Topic retargeting filled an estate planning firm’s consultation calendar
The firm’s guides brought readers who left without booking. Meta ads grouped those readers by topic and followed up with a short video from the attorney.
Sample project
- booked consultations
- +86%
- cost per qualified lead
- −33%
- of leads from SEO readers
- 41%
The challenge
The firm’s wills and trusts guides ranked well and brought steady readers, but few booked a consultation. Boosted posts brought likes, not clients, and the Pixel counted every form fill as a success.
What we did
- Pixel and Conversions API set up together, with booked and signed stages sent back from the CRM.
- Retargeting by topic: readers of will, trust and probate guides each saw an ad that continued the topic they had read.
- Short attorney videos answering the questions from the guides, filmed on a phone from a shot list.
- Sensitive wording kept out of URLs the Pixel reads, and no personal claims about the viewer.
The results
Over five months, booked consultations rose 86% and the cost per qualified lead fell by a third. Most new leads had first read one of the firm’s guides.
Other case studies
Movers, 4 monthsSample
Search and Local Services Ads cut a moving company’s cost per booked move
- cost per booked move
- −38%
- booked jobs from ads
- 2.4×
Jewelry, 3 monthsSample
Ring-reveal Spark Ads brought a jewelry brand its cheapest new customers
- viewers held past 3 seconds
- 38%
- cost per purchase
- −29%
Self storage, 6 monthsSample
14 self storage facilities moved into the top 3 of the local map pack
- organic leads
- +212%
- locations in the top 3
- 14 of 16
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