Toner Legal was already running successful Google Ads campaigns, efficiently capturing active search demand from people seeking an employment lawyer. However, they recognised a large untapped opportunity — many individuals who face workplace mistreatment don’t even realise they may have a case.
Meta Ads
Using Meta Ads to reach a new unaware audience and spark demand without relying on a direct sales approach.
Our first step was to deeply understand Toner Legal’s ideal customer profile. Through this research, we identified a key insight: potential claimants often don’t know they are eligible to take action.
With this in mind, we avoided pushing legal services directly. Instead, we crafted a top-of-funnel Meta Ads strategy designed to engage users with a simple, curiosity-driven proposition:
“Answer a few quick questions to find out if you have a case.”
Using ScoreApp, we built an intuitive questionnaire to help users self-assess their situation. Depending on their results, leads were segmented and followed up accordingly:
This approach ensured that leads were managed efficiently and that the team’s time was focused on the most promising prospects.
While the campaign began slowly, with initial leads costing £78, we knew this was just the start. Through ongoing testing and optimisation — refining ad language, creative, and funnel steps — we achieved a remarkable turnaround.
✅ Lead cost reduced from £78 to just £3
✅ Sustainable lead generation at scale
✅ Consistent high-quality enquiries filling the pipeline
Results before Lilac James showing a £78 cost per result:
Results produced with Lilac James showing a £3 cost per result:
The campaign’s success has created a new challenge for Toner Legal — managing the sheer volume of qualified leads. As a result, the ad budget cannot be raised further at this stage, as the team is already operating at full capacity.
With employment law lead generation optimised, our partnership with Toner Legal is expanding. We are now rolling out campaigns targeting wills and probate services, replicating the successful formula to grow other areas of their business.
“Great experience with Lilac James and team. We have literally had to hire more people to service the new leads they have been generating for us 🙂”.
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