Growth in one of the most expensive search markets in Australia.
LegalVision started as an online legal documents business and grew into a full-service law firm with over 100 lawyers. That growth happened in legal search, where cost per click is among the highest on Google and every competitor is bidding on the same terms.
The brief had two parts. First, get more leads without the cost per acquisition running away. Second, keep that growth going year after year as the firm added services, markets and channels.
65% more leads in six months, at half the acquisition cost.
We rebuilt the campaign structure from scratch. Keyword themes were tightened, ad relevance improved and landing pages aligned to what each search was asking for. Targeting ran across Google Ads, Facebook, LinkedIn and YouTube, with hyperlocal targeting and content supporting the search programme.
The first lift was only the start. Lead volume then grew by an average of 14% a year for six years, from continuous testing of bids, copy and landing pages.
B2B legal leads on the channel competitors ignored.
With a mature Google Ads programme in place, LegalVision wanted a new way to reach younger business owners. Australia’s founders are active on TikTok, and no legal competitor was speaking to them there. We took over the existing TikTok account and ran it with the same rigour as paid search.
There was no benchmark for B2B legal acquisition on TikTok, and we worked with LegalVision’s existing creative rather than producing new content. So the gains came from structure: audience architecture, disciplined bid and budget management, and a tight monitoring cadence on CTR, conversion rate and CPA.
Three markets and four channels, run by a small senior team.
Today we manage LegalVision’s paid media across Australia, New Zealand and the UK, on Google Ads, Meta, LinkedIn and TikTok, across multiple service lines. The client expects enterprise-grade analysis and reporting, and wants more of its budget going to media rather than analyst hours.
We use Claude, an AI model, inside day-to-day account management as a specialist collaborator, not a chatbot. It supports search term analysis and negative keywords, tCPA recalibration with staged rollouts for high-risk campaigns, performance diagnostics, responsive search ad scoring and client reporting.
Over a decade of platform change, without losing momentum.
Over the partnership, the programme has grown from a single search channel to four. Along the way it has absorbed match type reform, the retirement of Expanded Text Ads, the move from manual bidding to Smart Bidding on Google and Meta, and now the arrival of AI Max, which is replacing Dynamic Search Ads.
Three habits kept it on track: weekly strategy meetings, structured testing through Google Ads campaign experiments, and 90-day planning cycles that keep strategy ahead of the day-to-day. Core campaigns now run on Smart Bidding without the performance dip that migration often causes.
“They have been instrumental in crafting a cutting-edge marketing campaign strategy. Working with One Egg we have been able to significantly grow our customer base which has helped LegalVision to grow as one of Australia’s fastest growing startups. They are constantly innovative with their approach which has enabled us to stay ahead of the market.”
What we’d repeat for any law firm.
- Fix structure before adding budget. The 65% lift came from a rebuild, not from spending more.
- Test new channels with search-level discipline. TikTok worked for B2B legal because it was run on CPA, not reach.
- Keep a weekly cadence and a 90-day plan. That is what turned one good quarter into years of growth.
Running Google Ads for a law firm? See how we approach Google Ads for lawyers, or our wider PPC management service.