How I attracted 208 applications for legal services in Ukraine

Legal business — one of the most complex segments for targeted advertising: complicated offer, high cost of mistakes, and audience distrust. But I found working connections that brought hundreds of warm leads at a low cost.

A legal company approached with the following tasks:
- Attract new leads through Facebook and Instagram
- Segment the audience by service type (VAT, fuel licenses, critical enterprise status, etc.)
- Test different hypotheses in quiz format

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How we implemented:

1. Chose the Quiz format — since the service is complex, it was necessary to “warm up” the user with a series of questions before collecting contacts.

2. Created several micro-offers:
- Obtaining a fuel license
- Exiting tax blockade (VAT)
- Critical status for enterprises

3. Segmented campaigns by query topics (each had a separate quiz).
4. Tested banner and text options, selecting specific pain points of entrepreneurs.

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Results:
- Budget: 42,995 UAH
- Applications: 208
- Average cost per application: 206.71 UAH
- Best campaign: 110 leads at 85.82 UAH
- Average CPC: 7.54 UAH
- CTR of the best connection: 2.81%

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Conclusions:
- Quizzes work great for B2B and complex services — they “sell” even before the user leaves a request.
- The main thing is to segment pains. Campaigns that appeal to “critical issues” of business always outperform general services.
- Hypothesis testing = must have. Without it, you can easily “burn” the budget.
- It’s important to build trust at the banner level: expert photo, real documents, invoice.

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