We built a law firm a durable lead pipeline
How we grew Northoak's Google Ads inquiries 71% from launch and then held a steady, three-year pipeline — while cutting cost per lead by more than a third — on a flat fee.
The partner
Northoak is a Canadian law firm. Legal inquiries are high-value and competitive — the firm doesn't need a spike, it needs a dependable flow of qualified inquiries at a cost per lead it can plan around, month after month, year after year.
Goals
- Build a dependable flow of qualified inquiries.
- A cost per lead the firm can plan around.
- Capture high-intent legal search across practice areas.
- Measure every call and form.
- Hold the pipeline durable over years, not a one-off spike.
Strategy
We built a Search-led engine for durability, not fireworks — capturing high-intent legal demand, measuring every inquiry, and optimizing weekly so the firm got a pipeline it could count on quarter after quarter.
- 01
Captured high-intent legal search
Search on the practice-area queries that carry genuine case intent.
- 02
Measured every inquiry
Calls and forms were tracked so bidding optimized toward real leads.
- 03
Scaled from launch
Inquiry volume grew 71% over the first stretch as the account proved out.
- 04
Cut cost per lead
Query control and bid management pulled the cost per lead down by more than a third.
- 05
Held it durable
A weekly loop kept the pipeline steady across three years.
Results
Inquiries grew 71% from the launch quarter and then held — a dependable, three-year pipeline rather than a one-off spike — while cost per lead fell by more than a third.
Lead momentum
Inquiries per quarter · % change vs the launch quarterThe team
A senior-run Google Ads pod: strategy & account lead and a PPC specialist on daily optimization — the same people, on a flat monthly fee.
Metrics shown as relative growth. Absolute account figures are kept confidential.
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No pitch.
We connect to your account, review the numbers live, and show you exactly what's working — and what isn't. If it's solid, we'll say so. If not, we'll show you precisely what we'd change and why.
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