Practice Area : Business & Commercial Law
Objective : Build a predictable pipeline of SMEs and business owners seeking ongoing legal support.

The firm wanted to generate more enquiries from SMEs and business owners, but the objective was not simply to increase lead volume.

The real goal was to build a client acquisition model that could scale while remaining profitable.

For a commercial law firm, this matters because not every enquiry has the same value. Some businesses need one-off, low-priority advice, while others are more likely to become valuable clients requiring ongoing support across contracts, disputes, employment, compliance, and commercial matters.

The firm needed a strategy that would attract the right type of business clients, not just more enquiries.

We worked closely with the firm to understand its services, ideal client profile, and the types of matters it wanted to prioritise.

Rather than building the campaign around every possible commercial law service, we focused the strategy on the firm’s highest-value opportunities.

We also implemented a qualification process designed to reduce unsuitable enquiries and improve the quality of consultations. The objective was to make sure the firm spent more time speaking with businesses that were genuinely likely to become clients.

The campaign was built to support profitable growth, not just activity.

Within the first 90 days :

• Monthly Revenue Generated Through the Campaign: £150,000+

• Monthly Marketing Investment: £17,000

• Return on Advertising Spend: 8.8x

• Qualified Business Enquiries: Consistently increased

The campaign worked because it was built around commercial intent, not generic business law traffic.

Instead of trying to attract every SME with a legal question, the strategy focused on the types of businesses and matters that were most valuable to the firm.

By combining targeted acquisition with a stronger qualification process, the firm was able to increase enquiry volume while maintaining strong profitability.

This allowed the campaign to scale without turning the lawyer’s calendar into a list of low-value or unsuitable consultations.

Because the campaign remained profitable at scale, the firm was able to continue increasing its marketing investment while maintaining a strong return.

The result was a more predictable acquisition system for attracting SMEs and business owners with real commercial legal needs.