The problem
A Melbourne personal-injury firm was paying claimant-acquisition costs that had crept up two quarters in a row. Existing landing pages had been written for tone rather than scheme intake, so paid traffic was converting on the wrong matter types and the partner team was filtering files manually.
The constraint
Personal-injury intent forms in the real world. The trigger is a car accident, a workplace incident, a slip on someone's premises — and the search lands on Google the same day ('CTP claim NSW', 'public liability lawyer Melbourne'). Categories where intent triggers offline weight Google heavier; Meta plays a supporting role in catchment awareness rather than direct response. Three different intake protocols — CTP, workers-comp, public liability — had to live in scheme-specific landing pages, with the partner team's manual file-filter reverse-engineered into form logic so qualified files surfaced first. LPUL, ACCC fair-trading and Google's restricted-vertical review run on the page-level; reading the channel-mix correctly was where the cost win came from.
The approach
We rebuilt the paid creative system claim-by-claim against LPUL, then shipped scheme-specific landing pages with intake forms scoped to each protocol. The partner team's manual filter was reverse-engineered into the form logic so qualified files surfaced first.
The outcome
Cost per qualified intake down 19% across two quarters, with the partner team's manual filter retired. Five scheme-specific pages now run on a shared layout, and the creative system has absorbed one LPUL update without copy changes.