CASE FILE – META ADS STRATEGY – CLIENT: CLAIMANT LEGAL HELP
Scaling Claimant Inquiries in a Sensitive Legal Niche
A full-funnel Meta Ads strategy built to generate confidential, high-quality claimant leads for survivors of abuse at Illinois treatment centers – while staying fully compliant with Meta’s sensitive-topic advertising policies.
167 leads / mo
Up from 20 – roughly 8x lead volume
$16.09 per lead
Down from $18.36 – a 12% reduction in CPL
7x spend scaled
Budget scaled from $367 to $2,686 / mo while CPL still fell
CASE NOTES
The Challenge
NOTE:
The client needed to reach survivors of abuse at Illinois treatment centers and generate confidential case inquiries – without violating Meta’s strict advertising policies around sensitive health and legal topics. Messaging had to be empathetic, indirect, and privacy-first, while still converting a stranger into a booked case review.
THE RECORD
The Strategy
EXHIBIT A – AUDIENCE STRATEGY
Who we reached
Interest-based targeting (advocacy & awareness interests-no health-condition targeting)
Lookalike audiences built from qualified converters
Retargeting of warm engagers: video viewers, page engagers, site visitors
EXHIBIT B – FUNNEL SYSTEM
How the journey was built
Awareness – Education – Conversion structure
Multi – touchpoint journey’s TOF, MOF and BOF creative
Sequenced messaging so no single ad had to do the whole job
EXHIBIT C – COMPLIANCE APPROACH
What we protected
Indirect messaging – no explicit health or legal – status claims
No personal – attribute or health – condition targeting
Privacy – first ad copy – no consumptions about the viewer’s situation
EXHIBIT B, CONTINUED
Funnel Breakdown
TOF
Educational
Awareness content on what legal options exist
MOF
Trust - building
The claims process, what to expect, confidentiality
BOF
Conversion
Free case review / consultation booking
EXHIBIT D
Creative Evidence
EXHIBIT E
Peformance Docket - Before & After
BEFORE FEB 23 – MAR 24
Website leads 20
Cost per lead $18.36
Amount spent $367.12
AFTER FEB 23 – MAR 24
Website leads 167
Cost per lead $16.09
Amount spent $2,686.33
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