Excello_Law

As an existing Mobas client, Excello Law is accelerating its expansion beyond the UK, and to support this next phase of growth Mobas has developed a coordinated, multi-market paid media strategy designed to introduce Excello’s consultant lawyer model to new international audiences.

The initiative spans Northern Ireland, the wider UK, the United States and the UAE (Dubai), with campaigns already live and additional activity scheduled to launch over the coming weeks. This marks a significant milestone in Excello’s ambition to establish itself as a global legal platform and provides a scalable digital framework to sustain long-term international growth.

Recognising that each market responds differently to the concept of independent legal practice, Mobas built the strategy on detailed research into regional behaviours, cultural expectations and professional motivations. This ensures that Excello’s messaging resonates with senior lawyers across diverse territories, driving brand awareness, building highly engaged audiences and generating a consistent flow of high-quality leads to support Excello’s long-term recruitment objectives.

 

Media strategy 

 

As Excello expands its established consultant lawyer model beyond the UK, we have been working closely with their team to develop and launch a coordinated multi-market paid media strategy across Northern Ireland, the wider UK, the US and the UAE (Dubai). Several campaigns are now live, with additional activity scheduled to roll out over the next one to two weeks. This represents a significant step in Excello’s international growth and provides a structured and scalable framework that supports long-term development across multiple regions.

A key part of this strategy involves adapting to language differences, cultural expectations and regional professional norms. Each market responds differently to the concept of flexible and independent legal practice, so we carried out detailed research to ensure the messaging aligns with the needs and behaviours of senior lawyers in each territory.

Objective and approach

The aim is to introduce Excello’s model to senior lawyers in new territories, build identifiable and engaged audiences and generate a consistent flow of high-quality leads that support Excello’s long-term recruitment strategy. To achieve sustained growth in a competitive landscape, the approach focuses on building strong awareness to educate new audiences, supported by dependable lead generation that converts both cold and warm interest.

Strategic approach

The strategy follows a two-tier structure focused on Awareness and Lead Generation. This ensures we can introduce the Excello model effectively while creating clear conversion routes for engaged prospects as activity continues to scale.

  1. Awareness campaigns: Building market presence and remarketing pools

Awareness activity forms the first stage of the international rollout. Several awareness campaigns are now live, with additional content scheduled for release during the next phase.

Key tactics:

  • Region-specific video, carousel and testimonial content
  • Messaging that reflects the motivations of senior lawyers seeking flexibility or change
  • Stat-led content that reinforces Excello’s credibility and outcomes
  • Multiple content formats that encourage varied engagement types
  • Campaign structures designed to build remarketing pools for later stages

This ensures that we are not only driving reach but also creating strong, high-intent audiences for follow-on activity.

  1. Lead generation campaigns: Converting cold and warm audiences

Lead generation activity is live in several regions, with further campaigns launching shortly. The strategy uses LinkedIn’s native form system through a “Download a Brochure” format, providing a simple and effective value exchange.

Key tactics:

  • Native form fills across all markets
  • Value-led messaging focused on independence, fee share and operational support
  • Regional terminology adjustments, such as “fee share partner” for Northern Ireland
  • Targeting that captures both cold audiences and warm remarketing groups

This structure enables lead volume to grow steadily while maintaining quality and relevance.

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Market nuance and adaption

Tailoring terminology, tone and message emphasis has been essential for each region. Examples include:

  • Northern Ireland showing a stronger response to “fee share partner”
  • US audiences engaging more with autonomy and independence messaging
  • UAE audiences connecting with flexibility and operational support
  • The UK providing a reliable benchmark due to Excello’s established presence

These insights inform both current campaigns and future expansions, ensuring consistency across all markets.

Why this matters

From an agency perspective, it is encouraging to see Excello’s paid activity continue to resonate strongly with its core UK audience. It is equally valuable to translate this success into new territories through a structured, research-led approach. Scaling a specialist legal proposition internationally requires clear segmentation, cultural understanding and a robust digital funnel.

This strategy provides Excello with a repeatable and scalable model for continued growth as more campaigns go live.

Initial engagement across all territories is positive, and as more data becomes available we will continue refining targeting, strengthening remarketing layers and optimising toward higher-quality lead volumes.

Looking ahead

With additional campaigns scheduled to launch in the coming weeks, this international rollout is creating a strong foundation for Excello’s future development.

As performance insights build, we will expand remarketing audiences, adjust content direction and refine strategy to ensure the campaigns evolve effectively in each market.

From a digital perspective, it is exciting to support Excello at this stage of their journey and to help shape how the brand establishes itself internationally.

We look forward to seeing the campaigns progress as the rollout continues.

 

See our case studies page for more on our digital marketing campaigns.

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