Services Used
Matrix Solicitors is a UK-based law firm providing a range of legal services. For years, their growth strategy depended on buying packaged leads from external providers, which is common practice in this industry. While this delivered enquiries, it came at a high cost and gave the firm little control over quality, timings or brand presence.
The reliance on packaged leads left Matrix Solicitors in a vulnerable position:
The firm wanted to move away from paying a premium for third-party leads and instead generate their own pipeline through PPC advertising, with visibility over performance and control of spend.
Marzipan built a bespoke PPC framework tailored to Matrix Solicitors' core legal service areas. Campaigns were segmented by practice type to give clear visibility and control, with tightly refined keyword targeting to capture only the highest-intent traffic.
Each campaign directed to dedicated landing pages designed with clear value propositions, trust signals, and streamlined enquiry forms to maximize conversions.
For service-based businesses, a form submission alone does not equal a paying client. Every enquiry requires screening, and for Matrix Solicitors only around 10% of form submissions progressed to an accepted case following a phone call.
To capture this reality, we implemented offline conversion imports. Using a shared Google Sheet, the client simply updated two fields - the GCLID (Google Click Identifier) and the status of "Accepted" - which synced automatically with Google Ads each day. This trained campaigns not just to generate leads but to optimize toward accepted cases.
How offline conversion imports train Google Ads to find better clients
Matrix Solicitors didn't just need leads, they needed the right systems in place to manage them. We worked closely with their team to redesign how enquiries were handled, ensuring PPC-generated leads were treated differently from packaged ones.
This included building live dashboards for real-time visibility, introducing bespoke digital signing tools through the website, and streamlining follow-up workflows. By involving the client in A/B testing, offline conversion imports, and operational tweaks, we helped build both confidence and capability across the business.
Once the core PPC campaigns were performing consistently, we looked to expand Matrix Solicitors' reach. Display remarketing was the first step, allowing us to re-engage visitors who didn't convert on their initial visit.
From there, we tested additional platforms such as Microsoft Ads, Meta, and Taboola, creating a broader lead mix that reduced reliance on a single channel. This diversification not only increased enquiry volume but also gave the firm long-term resilience.
Third-party packaged leads vs Marzipan PPC campaigns
