An 80x increase in monthly enquiry volume, achieved by building the measurement and account structure to absorb the investment before increasing it.
Client: Milberg London LLP
Sector: Legal claims
Services: Google Ads, conversion tracking
Milberg wanted to significantly increase the volume of enquiries generated through Google Ads.
The account was already producing leads, but increasing spend is rarely as simple as raising campaign budgets. As investment grows, weaker search terms, broader audiences and inefficient parts of the funnel can quickly push acquisition costs higher.
The objective was therefore not simply to spend more.
It was to build a Google Ads and measurement structure capable of absorbing substantially more budget while maintaining control over cost per acquisition and lead quality.
One of the first priorities was improving the data being fed back into Google Ads.
Rather than looking only at the final form submission, we wanted greater visibility into how prospective clients moved through the enquiry journey.
We improved conversion tracking across key stages of the form, giving us a better understanding of where users progressed, where they dropped out and which traffic was producing the strongest engagement.
This created better data for both campaign optimisation and future remarketing activity.
As spend increases, broad campaign structures can make it difficult to understand exactly where budget is being used.
We expanded the Search account structure to create greater separation between different types of search intent. That gave us more control over budget allocation, search queries, bidding, conversion performance, and identifying the areas of the account capable of absorbing additional spend.
Instead of increasing budgets evenly across the account, investment could be directed towards the areas demonstrating the strongest potential to scale.
Performance Max can be extremely effective, but relying on a single catch-all campaign can limit visibility and control.
We developed a more segmented Performance Max strategy designed around different audience groups, customer behaviours and stages of the enquiry journey.
This allowed us to provide Google with stronger audience and behavioural signals while creating clearer distinctions between prospecting and users already familiar with Milberg.
Increasing advertising spend only makes sense if the website can convert the additional traffic.
We therefore looked beyond Google Ads itself.
Form-stage tracking was introduced to help identify where prospective clients were abandoning the enquiry process, while behavioural analytics provided additional insight into how users interacted with the site. This is the same thinking we apply to conversion rate optimisation work more generally.
Particular attention was placed on the mobile experience, where relatively small improvements can have a substantial impact when thousands of additional users are entering the funnel.
As more conversion data accumulated, patterns began to emerge across different audience groups and devices.
Rather than treating every visitor identically, this data was used to inform campaign optimisation, budget decisions and audience strategy.
The result was a more deliberate approach to scaling: putting additional budget behind the users, searches and behaviours most likely to produce an enquiry.
The biggest challenge with large Google Ads accounts isn't necessarily finding something that works.
It's keeping it working as investment increases.
As Milberg's budget scaled, our focus shifted progressively from measurement, to segmentation, to audience intelligence, to budget allocation, and finally to conversion optimisation.
That framework gave the account the foundations required to grow monthly enquiry volume 80x on a 40x increase in monthly spend, meaning enquiries grew at roughly twice the rate of investment.
If you're looking at a Google Ads account that works at its current level but you're unsure whether it would hold up at several times the budget, that's usually a structural question rather than a spending one. Happy to take a look.
