How We Lowered CPL & Generated 20X Leads for a Law Firm

Niche: Legal Services

Project Timeline: 5 Months

Service Used: TikTok Ads & Facebook Ads

Budget : $4,14,954

Challenge

Solution

To solve these issues, we developed a multi-platform strategy focusing on TikTok advertising with engaging hook videos and precise audience targeting, ensuring significant improvements in lead quality and cost efficiency.

1. High-Impact Hook Videos to Capture Attention

One of the biggest reasons many legal ads fail is that they blend in with generic promotional content. To stand out and engage users, we created a series of hook videos designed to:

To make potential clients feel understood, we created attention-grabbing videos highlighting common workplace issues like wrongful termination. Each video included a strong call-to-action (CTA) to encourage immediate inquiries.

2. Refining Audience Targeting for Better Lead Quality

Previously, the client’s ads reached a broad, unfocused audience, resulting in high CPL and poor-quality leads. To solve this, we utilized behavioural data, which focused on employees who had been mistreated or wrongfully terminated, ensuring ads reached those actively seeking legal help. We also excluded irrelevant audiences to improve lead quality and conversion rates.

This adjustment ensured that every dollar spent went toward attracting potential clients more likely to convert.

3. Continuous A/B Testing & Optimization

We tested multiple video creatives, adjusted bidding strategies, and refined targeting based on real-time conversions. This helped us lower CPL while ensuring high-performing ads received the most budget.

4. Expanding to TikTok Ads for Broader Reach

To maximize reach, we expanded beyond Facebook Ads to TikTok, utilizing its low-cost, high-engagement platform to attract a fresh audience and drive more qualified leads.

Why TikTok? Because it’s one of the fastest-growing ad platforms, offering highly visual, interactive, and low-cost advertising. Unlike search ads, where people actively look for legal services, TikTok allows us to present legal solutions to users who may not even realize they need them yet—but resonate deeply once they do.

Results

The impact of these strategic changes was immediate and measurable:

1. Increased Lead Volume – The number of leads significantly improved, allowing the client to generate a steady flow of potential cases.

2. Lower Cost Per Lead (CPL)— We reduced CPL from $30+ to $18, improving overall profitability.

3. Higher Lead Quality—The leads were no longer random inquiries but people actively seeking legal help, leading to better conversion rates and ROI.

Through targeted advertising and creative optimization, we helped this legal services provider attract real, qualified leads at a lower cost, making their ad campaigns more sustainable and scalable.

Client Testimonial

“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

Conclusion

This case study highlights how a strategic shift in ad platform, creative execution, and audience targeting can completely transform campaign performance. By leveraging TikTok Ads, high-converting hook-based video creatives, and precise targeting, we significantly reduced CPL and improved lead quality—two of the biggest challenges faced by legal service providers in digital advertising.

The strategy was led by Ishant Sharma, a seasoned PPC expert, Meta Ads specialist, and Top-Rated Plus freelancer on Upwork, who consistently drives results for performance-focused businesses.

Looking to improve your ad performance and attract better leads? Explore our PPC services and build a campaign that delivers real ROI.