Spanish Speaking - Comprehensive Paid Ads Strategy and Lead Quality Optimization for Law Firm

We are seeking an experienced freelancer to significantly improve the quality of leads (reachable and qualified) for our Ventura, CA immigration law firm through paid advertising. This position requires fluency in both Spanish and English.

The primary goal is to optimize for booked consultations and overall conversion quality, rather than just raw lead volume. The scope of work includes a thorough audit of our current lead flow and tracking systems (Meta/Google, Lawmatics, CallRail) to identify why approximately 70% of leads are currently unreachable.
The project will involve setting up and optimizing end-to-end conversion tracking for calls, forms, and consultation bookings, ensuring proper source tagging into Lawmatics. A key deliverable is building a robust lead qualification system, incorporating pre-screening questions on forms, conditional logic, defining 'qualified lead' conversion events, and developing a call screening approach.
The freelancer will be responsible for creating a campaign structure focused on quality, utilizing intent-based Google Search and retargeting, and implementing Meta lead generation or landing-page conversions based on performance. This includes writing original Spanish-language ad copy and creatives (avoiding direct translation unless specified) and conducting A/B tests on messaging and offers.
Landing page and lead form optimization will be crucial, focusing on improving contactability through required fields, validation, clear expectations, and anti-spam measures like reCAPTCHA. Furthermore, the project requires implementing lead quality protections, such as spam filtering, excluded placements/audiences, bot/fraud mitigation, negative keywords, and dayparting.
The first month will involve a dedicated testing and diagnostic phase with clear hypotheses, experiments, and defined pass/fail criteria before scaling budgets. Ongoing optimization will be focused on achieving a low cost per qualified lead and a high consult-book rate. The freelancer should also provide a sample reporting format and suggest a cadence for weekly check-ins during the initial month.