Challenge
The client: a law firm that specializes in employment law. The firm handles cases in five practice areas, and each one needs its own clients: people who have run into a specific problem at work.
What made it hard
- Meta's restrictions on legal advertising. Meta closely moderates ads for legal services. Wording that promises an outcome or refers to a person's personal circumstances can be rejected, and the account can be restricted.
- Five different audiences. Someone with one type of employment dispute will not respond to an ad about another. A single general campaign would dilute both the budget and the message.
- Lead quality. A law firm needs inquiries it can actually work with, not just filled-in forms. Unqualified leads eat up attorneys' time.
- Strict cost-per-lead limits. The target cost per lead was $10-15, so the campaigns had to be efficient from day one.
- One jurisdiction. The firm works within a single state, so showing ads outside it would mean wasted spend.
The goal: build Meta lead generation that passes moderation, delivers qualified inquiries, and stays within the target cost per lead.
What we did
We launched the project in June 2026 and built the structure around Meta's rules from the very start.
A separate campaign for each practice area
We created a separate campaign for each of the five employment law practice areas. That makes it possible to control budgets individually, see which area generates leads more cheaply, and scale what works.
Creatives for a specific situation
For each practice area, we prepared its own creatives that speak the language of a person with that problem. At the same time, we worded the copy to comply with Meta's rules: no promises of outcomes and no direct references to a person's personal circumstances.
Lead forms with qualification
The lead forms include qualifying questions. They filter out unqualified inquiries before a lead ever reaches an attorney and help the firm understand the essence of the case faster.
Geo limited to the jurisdiction
Targeting is limited to the state where the firm practices, so every dollar works on an audience the firm can actually help.
Cost-per-lead control
We track cost per lead for each practice area against the $10-15 target and reallocate budget between campaigns.
Results
The project started in June 2026. We do not publish numerical results for this case study, so we show what exactly was built.
- 5 separate campaigns for each employment law practice area, with their own creatives.
- Lead forms with qualifying questions that filter inquiries before they reach attorneys.
- A structure adapted to Meta's rules on legal advertising, so the campaigns pass moderation and do not put the account at risk.
- Single-state geo with no spend on irrelevant regions.
- Transparent cost-per-lead control for each practice area against the $10-15 target.
This structure lets the firm see which practice areas bring in inquiries more efficiently and make budget decisions based on data, not gut feeling.
What makes this project special
Legal advertising on Meta is a balance between an emotional message that grabs a person in a difficult situation and the platform's strict rules. Add five different audiences, one jurisdiction, and a clear cost-per-lead target, and it becomes obvious why a template campaign will not work here. We built a system where each practice area has its own campaign, its own creatives, and its own quality filter.
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