How We Generated 20X More Leads for an Employment Law Firm
Ishant
Published : March 17, 2025 at 12:20 pm
Updated : October 22, 2026 at 1:10 am
Ishant
Last updated: 22 October 2026. Figures come from the client’s Meta Ads and TikTok Ads reporting screens shown below. The firm’s name stays private under our signed NDA.
Behind every lead in this account is a person who has just lost a job, been underpaid or been treated unfairly at work, and who is not sure where to turn. Our client, a US employment law firm, wanted to reach those people sooner and in larger numbers. When we started, the firm was getting about 75 leads a month. In 2024 its Meta Ads produced 21,096 leads, an average of 1,758 a month, which is more than 20 times where it began.
Quick Answer: how did this law firm get 20X more leads?
The firm went from about 75 leads a month to an average of 1,758 a month on Meta Ads in 2024 (21,096 leads at $18.51 each on $390,523 of spend). We did it with short hook videos about real workplace problems, tighter audiences, constant creative testing, and then TikTok Ads, which added 1,347 leads at $17.81 each in January 2025.
Key Observations
- Lead volume: about 75 a month before, 1,758 a month on average in 2024, roughly 23 times higher.
- Cost per lead on Meta: $18.51 across 21,096 leads in 2024.
- Cost per lead on TikTok: $17.81 across 1,347 leads in January 2025.
- What moved it: problem-first video hooks, behaviour-based audiences, exclusions and weekly creative tests.
- What a lead means here: a form submission reported by the ad platform, not a signed case. The firm tracks case sign-ups in its own intake system.
| Measure | Before | Meta Ads, 1 Jan to 31 Dec 2024 | TikTok Ads, 1 to 31 Jan 2025 |
|---|---|---|---|
| Leads | About 75 a month | 21,096 (about 1,758 a month) | 1,347 |
| Cost per lead | Not shared | $18.51 | $17.81 |
| Ad spend | Not shared | $390,523.03 | $23,992.60 |
| Accounts or campaigns | One broad setup | 4 ad accounts | 11 campaigns |
Source: the client’s Meta Ads Manager report (1 Jan to 31 Dec 2024) and TikTok Ads Manager report (1 to 31 Jan 2025), screenshots below. All amounts in USD as shown in the platforms.
Contents
- Who is the client?
- What was going wrong before?
- What did we change?
- What did the results look like?
- How is the 20X figure calculated?
- What can other law firms learn from this?
- What did the client say?
- Who ran this account?
- FAQs
Who is the client?
The client is a US employment law firm that represents workers in cases such as wrongful termination, unpaid wages and workplace mistreatment. Its potential clients are often stressed, worried about money and unsure whether they even have a case. That shapes everything about the advertising: the message has to feel human, and the form has to be easy to fill in on a phone.
What was going wrong before?
Before we took over, the firm was getting about 75 leads a month from its paid ads. That was not enough inquiries to keep its attorneys busy, and many of the people who did reach out did not need an employment lawyer at all.
- Too few leads: around 75 a month, far short of what the firm could handle.
- Weak lead quality: many inquiries had no legal issue the firm could take on.
- Ads that blended in: generic legal messaging looked like every other law firm ad in the feed.
- Broad targeting: budget was spread across people with no workplace problem.
What did we change?
We rebuilt the account around one idea: speak to the worker’s problem first, and the law firm second. Every change below served that idea.
1. Hook videos built around real workplace problems
Legal ads fail when they sound like legal ads. We made short videos that open with the situation a viewer may be living through, such as being let go after raising a complaint, and close with one clear next step: check whether you have a case. Here is an example of the hook style we tested:
2. Audiences built on behaviour, with exclusions
We narrowed delivery toward people showing signs of a workplace dispute and excluded audiences that kept producing off-topic inquiries. That meant fewer wasted impressions and more forms from people the firm could actually help.
3. Constant creative and bid testing
We tested several video creatives at a time, moved budget to the winners and adjusted bidding as conversion data built up. The Meta report below shows the result across four ad accounts, each with a cost per lead between $18.16 and $18.79.
4. Expanding to TikTok Ads
Once Meta was stable, we added TikTok Ads to reach people who were not yet searching for a lawyer but recognised their situation in a short video. The broad, interest-based campaign led the way with 1,007 of the 1,347 January leads at $16.33 each.
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What did the results look like?
