106 Leads. 28% Lower CPA.

Client Overview

Menzies Law is a specialist employment law firm working with businesses across the UK. With a strong reputation in complex legal matters, the firm partnered with us to improve lead quality, reduce acquisition costs, and build a more intelligent marketing funnel powered by accurate data.

Our Ongoing Strategy

We implemented a comprehensive performance marketing and data infrastructure strategy focused on three key pillars: lead quality, cost-efficiency, and platform learning.

Conversion Rate Optimisation

Through targeted webpage design and iterative testing, we achieved a 4.6% increase in conversion rate (CVR)—driven by clearer messaging, improved UX, and trust-building elements tailored to decision-makers seeking legal support.

SEO

We also supported on-page SEO improvements to strengthen organic visibility for employment law terms, helping drive consistent inbound traffic alongside paid efforts.

Lead Generation & CPA Reduction

In just a few months, we’ve delivered over 106 qualified employment law enquiries while driving a 28% reduction in cost per acquisition. This allowed Menzies Law to scale acquisition without sacrificing quality or budget efficiency.

Attribution & Conversion Tracking

To ensure data integrity, we led a full attribution project—setting up offline conversion tracking and integrating it directly with the Google Ads account. This ensured the algorithm optimises against meaningful outcomes, not just surface-level metrics.

Lead Scoring Implementation

We also supported the implementation of a lead scoring system to help internal teams prioritise enquiries by quality and readiness to engage—ensuring marketing and business development efforts remain aligned.

Results So Far

Due to confidentiality agreements, we’re only able to share limited performance insights, but the impact has been clear:

• Over 106 qualified employment law enquiries generated

• 28% reduction in cost per acquisition, significantly improving return on ad spend

• 4.6% increase in conversion rate through targeted webpage design and CVR optimisation

• Full attribution and offline conversion tracking implemented, ensuring the Google Ads algorithm is trained on real outcome data

• Lead scoring system deployed, improving prioritisation and follow-up workflows

• Landing page enhancements continuously tested to improve user experience and lead quality