How we generated a 30x ROAS for a Dublin criminal defence firm
Ads built for the exact moment clients needed help, not one generic advert.
Total new enquiries in August
Return on every euro spent on paid social
Consultations booked directly from the campaigns
Who is the client?
A Dublin-based specialist criminal defence firm, representing clients across the full range of criminal law: road traffic, public order offences, theft, through to the most serious indictable matters.
What challenge did they face?
Every practice area this firm covers is a different moment in someone's life. Being breathalysed on the way home, being questioned about a theft, being contacted about a sexual offence allegation. None of those people are looking for the same thing, and none of them were being reached, because the firm had no advertising built for any of these situations.
Road traffic and public order matters, the largest share of the practice and most people's first contact with the legal system, show the gap most clearly. A generic "criminal defence solicitors" advert says nothing to someone who was stopped by the Gardaí last night.
What did we notice?
People in this position are not shopping around, they are reacting to something that just happened to them or someone close to them.
Reaching them in that moment, calmly and without pressure, matters more than waiting for them to search.
A steady presence in local search still counts for the smaller number who do look directly, but was never going to be the main route in on its own.
What did we do?
Paid social campaigns built around specific situations rather than one generic advert, each running as its own campaign with its own creative, in rotation across the month rather than left untouched.
Every advert checked against the LSRA compliance checklist before it went live. Ongoing SEO across the firm's site alongside the Google Business Profile, so anyone searching directly still found a strong, well-maintained presence.
What was the result?
| Paid Social — 30x return on every euro spent, per client-reported revenue | Organic Search & Google Business Profile |
|---|---|
| 91 new enquiries from paid social alone | 30 further enquiries from organic search this month |
| 56 consultations booked directly from the campaigns — more than either of the previous two months | 968 profile searches, 182 map views |
| €0.18 cost per click, 2.23% click-through rate — well above typical legal services benchmarks on Meta | 86 calls, 58 website visits via Google Business Profile |
Paid social campaigns built around specific situations rather than one generic advert, each running as its own campaign with its own creative, in rotation across the month rather than left untouched.
Where enquiries came from
| Source | Enquiries |
|---|---|
| Paid social | 91 |
| Organic search | 30 |
| Total | 121 |
The firm's busiest month for new enquiries since we started working together.
Twelve months of momentum
Organic search has been the firm's largest source of website traffic for a while: 19,430 visitors over the past 12 months, and 23,500 of its 31,600 total page views — more than triple the next largest source.
It's what happens when every part of a firm's practice has its own route in, on paid social and in search, and the whole thing is kept running at full pace.