Law Firm Marketing Case Study - Metus Lykos
How We Generated 465 Leads in One Month and Grew Google Impressions From 1,663 to 22,974 for a Debt Law Firm
Metus Lykos is a debt law firm in Ontario. They help individuals and business owners deal with debt through consumer proposals, business debt solutions and negotiation with creditors. When we started in 2026, they needed a brand, a website built to be found, and a steady source of enquiries. They had run ads on their own, and people mostly found them online by searching the owners’ names.
Debt law is a hard category to market. The searches are sensitive, the competitors are large, and every page has to be accurate. The goal was two things at once: get the firm found for the services it offers, and give it a paid channel that brings in enquiries every week.
Both channels now run side by side. Search builds a library of pages and articles that keeps working. Meta ads bring in enquiries now.
What We Built for Metus Lykos
A brand and a website first. Then a page for every service and city. Then paid lead campaigns on Meta, aimed at two different kinds of client.
01.
Brand and Website Built to Be Found
We designed the Metus Lykos logo and brand, then built the website around how people search for debt help. The homepage opens with a short quiz where a visitor enters how much they owe, and every service page carries the same form and a phone number. Someone who is stressed about debt should never have to hunt for the next step.
02.
A Page for Every Service and City
We built 17 service and location pages: consumer proposals in Toronto, Mississauga and Ottawa, Business Debt Solutions for Toronto, Mississauga, London and Oshawa, wage garnishment, Division 1 proposals and more. Then we published 35 articles that answer the questions people ask before they call, from what a consumer proposal costs to how bankruptcy works in Canada. If you want to know how long SEO takes to work, this is the shape of it: pages first, then articles, then patience.
03.
Meta Lead Campaigns for Two Audiences
We rebuilt the ad campaigns as two separate lead form campaigns: Personal Debt for individuals, and Business Debt for owners carrying larger debt. Each has its own message and budget, so the cost of a lead is clear for each audience. A business owner with a large debt is worth more to a law firm than a consumer, and splitting the campaigns shows that in the numbers.
Metus Lykos' Results
In September 2026, the two Meta campaigns brought in 465 enquiries on $13,064 of ad spend, a blended $28.10 per lead. The Personal Debt campaign delivered 261 leads at $19.22 each. The Business Debt campaign delivered 204 leads at $39.44 each. An earlier lead form campaign produced 152 leads at $21.20 each on $3,222.99.
On Google, impressions grew from 1,663 in February to 22,974 in July and 29,004 in August, with no paid search running. Organic clicks rose from 208 in July to 303 in August, up 46%. September came in at 244 clicks and 21,680 impressions, with average position improving from 16.5 to 13.3.
Debt law is not a trade, and there are no before and after photos to lean on. The same system we used for a concrete pumper and a landscaper still works: a page for every service, a clear path to enquire, and ads sent to the right audience. You can see all our case studies, or Let’s talk about your marketing.
| Before Groundwork | After Groundwork |
|---|---|
| Found online mainly by searching the owners' names | Service pages for consumer proposals, business debt and wage garnishment across Ontario cities |
| 1,663 Google impressions in February 2026 | 22,974 in July and 29,004 in August 2026 |
| Ads run in-house | Two lead campaigns, Personal Debt and Business Debt, each with its own cost per lead |
| 152 leads at $21.20 from the earlier Meta campaign | 465 leads in September 2026 across two campaigns, $28.10 blended |
Google Search Growth - Organic, No Paid Search
| Month | Results |
|---|---|
| February 2026 | 1,663 impressions / 206 clicks |
| April 2026 | 4,233 impressions / 171 clicks |
| July 2026 | 22,974 impressions / 208 clicks |
| August 2026 | 29,004 impressions / 303 clicks (+46% vs July) / avg. position 16.5 |
| September 2026 | 21,680 impressions / 244 clicks / avg. position 13.3 |
Meta Lead Campaigns - September 2026
| Campaign | Results |
|---|---|
| Personal Debt | 261 leads / $5,017.63 spend / $19.22 per lead |
| Business Debt | 204 leads / $8,046.57 spend / $39.44 per lead |
| Combined | 465 leads / $13,064.20 spend / $28.10 per lead |
The Homepage, Top to Bottom
The homepage opens with a short quiz where a visitor enters how much they owe, next to the phone number and a free consultation button.
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