Case Study: How ADSQUIRE Helped Secure a Record $27.5M Verdict for The Motorcycle Lawyer

Client: The Motorcycle Lawyer Industry: Personal Injury Law Location: Michigan Platform Focus: Google Ads (Search, YouTube, Display, PMax) Overview In May 2022, a devastating motorcycle crash on M-20 in White Cloud, Michigan, changed one man’s life forever. A distracted SUV driver crossed into oncoming traffic and collided head-on with a 29-year-old motorcyclist, causing catastrophic injuries, including a full leg amputation. The case ultimately resulted in a record-setting $27.5 million jury verdict in Kent County—plus an additional $2 million awarded to the victim's wife for loss of consortium. But behind this major courtroom win stood an effective and targeted digital campaign—powered by ADSQUIRE. Our agency generated the lead that led to this life-changing legal victory through a high-performance Google Ads strategy. The Motorcycle Lawyer, attorney Jason Waechter, was able to deliver justice for the victim thanks to an expertly-timed, high-intent case inquiry we delivered at the right moment. The Challenge The Motorcycle Lawyer operates in one of the most competitive spaces in digital advertising: personal injury law. In 2021, they came to ADSQUIRE with a clear goal—increase high-value case leads while staying within budget. We had to: Target high-intent legal keywords in a competitive personal injury market Reduce cost per acquisition (CPA) while increasing lead volume Position The Motorcycle Lawyer as the go-to name for motorcycle accident representation across Michigan Our Strategy ADSQUIRE rolled out a legal marketing campaign tailored specifically for maximum conversion and brand impact: Manual Bidding Control – Tight optimization based on high-intent keywords targeting individuals within The Motorcycle Lawyer's served geographic areas YouTube Campaigns – Used to build authority and recall in a visually compelling format Brand Awareness – PMax, Display, and Branded Search campaigns strengthened name recognition & organic ranking Custom High-Converting Landing Pages – Fast-loading, conversion-optimized, and focused on intake-ready CTAs The Results Month We Brought This Lead In – May 2022 (vs. previous period): CTR increased by +943.42% Conversions jumped by +2,050.00% Cost per conversion dropped by -82.44% Lifetime Results (May 2021–Present): 8,922 Total Conversions 7.55% Lifetime Conversion Rate (Search) One of those 8,922 conversions turned into one of the most important motorcycle accident cases in Michigan history. Attorney Jason Waechter commented: “This case is a tragic reminder of what can happen when drivers fail to avoid distractions while on the roadway... We’re proud the jury had the strength to send a message that this kind of behavior won’t be tolerated.” Why It Matters This case was not only about justice—it was about connecting a seriously injured motorcyclist to the right legal help at the right time. And it happened because ADSQUIRE built a marketing system that works. Our Google Ads efforts didn't just bring in clicks—they delivered life-changing results. A $27.5 million verdict is a win in the courtroom, but it starts with a single quality lead.