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Targeted advertising on social networks for a law firm that provides offline legal advice in Dnipro and Odesa

How with targeting optimization and testing of different audiences it was possible to increase the number of leads by 345% in 3 months, which allowed us to attract a solvent audience and ensure a stable flow of applications

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Input data

Client: a law firm that provides legal advice and services across a variety of spectrum.

Term of work: 3 months.

Problem: The target landing page on Instagram had a limited number of publications, the design was unoptimized, and stories were not conducted, which significantly affected the effectiveness of attracting the target audience through advertising. Providing offline services, which involve binding to specific locations, significantly narrows the potential reach. In conditions of high competition, it was difficult for the firm to attract new clients and ensure a stable flow of applications. Before cooperating with our agency, advertising had not been previously launched.

Tasks:

to increase the number of targeted calls;

to interest clients in various types of consultations;

to ensure a stable flow of calls.

List of works

At the initial stage, we prepared test static layouts that contained a list of services provided by the company. We created appropriate audiences (broad and by interests) to identify the most relevant users. A test launch aimed at obtaining leads via Facebook and Instagram made it possible to analyze audience behavior and obtain valuable information for further optimization of the advertising campaign.

At the next stage, given the large number of leads who were only interested in the service, but there were not enough sales, we launched advertising on interests related to the target audience. This strategy had a positive effect on the effectiveness of advertising and yielded a large number of leads who ordered services.

We continued to optimize advertising campaigns, paying attention to the effectiveness of each element, in particular, we optimized banner placement: we analyzed the effectiveness of placements and removed those that did not give results, leaving only the most clickable ones, which ensured a higher rate of interaction with advertising. These actions helped to focus resources on the most effective areas and improve the quality of the leads attracted.

Results

At the initial stage, we received 20 conversions from the site for 369.42 UAH (total costs for this month amounted to 7,388.31 UAH).

Advertising effectiveness indicators at the start

Over the next month, we managed to receive 52 leads for 410.16 UAH each (total costs for this month amounted to 21,328.47 UAH).

Promotion results for the second month

At the stage of further optimization, we received 89 leads for 213.10 UAH, total expenses in the third month amounted to 18965.53 UAH.

Advertising effectiveness for the third month

Over three months, the campaign demonstrated stable growth dynamics: from 20 leads in the first month of the test to 54 in the second and 89 in the third month.

Results

At the initial stage, we received 20 conversions from the site for 369.42 UAH (total costs for this month amounted to 7,388.31 UAH).

Advertising effectiveness indicators at the start

Over the next month, we managed to receive 52 leads for 410.16 UAH each (total costs for this month amounted to 21,328.47 UAH).

Promotion results for the second month

At the stage of further optimization, we received 89 leads for 213.10 UAH, total expenses in the third month amounted to 18965.53 UAH.

Advertising effectiveness for the third month

Over three months, the campaign demonstrated stable growth dynamics: from 20 leads in the first month of the test to 54 in the second and 89 in the third month.

Conclusions

To successfully launch an advertising campaign, it is important to test various hypotheses regarding the target audience and promptly adjust the strategy depending on the results obtained.

Creating segmented audiences allows you to more accurately adjust targeting and direct advertising to more interested users. After optimizing the campaign settings and changing the targeting strategy, the number of targeted calls increased significantly, which led to stable sales of the company's services.

Analysis of launched audiences and identification of strengths and weaknesses made it possible to improve the effectiveness of the advertising campaign and ensure regular sales.

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