How disciplined optimisation doubled lead volume and cut acquisition costs in a competitive legal market.
The Client
Our client is a specialist law firm focused on workplace injury claims and medical negligence. Operating on a No Win, No Fee basis, the firm competes in a highly competitive legal market where lead quality and acquisition efficiency directly impact commercial outcomes.
The Challenge
Despite running Google Ads campaigns since July 2021, performance had plateaued. The firm was experiencing high cost-per-clicks, elevated cost per lead, and low conversion efficiency, despite sustained investment.
What We Did
– Refined targeting toward high-intent, geographically relevant legal searches
– Optimised bidding strategies to reduce CPC without losing competitiveness
– Rewrote ad copy to align with legal search intent and client priorities
– Introduced weekly optimisation cycles to scale what worked and cut waste
The Results
– 100% increase in lead conversions (from 65 to 130 per month)
– 43% reduction in average cost per click
Why It Worked
In competitive legal markets, performance is dictated by structure, not spend. By aligning keywords, messaging, and bidding to genuine client intent, campaigns became predictable, efficient, and scalable.
Key Takeaway
If your law firm is investing in PPC but struggling to generate meaningful enquiries, the problem is rarely demand. It is almost always structure, relevance, and optimisation discipline.
