California-based law firm specializes in personal injury and Lemon Law cases, advocating for clients to secure refunds on faulty vehicle manufacturers.
We took over the account in late July, inheriting a structure that generated 42 leads at a $49 Cost Per Lead (CPL) in the month before (June). The first step wasn’t to overhaul everything but to make small, precise optimizations. Why? Because preserving the learning phase of existing campaigns helps avoid algorithm disruption.
Client introduction:
This California-based law firm specializes in personal injury and Lemon Law cases, advocating for clients to secure refunds on faulty vehicle manufacturers. Praised for professionalism and responsiveness, they have a strong reputation for achieving favorable outcomes while reducing client stress. Serving clients across California, particularly in Los Angeles and Orange County, the firm is dedicated to protecting consumer rights and delivering impactful legal representation.
We took over the account in late July, inheriting a structure that generated 42 leads at a $49 Cost Per Lead (CPL) in the month before (June). The first step wasn’t to overhaul everything but to make small, precise optimizations. Why? Because preserving the learning phase of existing campaigns helps avoid algorithm disruption.
Excluded existing leads from targeting. This ensured we weren’t wasting spend on people who were already in the pipeline.
Removed poor-performing creatives and ad sets. A clean house makes for efficient campaigns.
Maintained consistent spend. By focusing on efficiency, we increased leads to 91 and reduced CPL to $34.
Takeaway: Small changes can drive big wins if you focus on the fundamentals.
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August was about building on July’s success. We launched fresh campaigns while keeping the old ones live.
Key strategies:
Replication of winning ad sets: We identified ad sets that were crushing it and cloned them into new campaigns.
Testing fresh targeting: New audiences and variations of Lookalike Audiences (LLA) gave us more data to refine.
In August, we also launched a retargeting campaign targeting all visitors to the landing page within a 30-day period, using static creatives.
Results: 91 leads with a 9% reduced CPL of $30.87, even with slightly lower spend.
Takeaway:When something works, don’t stop there—replicate and test around it.
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This is where we started thinking beyond broad strategies. Dedicated car brand targeting, combined with tighter ad set structures, took the account to another level.
Here’s what we tested:
Lookalike audiences at different percentages: Testing 0–3% and 4–6% LLAs revealed what worked best for the product niche.
Retargeting with static creatives: While initial results were lackluster, introducing video creatives in retargeting ad sets made a noticeable difference in soft metrics. And we also tested retargeting users from Google landing page. That indeed brought us one lead, but CLP was extremely high.
Takeaway:Not every test will win, but testing is how you uncover what does.
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In October, we launched Spanish campaigns, narrowing the audience by language (Spanish, Mexican, Catalan).
The key here was leveraging winning audiences from previous months and adapting them for a new demographic.
Results:
Spend: $6,506.47
Leads: 264
CPL: $24.65
This near-doubling of leads at a lower CPL was the result of careful scaling and tailored creative strategies.
The retargeting campaign ultimately did not yield results, neither with static creatives nor with videos, so we shut it down and reallocated the budget to the winning ad sets.
Takeaway: Never underestimate the power of audience segmentation.
In November and December, we continued with constant creative testing and budget scaling, resulting in outcomes that exceeded all projections:
November:
Spend: $7,089.04
Leads: 318
CPL: $22.29
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December:
Spend: $6,846.21
Leads: 380
CPL: $18.02
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Here’s what we did differently:
Increased budget strategically: Scaling too quickly can tank performance. Gradual increases ensured consistent results.
Creative rotation: Regularly refreshing creatives kept audiences engaged and prevented fatigue.
Takeaway: Consistency and creativity are the keys to sustainable growth.
Next year, we’re breaking into TikTok campaigns. The goal is to build a presence on a platform where the audience is highly engaged but ad saturation is still relatively low.
How we’re approaching it:
Gradual setup to avoid disrupting performance.
Leveraging existing learnings to create high-performing campaigns out of the gate.
Takeaway: Always look ahead and explore platforms where your audience might already be waiting.
Ready to scale your campaigns and drive measurable results?
At UNLMTD, we specialize in crafting tailored lead-generation strategies that fill your sales pipeline. Whether it’s optimizing ad performance, expanding targeting, or breaking into new platforms, we’ve got you covered. Let’s build a framework that takes your business to the next level.
Contact us today and let’s get started!
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