Overview
Substance Law is a specialist Canadian law firm for regulated substances and industries. Their focus includes cannabis, psychedelics, tobacco, vaping, liquor, AGCO, food and drugs, money service businesses, and NFT and crypto.
The firm is based in downtown Toronto, Ontario. It is led by lawyer Harrison Jordan.
Goal
The goal is to get leads at as low a cost as possible. There was no proper restriction or target. But the less we cost for a lead, the better the chance of getting a higher ROAS.
Higher ROAS means an easy way of getting a higher ROI.
Strategy & Planning
Working with law firms to generate leads is both easy and difficult, because the real challenge is bringing in leads that convert. I worked with the creative team to develop direct campaign copy that clearly communicated what clients would receive from us.
The strategy was simple, yet effective.
- Broad Targeting: Used at the start to collect data, as there was not enough initial data available. Broad targeting also works well early on for most types of campaigns.
- Specific Targeting: After gathering insights, I tested more specific targeting through separate ad sets. Testing is essential for success in advertising, and refined targeting consistently performs better.
- Retargeting Audiences: This was essential to re-engage users who may have missed converting earlier. Warm audiences always deliver stronger results.
- Ad Creative and Ad Set Testing: Multiple creatives and ad sets were tested as standard practice, and this approach proved effective.
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 book a meeting.
