Pulkit Moudgil

Dalton took over paid acquisition and digital infrastructure for a personal injury law firm operating in a highly competitive Texas market. Pulkit knew he needed cases, and cases come from qualified leads, but he did not have a clear roadmap for building a predictable system. Like many attorneys, he felt pressure to hire a large agency because that seemed like the safe move. He also experimented with cheaper click funnel style solutions that promised volume at a low price point. Neither approach delivered the quality he needed. "I work in an extremely competitive industry, so I felt pressured to go with a large agency. They were charging about five times more than Dalton, and the results didn't match the price. Dalton came in, delivered, and helped me stand out with search ads."

The large agencies were expensive and disconnected. The cheaper alternatives focused on hype and volume over substance. Dalton became the middle ground. He built and optimized Google Search campaigns focused on high-intent case types and geographic targeting. Rather than sending traffic to generic service pages, he created high-converting custom landing pages designed specifically for lead capture.

Beyond ads, Dalton rebuilt the entire tracking and attribution infrastructure. This included Google Tag Manager implementation, GA4 event tracking cleanup, verified form-submit conversion tracking, Google Search Console integration, structured UTM tracking, and Google Business Profile consistency improvements.

In a 3-month period following takeover, the campaigns generated over 575,000 impressions, more than 17,500 clicks on ads, over 21,000 new users driven to the site, and more than 90,000 tracked engagement events. Monthly lead volume increased approximately 314%, going from around 4 leads per month to a 16+ leads per month pace.

The result was establishing paid search as a scalable, controllable acquisition channel while significantly increasing site traffic and engagement in a short timeframe. Instead of simply increasing ad spend, Dalton tightened the pipeline, improved lead tracking, and consulted on intake strategy to improve return on ad spend. It was easy to throw money at ads in personal injury. The real impact came from making sure every dollar had a clear path to becoming a case.