A law firm sought to expand its client acquisition efforts beyond its existing Google Ads campaigns. The primary goal was to generate a consistent flow of new, qualified leads—individuals actively seeking legal services—through social media advertising. The challenge was not only to generate leads but to do so at a scale and efficiency that would deliver a significant return on investment. The campaign was tasked with proving the viability of Facebook Ads as a primary channel for acquiring high-value legal clients.
The legal industry is a highly competitive advertising landscape. The firm was already running Google Ads, which, while effective, often come with a high cost per click and, consequently, a high cost per lead. The key challenge was to outperform this established benchmark. The campaign needed to navigate the complexities of Meta’s advertising platform to precisely target individuals with specific legal needs while adhering to advertising policies for professional services. The success of the project hinged on acquiring leads at a significantly lower cost than the firm’s current channels without sacrificing lead quality.
To meet the objective, a comprehensive, full-funnel strategy was implemented on the Facebook Ads platform. This approach was designed to engage potential clients at every stage of their decision-making process.
Full-Funnel Strategy: The campaign was structured to first build awareness with a broad audience, then engage interested users with more detailed information, and finally, convert high-intent prospects into qualified leads. This ensured that advertising spend was used effectively to nurture potential clients from initial contact to final inquiry.
Audience Testing & Optimization: Multiple audience segments were rigorously tested. This included targeting based on demographics, interests, and behaviors relevant to the firm’s specific practice areas. By analyzing performance data daily, the campaign could quickly pivot resources toward the highest-performing audiences, ensuring the budget was allocated for maximum impact.
Creative Optimization: A variety of ad creatives, including images, videos, and ad copy, were developed and tested to determine which messages resonated most effectively. Continuous optimization based on real-time performance data allowed the campaign to refine its messaging and visuals, leading to higher engagement and conversion rates.
The strategic execution of the Facebook Ads campaign yielded exceptional results within a three-month period.
Lead Volume: Generated over 280+ qualified leads, providing the firm with a substantial pipeline of potential new clients.
Cost-Efficiency: The campaign achieved a cost per lead that was 3x lower than the client’s benchmark Google Ads campaigns.
This case demonstrates the power of a meticulously managed media buying strategy on Meta platforms. Through strategic funnel development, diligent audience testing, and daily creative optimization, the campaign successfully delivered consistent, high-quality leads at scale, establishing Facebook Ads as a highly efficient and valuable channel for client acquisition for the law firm.
Project timelines vary based on complexity and scope We provide a detailed timeline during the initial consultation.
Project timelines vary based on complexity and scope We provide a detailed timeline during the initial consultation.
Project timelines vary based on complexity and scope We provide a detailed timeline during the initial consultation.
Project timelines vary based on complexity and scope We provide a detailed timeline during the initial consultation.
Lead Generation Campaign
Facebook Ad
Carole Netter
1 April, 2025
3 Month
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