Meta Ads Campaign — Legal Services 02
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01Objective
Drive value-tracked conversions for an anonymised legal-services client, measuring campaigns on return on ad spend rather than enquiry volume alone.
02Audience approach
Prospecting audiences built from the highest-value historical converters, refined with exclusions to keep spend on genuinely new prospects.
03Campaign structure
A compact account structure with clear prospecting and retargeting lanes, so conversion value could be attributed and budgets shifted with confidence.
04Creative & message testing
Message testing centred on trust and outcome framing; creative rotations were scheduled to keep frequency healthy across a narrow audience.
05Funnel & lead generation
Conversion events were tracked with value so the account optimised toward the enquiries most likely to become clients.
06Retargeting
Warm audiences — engagers and site visitors — received proof-led creative to convert consideration into contact.
07Optimisation focus
ROAS-first optimisation: budget followed conversion value, and low-value segments were trimmed rather than scaled.
08Selected screenshots & visuals
Screenshots are anonymised — client names, campaign names, account identifiers, and other private details are masked or cropped.
09Key outcomes
10Tools used
11What I learned
Tracking conversion value — not just lead count — showed which audiences produced clients actually worth acquiring.