A year-over-year look at how steady improvements led to better visibility, more leads, and cases for this Houston immigration law firm.
The Abbasi Immigration Law Firm is a fast-growing Houston and Dallas-based practice that helps families, students, professionals, and businesses navigate the US immigration process. Search Pros has managed Abbasi’s Google Ads campaigns, building a strong foundation in 2024 and then expanding performance in 2025.
Going into 2025, the goal was not to rebuild the account but to strengthen what was already working. The immigration space became more competitive, and our focus was to maintain visibility, improve efficiency, and push for steady growth month after month.
The nine-month comparison from January to September shows clear progress. Abbasi saw more visibility, more qualified traffic, a higher number of consultations, and more efficiency. The firm achieved a meaningful increase in conversions and a decline in cost per conversion despite rising competition. It also corresponded with a similar rise in new cases and firm revenue.
Challenge
The campaigns performed well in 2024, but the immigration legal space became more competitive in 2025. More firms entered Google Ads, and cost per click (CPC) across high-intent immigration terms continued to rise.
The challenge for 2025 was to continue improving performance while staying ahead of competitors. This meant protecting lead quality, keeping cost per conversion efficient, and identifying new opportunities for growth without unnecessary changes to the account structure. The objective was to scale steadily and generate stronger results without volatility or sudden swings in performance.
Strategy
The strategy in 2025 focused on consistent, meaningful refinements rather than major structural changes. We adjusted only what would move the needle and kept the campaigns aligned with what historically delivered qualified leads.
- Smarter budget distribution
Budgets were shifted toward the hours, locations, and keywords that historically produced the highest quality consultations. - Improved landing page experience
We simplified the page flow, strengthened calls to action, and added trust elements to help more visitors convert. - Better segmentation and traffic quality
Search terms were cleaned up regularly, irrelevant traffic was filtered out, and high-intent immigration queries were prioritized. - Ongoing optimization
Weekly adjustments to bidding, negative keywords, device performance, and ad copy helped maintain consistent growth.
These refinements were designed to build on Abbasi’s existing success, and they produced strong, steady improvements across the nine-month period.
Results
The comparison shows clear growth across every major metric. Clicks increased by 51%, with Abbasi receiving 14,523 clicks in 2025, reflecting higher engagement and more people actively searching for immigration support. Impressions rose by 97% to more than 228,000, nearly doubling overall visibility across key immigration terms.
Conversions grew by 57%, reaching 3,915.86 total actions, including phone calls, form submissions, and consultation requests. The conversion rate also improved by 4%, moving to 26.96% and showing stronger user intent and better landing page performance.
At the same time, cost per conversion decreased by 15% to 18.89, and average CPC dropped by 12%, demonstrating that Abbasi was able to generate more leads at a lower cost while maintaining higher quality traffic. All of this resulted in more cases and revenue for this immigration law firm.
Conclusion
This nine-month comparison shows how the Abbasi Immigration Law Firm achieved stronger visibility, a significant increase in total leads, and a favorable uptick in cases and revenue. The growth was steady, measurable, and built through small but meaningful optimizations over time.
At Search Pros, we believe that consistency is the key to results like these. If you are ready to invest in your immigration law firm’s growth with a team that prioritizes long-term success, get in touch with us today!