Synotts Lawline
Personal Injury & Medical Negligence Solicitors
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 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 CPQL. 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.
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.
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, which strengthened their qualification workflow and revealed where their strongest opportunities originated. This clarity helped them refine their spend by improving CPQL and prioritising enquiries with genuine potential. With only a modest ad spend increase of 5%, they saw a sharp rise in MQLs and a substantial lift in SQLs, which gave their team a more focused pipeline and a reliable performance model for future campaigns. Working closely with the Synnott team, we helped shape their marketing activity into a dependable source of revenue insight and created room for the intake team to focus on enquiries with strong potential. The firm now works with a sharper sense of where value originates and a system that continues to lift the outcomes of their digital acquisition efforts.
