How I Get Personal Injury Clients With Meta Ads

How does a small personal injury law firm in Texas sign cases from Facebook ads at $1,500 per case in a competitive market?

Want me to run your Facebook Ads? Grab a time, let's chat: https://webris.org/get-started/

This video breaks down the exact three part strategy behind it, from how the creative is made to how the campaigns are structured to why most law firms running Facebook ads never see signed cases even when the leads are coming in.

The part most attorneys get wrong is not the ads. It is what happens after the lead comes in and what signals they are sending back to Facebook. If you are optimizing for leads instead of signed cases you are telling the algorithm to find you the cheapest form fills, not the best clients. That one mistake explains most failed PI ad campaigns.

Ryan walks through the full approach including the four stage funnel strategy, the creative framework, the conversion tracking setup, and a realistic timeline for when to expect signed cases.

If you are a law firm thinking about Facebook ads or frustrated that your current campaigns are not producing signed cases, this is worth watching before you spend another dollar.

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#PersonalInjuryMarketing #FacebookAds #LawFirmMarketing #LegalMarketing #PIMarketing #MetaAds #LawyerUp

0:00 – $1,500 per signed PI case in Texas. Here is exactly how.
0:46 – Why cell phone video outperforms professionally filmed ads every time
1:28 – How the monthly script and filming process actually works
2:08 – Why video creative is 75% of your success on Facebook and Instagram
2:56 – The Andromeda update and why Facebook is now almost entirely creative driven
3:42 – Why more videos directly lower your cost per signed case
4:00 – The data quality problem: why tracking leads is killing your campaigns
4:26 – How to set up full lifecycle conversion tracking inside Facebook
5:15 – Why you need 10 to 20 signed cases before Facebook really starts to optimize
5:53 – The four stage funnel approach to creative
6:10 – Stage 1: Top funnel unaware content, what it looks like and why it matters
6:42 – Stage 2: Problem aware content, speaking to people who do not know what to do yet
7:09 – Stage 3: Solution aware content, speaking to people who have already been denied
7:26 – Stage 4: Brand aware content, testimonials and case results at the bottom of the funnel
7:53 – How Facebook matches creative to audience without manual targeting
8:17 – Timeline: what happens in the first 7 to 10 days
8:56 – Why Spanish ads crushed it in Texas but not in Miami
9:20 – Months one and two: testing, optimization, getting data flowing
9:38 – When signed cases actually start coming in and costs start dropping
10:32 – The internal creative team and how onboarding works
11:08 – Wrap up and how to book a call

