CMC LawyersThree years, two regions, one law firm that keeps scaling
CMC Lawyers needed real clients, not just form-fills, across two Australian states and two ad platforms. Three-plus years later, it's a running system, not a one-off campaign.
Engagement length
Regions live
Meta spend (lifetime, 2 accounts)
Clients who went to court
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. A 2023-24 Google Ads layer added 171 more leads at a $450 cost per lead and 42 closed deals — a second channel for high-intent search traffic the passive Meta audience never touches. Three years in, this isn't a campaign anymore. It's infrastructure.
Timeline · How it actually unfolded
Twelve weeks, mapped week by week — here's the system, not the luck.
Meta Ads: prove the funnel
10,448 leads at $28.68 CPL, 4,531 qualified (43.36%), resulting in 690 clients who went to court. Fixed tracking, built video creative, expanded into 3 new states.
Google Ads: add high-intent search
171 leads at $450 CPL — smaller volume, higher intent — resulting in 42 closed deals. A second channel, not a replacement for the first.
Two live regional accounts
NSW and QLD now run as separate, independently managed Meta ad accounts — 300 and 288 ad sets respectively, $287,539 and $271,194 in lifetime spend, both still active.
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