Lead generation for a law firm

Case: Law Firm (real estate document processing, Kharkiv)

Task:
Develop creatives and launch advertising campaigns on Facebook and Instagram for:

increasing brand awareness;
generating leads (applications) for legal services.

Campaign Parameters:
Geo: Kharkiv and region
Target Audience: men and women aged 30–55
Interests: real estate, real estate agency, legal services

Strategy:

Used different goals for advertising campaigns:
awareness and engagement through Reels (video views);
lead generation through instant forms and messages;
tested conversions on the website.

Creatives:

formats 9:16 and 4:5 (static images and videos);
static worked best for lead forms and messages;
for awareness and reach — Reels videos.

Tests and Optimization:

conversions on the website showed weaker performance than other formats;

messaging (Messenger/Direct) worked best, as the manager immediately contacted and closed the client;

instant lead forms provided more targeted applications;

applications through Reels were more expensive than through static creatives.

Retargeting:

for those who opened the form but did not submit an application — video Reels were launched;
for those who watched more than 50% of the video, a retargeting with a separate offer was launched;
separate creatives and videos were tested for different services.

Result:

Received a flow of applications both through lead forms and messaging.

Managed to increase brand awareness in Kharkiv and the region through a series of Reels.
The best effectiveness was from the combination of "static creative + instant form/messages."

The outcome of the campaigns — consistently targeted leads, with which managers made calls and meetings.

We have been collaborating with this company for a long time and continue to work together on advertising campaigns.

If you also want to receive a stable flow of leads and sales — message me. We will discuss your project and develop a strategy for your niche.