Сase: Facebook Ads for a lawyer in Israel 641 leads at $4.7 each.
In this case study, I’ll show the results of launching targeted ads on Facebook/Instagram for a law firm in Israel.
Results in numbers:
Total ad budget: $3,125
Consultation requests received: 641
Cost per lead: $4.7
Ad clicks: 7,507
Average cost per click: $0.22
Click-to-lead conversion rate: 5.4%
CTR: 2.5%
About the project:
A law firm specializing in cases for non-Israeli citizens. They handle all matters related to visas, work permits, citizenship processes through marriage, etc. Full document preparation, communication with government institutions, and client support until final approval.
- Strong track record of successful cases
- Relatively affordable pricing with installment payment options
- Free consultations available via phone or Zoom
Sales funnel:
A simple and effective funnel for Facebook ads:
Campaign Objective:
The goal was to generate leads from Instagram and Facebook for legal services of a law firm in Israel, specifically for clients from CIS countries.
We developed audiences for two main products: “Blue Paper” and the STUPRO process (citizenship based on marriage with an Israeli citizen).
- In the first case, these are people who came to Israel and want to legally stay and work in the country for about 5 years.
- In the second case, these are people planning to marry an Israeli citizen and, based on that, obtain official status in the country.
📍 Geolocation: Entire Israel.
🌐 Target audience: Primarily Russian-speaking individuals interested in obtaining documents that grant the right to live and work in Israel.
Recommendations for law firms:
- Test different landing options: website (if available), Facebook lead form, quiz, direct messages, or WhatsApp. In practice, both the cost per lead and the quality of leads differ across platforms, which naturally affects the conversion rate from lead to paying client.
- Implement a CRM system and make sure to use sales scripts so that your managers can achieve high conversion rates. If you find it difficult to create good scripts yourself, consult experienced sales professionals. Our client did the same, and their conversion rate increased significantly.
- Call new leads within 10 minutes after receiving them — this has a major impact on conversion into booked consultations.
Hypotheses we tested:
👉 We focused mainly on the quiz and lead form, since we needed actual leads. Traffic to Instagram brought followers, but the sales process there is much longer.
Quiz:
The client had previously tested ads with a quiz built by another marketer, but it was too complicated and didn’t bring any results.
We created our own short survey with only 3 simple questions.
I don’t recommend including too many questions, as this can reduce conversion. At the end – there is an application form. A person answers the questions and then fills out the form for a consultation. The client, in turn, receives this application via Telegram in the format: “name; phone number.”
We tested creatives of different formats: featuring beautiful places in Israel, with high-end design, and simple ones like the example below. In practice, the best-performing creatives are those where the text is clearly visible and it’s visually obvious what the ad is about. It’s also very important in our case to present a clear and short offer and a simple call-to-action.
In the end, we used two formats: a photo of the lawyer with text, and a photo of a document (blue paper) with text.
We used a lead form to collect applications. The workflow is as follows: a person responds (clicks) on the ad and lands on the application form, where they need to leave their name and phone number. These applications are also sent to the client via Telegram in the same format.
The creatives were roughly the same as in the quiz but with different calls-to-action at the bottom.
Geo: Israel. We tested limited language settings (Russian, Armenian, Georgian, etc.), as well as campaigns with a broad audience, without language restrictions.
A campaign without language restrictions generated leads at a much lower cost; however, the quality was significantly lower compared to campaigns with language restrictions.
The budget in the first month was $300 and gradually increased each month. Over 5 months, we achieved an average of 150–200 leads per month.
At this stage, the client was satisfied with this quantity. Simultaneously, they were developing and improving sales scripts to increase conversion.
Sales conversion:
According to the client, the average conversion rate is 3%. There is room for growth, but a 3% lead-to-sale conversion is already decent, considering that there is an additional funnel stage between the lead and the sale: consultation and office visit.
Average check: $625
Total number of applications: 641
Total ad budget over 5 months: $3,125
Sales: 20
Total sales amount: $12,500
Cost per client: $156
ROI: 400%
It’s important to understand that with a shorter collaboration period or smaller volume, we wouldn’t have been able to achieve such results, as the sales cycle can be quite long. Some leads who came for consultations were preparing the service for relatives, who, in turn, were planning to come to the country. These deals eventually resulted in sales but required a significant amount of time.