Target for legal services 1,441 applications
A client reached out to us — a military lawyer who provides legal assistance to military personnel and their families. The task was clear:
- Set up advertising across Ukraine
- Receive stable, quality leads
- Keep the cost per targeted lead within an acceptable range ($5-7)
Stage 1: Strategy + Analytics
First, we developed a promotion strategy and immediately connected analytics: all leads were exported to a Google Sheet, where we recorded:
Which channel/form generated the lead
- Whether the lead was targeted
- Whether it led to a consultation/payment
- This allowed us to respond quickly, see what works and what doesn’t.
First hypothesis: lead form with service selection
The first version of the form was structured: the user selected which service they were interested in. This provided a good initial understanding of the audience and helped the lawyer's team filter requests immediately.
Facebook vs Instagram
At the same time, we tested two platforms: Facebook and Instagram.
On Facebook, there were many non-targeted requests — many people submitted applications but did not understand where they were applying.
So we shifted our focus to Instagram, where we received stable results: more warm leads, adequate inquiries.
Second hypothesis: shortened form
We decided to test the hypothesis: “Let’s make a simple form with one question — we’ll get more applications.”
The form was as simple as possible: one question and an answer of “Yes” or “No.”
- Leads cost $0.5
- But... only up to 10% of them turned out to be targeted. Often people didn’t even remember submitting an application.
Sales were not even mentioned. This option was discarded as ineffective.
Third hypothesis: quiz
After testing, we decided to create an interactive quiz where people went through a short survey, and at the end, they had a more conscious inquiry.
The result was significantly better:
- The quality of inquiries increased
- Approximately 60% of applications were targeted
Audience and geo
Geography — all of Ukraine
We worked with a broad audience aged 18–65+, additionally testing interests:
- Legal services
- Military service
Military families
- Benefits / social protection
Interests showed good results, but it was much easier to work with a broad audience, and we mostly worked with it.
Results
Here are the key figures for the testing and stable operation period:
- Applications: 1,441
- Targeted applications (after filtering): 432
- Cost per application: $1.71
- Average check: $250
Considering that many applications were closed for paid consultations or full support — the result exceeded expectations.
- Set up advertising across Ukraine
- Receive stable, quality leads
- Keep the cost per targeted lead within an acceptable range ($5-7)
Stage 1: Strategy + Analytics
First, we developed a promotion strategy and immediately connected analytics: all leads were exported to a Google Sheet, where we recorded:
Which channel/form generated the lead
- Whether the lead was targeted
- Whether it led to a consultation/payment
- This allowed us to respond quickly, see what works and what doesn’t.
First hypothesis: lead form with service selection
The first version of the form was structured: the user selected which service they were interested in. This provided a good initial understanding of the audience and helped the lawyer's team filter requests immediately.
Facebook vs Instagram
At the same time, we tested two platforms: Facebook and Instagram.
On Facebook, there were many non-targeted requests — many people submitted applications but did not understand where they were applying.
So we shifted our focus to Instagram, where we received stable results: more warm leads, adequate inquiries.
Second hypothesis: shortened form
We decided to test the hypothesis: “Let’s make a simple form with one question — we’ll get more applications.”
The form was as simple as possible: one question and an answer of “Yes” or “No.”
- Leads cost $0.5
- But... only up to 10% of them turned out to be targeted. Often people didn’t even remember submitting an application.
Sales were not even mentioned. This option was discarded as ineffective.
Third hypothesis: quiz
After testing, we decided to create an interactive quiz where people went through a short survey, and at the end, they had a more conscious inquiry.
The result was significantly better:
- The quality of inquiries increased
- Approximately 60% of applications were targeted
Audience and geo
Geography — all of Ukraine
We worked with a broad audience aged 18–65+, additionally testing interests:
- Legal services
- Military service
Military families
- Benefits / social protection
Interests showed good results, but it was much easier to work with a broad audience, and we mostly worked with it.
Results
Here are the key figures for the testing and stable operation period:
- Applications: 1,441
- Targeted applications (after filtering): 432
- Cost per application: $1.71
- Average check: $250
Considering that many applications were closed for paid consultations or full support — the result exceeded expectations.
Lvov 
Available for hire