Transcript

SPEAKER_00 0:00

In this video, we're going to talk about how we're getting $1,500 signed MVA cases for a small personal injury law firm in Texas. So this is Bruno and Fambi. They've been a client of ours for about a year now, and we are running Facebook and Instagram advertising campaigns to generate signed cases for them right now in a highly competitive market. And I'm going to talk to you about exactly how we're doing that. I'm going to break down the strategy, show you a little bit behind the scenes, and talk about how you can do it for your law firm as well. We have a three-part, very high-level approach strategy to getting signed cases with meta advertising. Number one is creative. When I say creative, that means the actual ad. So the video or the image and the ad copy that goes with it. And then also the landing page that's tied to it as well. But 90% of that is video. You have to be willing and able to make video if you want to have success with it. And I get that. You're like, I know the time. Can I just use an AI ad? It's hard to do it. I'm not personable. I've heard them all before. It doesn't matter. It doesn't have to be that complicated. You don't have to go to a studio. You do not need a professional film crew. In fact, cell phone video is proven to work much better than professionally filmed ads. Nobody wants to see like a horizontal video of you walking out in a suit. People want to see real, they want to see native, they want to see organic stuff. Vertically filmed on a cell phone is by far and away the best. We have a database full of proven ad scripts. We've literally run over 5,000 ads over the past couple of years. We have tested, vetted, A-B tested everything. We know exactly what hooks work, exactly what filming style works. We send them to you on a monthly basis. You set up your cell phone, you have somebody in your office come in, film you on your cell phone. You read the script, it's a 30-second script. It's very simple and you're done. We handle the rest of it from there. But I will say this like I don't I'm I don't want to downplay that because I understand how it is. You are busy too. I don't want to be making this video right now. I'm here against my will, but I do it because it's what I have to do for my business. And you have to have the same approach, right? You should be willing to do whatever it takes to grow your business. And this is the best thing for you because not only are these videos going to help you drive leads and sign cases, but they are going to put your name, your face, your messaging, your personality, your brand in front of people in your state over and over and over again. It is a proven, tried, and true method to build brand and top of mind awareness, better than anything, better than billboards, better than TV, better than radio. Because people are actually consuming it and want to see it, by the way, as well. And the more that we do, the more angles that we hit, the more messaging that we hit, the more different styles that we hit, you're not annoying people. In fact, it's the opposite. So that's number one. I would say that's probably 75% of having success on Facebook and Instagram ads is the video creative that we put together. Now, number two is going to be the actual setting up and buying. We call it media buying, the actual setting up and management of the ads. Now, I will say this we do have 15 years of experience running Facebook ads for personal injury and just general lawyers. So there's a certain level of subject matter expertise that we have, but I will also be the first to tell you that Facebook has made it much easier to do this. There's something called the Andromeda update that came out about a year and a half ago, maybe not that much, maybe about a year ago. And you can read about it online. Basically, what it talks about is how creative is the variable for success. Zuckerberg was just giving a keynote not that long ago, and he was talking about how they are moving their ad platform to be completely self-service. He's just like, just give us video and images. We know who's in market. Wink wink, trust us. We have data on every single person who has Instagram, WhatsApp, Facebook installed on their phone. We know who they're calling, we know who they're texting, we know what they're searching for. We know if they've been in a car accident, we know if they're looking for a business lawyer. We can't target against that. But if you put together the right videos in the right creative, we'll put it in front of them and let the chips fall where they may. So there is a certain level of skill set that it takes to run this. But again, I'm just being honest with y'all. Like it's about the video creative. Like we are shifting much more to being a creative focused agency as opposed to like a technical media buying agency. Now we do both, but it's because we see the writing on the wall and we see the ad performance too. Like the more videos that we get, the lower your cost per sign cases. It's it's really that simple. So that's two is the media buying. And number three is going to be the data quality. Now, this is a little bit tricky. So the data quality means going back again to the targeting, right? So if we're saying we want to find people who have been in a car accident, not at fault in the last three weeks. Facebook knows, but there's no targeting that we can put in on the back end that that says that, right? It's a very shotgun approach style from a targeting point of view. Like we can't put that in. So what we have to do is one, we have to make the video creative that's going to tell Facebook because Facebook can read, see, analyze the creative that we give it, what we're looking for. And step two is then sending the right success signals back to Facebook for what we're looking for. That means you have to set up full conversions. Now, what I mean by full conversions is you can go into Facebook and you can put in leads, right? And that's where you want to start, but you have to put in sign cases as well, which means you have to be tracking sign cases. You have to be using a CRM. You have to be tracking not just when a lead comes in. It can't go to a spreadsheet, it can't go to your email, it needs to go to a system, a database that somebody is managing and moving it over to unqualified, qualified, proposal out, signed. We need to know exactly who is signing as a case. And the reason why that is so important is because we set that up as the main conversion inside of Facebook. 95% of leads that you're going to get in the personal injury space are going to be unqualified. There's nothing that you can do about that. But what you can do and what you have to do is you have to let Facebook know what an actual conversion looks like. So you have to set that up as a custom conversion inside of Facebook. You have to track it, you have to update it. And it takes some time to get those leads flowing through into a sign case. And you have to get five, 10, 15, 20 signed cases until Facebook's like, say less. I got it. I know exactly who you want to target within this subset. Because if you're just using leads, which I see when we audit ad accounts, we see this all the time. Clients prospects are like, I don't want to do Facebook ads, Ryan. I didn't sign any cases. I'm like, Can I see your ad account? Sure. I take a look at it and they're just tracking lead forms as the main conversion. What that's telling Facebook, if you're just using lead forms, is telling Facebook, this is what I want. I want people who are going to submit this form. But if 90 to 95% of those people are unqualified, it's going to optimize against that. And it's going to be very hard to fit for Facebook to know who you actually want within that sub-audience group. So we have to set up the full life