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156 qualified leads.
$34.31 each.

Jindalee Law generated 156 qualified legal enquiries from $5,351 in Google Ads spend, at a third of the legal industry benchmark and an estimated $164,500 in matter value.
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  • Reporting Period: Sept 2025 – April 2026
  • Google Ads

Total Leads

x

Return on Ad Spend

.17%

Conversion Rate

Every number tells the same story.

In one of Google Ads' most expensive categories, Jindalee Law acquired qualified legal leads at a fraction of what competitors typically pay.
Est. revenue generated
$164,500
~47 matters at $3,500 blended avg.
31x ROAS
Total ad spend
$5,351
Over 7.5 months
~$714/month
Cost per lead
$34.31
vs. $100–$500+ industry benchmark
Avg. matter value
$3,500
Blended across all practice areas
Total leads
156
Across forms, calls and ad calls
Conversion rate
9.17%
Legal industry avg. is 3–5%
Nearly 2× benchmark
Avg. cost per click
$3.14
vs. $20–$80 for legal keywords
Way below market
Monthly avg. leads
~21
New legal enquiries per month
On $714/month

Competing in one of Google Ads' most expensive categories.

Legal searches are high-intent and high-cost
Legal advertising is consistently one of the most competitive categories in Google Ads. Law firms of all sizes compete for the same searches, driving CPCs into the range of $20 to $80 per click for many legal terms. For a South Brisbane practice without a national advertising budget, appearing consistently across multiple practice areas while keeping lead costs manageable was a significant challenge.

Jindalee Law needed to appear for family law, criminal law, conveyancing, and general legal queries without paying premium prices for broad, expensive keywords that attract the wrong audience.

The strategy: two campaigns, every stage of intent
A dual-campaign Search structure was deployed — a key decision that separated Jindalee Law from single-campaign setups. The main Search campaign targeted high-intent legal queries across all practice areas. A dedicated Brand Campaign captured anyone searching specifically for Jindalee Law by name, at a significantly lower cost per lead.

By focusing on locally relevant, practice-specific search terms rather than expensive broad legal keywords, the campaign captured the right enquiries without paying a premium, delivering a $3.14 average CPC in a category where $20 to $80 is the norm.

The numbers, benchmarked.

Every metric sits well below industry standard for legal advertising and the dual-campaign structure means efficiency compounds over time.
Cost per lead vs. legal industry benchmark
Legal industry benchmark (lower end)
$100–$500+
Jindalee Law — main campaign
$39.07
Jindalee Law — brand campaign
$23.36
Cost per click vs. legal market rate
Legal keywords (typical CPC range)
$20–$80+
Jindalee Law — blended avg. CPC
$3.14
Conversion rate vs. legal industry average
Legal industry average
3–5%
Jindalee Law
9.17%
Lead channel mix — 156 total leads
Booking form submissions
113 forms (72%)
Tracked phone calls
28 calls (18%)
Direct calls from ads
15 calls (10%)

At 31x ROAS, every dollar is proven.

Every additional $1,000 invested is estimated to generate approximately 29 new legal enquiries and around 9 new client engagements — at the same cost efficiency.

Current — ~$714/month
Monthly ad spend
$714
Est. monthly matter value
~$22,000
~$22k/mo
~21 leads · $34.31 per lead
Scaled — $2,000/month
Monthly ad spend
$2,000
Est. monthly matter value
~$61,600
~$61k/mo
~58 leads · same $34.31 per lead
Full potential — $3,500/month
Monthly ad spend
$3,500
Est. monthly matter value
~$108,500
~$108k/mo
~102 leads · same efficiency

Projections based on the proven 31x ROAS and $34.31 cost per lead achieved over the 7.5-month campaign period.

What makes this campaign different.

$34.31 CPL in a $100 - $500+ market

Achieving a $34.31 cost per lead across 156 leads reflects a campaign built on relevance and intent, targeting the right searches rather than the most-searched terms. For a firm spending $714 per month, this level of lead efficiency is exceptional.

9.17% conversion, nearly 2× the legal benchmark

The legal sector typically sees 3 to 5% conversion rates from Google Ads. At 9.17%, nearly 1 in every 10 people who click an ad makes an enquiry, reflecting strong keyword targeting, relevant ad copy, and a high-converting landing experience.

Brand campaign at $23.36 - 40% cheaper per lead

The Brand Campaign captured prospects who had already encountered Jindalee Law and returned to search by name. A strong signal that the main campaign builds awareness alongside direct response, making every future conversion cheaper.

43 phone contacts, the highest-intent signal in legal

Between tracked phone calls and direct ad calls, 43 leads chose to call rather than fill a form, representing 28% of all conversions. In legal services, a phone enquiry typically signals higher commitment and urgency than a form submission.

21 new enquiries per month on $714 in spend

Averaged across the campaign period, Jindalee Law received approximately 21 new qualified enquiries per month from a daily budget of just $25. A consistent, predictable pipeline of new client opportunities at a cost most competitors would consider extraordinary value.

31x return on every dollar invested

Based on a 30% close rate and a conservative blended matter value of $3,500, an estimated 47 new client engagements generated $164,500 in matter value, a 31x return on $5,351 in ad spend over 7.5 months.

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