forHartley Law
Meta Ads Report · Last 14 days

20 leads in two weeks.

Over Sep 14 - Sep 27, 2026, Hartley received 20 leads: 14 from Meta instant forms at $108 each, and 6 case inquiries through the website forms and chat.

See the breakdown ↓What's next →
20
Leads
14 Meta instant forms · 6 website
$108
Cost per Meta lead
down from $217 at launch
$2,438
Meta spend
up 6% vs prior 14 days
$104
Best creative
"Police Car Crash", 11 leads
Leads = people who submitted their details. The 14 Meta leads came through instant forms inside Facebook and Instagram. The 6 website inquiries arrived through the site's forms and chat assistant from all traffic sources; none was referred by a Facebook or Instagram ad. The website ad campaign's 817 "results" are form loads, not submissions, so they are not counted as leads.
The story

The window in three moves.

We lead with the result, then show how the campaigns and creative produced it.

01
$97

Instant forms got cheaper every week

Cost per lead went from $217 in the launch days to $123 in week one and $97 in week two.

02
8 of 14

Workable leads

8 of the 14 instant form leads have no lawyer yet and an incident within the last two years. 4 already have a lawyer and 2 are older than two years.

03
6

Website case inquiries

The website forms and chat brought 6 case inquiries, alongside 5 vendor pitches, 2 blank entries and 1 test. None came from a Facebook or Instagram ad.

Meta Ads

Where the Meta leads came from.

Daily leads and spend, then the campaigns and creative behind them.

Leads & spend per day

Instant form leads Daily spend
Window total 14 Meta leadsSpend covers both campaigns
CampaignSpendLeadsCost / leadCTRCPC
AC 02 - Instant Form Leads - Car & Truck Accidents Best
$1,51614$1084.2%$2.42
AC 01 - Website Leads - August Creatives
$9230*-11.4%$0.23
Total$2,43814$174--
*The website campaign recorded 817 "results" this period. That event fires when the form on the page loads, not when someone submits it, so they are not counted as leads.

Top-performing creative

The three instant form videos that produced leads. Hook rate is the share of people shown the ad who stayed past 3 seconds. Hold rate is the share of those who kept watching to ThruPlay, 15 seconds or the end. Seven videos carried spend in the instant form campaign this period.

Police Car Crash video ad#1$104 / lead

09/09 - Video - Police Car Crash

11Leads
$104Cost / lead
3.67%Link CTR
$1,146Spend
16% hook42% hold14 days live
Watch the ad ▸
Lights Go Out video ad#2$67 / lead

09/09 - Video - Lights Go Out

2Leads
$67Cost / lead
2.83%Link CTR
$133Spend
22% hook21% hold14 days live
Watch the ad ▸
Not An Accident video ad#3$137 / lead

09/09 - Video - Not An Accident

1Leads
$137Cost / lead
6.09%Link CTR
$137Spend
46% hook23% hold14 days live
Watch the ad ▸
i
The website video still earns attention. "Who's At Fault" ran on the website campaign and held 49% of viewers past 3 seconds, with 1,644 page visits at $0.55 each. The creative works; the page after the click is the problem, covered under Lead flow.

Who the leads come from

Leads by age

Instant form campaign. Bar length is leads; the label shows spend in that bracket.

18-34$143 spent
0
35-44$238 spent · $119 / lead
2
45-54$211 spent · $53 / lead
4
55-64$373 spent · $93 / lead
4
65+$551 spent · $138 / lead
4

Leads by placement

Instant form campaign. Bar length is leads; the label shows spend on that placement.

Facebook notifications$564 spent · $81 / lead
7
Facebook Stories$505 spent · $126 / lead
4
Facebook feed and search$132 spent · $66 / lead
2
Instagram Reels$41 spent
1
Facebook Reels$186 spent
0
i
Leads skew 45 and over. 12 of the 14 leads came from people 45 and older, split evenly between women (7) and men (7). The 18-34 brackets took $143 without a lead. The cells are small, so read this as where demand is showing up, not a targeting verdict yet.
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Facebook is doing the work. Facebook placements produced 13 of the 14 leads. Facebook Reels spent $186 with no lead, so it is the first placement we review. The remaining $88 went to Instagram Stories and minor placements without a lead.

The 20 leads

Lead, Sep 14 - Sep 27CountDetail
Meta instant forms148 workable (no lawyer, incident within two years), 4 already have a lawyer, 2 older than two years. These are held in Meta and are not reaching Zoho yet.
Website case inquiries6Through the site's forms and chat assistant, from Google, Google Business Profile, direct visits and other sources. None was referred by a Facebook or Instagram ad.
Total20Vendor pitches, blank entries and tests in Zoho are excluded.

Every lead, one by one

Names and contact details are left off this page and shared with your team separately. Workable = no lawyer yet and the incident is within two years. Website inquiries did not ask those questions, so they are marked for review.

DateSourceCaseWhen it happenedHas a lawyerWorkable
Sep 14Instant form · Police Car CrashPremises injuryOver 2 yearsNoNo
Sep 14Website form · direct visitWork injury (non-subscriber employer)Not askedNot askedReview
Sep 17Website form · Google Business ProfilePersonal injury, asked for a call backNot askedNot askedReview
Sep 18Instant form · Police Car CrashOtherLast 2 yearsNoYes
Sep 19Instant form · Police Car CrashCar accidentLast 2 yearsYesNo
Sep 19Website form · Yahoo searchOld at-fault commercial driving accident (2014)Over 2 yearsNot askedReview
Sep 20Instant form · Police Car CrashCar accidentLast 30 daysNoYes
Sep 20Instant form · Police Car CrashOtherLast 30 daysYesNo
Sep 20Instant form · Police Car CrashPremises injuryLast 30 daysNoYes
Sep 22Instant form · Police Car CrashMotorcycle accidentOver 2 yearsYesNo
Sep 22Instant form · Police Car CrashCar accidentOver 2 yearsNoNo
Sep 22Instant form · Police Car CrashCar accidentLast 30 daysNoYes
Sep 23Website form · Google Business ProfileMedical malpracticeNot askedNot askedReview
Sep 23Website form · XAssault claim at an immigration detention facilityLast 30 daysNot askedReview
Sep 24Instant form · Police Car CrashCar accidentLast 30 daysNoYes
Sep 24Website chat assistant · GoogleWork or construction injury, someone else at faultLast yearNot askedReview
Sep 25Instant form · Police Car CrashCar accidentLast 30 daysNoYes
Sep 25Instant form · Lights Go OutTruck accidentLast 6 monthsYesNo
Sep 26Instant form · Lights Go OutTruck accidentLast 6 monthsNoYes
Sep 26Instant form · Not An AccidentOtherLast 30 daysNoYes
What's next

Where we take it from here.

Each move ties back to what this window proved.

Primary move

Scale the winners, fix what is expensive.

We weight budget toward the lowest cost per lead and the winning creative while holding the expensive segments to prove their CPL can come down.

What we do
Step up the best audience and creative.
Evidence
$97 per lead in week two on instant forms.
Risk
CPL can drift as we scale; we cap increments.
We need
Your read on lead quality by segment.
Operating plan

The next window.

  • Build variations of the winning creative so results do not lean on one asset.
  • Refresh retargeting before frequency wears the warm audience out.
  • Cut or fix the segments running above target CPL.
  • Review lead quality together so we optimize toward closed deals, not just form fills.
The next chapter

Now we scale it.

We push the proven audiences and creative, fix what is expensive, and bring you a fresh read each window. Tell us how the leads land in your pipeline.

Talk through the plan