How an Employment Law Firm Cut
Cost-Per-Lead to $10.89 With AI Video Ads
3,794 Leads. 17 Signed Cases. $531 Per Case.
A multi-platform AI video ad strategy that generated 3,794 qualified leads and 17 signed cases in under 5 months — proving narration-style creative outperforms traditional legal advertising.
Campaign Period: November 2025 – March 2026 | Total Ad Spend: $9,039.86
3,794
Total Leads
17
Signed Cases
$531
Cost Per Signed Case
$10.89
Cost Per Lead
The Challenge
This employment law firm specializing in workplace retaliation, wrongful termination, and employee rights cases needed a reliable, scalable system to generate qualified leads and convert them into signed cases. Like many law firms, they faced the common challenge of high lead costs, inconsistent lead quality, and difficulty standing out in a competitive legal advertising space.
Their goals were clear:
- Generate a high volume of potential client inquiries at a sustainable cost
- Attract leads with real legal needs — not tire-kickers
- Build a predictable pipeline that turns ad spend into signed cases
- Scale across multiple platforms without sacrificing quality
The Strategy
We deployed a multi-layered paid advertising strategy across Meta (Facebook/Instagram) and TikTok, anchored by narration-style video ads designed to connect emotionally with potential clients experiencing workplace injustice.
Narration-Style Video Ads
The core of the campaign was a series of second-person narration scripts that spoke directly to the viewer's experience. Rather than generic legal advertising, these ads told the viewer's story back to them — creating immediate emotional recognition and trust.
"You spoke up. You did the right thing. At first, nothing seemed different. Then the tone shifted. Your manager turned cold. Small things became problems..."
Multi-Hook Testing System
Each batch of creative included 10 unique hooks designed to capture attention in different ways. We tested hooks across multiple themes — workplace retaliation, subtle treatment shifts, medical leave retaliation, wrongful termination, and discrimination. Top-performing ad V9 alone generated 336 leads.
Lead Qualification via Custom Forms
Instead of sending traffic to a generic landing page, we built custom lead forms with qualifying questions designed to filter for viable cases. Prospects were asked about their desired outcome, how things changed at work, when retaliation began, and their current employment status.
Avatar-Targeted Creative
Each batch of ads was paired with specific avatar targeting to ensure the creative resonated with the right demographic. AI-generated spokesperson videos were matched to the target audience by age, gender, and ethnicity — creating a relatable, trust-building viewing experience.
The Results
Over approximately 4.5 months (November 2025 – March 16, 2026), the campaign delivered exceptional results across every key metric.
Overall Campaign Performance
Lead Quality Breakdown
The qualifying questions on the lead forms revealed the following distribution of case types:
Monthly Lead Growth (Meta)
The campaign reached a steady state of approximately 200+ leads per month on Meta alone by December, demonstrating consistent scalability and reliable lead flow.
Key Takeaways
Narration-Style Ads Drive Emotional Connection
By speaking directly to the viewer's lived experience in second person, the ads created immediate recognition and trust. This approach pre-qualified leads — only people who saw themselves in the story engaged.
Multi-Hook Testing Finds Winners Fast
Testing 10 hooks per batch across 4 creative cycles allowed rapid identification of top performers. Ad version V9 alone generated 336 leads, proving the value of systematic creative testing.
Qualifying Forms Improve Case Sign Rate
Custom lead forms with situation-specific questions ensured the intake team received leads with real legal needs and enough context to assess viability quickly.
Sub-$11 Cost Per Lead at Scale
Maintaining a $10.89 average cost per lead across nearly 3,800 leads demonstrates that quality and volume can coexist with the right creative strategy.
$531 Cost Per Signed Case
With 17 cases signed from $9,039.86 in total ad spend, the cost per signed case came in at just $531.76 — a fraction of what most law firms pay for a single qualified lead through traditional channels.
The Bottom Line
This employment law firm invested $9,039.86 in ad spend and generated 3,794 leads and 17 signed cases in under 5 months.
At $531.76 per signed case, this system delivered one of the most cost-efficient client acquisition channels available in the employment law space.