Dramatically reduced cost per lead for a personal injury law firm.
The Business Problem
Industry: Legal / Personal Injury Location: Sydney & Melbourne Service: Google & Meta Ads
An Injury Lawyer firm were paying $300 to $600 per lead, a brutal but common cost range in the legal space, especially in personal injury. The leads were inconsistent, the cost per lead was unsustainable, and growth had plateaued.
This is often a challenge for legal firms, the finance industry and other high-cost-per-lead businesses.
The Paid Ads Strategy
We launched campaigns across both Google and Meta, but Meta quickly emerged as the clear winner, so we doubled down.
Our breakthrough came from creative testing at scale. We ditched polished legal promos and leaned into low-production storytelling, selfie-style phone videos that walked through real success stories like payouts and workers comp claims. These performed significantly better than anything else.
We combined this with Meta Instant Forms, integrated directly with their CRM so the team could follow up within minutes of a lead coming in.
Key levers included:
Relatable, human-first video content
CRM-integrated Instant Forms
High-volume creative testing to find winning narratives
The Results in 90 days
A result that has our client
$15–$30 cost per lead (dropped from $300–$600)
30–60 inbound inquiries/month
15%–25% open file rate
Goal Exceeded: 6-month file target hit in 2 months.
Keen to exceed your marketing goals? Book a Call to have us review your Google & Meta Ads.
Exceeding Expectations
We were expecting 60 open files in the first 6 months — we hit that in 2 months. Our Meta campaign completely changed the game for us.
