Forbes Solicitors faced significant challenges with their existing paid search campaigns, which had become cluttered with overlapping keywords and prioritised volume over quality. The client was dissatisfied with high costs per click and per lead. An impending site migration and anticipated drop in organic performance created additional urgency for the paid media account to perform seamlessly. Legal enquiries required further validation after initial submission, making a solid feedback loop essential.
The primary challenge was simplifying the convoluted account setup while enhancing reporting for stakeholder engagement. At the core of this initiative was the strategic shift from quantity-focused lead generation to quality-focused acquisition.

Door4 collaborated closely with Forbes Solicitors to reassess and streamline their paid media strategy. Our Paid Media and SEO teams worked alongside the external website migration team, ensuring alignment with strategic objectives. Regular feedback sessions were established to monitor enquiry quality and implement real-time campaign adjustments. This collaboration effectively integrated insights across departments and bridged gaps in internal data tracking.
Door4 adopted a proactive restructuring approach, stripping back unnecessary elements to focus on high-value keywords. Through refined audience segmentation and clear reporting measures, we aligned our strategy with Forbes Solicitors’ objectives to deliver higher quality legal leads and improved ROI.

Implementation began with a rigorous cleansing of the existing account, eliminating redundant keywords and reorienting the campaign toward high-value terms. We developed precise, high-impact ad copy featuring unique selling propositions that resonated with the client’s brand identity. Reporting was enhanced to clearly track cost per click, cost per lead, and enquiry quality.

Door4’s account management served as the bridge between internal teams and Forbes Solicitors, establishing critical feedback loops to overcome challenges with inconsistent data tracking. We coordinated efforts between Paid Media specialists, SEO experts, and the external web migration team to ensure alignment on timing, messaging, and campaign objectives.
The refined strategy centered on targeted audience segmentation, implementing geographical and persona-based targeting to improve conversion rates. Optimised bid strategies and budget reallocation techniques reduced wasteful spend, while integrated social media advertising enhanced brand recall and supported overall paid media performance.

The realigned paid media account delivered marked improvements in campaign efficiency. Restructuring directly reduced cost per click and cost per lead, allowing budget reallocation toward higher-value legal enquiries. This strategic shift enhanced conversion quality and reinforced the client’s competitive market positioning.
The initiative produced tangible financial outcomes through improved bidding strategies and audience segmentation, resulting in clear advertising spend savings. Key performance indicators like CTR guided further campaign refinements. The measurement framework confirmed that enhanced lead quality correlated directly with reduced acquisition costs. While specific percentages remain confidential, the improvements significantly influenced future campaign planning.

Client feedback confirmed the success of the strategic shift from volume-based to a quality-centric approach. Additional reporting layers ensured each legal enquiry was tracked and evaluated for genuine business impact.

By focusing on quality over quantity, Door4 drove high ROI and substantially enhanced the value of each legal enquiry. Moving forward, Door4 plans to further tailor ad spend across departments based on lead value, adopting a more agile framework. This case study demonstrates the importance of combining thorough account optimisation with seamless stakeholder collaboration to achieve sustainable business growth.