Get in touch
Work with a 5 Star Rated Agency! -

Ten years. Countless platform changes. One agency relationship that kept pace with both.

10+ Years
Continuous agency partnership
4 Channels
Google, Meta, LinkedIn, TikTok
Weekly
Strategic planning cadence

Table of contents

Overview

Our client is a commercial law firm offering subscription-based legal services to businesses across multiple markets. They have been with One Egg for over ten years – a relationship that has grown well beyond running paid media campaigns. Over that decade, we have managed their presence across Google Ads, Meta, LinkedIn, and more recently TikTok, adapting strategy and channel mix as the business scaled and the platforms changed around us. What makes it work is the quality of thinking between campaigns – weekly meetings, structured testing, and quarterly planning cycles. The paid media results are the output; the partnership is the engine.

Channels

  • Google Ads
  • Meta
  • LinkedIn
  • TikTok

Challenges

What a decade of paid media management for a commercial law firm actually looks like – and what it means for the next chapter of growth.
  • A decade of platform disruption: Google Ads alone has fundamentally changed how paid search works multiple times since this relationship began – match types, ad formats, bidding models, and search term visibility have all been redefined. Meta, LinkedIn, and TikTok have each introduced their own waves of change. Managing through disruption without losing momentum requires more than technical competence.
  • Scaling across channels without diluting focus: Adding Meta, LinkedIn, and TikTok to an established Google Ads base is not simply a matter of extending budget. Each channel requires a distinct approach to audience, creative, and measurement – and the wrong sequencing can create fragmentation rather than growth.
  • Transitioning to machine learning without losing control: The shift from manual bidding to Smart Bidding across Google and Meta required rebuilding how performance is measured and optimised. Machine learning needs clean inputs and the right conversion signals – getting this wrong means handing the algorithm data that leads it in the wrong direction.
  • Keeping strategy ahead of the day-to-day: In a high-volume, multi-channel account, it is easy for tactical execution to crowd out strategic thinking. The challenge was building the cadence and the space for both to happen consistently, at the same time, over a long period.
Anthony Lieu
Marketing Director & Lawyer, LegalVision

Significant Growth with One Egg

LegalVision has been working with One Egg for over 7 years now. During that time, 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. I’d recommend working with One Egg for any client in the startup space or looking for significant growth through search marketing.

Solutions

  • Weekly Strategic Cadence: Established a weekly meeting rhythm that goes beyond performance reporting. Each session creates space for the client and One Egg to discuss what is changing in the market, pressure-test new ideas, and make decisions together. This cadence is what allows strategy to stay ahead of execution rather than trailing behind it.
  • Structured Testing Frameworks: Built and managed formal experiment frameworks across channels – including Google Ads campaign experiments – to test hypotheses about bidding strategy, audience targeting, ad format, and creative approach with controlled variables and clear measurement windows. Testing became a repeatable process rather than a one-off exercise.
  • 90-Day Planning Cycles: Introduced quarterly sprint planning to give the client a forward view of where focus and budget would be directed, what changes were coming from the platforms, and what the agency would be doing about them. This structure replaced reactive decision-making with proactive allocation of time and resource.
  • Channel Expansion Sequencing: Introduced Meta, LinkedIn, and TikTok at deliberate points in the client’s growth journey – each with a defined audience strategy, creative brief, and success framework before launch. Channel additions were driven by evidence of opportunity, not platform trends.
  • Platform Change Navigation: Every major Google Ads change over ten years – match type reform, the retirement of Expanded Text Ads, Smart Bidding migration, the upcoming retirement of call ads, dynamic search ads, and the introduction of AI Max – has been managed proactively, with migration plans in place before deadlines arrived.

Impact

  • Decade of Continuity: Ten years of uninterrupted management across a growing, multi-market, multi-channel account. The compound value of that continuity – in account data, audience history, platform knowledge, and client understanding – is not something a new agency can replicate quickly.
  • Multi-Channel Growth: A paid media presence that has grown from a single search channel into a coordinated operation across Google, Meta, LinkedIn, and TikTok – each channel introduced at the right time, with the right strategy, and managed to a clear performance brief.
  • Machine Learning Transition: The account now operates on Smart Bidding across core campaigns, with conversion tracking built to give the algorithm the quality signals it needs. The transition was executed without the performance disruption that poorly managed migrations typically produce.
  • Strategic Infrastructure: Weekly meeting cadence, structured testing frameworks, and quarterly planning cycles are now embedded in how the relationship operates. The client has a paid media partner that thinks ahead with them – not an agency that reports back after the fact.
  • The So What: The commercial legal category is about to enter another period of significant paid media change. AI Max will replace Dynamic Search Ads. Manual bidding and search term visibility face further restriction. New platforms will emerge. The firms that navigate this well will not be the ones that react fastest – they will be the ones already planning for it, with an agency that has done this before, across every major shift of the last decade. That is the conversation worth having.
Are your marketing campaigns delivering?

It only takes ONE good EGG to make a difference. See how much better your advertising campaigns can be.

Get a free consultation
Similar case studies

Fred Hollows Foundation

The Fred Hollows Foundation is one of the largest, most prominent not-for-profit organisations in Australia with a presence in more than 25 countries worldwide. The Foundation is an international development organisation focused on eliminating avoidable blindness and improving Australian Indigenous health.
Explore Case
40%
Increase in SEO visibility score
211%
Increase in transactions

Victor Chang Foundation

The Victor Chang Cardiac Research Institute is one of the most respected heart research facilities in the world. The institute is home to more than 300 researchers and staff and they have made a number of breakthroughs in their field.
Explore Case
10%
Increase in media coverage
12%
Increase in Ad engagement

Are your marketing campaigns delivering?

It only takes ONE good EGG to make a difference. See how much better your advertising campaigns can be.

Let's Chat

Call us on ️ 📞 1300 490 147 or fill the form below

By clicking Submit, you agree to our terms and conditions.

Looking for more wisdom?

Subscribe to receive exclusive industry
insights & updates

Explore
Core Services
Recent Posts
Let’s Keep in Touch

9-13 Bronte Road

Bondi Junction NSW 2022

Tel: 1300 490 147

Facebook-f Linkedin-in
  • Copyright © 2014 – 2026 One Egg. All rights reserved.

Subscribe to receive exclusive industry insights & updates

Contact us

Services

Case Studies

About

Blog

Contact