Legal case study, 2024

Drove 8× client acquisition and 88.89% lower acquisition cost on Meta for Trilby Misso Lawyers.

One of Queensland's oldest personal injury firms won more clients on Facebook and Instagram without raising ad spend. Standout creative and tighter audience groups made the difference.

Paid Social Strategy Creative Development Campaign Optimization

Homepage of Trilby Misso Lawyers, a Legal · Personal injury · Queensland business, shown in a browser window

TRILBYMISSO.COM.AU

+183%

LEAD GROWTH

Leads rose 183% compared with the previous campaign period.

8×

CLIENT ACQUISITION

The firm won 8× more clients from the same ad spend.

-88.89%

COST PER CLIENT

Cost per client fell 88.89%, a big lift in ROI.

Headline result · 8× client acquisition, same spend Reporting cadence · weekly · creative-tied

CLIENT SNAPSHOT

Founded 1956

Sector Personal injury

HQ Queensland, Australia

Recognition QLD's most trusted personal injury firm

Engagement Paid Social partner · 2-month sprint

Timeline 2024

Platform Meta Ads

The brief

One of Queensland's oldest and most respected personal injury law firms, with over 40,000 clients helped since 1956.

Trilby Misso Lawyers is one of Queensland's oldest and most respected personal injury law firms. It has served the community since 1956. It has helped more than 40,000 clients seek fair compensation, and its brand is well known.

Still, its traditional ways of finding clients could only take it so far as the market moved online. Rival law firms were winning with targeted online marketing. Trilby Misso needed a way to protect its reputation and be seen more online.

The problem

A strong heritage, but weak returns from paid social.

Trilby Misso's past social campaigns got moderate results but brought no real growth or strong ROAS.

In a crowded legal market, the ads looked like everyone else's and the budget was poorly spread. Campaigns did not split audiences into cold, warm or ready to convert.

Lead quality was low, and many prospects never became clients.

Cost per lead was much higher than industry benchmarks, and reports gave little guidance on what to improve.

What we did

Standout creative and audience segmentation brought better leads at lower cost.

We gave the firm ads that stood out and aimed them at the right people.

We built a Facebook and Instagram plan on distinct, conversion-focused messages and careful testing. The creative mixed empathy, authority and a clear point of difference, while staying within industry rules.

We tuned creative versions, budget splits and geo-targeting often. The campaigns reached a new level of efficiency and strong ROI within two months.

RESULTS, CHARTED BEFORE AND AFTER

LEAD GROWTH +183%

Before

After

CLIENT ACQUISITION 8×

1×

8×

COST PER CLIENT -88.89%

Before

After

BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.

Differentiated messaging

Creative built on authority that stood out from competitors.

Optimized creative formats

Tests across videos, still images and carousels.

Audience segmentation

Cold, warm and ready-to-convert audiences for sharper targeting.

Geo-targeted Queensland markets

Tightly focused on the firm's core service regions.

Frequent optimization cycles

Budget moved often to the best-performing creative.

Executive collaboration

Worked directly with firm leaders on messaging.

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