Since the relaunch on June 9 this campaign has reached 57,849 people across Dallas–Fort Worth and delivered 38 consultation requests at $154 each. Almost all of that came from a single promise: you pay nothing upfront. The opportunity now is to put more weight behind what is already working.
The relaunch went live on June 9 across three lead campaigns, Truck Accidents, Car Accidents and a retargeting audience, plus a small Instagram profile campaign. The numbers below cover the full flight through July 19.
Facebook and Instagram advertising · results measured in Google Analytics
$8,138
Invested
41 days
57,849
People reached
4.2× average frequency
5,597
Clicks
2.33% click rate
38
Consultation requests
$154 each
A consultation request is a completed contact form on the website from someone who arrived through these ads. A 2.33% click rate is healthy for personal injury on Facebook and Instagram.
The month in three moves
A campaign that has found its footing
Six weeks in, the picture is clear. One message is doing the heavy lifting, the audience it reaches is the right one, and the cost per consultation is workable for this market.
01
57,849
People reached across Dallas–Fort Worth
Carrollton and the surrounding metro, seen an average of 4.2 times each. That is enough repetition for the firm's name to start becoming familiar, and it is approaching the point where the creative needs refreshing to stay effective.
02
88%
Of every response came from one message
"You Pay Nothing Upfront" produced 45 of the 51 responses recorded across all three campaigns. "Millions Recovered" produced the other 6. The remaining fourteen designs produced nothing at all.
03
$154 each
Cost per consultation request
Lead campaign spend of $5,868 against 38 consultation requests. For personal injury in the Dallas–Fort Worth market, where a single signed case is worth many multiples of this, that is a workable number to build on.
i
How that $154 is worked out. It takes the $5,868 spent on the three campaigns built to generate enquiries, setting aside the $869 Instagram campaign that was only ever meant to build the firm's profile, and divides it by the 38 consultation requests recorded in Google Analytics. We use Google Analytics rather than Meta's own count here because it separates completed consultation requests from other activity on the site, which gives a truer figure.
Creative
One message is carrying the entire account
Sixteen creatives were built for this launch. Two of them produced everything, and the gap between first and second place is very wide.
"You Pay Nothing Upfront" is the proposition that works. It answers the question every injured person asks first, which is whether they can afford a lawyer at all. The opportunity is to build the next round of creative around that same promise rather than around the firm, and to give it fresh executions before the audience tires of the current image. At 4.2 views per person, that point is approaching.
Where the money goes
Where the budget is working hardest
Meta does not show these ads in one place. It spreads them across Facebook, Instagram and a network of outside apps. Those places do not perform alike, and one of them is quietly taking a sixth of the budget.
Where the ads appeared
Spend
Share of spend
Clicks
Responses
Read
Facebook feed
$3,043
37.4%
1,340
23
Best
Facebook Reels
$2,072
25.5%
1,369
13
Working
Outside apps and games not Facebook or Instagram
$1,234
15.2%
2,331
2
Review
Instagram feed
$740
9.1%
167
4
Working
Instagram Reels
$353
4.3%
119
2
Working
Facebook Stories
$257
3.2%
86
4
Working
Everywhere else
$439
5.4%
185
3
Minor
Total
$8,138
100%
5,597
51
!
About one dollar in six is being spent outside Facebook and Instagram. Meta places some ads inside third party apps and games, where a tap is often accidental rather than genuine interest. That spending produced a large share of the clicks and almost none of the actual responses. Moving it back to the Facebook and Instagram feeds, where the real interest is coming from, is the cleanest improvement available right now and it costs nothing extra.
Who the budget reaches, and who responds
Share of spendShare of responses
35 to 64 takes 66.6% of the budget and gives back 76.5% of the responses65 and over takes 22.9% of the budget and gives back 11.8%
i
The ads are reaching the right people. Adults between 35 and 64, which is where most accident claims come from, receive the largest share of the budget and respond more than their share. The one adjustment worth making is easing back on the 65 and over group, which costs more than it returns.
The journey
From an ad to a consultation request
Each step below covers the full flight, June 9 through July 19.
57,849
People reached
5,597
Clicks
2.33%
2,189
Landed on the site
39%
63
Started the form
2.9%
38
Completed it
60%
!
The step from click to arriving on the site is where the biggest gain is. Of 5,597 clicks, 2,189 turned into someone actually landing on the website. Most of that gap comes from the third party apps mentioned above, where taps are often accidental. Moving that budget to Facebook and Instagram should lift this figure noticeably without spending anything extra.
A note on measurement
We are working through a tracking issue
So that the numbers above are read with the right context.
Reporting on the contact form has been affected since around July 10
A recent change to the website altered how the contact form is loaded, and our tracking has not been receiving a clean signal from it since. We found the cause on July 20 and the fix is underway. Until it is finished, the results for the final week of this window are likely to be understated, so any consultation requests from that period may not yet appear in the numbers above. Phone enquiries were not affected at any point.
One quick check on your side would help
If you can tell us what has landed in the Zoho inbox over the past ten days, we can match it against what the tracking captured and account for the difference precisely. It takes a couple of minutes and it tells us exactly how much of the last week went unrecorded, so the next report starts from a clean number.
What's next
Three moves, in this order
The first restores full visibility. The other two put more of the budget behind what is already producing.
Move 01 · In progress
Finish the tracking fix
We have identified what is affecting the reporting on the contact form and we are working through it now. Once it is closed out, the figures will be complete again and Meta will be able to steer the budget toward the people most likely to request a consultation.
Owner
Nativz
Timing
This week
Move 02 · Immediately
Focus the budget on Facebook and Instagram
Roughly a sixth of the spend is going to third party apps and games rather than to Facebook and Instagram, and it is producing almost none of the response. Bringing that money back to the feeds that are working means more genuine interest for the same monthly budget.
Owner
Nativz
Expected effect
Better quality visitors at no extra cost
Move 03 · Next two weeks
More of "You Pay Nothing Upfront"
That promise produced 88% of everything this campaign achieved. It deserves three or four fresh versions rather than one image being shown to the same people over and over. New takes on the message that is already winning, not new messages.
Owner
Nativz creative
Why now
People have seen the current ad an average of 4.2 times
In summary
The message is right. Now we scale it.
Six weeks in, this campaign has found the promise that resonates with injured people in Dallas–Fort Worth and has delivered consultation requests at a cost that works for a personal injury practice. The next month is about clearing up the measurement, moving the budget out of the places that are not earning it, and putting more weight behind the message that is.
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Hartley Law
