CMC LawyersThree years, two regions, one law firm that keeps scaling

Context

CMC Lawyers is a personal injury firm handling workplace injury, road accident, TPD, public liability, and medical negligence claims. What started as a single 2022 Meta campaign in NSW is now two independently run regional Meta ad accounts (NSW and QLD) plus a Google Ads layer for high-intent search — a relationship running three-plus years and counting.

The challenge

The account's qualification rate had dropped from 25% to 10% despite rising costs, and broken event tracking meant nobody could tell why.

What we did

• //Fixed attribution and event tracking so lead-quality data could actually be trusted.
• //Built video ad creative with voiceover that spoke directly to real pain points, A/B tested across variants.
• //Redesigned funnels and built new region-specific landing pages to expand beyond the original NSW/QLD base.
• //A year later, layered in a separate Google Ads campaign to capture high-intent search traffic the passive Meta audience never touches.

Outcome

The original 2022 Meta launch generated 10,448 leads at a $28.68 cost per lead, a 43.36% qualification rate, and 690 real clients who went to court. That proof funded expansion: CMC now runs two separate, actively managed Meta accounts — NSW and QLD — with a combined $558,733 in lifetime spend and a combined reach of roughly 2.7M people, both still marked 'Ongoing' in the ad manager today. Since CRM tracking began (11 Jan 2026), the whole paid funnel has produced 4,219 leads, 616 consultations, and 277 signed matters across Meta and Google Ads. Three years in, this isn't a campaign anymore. It's infrastructure.