In 2024, the firm’s Meta Ads produced 21,096 leads at an average cost of $18.51, on $390,523.03 of spend. In January 2025, TikTok Ads added 1,347 leads at $17.81 each, on $23,992.60 of spend.
| Meta ad account | Spend (USD) | Leads | Cost per lead (USD) |
|---|---|---|---|
| Account 1 | $193,755.23 | 10,312 | $18.79 |
| Account 2 | $146,311.63 | 8,059 | $18.16 |
| Account 3 | $35,508.69 | 1,906 | $18.63 |
| Account 4 | $14,947.48 | 819 | $18.25 |
| Total | $390,523.03 | 21,096 | $18.51 |
Source: Meta Ads Manager pivot table, 1 January to 31 December 2024, 7-day click or 1-day view attribution.
| TikTok measure, January 2025 | Result |
|---|---|
| Impressions | 3,710,027 |
| Clicks (destination) | 11,738 |
| Click-through rate | 0.32% |
| Conversions (leads) | 1,347 |
| Cost per conversion | $17.81 |
| Spend | $23,992.60 |
Source: TikTok Ads Manager campaign report, 1 to 31 January 2025.
How is the 20X figure calculated?
The 20X figure compares average monthly leads before and after. Before we started, the firm received about 75 leads a month. In 2024, Meta Ads alone delivered 21,096 leads, which is 1,758 a month on average. 1,758 divided by 75 is about 23.4, so “20X” is a rounded-down, conservative way to describe it.
- Leads in 2024 on Meta: 21,096
- Monthly average: 21,096 divided by 12 = 1,758
- Starting point: about 75 a month
- Increase: 1,758 divided by 75 = about 23.4 times
TikTok’s January 2025 leads are not included in that sum. On its own, TikTok delivered 1,347 leads in one month, about 18 times the old monthly total.
What can other law firms learn from this?
The biggest lesson is that people with a legal problem respond to their problem, not to a law firm’s logo. Here is what we would tell any firm running paid social:
- Lead with the situation: “Fired after you complained?” beats “Experienced employment attorneys.”
- Measure past the form: a platform lead is not a signed case, so match leads to intake outcomes every month.
- Keep testing creative: video fatigue is real; the Meta accounts here ran at an average frequency of 5.18.
- Add channels only when one is stable: TikTok came after Meta was predictable, not before.
- Check the rules: lawyer advertising is governed by state bar rules, so ad copy should be reviewed by the firm before it runs.
For search-led growth, see our guides to PPC for law firms, law firm SEO and the marketing plan for law firms, or our lawyer PPC agency service.
What did the client say?
“We struggled with expensive leads that weren’t converting. The team lowered our cost per lead and helped us get in front of the right people. Now, we’re seeing better-quality leads who need our services. This has made a huge difference in our ability to scale effectively.”
Marketing Manager, Legal Services Firm
Who ran this account?
The campaigns were planned and managed by Ishant Sharma, founder of Hustle Marketers, who has worked in Google Ads, Microsoft Ads and SEO since 2013 and runs Meta and TikTok campaigns for clients. Hustle Marketers is a Google Partner, Meta Business Partner and Microsoft Advertising Partner, with 591+ client reviews across platforms and Clutch Award wins in 2023, 2024 and 2026. You can hear from other clients in their own words on Ishant’s video reviews page.
Our client work is covered by signed NDAs, which is why the firm is not named here. The figures above are taken straight from the ad platforms, with dates, so you can see exactly what was measured.
FAQs
Do Facebook and TikTok ads work for law firms?
They can, especially for practice areas where people may not search right away, such as employment law. In this account, Meta Ads produced 21,096 leads in 2024 and TikTok added 1,347 in January 2025. Search ads still matter for people actively looking for a lawyer.
What is a good cost per lead for an employment law firm?
It depends on the market, the offer and how a lead is defined. This firm averaged $18.51 per lead on Meta in 2024 and $17.81 on TikTok in January 2025. The number that matters most is cost per signed case, which comes from the firm’s own intake data.
Are these leads the same as signed clients?
No. The figures here are form leads reported by Meta and TikTok. Some will not have a case. That is why we recommend reviewing lead quality with the intake team every month.
How long did it take to see results?
The reports cover a full year of Meta Ads (2024) and the first month of TikTok Ads (January 2025). Results at this scale come from months of testing, not a single campaign launch.
Can you do the same for my law firm?
Every firm, practice area and state is different, so we start with an audit of your current ads, tracking and intake. PPC management is $600 to $800 per platform per month, month to month, and you own every ad account. Get Free Audit Worth $500.
Results vary by firm, market and budget. This case study shares past results and is not a guarantee of future performance. It is general marketing information, not legal advice.
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