CASE STUDIES › MCCAMMON LAW, P.C.
Estate Planning Marketing Case Study: How a Budget-Conscious Firm Reached $100K Months Through Optimized Ads, SEO, and Email
43 Leads from $1,067 in Ad Spend | $24.82 Cost Per Lead | 75% More Website Traffic | 92% More Direct Web Leads
Shawn McCammon runs McCammon Law, P.C. — an estate planning, probate, and business planning practice in Texas. When he came to IMS, he was already doing the right things in principle: running ads, posting on social media, sending emails. The problem was none of it was working together, and none of it was optimized.
Shawn was also budget-conscious — he wasn’t in a position to spend freely and hope for results. He needed a system that could prove its value at a modest spend before he committed more. That constraint shaped the strategy from the start.
IMS rebuilt the marketing foundation: restructured Google Ads and Local Service Ads, optimized the website, launched a syndicated content program, and built out automated email campaigns. The results came quickly — and as revenue grew, the budget constraint became less of a factor.
The Challenge: Doing the Right Things Wrong
McCammon Law wasn’t starting from zero. Shawn had already invested in digital marketing — Local Service Ads, Facebook post boosts, blogging, email. The problem was that none of it was built on a strategic foundation. The LSAs weren’t optimized. The Facebook boosts were untargeted. The blogging and email were inconsistent. The result was scattered spending with no measurable return.
Shawn also came in with a clear constraint: he was budget-conscious. He wasn’t willing to spend significantly until he could see the marketing working. That’s a reasonable position — and it meant IMS had to build a system that could demonstrate results at a modest spend before asking for more.
The challenge, in short, was to take a firm that was already trying to market itself, strip out what wasn’t working, and replace it with a coherent, cost-efficient system — without blowing up the budget in the process.
The Estate Planning Marketing Strategy
IMS replaced the scattered approach with four integrated components — each one designed to work within a tight budget while building toward compounding returns as the firm grew.
Optimized Google Search Ads and Local Service Ads
The existing ad campaigns were rebuilt from the ground up. Google Search Ads were restructured with tighter targeting and better keyword selection to capture high-intent local prospects. Local Service Ads — which had been running unoptimized — were overhauled to improve quality scores and reduce wasted spend. The goal was to get the most leads possible from the smallest viable budget, and then scale from there as results justified it.
Website Optimization
The firm’s website was optimized for both search visibility and user experience. On-site SEO improvements raised organic rankings for McCammon’s core practice areas. Usability enhancements reduced friction for visitors and improved the rate at which traffic converted to direct web leads — a metric that rose 92% in the first six months.
Syndicated Blog and Newsletter
IMS provided weekly access to high-quality, estate planning-specific content that was published to McCammon’s website and distributed as a newsletter. The content program served two purposes: it built Shawn’s authority as a thought leader in his market, and it gave the email campaigns something worth sending — which improved engagement and kept the firm top-of-mind with prospects who weren’t ready to act yet.
Automated Email Campaigns
Two automated email campaigns were built inside the firm’s CRM — a weekly send and a monthly send — each distributing the syndicated content to the firm’s contact list. The automation meant the campaigns ran consistently without requiring Shawn’s time, and the content gave recipients a reason to stay engaged between the moments they were actively considering hiring an attorney.
The Results
75% More Website Traffic, 92% More Direct Web Leads
In the first year of the partnership, monthly website users increased by 75% and direct web leads rose by 92% — comparing data from August before ad implementation to April six months later. The website optimization and content program worked together to bring more qualified visitors to the site and convert a higher percentage of them into leads.
43 Leads from $1,067 in Ad Spend
In a single month, the optimized paid ads campaign generated 43 high-quality leads from an ad spend of $1,067.45 — a cost per lead of $24.82 and a cost per click of $2.40. For a firm that came in budget-conscious, these numbers validated the approach and created the foundation for scaling. The firm was generating an extra 56 leads per month from the targeted paid strategy.
Results achieved: leads generated, cost per lead, and traffic growth metrics.
$7.64 Per Lead on Remarketing
The remarketing campaigns — targeting visitors who had already shown interest in the firm — generated leads at $7.64 each. Remarketing is often the most efficient channel in a paid strategy because the audience is already warm, and this campaign was no exception. It also illustrated the compounding value of the content and SEO work: the more traffic the site attracted, the larger and more qualified the remarketing pool became.
What Changed for the Firm
McCammon Law went from scattered, unoptimized marketing spend to a system that consistently generates leads at a predictable cost. As the results came in and revenue grew, the budget constraint that shaped the original strategy became less of a factor — which is exactly how it should work. The system proved itself at a modest spend, and the firm grew into it.
“IMS has great team, and I’ve enjoyed working with Amber. Knowledgeable, nice and quick to respond to questions.”
— Shawn McCammon, McCammon Law, P.C. · Google Review ★★★★★
Hear Shawn Tell the Story
Shawn joined the Marketing Lawcast to talk through what the marketing system looked like from his side — what changed, what the results felt like in practice, and what he would tell other estate planning attorneys who are trying to grow on a budget.
What This Case Study Demonstrates
McCammon Law is a case study in what happens when you replace scattered marketing activity with a coherent system — even on a tight budget. The firm wasn’t failing because it wasn’t trying. It was failing because the individual tactics weren’t connected, weren’t optimized, and weren’t being measured against a clear cost-per-lead target.
The lesson here is not that you need a large budget to grow. It’s that you need the right system. A $1,067 ad spend that generates 43 qualified leads is more valuable than a $10,000 spend that generates noise. Budget-consciousness, when paired with a disciplined strategy, is a competitive advantage — not a limitation.
This case study also illustrates the compounding nature of an integrated marketing system. The SEO work built organic traffic. The organic traffic fed the remarketing pool. The remarketing pool produced leads at $7.64 each. Each component made the others more effective over time.
This is the pattern IMS calls the Estate Planning Reset™. For more examples, see the full IMS case studies library. If Google Ads is the channel you want to explore first, the IMS Google Advertising service page explains how the program works.
If Any of These Results Sound Like What You’re After, Let’s Talk
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If it’s a fit, we’ll talk about what that looks like. If it’s not, we’ll tell you that too.
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Results described on this page reflect the experience of a specific client under specific market conditions and are not a guarantee of future performance. Individual results will vary based on practice area, market, budget, and other factors.