Introduction:

Substance Law is Canada’s Law Firm for Regulated Substances and Industries – with a focus on Cannabis, Psychedelics, Tobacco, Vaping, Liquor, AGCO, Food & Drugs, Money Service Businesses, and NFT / Crypto. Substance Law is Based in Downtown Toronto, Ontario, Canada, headed by Lawyer Harrison Jordan.

Location: Toronto, Canada

Goal:

The goal is to get leads for as low cost as possible. There was no proper restriction and proper target. But the less we cost for a lead, the better the chance of getting higher ROAS.

Higher ROAS means an easy way of getting Higher ROI.

Strategy & Planning:

Working for law firms to get leads is easy & hard both together because you need to bring in leads that convert. I worked with the creative team and created some direct campaign copies where we offered what clients are getting from us.

The strategy I kept was simple. But yet effective.

1. Broad Targeting: to get some data at first cause I had not enough and also broad targeting works at first almost for all types of campaign.
   
2. Specific Targeting: then I had to try specific targeting with another adsets cause testing is the ultimate key to success in ads. And specific targeting always works.
   
3. Re-targeting Audiences: This is a must to bring back some audience that maybe missed by any chances. And the warm audience is always great.
   
4. Ad creative & Ad sets testing: Everyone knows these are must and I did that as usual which worked.

Results:

Campaigns:

Campaigns look cool? Right! 

But the process wasn’t easy. Cause I had to try things to get the cost per lead lower.

Check the ad sets.

Ad Sets:

At first, the cost per lead was higher than usual. Then I had to work on it to lower it, and I successfully did that.

From $128 & $63 cost per lead

To $28 & $20 cost per lead

The journey was great.

Feedback:

If one gig is valued at $2500 

You can easily think of how much the ROAS was.

Conclusion:

This campaign proved once again that with the right mix of strategic targeting, creative testing, and continuous optimization, even high-ticket industries like law can see excellent results from Facebook Ads. By systematically lowering the cost per lead from over $100 to just $20–$28, we demonstrated the power of data-driven marketing. The journey wasn’t effortless, but the outcome speaks for itself: high-quality leads, consistent performance, and a solid path toward scalable client acquisition. 

Ready to scale your law firm’s lead generation the smart way? Let’s talk.