This Victorian personal injury firm is small, family-run and led by a principal lawyer who still handles the first conversation with every new client. They had done very little marketing in recent years. About five years earlier they had tried a lead generation provider, stopped at the "lots of leads, nothing paying yet" stage, and later regretted not seeing it through.
This time the brief was simple: a modest budget, a clear view of what every lead turned into, and no guessing.
The Challenge
Personal injury matters take 18 months to three years to pay out, so you can't wait for fees to land to find out whether the advertising is working. The firm needed to know, within weeks, which enquiries were turning into signed clients and what those clients were likely to be worth.
They also had a capacity problem common to small firms. The principal had handed lead calls to a part-time team member, and by the time a lawyer spoke to a good enquiry, that person had often already spoken to a competitor.
What We Set Up
- Meta lead campaigns across workers compensation, TPD and TAC (transport accident) claims, on roughly $100 a day
- Video ads recorded by the principal herself, in plain language with no legalese, alongside image ads
- Qualifying questions on every form, with an instant email alert to the firm and a confirmation to the enquirer
- A shared lead tracker feeding PixelRush HQ: every lead logged with engaged, booked, showed and signed stages, call attempts, and an estimated value to the firm at sign-up
- A speed-to-lead routine: call as soon as the enquiry lands, at least three attempts, SMS as the backup
The Turning Point
By August the three-claim-type funnel was producing plenty of volume, but it was a lot to get through and the quality was mixed. The firm was close to pausing. The HQ data said something more useful: TAC leads were costing about $20 each, far below what we see in other states, because very few small Victorian firms advertise for them. TAC was also the principal's own area of expertise.
So we narrowed everything to TAC, and the principal took the phone calls back.
"Since we narrowed the funnel and have been doing TAC only, I'm seeing a lot more clients sign up, and I've signed up a couple of big ones, which has been really good."
"I found that the quicker we get to them and roll out the process, the quicker they sign. So me doing it and you guys narrowing it has really made a big difference."
The Results
In the first 90 days, tracked end to end in PixelRush HQ:
- $205,000 in estimated fees from 9 signed clients
- $8,237 in ad spend, a 24.9x return on ad spend
- 470 leads at an average of $17.53 each
- Two signed matters estimated at around $50,000 each in fees to the firm
Values are the firm's own fee estimates recorded at sign-up, because personal injury fees are paid at the end of the matter.
"The realisation I've come to is that you've got to be quick with leads. You've got to have a sales process, and I think you need to work that out in one area, really know how to do it, before you can roll out the other areas."
What Happens Next
The principal is documenting her qualification script and call flow so intake can be delegated without losing conversion. New educational video ads and a TAC-specific landing page are in testing, and the other claim types come back online once the TAC process is locked in.
"It's just at the point where you think, 'I didn't set myself up for success with this', that it starts to kick in."
The firm's name has been withheld at their request. All figures come from the firm's own lead and client records in PixelRush HQ.
