This New South Wales personal injury firm has a team of lawyers who specialise in motor vehicle accident (CTP) claims, and the capacity to take on far more of them. What they didn't have was a reliable source of the right matters. Most motor accident enquiries came from family and friends referrals and were minor soft-tissue injuries the firm couldn't act on. They had never run a dedicated campaign for this work, and earlier Facebook advertising with another agency for other practice areas had been a mixed bag.
"You might go through 30 leads before a good quality one."
The Challenge
In NSW only non-minor injuries make a worthwhile common law claim, so lead volume on its own is worthless. The firm needed enquiries that were not at fault, recent, and serious enough to qualify, delivered to an intake team that could call them quickly. And because these matters take up to two years to resolve, they needed to see the value of what was being signed long before the fees arrived.
What We Set Up
- Meta lead campaigns for motor vehicle accident claims, with screening questions and knock-out logic on accident timing, fault and injury severity
- Leads delivered straight to the intake team, with a shared tracker so the firm could feed back which enquiries became consultations and opened matters
- PixelRush HQ tracking every lead through to signed matter and estimated fees
- Video ads featuring the principal, co-written with him and filmed on a phone with a teleprompter app, then cut into multiple variations
The first weeks were bumpy, with some out-of-state and irrelevant enquiries. We tightened targeting, kept the feedback loop open, and moved to video in the principal's own voice, opening with the problems injured people actually describe in consultations.
"I'd like to be able to show people that I really do care about the results that we get."
"I meet with people and I start talking about all this. They go, 'yeah, that's me, that's me.'"
The Results
Tracked in PixelRush HQ since launch in July 2025:
- $1,065,000 in estimated fees from 12 signed matters
- $54,656 in ad spend, a 19.5x return on ad spend
- 231 qualified enquiries. Cost per lead is high by design, because the form screens hard before anyone reaches the intake team
- The firm puts a good common law matter at a minimum of $60,000 in fees
Values are the firm's own fee estimates per matter, because personal injury fees are paid when the matter resolves.
"The team have basically said to me, 'we need more leads. These are the best matters we're getting.'"
"They're a lot less drama for the team. These are pretty straightforward claims, and they're profitable. They're really good matters for the business."
The firm hasn't needed Google Ads for this work in more than six months.
"The social media has been pretty steady."
What Happens Next
The goal is to move from three or four new matters a month to 15 to 20, with a spend plan built from confirmed cost-per-matter numbers. A TPD campaign is launching next, followed by workers compensation.
"It's a place I want to try to dominate in the next 12, 18 months."
Client details have been withheld. All figures come from the firm's own lead and matter records in PixelRush HQ.
