Immigration firm: services separated, Spanish-first pages, faster follow-up

Results as reported by our founder, from the firm’s own records; rounded. Anonymized. This is work our founder led before founding Probative; the firm’s own teams also contributed.

The starting problem

Scaling an inconsistent acquisition program. A small, bilingual immigration practice was spending about $40K a month on advertising. Follow-up was slow, and campaigns mixed services whose clients had different needs and different economics, so no single message or budget fit any of them well.

What we changed

1. Separated campaigns and landing pages by legal service. Each service got its own campaign and page, so each could be written, budgeted and judged on its own terms.

2. Aligned Spanish-language advertising with bilingual intake. Spanish ads led to Spanish-first pages and to intake staff who could carry the conversation in Spanish (Google).

3. Automated consultation scheduling, reminders and follow-up. Consultations were booked, reminded and followed up by email and SMS automatically, so fewer people slipped away between the first call and the meeting.

The program ran on Google Search, Meta, local SEO, email and SMS. No Customer Match or look-alike audiences were built from client lists, and every audience stayed within each platform’s policies (Meta).

The results

• Cost per signed matter: $2,000 → $1,000 (−50%).
• Signed matters: 20 → 40 a month at comparable spend (+100%).
• Contracted fee-value return on ad spend: 2.5× → 5×.
• Annual firm revenue: $1.2M → $2.4M (+100%). This is the firm’s total revenue. Many factors contributed to it, and it is not revenue we claim to have caused.
• Other wins: consultation attendance 55% → 80%; median first response 45 → 3 minutes; Spanish-first landing pages and intake.
• Engagement: 18 months.

The figures are as reported by our founder from the firm’s own records, rounded. We don’t publish the firm’s name, location or dates.

How it was measured

Signed matters were counted from the firm’s own records, not from platform reports, and compared on the same basis before and after. Spend came from the ad accounts the firm owned. Contracted fee-value return on ad spend is the contracted fee value of signed matters divided by ad spend. Percentages are computed from the figures above and rounded. Today the same measurement runs every week in our Monday report, under The Probative Standard and our method for reporting results.

What this means for your firm

Immigration services aren’t one product. Give each its own campaign and page, answer in the language the client searched in, and make the consultation easy to keep. The practice detail is on our immigration page.