This project was a Facebook lead generation campaign for a small family law firm based in Miami, FL. We were already working with the client on Adwords, but she wanted to test Facebook ads to see if we could generate quality leads from that medium at a competitive CPA (cost per acquisition).
Facebook ads are not the best source of traffic for most professional services firms because the prospects have low buyer intent.
However, they do work, but the business may need to nurture the leads more, before they convert.
Also, Facebook ads work well for services that can be targeted using demographics as opposed to demand driven services. For example, divorce law, financial planners, accountants, plastic surgeons, etc.
Our first step was to create a two step landing page (I have chosen not to show the landing page here).
When the prospect first arrived on the landing page, she was presented with a phone number to call and two fields, full name and email address. She could choose to either call the law firm directly or submit her information so that she received a call back.
When she clicked the submit button, the next page then asked for more details about her situation. A total of six additional fields were required before she could submit the inquiry.
This landing page was A/B tested against a simpler one page landing page that just asked for the name, email address, phone number.
We found that prospects that took the time to fill in the long form landing page were of much higher quality and further down their decision path, therefore more likely to become clients.
Since we were already tracking phone calls for the Adwords campaign using Call Rail, We took one phone number from the tracking pool and used it on the Facebook landing page.
This way we could track all the phone calls generated by the Facebook campaign independently of Adwords.
Call conversions are a critical metric for a local lead generation campaign because prospects usually find it easier to call (especially on their smartphones) as opposed to filling in a contact form.
From previous data we knew that the ideal demographic for this client was women between the ages of 25 to 54 living in Miami. This made targeting that demographic on Facebook straight forward.
We targeted women within a 25 mile radius of Miami with relationship status set to “complicated”, “divorced”, “separated”.
In a lot of cases, people update their Facebook status to “divorced” before they actually get a divorce, so it made sense to target that demographic too.
One of the biggest challenges with lead generation on Facebook is that the Facebook ecosystem is not designed for negative content. People go to Facebook to have fun and relax and normally don’t want to see anything negative.
In addition to that, it’s very easy for a person to add negative feedback on your ads and a high amount of negative feedback will affect your campaign and can even get your ad account disabled.
Since divorce is not a particularly happy subject, the challenge was to create ads that where effective without creating a flood of negative feedback.
These are some the ads that worked best.
Based on data from the Adwords campaign that we were running concurrently, we knew that most of our conversions where from mobile devices as opposed to desktops.
So we decided to build ad groups around device types and limit the campaign to only run on Facebook news feed. No Instagram, Audience Network or Right Hand Side ads.
The goal of the campaign was to generate leads that needed a lawyer immediately, however, we created an email follow up campaign so we could nurture leads that were not yet ready to call.
The sales process was as follows:
The email series covered most of the frequent questions/issues a woman going through a divorce could have.
If the prospect didn’t show up for the scheduled meeting, her contact details were updated on Active Campaign with a new tag.
This triggered a different follow up email sequence aimed at getting her to reschedule the consultation.
For those prospects that were still very early in their decision path (after a phone call or face to face meeting), a new tag was added to their contact details that trigger a 90 day educational (and reminder) email sequence.
The idea was to educate and stay “top of mind” so that when she was ready, the client’s firm would be the obvious choice.
For the first 30 days we spent $605.84 to produce 29 leads, of which 11 leads were phone calls and 18 leads were form submits.
Most of the phone calls where at least 50 seconds long and all where from the client’s desired area.
We also sent over 1,200 people to the landing page but only 18 people converted at a conversion rate of 1.48%.
Yes, the conversion rate is on the low end, this was because of the two step landing page mentioned above.
Most prospects dropped off on step two when they were asked to give more details about their situation.
However, even though they didn’t complete the process, they were subscribed to the “educational” email follow up sequence so we still had an chance at converting some of them into face to face meetings.
The overall cost per lead was $20.89 which was lower than the cost per acquisition from Adwords, but the “burn out rate” was much higher.
We found that we need to pause this campaign for about 45-60 days after running for 30 days, otherwise the numbers drop and the negative feedback began to creep up.