Meta Ads Campaign — Legal Services 01
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01Objective
Generate qualified applications for an anonymised legal-services client at a controlled cost per result, building a dependable enquiry pipeline from paid social.
02Audience approach
Layered interest and lookalike prospecting around legal-service intent signals, with geography and language tuned to the service area of the client.
03Campaign structure
Prospecting and retargeting separated at campaign level, with ad sets split by audience theme so budget could follow the strongest segments.
04Creative & message testing
Several angles ran in parallel — problem-framing, credibility, and outcome-led messages — with underperformers paused quickly and winners iterated.
05Funnel & lead generation
Ads led into an application flow optimised for completion; the form itself carried part of the qualification so the client received usable enquiries, not raw clicks.
06Retargeting
Site visitors and application abandoners were re-engaged with credibility-focused creative to recover drop-offs.
07Optimisation focus
Weekly budget reallocation toward the lowest cost-per-application ad sets, with frequency and audience-overlap checks to prevent creative fatigue.
08Selected screenshots & visuals
Screenshots are anonymised — client names, campaign names, account identifiers, and other private details are masked or cropped.
09Key outcomes
10Tools used
11What I learned
On paid social the application form is part of the targeting — letting it qualify enquiries kept cost per result stable as spend scaled.