Legal

The regulator here is the profession

Ad platforms are relaxed about legal services. The bar association or law society is not. Most jurisdictions restrict what a practice may say in advertising — comparative superlatives, success rate claims, testimonials about outcomes, and guarantees are commonly prohibited outright, and the rules differ by jurisdiction rather than by platform. A campaign that clears Meta review can still be a disciplinary matter.

So the applicable rules are established per market before the copy is written, and where a firm practises in several jurisdictions the strictest one usually sets the creative.

Immigration and residency

Demand here is unusually specific and unusually anxious. People search for their exact situation — a visa type, a nationality, a refusal reason — and they are making a decision that affects where they live. Broad brand advertising performs poorly against this; pages that answer one precise question properly perform extraordinarily well, and keep performing for years.

It is also a market with visible fraud, which means credibility signals do more work than persuasion: the named lawyers, the registration numbers, the office that exists, the fees stated plainly.

Corporate work

Long cycles, few buyers, very high value. Paid search on precise service terms, and content that demonstrates competence rather than asserting it. Volume metrics are meaningless at this end; a handful of enquiries a month can be a complete success.

What we measure

Signed matters, not form fills, with the definition of a qualified enquiry agreed with the practice before the budget starts.