Campaign Build Sheet

Robert Torres — Personal Injury

Google Ads Search Campaign | Northridge, CA — 15mi Radius

Account ID: 546-467-2439 | Landing Page: bobbylawwins.com/freeconsultation

Prepared by Melleka Marketing | March 8, 2026

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Campaign Settings

Campaign NameSearch | Personal Injury | LA Northridge
Campaign TypeSearch
NetworksGoogle Search ONLY (uncheck Display Network + Search Partners)
Location15-mile radius around Northridge, CA 91324
Location OptionPresence: People IN or regularly in your targeted locations
LanguageEnglish
Bid StrategyManual CPC (with Enhanced CPC OFF)
Daily Budget$150/day ($4,500/mo) — adjust to client budget
Ad ScheduleMon-Fri 6am-9pm, Sat 8am-5pm, Sun OFF
Ad RotationDo not optimize: Rotate ads indefinitely
Device TargetingAll devices (monitor mobile vs desktop separately)
Final URLhttps://www.bobbylawwins.com/freeconsultation
CRITICAL: Location Targeting

Make sure you select "Presence: People IN or regularly in your targeted locations" — NOT "Presence or Interest." This prevents showing ads to people in other states who are just researching LA lawyers. For legal, this setting alone can save 30-40% of wasted budget.

1

Ad Group: Car & Auto Accidents

Default Max CPC Bid: $25.00

Keywords (Phrase Match)

KeywordMatch
"car accident lawyer los angeles"Phrase
"car accident attorney los angeles"Phrase
"auto accident lawyer los angeles"Phrase
"car accident lawyer near me"Phrase
"car accident attorney near me"Phrase
"car wreck lawyer los angeles"Phrase
"car crash attorney los angeles"Phrase
"auto accident attorney near me"Phrase
"injured in car accident lawyer"Phrase
"best car accident lawyer los angeles"Phrase
"car accident injury lawyer"Phrase

Responsive Search Ad

Final URL: https://www.bobbylawwins.com/freeconsultation

Display Path: bobbylawwins.com / car-accident / lawyer

Headlines (max 30 characters each)

Car Accident Lawyer in LA25 chars
Injured in a Car Accident?26 chars
Free Consultation Available27 chars
No Fee Unless We Win20 chars
Call Robert Torres Law22 chars
Top Rated Accident Lawyer25 chars
Get the Compensation You Need30 chars
Northridge Car Accident Atty29 chars
We Fight for Your Rights24 chars
LA Auto Accident Attorney25 chars
Experienced Trial Lawyer24 chars
Millions Recovered for Clients30 chars
Speak to a Lawyer Now21 chars
Car Wreck? Call Bobby Law25 chars
Serving the San Fernando Vly29 chars

Descriptions (max 90 characters each)

Injured in a car accident in Los Angeles? Call Robert Torres for a free case review today.90 chars
No upfront fees. We only get paid when you win your case. Call now for a free consultation.90 chars
Experienced personal injury lawyer serving Northridge and the San Fernando Valley area.87 chars
Fighting for maximum compensation for car accident victims. Available 24/7. Call today.87 chars
2

Ad Group: General Personal Injury

Default Max CPC Bid: $20.00

Keywords (Phrase Match)

KeywordMatch
"personal injury lawyer los angeles"Phrase
"personal injury attorney los angeles"Phrase
"personal injury lawyer near me"Phrase
"personal injury attorney near me"Phrase
"injury lawyer los angeles"Phrase
"personal injury law firm los angeles"Phrase
"best personal injury lawyer los angeles"Phrase
"los angeles personal injury lawyer"Phrase
"injury attorney near me"Phrase
"personal injury lawyer free consultation"Phrase

Responsive Search Ad

Final URL: https://www.bobbylawwins.com/freeconsultation

Display Path: bobbylawwins.com / personal-injury / lawyer

Headlines (max 30 characters each)

