Legal Services — United States
M&Y
Qualified case acquisition in one of the most competitive paid search categories in the United States.
The X
The most expensive clicks in digital advertising, spent without qualification.
The challenge
Legal services contains some of the highest cost-per-click terms in all of paid search. At those prices, an unqualified lead is not a neutral outcome — it is a direct loss, and volume-based reporting actively hides the problem.
The requirement was to shift the account from lead volume to qualified case value, which meant rebuilding both the targeting and the measurement definition of success.
What we did
What we did
Case-type targeting
Campaign segmentation by case type and value, with aggressive negative governance on the query patterns that generate unqualified contact.
Qualification before intake
AI-assisted screening and summarisation so intake staff spend their time on viable matters rather than triage.
Value-based measurement
Reporting rebuilt around qualified case value rather than raw lead count, which changes every optimisation decision downstream.
Results
Results
campaign segmentation by matter value
enquiries qualified before reaching intake staff
reporting replacing raw lead counts
Performance figures for this engagement are being finalised with the client and will be published once confirmed.
Services deployed
So — what's your X?
Tell us the variable holding your growth back. We will tell you what solving it actually takes, whether or not you hire us.
We reply to qualified enquiries within one business day.