cycle conversion. And once we do that and we let the ads do their thing, we let the conversions pass through, then Facebook knows who you want to target. It's very, very, very, very important and very powerful stuff. So the way that we approach creative, let's talk more about this because this is important is we take a four-step funnel approach, right? We don't just go out and put out the same video over and over again. We go after the four different stages of awareness. So top funnel is going to be unaware audiences. This is going to be very high-level, very native, very scroll stopping, behind the scenes type stuff in your like stuff that you'd see on TikTok is probably the best way to put it. If you don't use TikTok, you should because that's really the epicenter of what social creative should look like. That's what we're looking for at the top funnel. So we have scripts for that. We'll help you get those filmed. Two is going to be problem aware. So that's one step down the funnel. These are going to be mostly attorney talking head videos, uh, addressing legal questions, establishing expertise, overcoming objectives. The point of problem aware is saying, okay, we want to go after people who know that they have a problem, but they don't know what the solution is yet. So, like they've been in a car accident, they've been hurt on the job, box fell on their head inside of a public grocery store, right? They know that this happened, but they don't know exactly what they should do. They don't know the statute of limitations, they don't know insurance, they don't know about all the stuff. So we want to put out videos and creative for that. And Facebook will match those audiences and serve that to them too, and we'll help them push them down the funnel. Third step is gonna be solution aware. So this is going to be people that are aware that there's a solution, right? They've probably already talked to the insurance company have been denied. Now we're putting out hyper, hyper focused video creative speaking specifically to those people. Hey, if insurance denied your claim, you need to talk to an attorney. And then the bottom one is just it's brand aware, people that are hyper aware. So it's gonna be like testimonials, case results, settlement results, things along that nature, just people all the way at the bottom of the funnel. And what's really powerful about this, like I said, is that Facebook knows, like we don't have to put any different targeting. What we do is we just set up the campaigns with these four different stages, these different levels of intent behind this creative. Facebook matches that to the audience, and then it serves them these ads based on where Facebook knows that they are. So it literally builds you this funnel inside of Facebook that is nurturing and pushing people down. So, like some of these ads won't produce direct conversions, but they're gonna assist in conversions, they're gonna bring people into the ecosystem, and then Facebook's gonna know that they're qualified based on if they watch the video, if they engage with it, if they clicked on the link, and then it will keep serving them these ads if they're in market to ultimately convert. So when we talk about the timeline for this, for how long that it takes, our goal is always to get ads live within the first seven to 10 days, right? If you have existing videos, we'll take them, we'll repurpose them, put some different overlays, some different hooks on them to try and get them dialed in. And the reason why we do that is we want to get ads up as quickly as possible so we can start getting data popping in. So in the first seven to ten days, it's let's go through the existing videos, let's get them live, and then we'll start sending you new scripts to start filming those scripts. We'll edit them and put them up. When the first 30 days, it's just all about saying we need to get ads live, we need to get data flowing through, let's get some leads coming in so we can start one to qualify them, and two, if we can start getting some sign cases, the faster the better. This is like a race to get these things done because the faster we can get them done, the better. But really, months one, the first 30 to 60 days are just all about getting ads live, optimization, and testing, right? Like every market's a little bit different. For example, the case study that I gave you, the ads working the best are Spanish ads. They're in Texas, Spanish ads are crushing it. Now I'm in Miami, Florida. Spanish ads, you would think would crush it here, but they don't, because the Spanish speaking population here is just as much, if not more, than the English speaking population. So Spanish ads in Miami don't really work the same. But what we want to do is we want to test your specific market. We want to test your specific offer, your specific law firm. So the first 30 to 60 days are all about testing. You're gonna get leads within the first month. Leads are not hard to get, it's signed cases that are hard to get. So once we start getting in that data, really months two through four is when the sign cases start coming in. Facebook really starts to understand who you want to target, who you want to actually come in as a lead. And over time, the cost per lead will go down and the cost per sign case will go down as well. But in the beginning, you know, you're gonna see a higher cost per lead, even though honestly, like cost per lead is a bit of a bandited metric when we're talking about this. Because, you know, I talk to law firms all the time. They're like, dude, I'll pay $3,000 per lead if they close. Like if it I don't want to pay $10 per lead if I have to sift through 99% of them to get to one that closes because it's a waste of our intake team time. So we don't really use cost per lead is more of a KPI in terms of like how's the campaign trending versus an actual, you know, we don't really report on cost per lead for our clients because they're like, we don't care, dude. Get the sign cases. And then once we get into like month five, month six, that's when things really start to stabilize and we can really start to scale these campaigns. Really, there's no bottom to how much you can spend on Facebook. All these people in your entire state are using Facebook and Instagram on a daily, regular basis. They're there, they're available. We just got to tap into them in terms of how we operate. If you're interested in having us come in and do this for you, like I said, the first seven days onboarding, taking existing video assets, getting you some scripts, getting us some assets that we can use. If you don't have assets, we also have our own internal creative team that we will use to film videos for you as a band-aid, right? We'll run little skits, we'll we'll send them to you, prove them, we run them. Again, the goal here is just to get ads and get data flowing through as quickly as possible. Speed is important for how we operate. We also have a full video team that we can send to you to film if you want something more high touch, but you don't necessarily need that. And then again, within the first 30 days, we're gonna have the ads live. Within the first 60 days, you're gonna have sign cases, and with the first six months, you're gonna be asking us and telling us that you want to spend more. So if you're interested in this, this is all that I do. All that I do is work with law firms to help them get more leads and sign cases using digital advertising. So there's a link below this video. You can check it out, have a conversation with me. We'll talk about your law firm, talk about your market, talk about what a video campaign might look like for you, and I'll I'll tell you what I would expect your cost per sign case to be. If not, like and subscribe, and I'll see you in the next video.