CPL cut 38% in six weeks.
CPL reduced 38% in 6 weeks. Qualified consultation rate — real prospects who showed up and converted — increased 2.4×. The call tracking implementation revealed that 45% of previous 'leads' were not genuine consultation requests. Removing those from the conversion count and rebuilding bidding around real consultations drove the efficiency improvement. The visa-specific landing pages delivered a 68% higher conversion rate compared to the generic landing page they replaced.
Conversions full of junk
Broad targeting and form-fill tracking meant 'leads' included spam — impossible to find real prospects.
Fix the signal, then target
Visa-specific keywords, dedicated landing pages, DNI call tracking, and post-enquiry nurture.
−38% CPL, 2.4× consults
CPL down 38% and the qualified consultation rate more than doubled in six weeks.
01 The problem
A Canadian immigration law firm specialising in visa applications and Permanent Residency pathways was spending heavily on Google Search but failing to convert traffic into qualified consultations. Cost-per-lead had climbed steeply while form submissions were diluted with spam and unqualified enquiries — making it nearly impossible to identify real prospects. The root cause: broad keyword targeting with no intent filtering, zero call tracking to distinguish genuine consultation requests from junk form fills, and generic landing pages that didn't speak to the specific visa category a prospect was searching for.
Optimise for consults, not form-fills.
45% of prior 'leads' weren't real. Fixing measurement first is what made the 38% reduction possible.
Visa-specific keywords
Rebuilt the keyword architecture around high-intent, visa-specific terms with an extensive negative list to cut unqualified traffic.
Per-category landing pages
Dedicated pages for Express Entry, Family Sponsorship, Study Permit and Work Permit — 68% higher conversion than the generic page.
DNI call tracking
Dynamic number insertion attributed inbound calls to specific keywords and campaigns, separating real consults from junk form-fills.
Post-enquiry nurture
Automated email sequences educated prospects on the process and guided them toward booking a paid consultation.
Real prospects, not noise.
03 The results
CPL reduced 38% in 6 weeks. Qualified consultation rate — real prospects who showed up and converted — increased 2.4×. The call tracking implementation revealed that 45% of previous 'leads' were not genuine consultation requests. Removing those from the conversion count and rebuilding bidding around real consultations drove the efficiency improvement. The visa-specific landing pages delivered a 68% higher conversion rate compared to the generic landing page they replaced.
Six weeks to clean pipeline.
Measurement → keywords → pages → nurture.
Measurement fix
Added DNI call tracking and rebuilt conversions — revealing 45% of prior leads were not genuine.
Keyword rebuild
Re-architected around visa-specific intent with an extensive negative-keyword list.
Landing pages
Shipped dedicated pages per visa category, lifting conversion 68% over the generic page.
Nurture live
Automated post-enquiry sequences guided prospects toward paid consultations.
−38% CPL
CPL down 38% and qualified consultation rate up 2.4× against the corrected signal.
What the firm kept.
Documented, portable, and owned by the client not locked inside our account.
- ✓Visa-specific keyword setIntent targeting plus negatives.
- ✓Per-category landing pagesExpress Entry, Family, Study, Work.
- ✓DNI call-tracking setupCalls attributed to keyword and campaign.
- ✓Consultation nurture flowsPost-enquiry email sequences.
- ✓Qualified-lead definitionThe corrected conversion signal.
- ✓Spam-filter negative listWhat removed junk submissions.
04 Why it worked
Professional services lead generation fails when 'conversions' include junk. The entire account was optimised toward the wrong signal — form fills that included spam, test submissions, and non-qualifying enquiries. Fixing the measurement first, then rebuilding targeting around the correct signal, is how the 38% CPL reduction happened. Most agencies optimise for volume. We optimised for qualified consultations only.
Once they proved nearly half our 'leads' were junk and rebuilt around real consultations, the cost per genuine client dropped fast.