Ability WA
Discover how Ability WA scaled brand awareness across Perth and turned impressions into conversions—all while smashing their CPA target by 46%.
46%
“Bonfire took the time to understand the nature of our work and the people we need to reach. They created a strategy that reflects the sensitivity of family law and keeps us visible in the right way. The increase in enquiries has been significant, but more importantly, we feel confident that prospective clients see us as approachable and trustworthy.”
Reaching Your Audience in a Fragmented Landscape
Choosing a family lawyer is one of the most considered decisions a person can make. Prospective clients often spend months weighing options, seeking reassurance and quietly researching before making contact. For O’Sullivan Davies, the challenge was to consistently reach this high-value audience, despite fragmented media habits and long decision cycles. A siloed approach wouldn’t work. They needed a strategy with reach, precision and persistence to guide people from first impression through to enquiry.
Full-Funnel for Trust and Conversion
Our strategy centred on following the path that a prospective client would take when considering something as significant as engaging a family lawyer. At every stage, O’Sullivan Davies needed to feel visible, approachable and trustworthy, without wasting spend on irrelevant audiences.
Creating the First Connection
We began by building awareness in the spaces where people were already watching and engaging with content. Using programmatic BVOD and online video, we placed O’Sullivan Davies in both living-room and mobile environments, so the brand felt familiar from the very first encounter.
Staying Present During Consideration
Because these decisions are rarely immediate, we introduced a retargeting framework to keep the firm visible over time. Display campaigns ensured O’Sullivan Davies remained top of mind, providing steady reassurance through empathetic creative.
Being Ready When Intent is Strongest
Finally, when prospects moved into active research mode, we made sure O’Sullivan Davies appeared as a credible, authoritative choice. A focused SEO program secured strong visibility on key search terms, so earlier awareness could convert into enquiries when the moment of decision arrived.
Results
By the time prospective clients were ready to make contact, they already recognised and trusted O’Sullivan Davies. That familiarity translated into exceptional growth across every channel:
- 147% increase in website enquiries, year-on-year
- 148% increase in website traffic, year-on-year
- 60% uplift in brand search, year-on-year
- 47% improvement in organic conversion rates, year-on-year
- 3M+ completed video views across BVOD and online video
Sustained visibility and precise targeting turned awareness into action, proving the value of a considered, full-funnel approach.
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