Won 8x client acquisition for Trilby Misso on Meta
Queensland's oldest personal-injury firm drove 183% more leads, 8x more clients, and 89% lower CPA on Facebook and Instagram. Same spend, sharper creative, tighter audiences.
One of Queensland's oldest personal-injury firms, 40,000+ clients supported
Trilby Misso Lawyers is one of Queensland’s most established personal-injury firms. They’ve supported more than 40,000 clients through compensation claims and built strong brand recognition across the state.
Traditional growth channels weren’t keeping up with a digital-first market. Competing firms invested aggressively in paid social, and Trilby’s campaigns needed sharper creative plus tighter audience segmentation to earn every dollar of spend.
Trusted brand, weak paid-social returns
Same-look creative
Ads mirrored competitor visuals, so scroll-past rates stayed high across every placement.
Single audience segment
Cold and warm prospects shared one campaign, so budget went to the wrong stage each day.
Rising cost per lead
CPL climbed while lead quality fell, so revenue per client kept getting eaten by spend.
Differentiated creative and cold, warm, direct-offer segmentation
Differentiated messaging
Authority-led creative broke the sameness so ads stood out from the injury-law noise.
Optimized creative formats
Videos, statics, and carousels tested weekly to pick the winning format per audience.
Audience segmentation
Cold, warm, and direct-offer audiences ran on their own creative to raise quality.
Geo-targeted campaigns
Budget concentrated on Queensland service regions so no spend leaked outside the market.
Frequent optimization
Budget shifted weekly toward top creative so the account never coasted on old winners.
Executive alignment
Firm leadership signed off on messaging so ads matched the real Trilby brand voice.
Two-month sprint tied to same-budget growth
Headline: 8x clients, -89% cost per client, +183% leads. Weekly cadence, creative-tied.
Leads grew 183% over the prior campaign window on the same media budget.
Client acquisition scaled 8x from the same spend after audience and creative work.
Cost per client fell nearly 89%, rewriting ROI for the paid-social program.
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