Three Years, Two Ad Accounts, One Law Firm That Keeps Scaling

In 2022 we launched a single Meta campaign for CMC Lawyers, a personal injury firm handling workplace injury, road accident, TPD, public liability, and medical negligence claims in NSW, Australia. Most agency case studies stop at "and then results went up." This one is worth telling because it didn't stop there — three years later we're still running it, and at this point it looks less like a marketing campaign and more like infrastructure.

The problem wasn't creative. It was trust in the data.

The account's qualification rate had dropped from 25% to 10% despite rising costs, and broken event tracking meant nobody could tell why. So the first fix wasn't a new ad. It was fixing attribution and event tracking so the lead-quality data could actually be trusted — before touching a single dollar of spend.

What actually moved the number

Once the data was trustworthy, we built video ad creative with voiceover that spoke directly to real pain points, A/B tested across variants, and built new region-specific landing pages to expand past the original NSW base. Year one: 10,448 leads at a $28.68 cost per lead, a 43.36% qualification rate, and 690 people who actually went to court — the number that matters to a personal injury firm, not raw lead volume.

Why we didn't stop there

That proof is what funded expansion — into QLD as a second, independently managed Meta account. A year after that, we layered in a Google Ads campaign specifically for high-intent search: people already looking for a lawyer, which a passive Meta audience never surfaces. 171 leads at a $450 cost per lead — smaller volume by design, higher intent — and 42 closed deals.

Where it sits today

Two live regional Meta accounts (NSW: 300 ad sets, $287,539 lifetime spend; QLD: 288 ad sets, $271,194 lifetime spend), a combined reach of roughly 2.7M people, $558,733 in combined lifetime Meta spend, plus the Google Ads layer on top — both accounts still marked "Ongoing" in the ad manager today.

The actual lesson

It's not "run ads for three years and results compound on their own." It's that a client relationship built on numbers both sides can trust compounds — each phase got funded by proof from the phase before it, not by a bigger pitch upfront. Full metrics and timeline in the case study.