B2B LegalTech
How a UK paid media pilot grew into an 18-month, multi-product, transatlantic partnership
The results at a glance
£379k of pipeline influenced by paid media within the first 3 months
100+ leads generated in 4 months during the pilot
LinkedIn Ads engagement consistently above benchmark average
Best-performing creative achieved double the average click-through rate, as high as 4.07%
Cost per lead reduced by 60% over 4 months (core lead-gen campaign)
Cost per click reduced by 54% over 4 months (core lead-gen campaign)
Pilot extended into the US, a priority growth market
A strong product, an untested channel
Orbital has combined cutting-edge AI and deep legal expertise to build the leading property diligence automation platform, relied upon by thousands of lawyers and property professionals. Its flagship UK product, Orbital Residential, is designed for property diligence and document review, tailored specifically to the residential real estate and conveyancing space.
The product and market opportunity were strong, but Orbital had limited exposure to paid media and hadn’t tested it as a growth channel. They needed a way to reach the right law firms and generate demand that could be measured and trusted.
Proving the value of paid media
With stakeholders to answer to, Orbital wanted to prove the value of paid media and demonstrate tangible ROI. The priority was to gather clear evidence that paid channels could reliably build awareness and generate qualified pipeline before scaling investment.
Finding the right partner
Orbital needed a partner who understood the LegalTech landscape and could set up a measurable paid media engine from scratch that clearly attributed spend to pipeline, tested rigorously, and delivered insight for the wider marketing team to act on.
Partnering with Curious Cat Digital
Orbital partnered with Curious Cat Digital to design and run the programme. Our work spanned the full journey from strategy to execution:
Initial strategy: documenting audience personas and developing a product value matrix and messaging
A paid media strategy and plan supporting all funnel stages
Establishing the infrastructure: tracking, reporting, HubSpot connection and pixel setup
Assets and messaging designed to support the buyer journey and position Orbital as the solution provider
Creative concepts, ad creation and continuous creative testing
An initial pilot paid media programme for the UK-focused product
Awareness and lead generation within a defined target account list
Performance reporting and insights Orbital could use across its wider marketing
The pilot did exactly what it was designed to do. It proved that paid media could deliver for Orbital, with the numbers to back it up:
Orbital went from no paid social or paid search presence to measurable, benchmark-level performance
£379k of pipeline influenced by paid media during the trial
100+ leads generated in 4 months
LinkedIn Ads engagement consistently above benchmark average
Extensive creative and message testing, with best performers achieving double the average click-through rate, as high as 4.07%
Cost per lead reduced by 60% over 4 months on the core lead-gen campaign
Cost per click reduced by 54% over 4 months on the core lead-gen campaign
What the pilot delivered
From UK pilot to transatlantic partnership
The pilot’s success turned a test into a lasting partnership. What began as a UK pilot for Orbital Residential grew, over more than 18 months, into a full-funnel paid media engine spanning all of Orbital’s products and geographies. In March 2025 the programme expanded into the US, a priority market, relaunching Orbital’s Copilot campaigns across Google and LinkedIn with US-specific messaging, and building brand, content and event activity through paid distribution on both sides of the Atlantic.
Alexandra Lamport - Marketing Director, Orbital
Thank you for all your work with us over the last 12 months and more. It’s been quite a journey. We started out on Residential and moved through to all products and all geographies, and I’ve really appreciated your continued support amongst tight deadlines and shifting priorities. We couldn’t have done it without you.