Case Study: SEM for an Ahmedabad Professional Services Firm

The firm had organic visibility for a few practice areas but wanted paid coverage for competitive non-branded terms during seasonal demand. Previous SEM attempts used broad keywords and generic landing pages that attracted mismatched enquiries.

• Keyword lists included informational queries unlikely to convert to paid mandates.
• Ad copy risked language the partners would not approve.
• Landing pages lacked process clarity and consultation booking steps.
• No separation between branded protection and prospecting budgets.

• Launch compliant SEM campaigns for priority practice areas.
• Filter out low-fit clicks with negatives and tighter match types.
• Build consultation landing pages partners could stand behind.
• Report on enquiry quality through intake team labelling.

Practice-area priority workshop, policy review on permissible claims, Search Console query mining, and competitor ad sampling for Ahmedabad and Gujarat-wide intent.

• Campaigns structured by practice area with dedicated budgets.
• Exact and phrase match emphasis before broad expansion.
• Ad copy focused on process, experience and consultation — not outcomes.
• Landing pages with FAQs, team credentials and clear next steps.
• Weekly search term reviews with intake staff input.

• Partners gained confidence in public ad language after review workflows.
• Intake staff reported fewer clearly mismatched enquiries after negatives expanded.
• SEM and organic practice pages told a consistent story to searchers.
• No invented CPC, conversion rate or case intake figures are included.

Note: BERT does not publish invented percentages or rankings. Detailed metrics stay with the client.

Search campaigns respected firm standards while targeting intent that intake could actually serve.

Ahmedabad professional services firms can use SEM responsibly when keywords, copy and landing pages are built for qualified consultations — not volume alone.