Synnott Lawline
Personal Injury & Medical Negligence Solicitors
Written by
Lucy Grogan
|
Updated
Leveraging Hubspot CRM & Google Ads to Drive 143% SQL Growth
Synnott Lawline is a respected Dublin practice with a strong presence in personal injury law. Their commitment to helping clients navigate significant life events has earned them a trusted position in a competitive legal landscape. When Synnott approached us, they were already investing in digital growth and wanted to strengthen how their marketing activity supported specific business outcomes related to quality lead generation, so we designed our partnership to give their team sharper visibility across the full lead journey by focusing on using smart integration.
The Challenge
The firm was generating interest through Google Ads and their internal team had a steady flow of enquiries to review, which proved that their audience could find them but created a natural question: which interactions were turning into valuable opportunities? The team saw room to increase lead quality so that they could focus on cases with stronger potential and improve their cost per SQL. They also recognised that deeper attribution insight would help them understand which Google Ads campaigns, ad groups or keywords were generating the enquiries that moved into revenue. Their ambition was to reach potential clients with ad investment focused on the leads that carried strong case value. To do that, they needed sight of the full pathway between an initial click and a qualified enquiry. Without that visibility, improving performance was possible, though they knew richer data would unlock more impactful improvements.
The solution
We linked Synnott’s HubSpot CRM with their Google Ads account to give their team a unified view of lead behaviour so they could adjust their acquisition strategy to achieve their goals. We began by building a stable integration between HubSpot and Google Ads. With both platforms working together, the friction of operating across separate tools was removed and every new enquiry carried reliable source data as a single stream of information. From there, we configured their landing pages and forms to capture a unique identifier for every Google Ads click: the GCLID. This value is attached automatically by Google and becomes the anchor that ties an individual lead back to a specific campaign element. With the GCLID flowing through HubSpot, we could see the precise route each lead took to reach the firm, enabling us to match it to a single keyword or ad variation. Once leads reached the CRM, the Synnott intake team assessed each enquiry using their internal qualification criteria, entering a score to reflect how closely a case matched their requirements and estimating its value. For the first time, the firm could evaluate performance by commercial impact. With the integration in place, we worked with the team to understand performance patterns. Campaign settings were refined, budgets were adjusted, and ad groups were reviewed to tweak the focus towards the actions that led to meaningful case acquisition. This framework let their team move quickly to respond to trends and make more informed decisions at every step.
The results
By linking HubSpot with Google Ads and capturing the GCLID for every enquiry, Synnott Lawline gained full visibility of the journey from first click to qualified case. They could trace each accepted matter back to the exact campaign element that drove it, strengthening their qualification workflow and revealing where their strongest opportunities originated.
This clarity allowed the team to refine spend and improve cost per SQL by prioritising enquiries with genuine potential.
The results:
+45% increase in marketing qualified leads (MQLs)
+175% increase in sales qualified leads (SQLs)
Just +5% increase in ad spend
Working closely with the Synnott team, we helped turn their marketing activity into a dependable source of revenue insight. Through a more targeted digital marketing and performance strategy, the firm gained a clearer understanding of where value originates and a system that continues to improve its digital acquisition efforts.
Looking to get more from your marketing budget? Get in touch to see how we can help.
