Project overview
The firm specialises in divorce, child arrangements and financial settlements. Most enquiries came by phone, but they couldn't link calls to their ads.
They wanted to know which campaigns brought real cases and put their budget behind those.
Spending without visibility
Three problems stood out:
No call tracking
Phone enquiries, the firm's main source, weren't connected to ads.
Mixed practice areas
Divorce, child arrangements and general searches shared one campaign.
Unqualified enquiries
Many calls were for legal aid or services the firm didn't offer.
What success looked like
- Track every call and formback to its campaign.
- Cut unqualified enquirieswith better targeting and ad copy.
- Bring qualified enquiriesfor under £50 each.
Our approach, step by step
- 1
Tracking Week 1
Set up call tracking with dynamic numbers, form tracking and an enquiry quality log with the intake team.
- 2
Practice-area campaigns Weeks 2–3
Split campaigns by practice area, with clear ad copy about services and fees.
- 3
Qualify better Weeks 3–6
Added negative keywords and clearer landing page information to filter out enquiries the firm couldn't help with.
- 4
Optimise Months 2–4
Moved budget to practice areas and hours with the best qualified enquiry rates.
Before and after: key metrics
Performance before the rebuild vs month four.
| Metric | Before | After | Change |
|---|---|---|---|
| Cost per qualified enquiry | £96 | £41 | ▼ 57% |
| Qualified enquiries per month | 21 | 34 | ▲ 62% |
| Unqualified call share | 48% | 19% | ▼ 29 pts |
| Calls tracked | 0% | 100% | ▲ 100 pts |
The results
Qualified enquiries grew while the cost of each one more than halved.
“We finally know which ads bring real cases. Fewer wasted calls, more clients we can actually help.”