Lead generation for legal services | PPD24

PPD24 – First Legal Aid
Field of activity: legal services.

Goal: to assist clients in resolving legal issues, including consulting and protecting interests.

Tasks: attracting new clients through targeted advertising on Facebook/Instagram

What we implemented:
Content recommendations:
Stories:

Increasing the number of stories per day to enhance audience engagement.
Using interactive formats: polls, quizzes, open questions.
Posts and Reels:

Recommendation to publish content at least three times a week.
Creating video content with legal advice, success stories, and explanations of complex legal issues.
Replacing existing advertising campaigns:
Replacing "Traffic" campaigns with "Leads" campaigns to obtain contacts of interested clients.
Audience testing:
Conducting A/B testing of different audience segments:
Demographic indicators (age, gender, region).
Interests (law, business, finance).
Behavioral characteristics (social media activity, interaction with similar content).
Creative testing:
Testing several variants of advertisements:
Visual style (images, videos).
Texts (informative and emotional approaches).
Calls to action ("Get a consultation now", "Learn more about your rights").
Landing page recommendations:
Optimizing landing pages for advertising campaigns:
Clear and understandable call to action.
Easy-to-use forms for collecting contacts.
Relevance of content on the landing page to the advertisement.

Results:

Average CTR: 0.82%
Conversion: 2%
Cost per application: $2.41

Thanks to the implemented recommendations and thorough testing, PPD24 was able to optimize its advertising campaigns, reduce the cost per application, and attract new clients, increasing overall business profitability.

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