Commercial Investigation [abogado corporativo Guatemala] Exact
AG-03: US Diaspora (English) Transactional [Guatemala immigration lawyer] Exact
AG-04: Brand & Competitor Defense Navigational [LexGuatemala] Exact

Total: 24 keywords · 8 Responsive Search Ads · Independent negative-keyword lists per ad group

Ad Group Details

AG-01: Visa & Immigration (Transactional)

  • Goal: Capture users actively seeking to initiate immigration services
  • Keywords: visa lawyer Guatemala, US visa application help, immigration attorney near me, residency permit Guatemala
  • RSA Headlines:
    • "Abogado de Visas Guatemala · Consulta Gratis"
    • "Trámite de Residencia USA · Asesoría Legal"
    • "Visa de Trabajo Guatemala · Experiencia Comprobada"
  • Quality Score Projection: 8/10

AG-02: Corporate & Business Law (Commercial Investigation)

  • Goal: Capture users evaluating legal providers for business needs
  • Keywords: business lawyer Guatemala, company formation attorney, contract review service, corporate law firm Guatemala
  • RSA Headlines:
    • "Abogado Corporativo Guatemala · PYMES"
    • "Constitución de Empresas · Desde Q2,500"
    • "Revisión de Contratos · Proteja su Negocio"
  • Quality Score Projection: 7/10

AG-03: US Diaspora (English) (Transactional)

  • Goal: Serve English-speaking diaspora with independently written copy (not direct translation)
  • Keywords: Guatemala immigration lawyer, Guatemala visa US citizen, dual citizenship Guatemala, Guatemala attorney English speaking
  • RSA Headlines:
    • "Guatemala Immigration Lawyer · Online Consultations"
    • "Trusted Legal Experts · Get Help Now"
    • "US-Guatemala Visa Process · Bilingual Support"
  • Negative Keywords: U.S.-domestic immigration queries (USCIS, green card application USA) to prevent structural ambiguity
  • Quality Score Projection: 8/10

AG-04: Brand Defense (Navigational)

  • Goal: Protect branded search traffic from competitor conquest
  • Keywords: LexGuatemala, LexGuatemala immigration, LexGuatemala reviews
  • RSA Headlines:
    • "LexGuatemala · Abogados de Confianza"
    • "Consulta Gratis · Reserva Hoy"
  • Quality Score Projection: 9/10

Extensions Strategy

Extension Type Application
Sitelinks Visas, Corporate, Consultation Booking, About Us
Callouts Bilingual Services, Virtual Consultations, 20+ Years Experience, Free Initial Consultation
Structured Snippets Service categories: Immigration, Corporate, Family Law, Tax Advisory
Call Extensions Direct phone contact — critical for urgent legal queries
Location Extensions Guatemala City office + virtual consultation availability

Bidding Strategy (3-Phase)

Phase Duration Strategy Objective
Phase 1: Launch Weeks 1–4 Maximize Clicks (daily budget cap) Generate traffic, accumulate conversion data, identify high-performers
Phase 2: Optimization Weeks 5–12 Target CPA (tCPA @ GTQ 200 / ~USD 26) Optimize for lead form completions and consultation bookings
Phase 3: Scale Week 13+ Maximize Conversions (enhanced tracking) ML-driven optimization for highest-value conversion actions

Quality Score Diagnostic

A per-ad-group diagnostic was applied following Google's published methodology:

AG-01 Diagnostic

Component Rating Notes
Expected CTR Above Average Strong intent match, competitive CTR
Ad Relevance Above Average Keywords present in headlines, clear value proposition
Landing Page Experience Average Identified constraint — primary optimization target

Documented Recommendation:

"Incorporate the primary keyword into the page's main heading, reduce page load time, and surface a trust signal above the fold, rather than adjusting advertisement copy that is already performing above average."

This diagnostic approach — identifying the specific underperforming component and attaching a concrete action — mirrors the feedback standard required for AI-powered advertising system calibration.

Bilingual Design Evidence

AG-03 demonstrates working proficiency in both English and Spanish within a single applied project:

  • Independent copywriting (not translation) for the English-speaking diaspora audience
  • Culturally specific value propositions ("Trusted Legal Experts" vs. "Abogados de Confianza")
  • Separate negative-keyword lists addressing structural ambiguity in each language

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