A unified data platform that transformed digital visibility for a national law firm
From Google Ads setup and conversion tracking through to a full Google Cloud and BigQuery data infrastructure, we gave Simpson Millar a single source of truth for all digital channel performance.
The Results
Data infrastructure that delivered genuine business intelligence
Client Overview
A National Law Firm with Complex Data Needs
Simpson Millar is a national law firm with offices across England and Wales, offering a broad range of legal services including personal injury, family law, employment, and conveyancing. As a high-volume, multi-practice firm operating across competitive paid search markets, accurate data and reliable reporting are critical to making sound decisions about digital marketing investment.
When KSS Media came on board, the firm had limited visibility into how their digital marketing spend was translating into leads and cases. Conversion tracking was incomplete, and reporting on marketing channel performance was difficult manual task of exporting and compiling spreadsheets.
KSS Media was engaged to build the foundations: starting with overseeing a full Google Ads campaign overhaul and conversion tracking auditing and fixes, then expanding into a full-scale Google Cloud data infrastructure that joined ad platform data with internal CRM records and surfaced everything through bespoke Google Data Studio reporting dashboards.
KSS Media built us a marketing data reporting platform that gave visibility into our digital performance in ways that were not possible before. The dashboards are clear, the data is reliable, and we can see the full picture across all our channels in one place. The work was complex, combining data from many separated business systems, but they planned, executed and documented it all flawlessly.
Edward Scott
Head of Digital, Simpson Millar
The Challenge
Combining Complex data from ad platforms and internal CRM
Simpson Millar was running paid search activity across several competitive legal categories in many paid ad platforms and the internal CRM data held key information on quality of leads and cases. They needed a single source of truth to integrate the disjointed data and understand the true return on their marketing investment in one place.
Complex Conversion Tracking
Conversions were tracked via a combination of phone calls and several types of web form. During our auditing we identified key data that not being captured.
Siloed Platform Data
Google Ads, analytics, phone call data and CRM data all lived in separate systems. Reporting required manual exports and reconciliation, which was time-consuming and error-prone.
Limited BI Platform Capability
Existing internal BI tools could not process the volume and variety of data needed. Cross-channel reporting at the level required wasn't achievable without a new data infrastructure.
Ad Campaign Structure Not Scalable
Key issues were identified with ad campaigns setup that were leading to inefficiencies that compounded as the budgets scaled.
Our Approach
Building a Google Cloud Data Platform from the Ground Up
We started with the fundamentals: overseeing Google Ads campaigns restructuring and auditing and fixing conversion tracking gaps. From there we built outward, migrating marketing CRM and Ads data to Google Cloud, constructing BigQuery pipelines to pull in data from every relevant platform, and joining that data with internal CRM records, and finally surfacing it all through bespoke Looker Studio dashboards the team could use on a daily basis to analyse KPIs and make budget optimisation decisions.
Google Ads Campaign Setup
Built structured Google Ads campaigns across the firm's legal practice areas, with tightly themed ad groups, targeted keyword lists, and ad copy aligned to each service and geography.
Conversion Tracking Audit and Rebuild
Conducted a full audit of existing tracking, identified gaps and inaccuracies, then implemented a reliable conversion tracking framework via Google Tag Manager and liasing with the dev team on form field data capture.
Google Tag Manager and GA4 Setup
Created a clean GTM container with structured tagging and configured GA4 with custom event tracking, audience segments, and funnel reporting to give a complete view of on-site behaviour.
Migration to Google Cloud and BigQuery
Migrated marketing data storage to Google Cloud Platform, establishing BigQuery as the central data warehouse. This gave the team scalable, queryable storage for all historical and incoming marketing data.
CRM and Ads Data Joined in BigQuery
Built data pipelines to ingest internal CRM data into BigQuery alongside ads and analytics data, enabling true end-to-end attribution from first click through to case outcomes.
Bespoke Looker Studio Dashboards
Designed and built custom Looker Studio dashboards powered by BigQuery data sources, presenting cross-channel performance in clear, interactive views tailored to the needs of the marketing and leadership teams.
Services Delivered
What We Did for Simpson Millar
Let's build your data foundation
Whether you need better analytics, a unified data platform, or smarter paid media, we'd love to hear from you.