Cheaper growth, better economics

The client operates a marketplace connecting customers with licensed lawyers across instant consultations, scheduled consultations and full legal services, spanning a customer app, a lawyer app and the web.

Acquisition was working in the sense that volume was arriving. It was not working in the sense that every download and registration carried a cost the business could not sustain at scale. Paid consultations were the only real revenue path, and there was no low-friction way for someone with a legal question to enter the funnel before paying.

We were brought in to make growth affordable and measurable at the same time: improve media efficiency and funnel quality, fix attribution, and open a top of funnel that could be monetised later.

This was not a demand problem. It was a cost-of-growth problem stacked on top of a measurement problem, which is the harder of the two to see from the inside.

• Every new download and registration carried a high acquisition cost, with no cheaper route in
• Paid consultations were the primary revenue path, so anyone not ready to pay was lost
• Measurement was fragmented across Meta, Google, TikTok and Snapchat
• Mobile attribution had gaps, so nobody could say which riyal of spend drove revenue
• Lifecycle data was incomplete, leaving retention and reactivation largely unaddressed

The goal was to move from buying growth to earning it: make every riyal work harder, and build the measurement to prove it had.

We started by rebuilding what the business could actually see. Mobile attribution was re-implemented with Adjust and SKAN, server-side and channel event tracking were corrected, and reporting was unified — so spend decisions stopped depending on what each platform claimed about itself.

With clean data underneath, we cut spend deliberately rather than across the board, concentrating budget where the measurement showed a return and closing what it didn't. Monthly media budget came down from roughly SAR 255K to SAR 152K.

Cheaper traffic usually means worse traffic. It didn't here — the share of downloads that went on to register held steady, so the funnel wasn't being filled with people who were never going to convert. Revenue fell by far less than the budget did.

In parallel we opened a free entry point, a way to ask a legal question at no cost, which now draws well over a thousand questions a month. That changed the shape of monetisation rather than just the volume at the top: fewer low-value paid consultations, more conversions into high-ticket legal services, and a large engaged audience that can be converted over time instead of bought again.

Underneath all of it we rebuilt the engagement layer with lifecycle automation, and delivered a UX and UI revamp across web, the customer app and the lawyer app — so the cheaper traffic arrived somewhere worth arriving at.