LA Personal Injury Lawyer25 chars
Injured? Get Legal Help Now27 chars
Free Case Evaluation20 chars
No Fee Unless We Win20 chars
Robert Torres Law Firm22 chars
Top Injury Attorney in LA25 chars
We Fight for Your Rights24 chars
Northridge Injury Lawyer24 chars
Maximize Your Compensation26 chars
Trusted by LA Families22 chars
Get the Justice You Deserve27 chars
Call for a Free Consultation29 chars
Experienced Trial Attorney26 chars
Serving San Fernando Valley27 chars
Personal Injury Experts23 chars

Descriptions (max 90 characters each)

Los Angeles personal injury lawyer. Free consultation. No fees unless we win your case.87 chars
Injured due to someone else's negligence? Robert Torres fights for maximum compensation.89 chars
Trusted personal injury attorney in Northridge. Serving the San Fernando Valley and LA.87 chars
Get the legal help you deserve. Experienced, aggressive, and dedicated to your recovery.89 chars
3

Ad Group: Truck Accidents

Default Max CPC Bid: $25.00

Keywords (Phrase Match)

KeywordMatch
"truck accident lawyer los angeles"Phrase
"truck accident attorney los angeles"Phrase
"truck accident lawyer near me"Phrase
"18 wheeler accident lawyer los angeles"Phrase
"semi truck accident attorney"Phrase
"big rig accident lawyer los angeles"Phrase
"commercial truck accident lawyer"Phrase
"trucking accident attorney near me"Phrase
"truck crash lawyer los angeles"Phrase

Responsive Search Ad

Final URL: https://www.bobbylawwins.com/freeconsultation

Display Path: bobbylawwins.com / truck-accident / lawyer

Headlines (max 30 characters each)

LA Truck Accident Lawyer24 chars
Hit by a Truck? Call Now24 chars
Free Consultation Available27 chars
No Fee Unless We Win20 chars
Robert Torres Law Firm22 chars
18 Wheeler Accident Lawyer26 chars
We Take on Trucking Companies30 chars
Northridge Truck Injury Atty29 chars
Big Rig Accident? We Can Help30 chars
Millions Won for Victims24 chars
Aggressive Legal Representation31 chars — TRIM TO: Aggressive Legal Counsel
Semi Truck Crash Attorney25 chars
Speak to a Lawyer Today23 chars
Serving San Fernando Valley27 chars
Experienced Trial Lawyer24 chars

Descriptions (max 90 characters each)

Truck accident in Los Angeles? Robert Torres fights trucking companies for your rights.87 chars
No upfront costs. We handle 18 wheeler and semi truck accident cases. Free consultation.89 chars
Experienced truck accident attorney serving Northridge and the San Fernando Valley area.88 chars
Injured by a commercial truck? Get maximum compensation. Call for a free case evaluation.89 chars
4

Ad Group: Motorcycle Accidents

Default Max CPC Bid: $25.00

Keywords (Phrase Match)

KeywordMatch
"motorcycle accident lawyer los angeles"Phrase
"motorcycle accident attorney los angeles"Phrase
"motorcycle accident lawyer near me"Phrase
"motorcycle injury lawyer los angeles"Phrase
"motorcycle crash attorney los angeles"Phrase
"motorcycle wreck lawyer near me"Phrase
"bike accident attorney los angeles"Phrase
"motorcycle hit by car lawyer"Phrase

Responsive Search Ad

Final URL: https://www.bobbylawwins.com/freeconsultation

Display Path: bobbylawwins.com / motorcycle / accident

Headlines (max 30 characters each)

Motorcycle Accident Lawyer LA29 chars
Motorcycle Crash? Call Now25 chars
Free Consultation Available27 chars
No Fee Unless We Win20 chars
Robert Torres Law Firm22 chars
LA Motorcycle Injury Lawyer27 chars
We Ride for Your Rights23 chars
Northridge Motorcycle Atty26 chars
Get Maximum Compensation24 chars
Experienced Trial Attorney26 chars
Injured Rider? Get Help Now27 chars
Millions Recovered for Riders30 chars
Speak to a Lawyer Today23 chars
Serving San Fernando Valley27 chars
Bike Accident? We Can Help26 chars

