Bundy Law LLC, a Nebraska adoption attorney, was running Google Ads and Facebook campaigns to promote their stepparent adoption service. The ads were driving traffic, but the landing page wasn't converting.
The problem: Generic legal copy that didn't address the specific objections and concerns of stepparents considering adoption. The messaging gap between ads and landing page created friction—prospects clicked but didn't convert.
High cost-per-click combined with low conversion rates made the campaigns unsustainable. Each lead cost more than it should, and many of those leads weren't qualified. The landing page needed to do more than explain the service—it needed to overcome objections and build trust.
Without message alignment, even good traffic was being wasted.
Working with Yieldpage, Bundy Law rebuilt their entire funnel messaging:
Landing page copy: Rewrote the stepparent adoption page to mirror the ad messaging—peace of mind, family bonds, spousal recognition, and legal protection. Changed from legal jargon to plain language that stepparents actually use.
Google Ads copy: Created ad variations that spoke to specific pain points and objections. Each ad pre-qualified prospects by addressing their concerns before they clicked—reducing unqualified traffic and improving relevance scores.
Facebook Ads copy: Adapted messaging for interrupt-based traffic. Softer entry point that built trust before asking for action. Matched the social context where prospects weren't actively searching.
Message continuity: Ads promised what landing page delivered. No disconnect between pre-click and post-click experience. Same objections addressed, same language used, same trust signals reinforced.
The result: Within 24 hours of implementing the new landing page, Google Ads cost-per-click dropped by over 50% due to improved relevance scores. Qualified lead flow increased immediately.
The new objection-based messaging system reduced cost-per-click by over 50% and generated consistent qualified lead flow—without increasing ad spend.