Legal services | META Advertising / US
L4H, a law firm specializing in personal injury cases. The firm provides legal assistance to clients who have suffered in various types of accidents, including traffic collisions (cars, trucks, motorcycles, pedestrians), construction site incidents, and slip and fall cases.
Region: Florida, USA.
Task: The primary goal of the advertising campaign was lead generation — The desired cost per lead (CPL) was set at $50.
Target Audience: The core audience was defined as individuals aged 25-65. This includes both genders, though men are more frequent in accident-related cases.
Solution
The advertising strategy was built on detailed audience segmentation to address different user groups with tailored messaging and creatives. The campaign was primarily run on Meta platforms (Facebook & Instagram).
Audience Segmentation Logic:
The core strategy involved dividing the audience based on language (English and Russian), user behavior (website visitors for retargeting), and similarity to existing clients (Lookalike audiences). Additional segments were created based on interests related to professions or specific situations (e.g., car owners, motorcycle enthusiasts, blue-collar workers).
Targeting Parameters:
- Geotargeting: United States: Florida.
- Demographics: Age 25-65+ for most segments.
- Language: Separate ad sets were created for English (US/UK) and Russian speakers.
Key Segments Used in the Campaign:
- Interest-Based Audiences (B2C):
- «B2C — Авто» (Car Owners): Targeted users aged 25-65+ in Florida interested in «Compensation and benefits» or the «Legal services» industry, as well as «Auto-Owners Insurance». Separate ad sets were used for English and Russian speakers.
- «Юристы/Адвокаты» (Lawyers/Attorneys): A similar setup targeting users interested in «Compensation and benefits».
- «Мото-Аудитория» (Motorcycle Audience): A dedicated segment for motorcycle enthusiasts, created later in the campaign.
- «Рабочие специальности» (Working Professions): Targeted users with interests related to construction, manufacturing, and manual labor (e.g., «construct,» «manufact,» «worker,» «mechanic»).
- Lookalike Audiences:
- «Look-a-like — LeadForm»: This powerful segment was created using data from users who had already submitted a lead form. The system targeted a 1% Lookalike audience in the US, finding users with similar characteristics to those who had previously converted. This segment was also split by language.
- Retargeting Audiences:
- «B2C — Retarget Pixel»: This segment targeted users who had visited the L4H website (both English and Russian versions) within the last 30 days, using data from the Meta Pixel installed on the site.
This segmented approach allowed for continuous optimization by reallocating the budget from less effective ad sets to those generating cheaper leads.
Workflow
The campaign successfully generated a consistent flow of leads while systematically reducing the cost per lead through ongoing optimization. The total ad spend across the documented periods was $22295, resulting in a total of 770 leads.
Lead Form Structure: The lead forms were designed to qualify potential clients by asking a series of questions before requesting contact details.
- Form Header: «L4H — Legal assistance in getting the insurance compensation you deserve».
- Questions Included:
- Type of insurance claim (Car accident, Work-related injury, etc.).
- When the incident occurred (Less than 1 month ago, etc.).
- Whether compensation had been received.
- Call to Action: After submission, users were shown a «Thank You» screen and a button to visit the company’s website.
Creative Strategy & A/B Testing:
A key part of the workflow was the continuous A/B testing of ad creatives to identify the most effective messaging for each audience segment. Both static images and video ads were used.
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- For the Russian-speaking audience, a «strict» creative format proved more effective, generating leads at $14, compared to a «humorous» style which resulted in a CPL of $33. An example of a text used for this audience is: «Попал в аварию? Травмировался? ⚡ Поможем получить компенсацию» (Got into an accident? Got hurt? ⚡ We’ll help you get compensation).
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- For the English-speaking audience, a creative with a «lottery style» performed well, achieving a CPL of $18.50. An example headline for this approach was: «Bad luck? Time to cash in!». Another effective text was: «Were you injured at work or in an accident? Pay only after we win».
The campaign underwent regular adjustments based on performance data:
- Low-performing creatives and segments were paused (e.g., the «Рабочие специальности» segment was stopped due to high CPL).
- Budgets were reallocated to more productive ad sets, such as the English-speaking Lookalike audience, which showed a low CPL.
- New ad creatives, including videos, were regularly introduced into active campaigns to combat ad fatigue and test new hypotheses.
Results
The campaign successfully generated a consistent flow of leads while systematically reducing the cost per lead through ongoing optimization. The total ad spend across the documented periods was $3,646.7, resulting in a total of 170 leads.
Key Performance Indicators (KPIs) by Period:
|
Period |
Amount Spent (USD) | Leads | Average CPL (USD) |
|
May 8 — June 8, 2025 |
$1,774.00 | 39 | $45.50 |
|
July 19 — Aug 9, 2025 |
$972.70 | 37 |
$26.30 |
| Aug 11 — Sep 11, 2025 | $900.00 | 36 |
$25.10 |
| Total/Average | $3,646.70 | 112 |
$32.56 |
|
Ad Set Name |
Amount Spent (USD) | Leads (Results) | CPL (Cost per Result) |
|
10. Юристы/Адвокаты -Eng |
$2,020.18 | 82 | $24.64 |
|
6. Look-a-like -LeadForm -Eng |
$572.41 | 37 | $15.47 |
|
11. Юристы/Адвокаты-New -Ru |
$507.74 | 29 |
$17.51 |
| 7. Look-a-like -LeadForm -Ru | $293.44 | 15 |
$19.56 |
| Other Segments (Combined) | $585.43 | 6 |
$97.57 |
| Total (July 19 — Sep 26) | $3,979.20 | 169 |
$23.54 |
Conclusions on Effectiveness:
The campaign demonstrated significant success. The initial average CPL of $45.50 was already within the client’s target of $50. Through systematic optimization, the CPL was reduced by over 44% to approximately $25.10 in later stages.
The most effective segments were the English-speaking Lookalike audience (CPL $15.47) and interest-based targeting for both Russian ($17.51) and English ($24.64) speakers.
This highlights the value of using high-quality seed data (from lead forms) to build effective Lookalike audiences and validates the interest-based targeting strategy. The consistent process of testing creatives and reallocating budgets was crucial to achieving and sustaining these strong results.