Descriptions (max 90 characters each)

Motorcycle accident in LA? Robert Torres gets riders the compensation they deserve. Call.89 chars
No fees unless we win your motorcycle accident case. Free consultation. Available 24/7.87 chars
Experienced motorcycle accident attorney serving Northridge and the San Fernando Valley.88 chars
Hit while riding? You deserve justice and full compensation. Call for a free case review.89 chars
5

Ad Group: Wrongful Death

Default Max CPC Bid: $20.00

Keywords (Phrase Match)

KeywordMatch
"wrongful death lawyer los angeles"Phrase
"wrongful death attorney los angeles"Phrase
"wrongful death lawyer near me"Phrase
"wrongful death attorney california"Phrase
"wrongful death law firm los angeles"Phrase
"wrongful death claim lawyer"Phrase
"wrongful death lawsuit attorney"Phrase
"loss of loved one lawyer los angeles"Phrase

Responsive Search Ad

Final URL: https://www.bobbylawwins.com/freeconsultation

Display Path: bobbylawwins.com / wrongful-death / lawyer

Headlines (max 30 characters each)

Wrongful Death Lawyer in LA27 chars
Lost a Loved One? We Can Help30 chars
Free Consultation Available27 chars
No Fee Unless We Win20 chars
Robert Torres Law Firm22 chars
Compassionate Legal Counsel28 chars
Hold Them Accountable21 chars
Northridge Wrongful Death Atty30 chars
Justice for Your Family23 chars
Experienced Trial Attorney26 chars
Wrongful Death Claims in LA27 chars
Millions Won for Families25 chars
Speak to a Lawyer Today23 chars
Serving San Fernando Valley27 chars
We Fight for Your Family24 chars

Descriptions (max 90 characters each)

Lost a loved one due to negligence? Robert Torres fights for justice for your family.85 chars
No upfront fees. Compassionate wrongful death attorney. Free and confidential consultation.90 chars — TRIM: remove "and confidential"
Trusted wrongful death lawyer in Northridge. Serving the San Fernando Valley and LA area.89 chars
Seek accountability and full compensation for your loss. Call for a free case evaluation.89 chars
NOTE: Wrongful Death Ad Tone

These ads should be respectful and empathetic. Avoid aggressive language or urgency tactics. People searching these terms are going through the worst time of their lives. The tone should be compassionate and supportive, not salesy.

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Negative Keywords (Campaign Level)

Add ALL of these at the campaign level as Broad Match negatives. This prevents wasted spend on irrelevant searches.

Job Seekers

  • jobs
  • careers
  • salary
  • hiring
  • degree
  • school
  • how to become
  • paralegal
  • law school
  • internship

Free / Low Budget

  • free lawyer
  • pro bono
  • legal aid
  • cheap lawyer
  • low cost
  • affordable
  • discount
  • public defender

Wrong Practice Areas

  • criminal
  • DUI
  • DWI
  • divorce
  • custody
  • family law
  • immigration
  • bankruptcy
  • tax
  • estate planning
  • real estate
  • patent
  • trademark
  • employment

Informational / Non-Intent

  • definition
  • what is
  • wikipedia
  • reddit
  • quora
  • youtube
  • sample
  • template
  • example
  • statute of limitations

Insurance / Claims

  • insurance company
  • adjuster
  • claim denied
  • file a claim
  • insurance rates
  • auto insurance

Competitors (Add These)

  • jacoby meyers
  • jacob emrani
  • dominguez firm
  • sweet james
  • morgan morgan
  • cellino barnes
  • brown crouppen
  • larry parker
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Ad Extensions

Sitelink Extensions (add 4 minimum)

Sitelink 1:

Text: Free Consultation

Description 1: Schedule your free case review

Description 2: No obligation. Available 24/7.

URL: https://www.bobbylawwins.com/freeconsultation

Sitelink 2:

Text: Client Success Stories

Description 1: See real results from real cases

Description 2: Millions recovered for clients.

