Generating Qualified Immigration Leads with Google Ads

The Challenge

An immigration law firm came to Legend DigiTech frustrated and burned out. They had been running campaigns on Meta platforms but were drowning in low-quality, unqualified leads. Their sales team was wasting hours on inquiries that went nowhere.

They needed to shift to Google Ads, but more importantly, they needed a strategy focused on lead quality over sheer volume.

The goal was simple but challenging: generate high-intent, qualified inquiries from people actually ready to engage an immigration consultant.

The results

In the first month alone, Legend DigiTech transformed their lead generation entirely.

358 leads generated from high-intent traffic
75% qualified leads: a dramatic improvement from previous channels
8.05% conversion rate, exceptionally strong for the competitive legal services niche
Cost-efficient CPA of approximately £7.49 per lead
95,500 impressions building brand visibility

The solution

Legend DigiTech executed a full-funnel Google Ads strategy to prioritise quality at every stage.

Strategic platform shift: We moved them from passive, interest-based targeting on Meta to intent-driven Google Search campaigns focused on keywords like “visa consultation,” “immigration lawyer,” and “PR services.”
Granular campaign segmentation: Campaigns were segmented by specific visa types and services, allowing us to match ad messaging precisely to user intent.
Lead quality filters: We introduced qualification-focused ad copy that set clearer expectations around pricing and eligibility, naturally filtering out low-intent users before they clicked.
Conversion tracking that mattered: Proper conversion tracking was implemented, and campaigns were optimised based on qualified lead signals instead of just raw form submissions.

What the client said:

“Legend DigiTech rescued us from a sea of junk leads. The shift to Google Ads, combined with their focus on quality over quantity, means our team finally talks to real clients. Best decision we made.”

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