The challenge

The firm was receiving clicks from Google Ads but not every campaign was generating the same level of enquiry quality.

Several campaigns grouped different search intents together, while landing pages used broad messaging rather than addressing the specific legal service searched for by the visitor.

The firm wanted to improve results without simply increasing its advertising budget.

The objective

Increase qualified consultation enquiries while improving landing-page conversion rates and reducing the cost of acquiring qualified prospects.

Our strategy

We treated the advertising campaign and landing-page experience as a single conversion funnel.

Search terms were segmented according to intent, while landing pages were aligned more closely with the specific immigration services being searched for.

The campaign focused on:

  • High-intent legal searches
  • Service-specific ad groups
  • Negative keyword management
  • Geographic targeting
  • Landing-page relevance
  • Conversion tracking
  • Lead-quality analysis

Services involved

  • Google Ads
  • PPC campaign management
  • Conversion rate optimization
  • Landing-page design
  • Conversion tracking
  • Google Analytics

Implementation

We:

  • Audited the existing Google Ads account.
  • Reorganised campaigns by service and search intent.
  • Reviewed historical search-term data.
  • Expanded negative keyword lists.
  • Refined ad copy.
  • Created service-specific landing pages.
  • Simplified enquiry forms.
  • Improved CTA visibility.
  • Reviewed conversion tracking.
  • Connected lead-generation reporting with CRM outcomes.

Optimisation

Search-term performance was reviewed continuously.

Low-quality queries were excluded, while budget was shifted toward campaigns generating stronger consultation enquiries.

Landing-page messaging and CTA placement were refined based on conversion behaviour rather than assumptions about user preferences.

Results

During the campaign period:

74% increase in landing-page conversion rate.

31% reduction in cost per qualified lead.

46% increase in qualified consultation enquiries.

Key learnings

  • Increasing advertising traffic was less important than improving traffic relevance and post-click experience.
  • Search-term quality and lead quality needed to be measured alongside headline campaign metrics.

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