Systematic lead generation: how we received 529 applications for legalization
Project Output Data
GEO: Poland (local campaigns by city)
Niche: Legal services / Migration consulting (residence permits, legalization, family packages)
Platform: Meta Ads (Facebook/Instagram)
Work period: 2 months
Goal: To build a stable lead generation system and increase the number of applications without losing their quality. Since the service is not an impulse purchase and clients reach out in a state of stress, trust and speed of contact were critically important.
What was done
1) Testing and selection of tools: simultaneously launched quizzes (Website Leads) and Meta embedded forms (Lead Forms). Based on the test results, focus and budget shifted to lead forms, as they showed better conversion and higher quality applications.
2) Local targeting: set up campaigns focusing on specific cities and audiences interested in living and working in these locations. This allowed reaching both hot audiences and users in the decision-making process.
3) Development of creatives as a filter: moved away from abstract visuals in favor of videos with company experts and educational formats. Simple offers without aggressive promises helped filter out random users and attract those with a real inquiry.
4) Quality control of leads: optimized campaigns with a strict focus on target applications (having a correct phone number, conscious outreach, having a specific request), rather than searching for the cheapest result.
Results in numbers
Spent budget: ~ 19,150 zł
Leads obtained: 529
Average cost per lead (CPL): ~ 36.20 zł
Conclusion and key insights
We built a managed advertising system that consistently generates conscious applications, provides the business with predictability, and allows for scaling without a sharp decline in quality.
The main formula for success in this specific niche: video format + simple communication + lead forms. It was also discovered during the process that the audience in this segment burns out quickly, so creatives need regular updates to maintain effectiveness.
#metaads #facebookads #leadgeneration #legalservices #migrationconsulting #targeting #marketing #b2c #cpl #poland
GEO: Poland (local campaigns by city)
Niche: Legal services / Migration consulting (residence permits, legalization, family packages)
Platform: Meta Ads (Facebook/Instagram)
Work period: 2 months
Goal: To build a stable lead generation system and increase the number of applications without losing their quality. Since the service is not an impulse purchase and clients reach out in a state of stress, trust and speed of contact were critically important.
What was done
1) Testing and selection of tools: simultaneously launched quizzes (Website Leads) and Meta embedded forms (Lead Forms). Based on the test results, focus and budget shifted to lead forms, as they showed better conversion and higher quality applications.
2) Local targeting: set up campaigns focusing on specific cities and audiences interested in living and working in these locations. This allowed reaching both hot audiences and users in the decision-making process.
3) Development of creatives as a filter: moved away from abstract visuals in favor of videos with company experts and educational formats. Simple offers without aggressive promises helped filter out random users and attract those with a real inquiry.
4) Quality control of leads: optimized campaigns with a strict focus on target applications (having a correct phone number, conscious outreach, having a specific request), rather than searching for the cheapest result.
Results in numbers
Spent budget: ~ 19,150 zł
Leads obtained: 529
Average cost per lead (CPL): ~ 36.20 zł
Conclusion and key insights
We built a managed advertising system that consistently generates conscious applications, provides the business with predictability, and allows for scaling without a sharp decline in quality.
The main formula for success in this specific niche: video format + simple communication + lead forms. It was also discovered during the process that the audience in this segment burns out quickly, so creatives need regular updates to maintain effectiveness.
#metaads #facebookads #leadgeneration #legalservices #migrationconsulting #targeting #marketing #b2c #cpl #poland
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