URL: https://www.bobbylawwins.com/clientsuccess

Sitelink 3:

Text: Contact Our Firm

Description 1: Reach us by phone, email, or form

Description 2: We respond within 24 hours.

URL: https://www.bobbylawwins.com/contact

Sitelink 4:

Text: About Robert Torres

Description 1: Experienced personal injury attorney

Description 2: Serving Northridge and LA area.

URL: https://www.bobbylawwins.com

Callout Extensions (add all 6)

No Fee Unless We Win
Free Consultation
Available 24/7
Se Habla Espanol
Millions Recovered
Local Northridge Attorney

Call Extension

Phone Number: (546) 467-2439

Call reporting: ON | Count calls as conversions: YES (60+ seconds)

Structured Snippets

Header: Types

Car Accidents, Truck Accidents, Motorcycle Accidents, Wrongful Death, Slip & Fall, Pedestrian Accidents

Location Extension

Link the Google Business Profile for the Northridge office address. This shows the address and map pin in the ad. If no GBP exists yet, create one first.

8

Conversion Tracking Setup

CRITICAL: Set up conversion tracking BEFORE launching the campaign

Without conversion tracking, we are flying blind. Every dollar spent without tracking is wasted data. Set these up first.

Conversion Action 1: Phone Calls from Ads

Type: Phone call from ad extension or call-only ad

Call length: 60 seconds minimum

Value: $100 (estimated lead value)

Count: Every (each call is a potential case)

Conversion Action 2: Phone Calls from Website

Type: Calls from your website (requires Google forwarding number)

Call length: 60 seconds minimum

Value: $100

Setup: Add the Google Ads tag + phone snippet to the Wix site header

Conversion Action 3: Form Submission

Type: Website action — Page load

Page URL: https://www.bobbylawwins.com/form-thank-you

Value: $100

Count: Every

This tracks anyone who submits the consultation form and lands on the thank-you page

Google Ads Tag Installation (Wix)

1. In Google Ads, go to Tools > Conversions > get the Global Site Tag

2. In Wix, go to Settings > Custom Code > Head

3. Paste the Global Site Tag there

4. Add the event snippet on the thank-you page

5. For call tracking, also add the phone number snippet

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Pre-Launch Checklist

1. Conversion tracking installed and verifiedREQUIRED
2. All 5 ad groups created with keywordsREQUIRED
3. RSA ads submitted for each ad groupREQUIRED
4. All negative keywords added at campaign levelREQUIRED
5. Sitelinks, callouts, call extension addedREQUIRED
6. Location set to 15mi radius around NorthridgeREQUIRED
7. Location option set to PRESENCE onlyREQUIRED
8. Search Network only (Display OFF, Partners OFF)REQUIRED
9. Ad schedule configured (no Sunday)RECOMMENDED
10. Landing page loads fast on mobileRECOMMENDED
11. Google Business Profile linkedRECOMMENDED
12. Call tracking number set upRECOMMENDED
10

Week 1-4 Optimization Plan

Week 1: Monitor & Protect Budget

- Check search terms report DAILY — add negatives aggressively

- Verify conversion tracking is firing correctly

- Monitor impression share — are we showing up?

- Check ad approval status

Week 2: Refine & Adjust

- Review search terms — add any irrelevant terms as negatives

- Adjust bids on keywords with high impressions but low CTR

- Check device performance — adjust mobile bid if needed

- Review ad schedule — any hours with zero conversions?

Week 3-4: Optimize

- Pause keywords with 50+ clicks and zero conversions

- Increase bids on converting keywords

- Add new keyword variations from search terms report

- A/B test new ad copy if CTR is below 3%

- Consider adding an Exact Match version of top converters

Month 2+: Scale

- If getting 15+ conversions, switch to Maximize Conversions bid strategy

- Add remarketing campaign for website visitors

- Test landing page variations

- Consider adding Spanish language campaign

- Build dedicated practice area landing pages on the site

Prepared by Melleka Marketing

Campaign Build Sheet — Robert Torres Law | March 2026