About Baldwins Family Lawyers
Baldwins Lawyers is a Sunshine Coast-based firm with offices in Nambour and Gympie, specialising in family law, property settlements, and estate planning for over 20 years. They offer fixed-fee structures, a 99.9% success rate in property settlements, and expertise in divorce, children's issues, and domestic violence.
The Challenge
Baldwins needed a reliable system to generate qualified leads online. Their existing website wasn't converting traffic effectively, and they were receiving too many unqualified enquiries from people seeking legal aid or free services rather than paying clients.
Our Solution
We implemented a multi-channel strategy combining Google Ads and Meta Ads with conversion-focused infrastructure:
Custom Landing Pages
We built custom landing pages specifically designed to improve conversions, as the existing website wasn't adequate for paid traffic. The landing pages performed so well that Baldwins agreed to roll them out as their actual website, which also directly improved their organic Google performance, even though SEO wasn't part of this engagement.
Google Ads Optimisation
- Proprietary negative keyword lists blocking over 5,000 irrelevant keywords
- Significantly improved prospect quality by reducing leads seeking legal aid or free services
- 216 leads generated at $137 per lead
Video-First Meta Ads Strategy
- Applied a video-first strategy speaking directly to a specific type of prospect they wanted to attract
- Creative designed to pre-qualify and attract ideal clients
- 201 leads generated at $78 average cost per lead
- Most recent leads acquired as low as $55 for prospects qualified to 3 criteria
The Results
Baldwins Family Lawyers achieved exceptional results across both platforms:
- 417 total leads generated across Google and Meta
- $137 cost per lead on Google Ads (216 leads)
- $78 average cost per lead on Meta Ads (201 leads)
- $55 CPL achieved for qualified prospects in recent campaigns
- Improved organic rankings as a bonus from the website rebuild
- Higher quality leads through negative keyword blocking and pre-qualification
