Thrive Services Used
Project Overview
An employment law firm wanted to expand its lead generation efforts, and reach people who had been fired and may have had legal claims involving discrimination, retaliation, harassment or reporting workplace misconduct. This space involves strict advertising considerations and platform limitations. So, the firm needed a strategy that could drive lead volume while staying mindful of Meta’s rules.
Thrive Internet Marketing Agency partnered with the client to launch paid social campaigns built to attract high-intent prospects and support immediate lead generation. Starting with a focused campaign in Illinois and later expanding into additional states, including California, Thrive used a combination of traffic and lead generation objectives to build momentum, increase reach and improve conversion volume.
The strategy delivered strong gains across key performance indicators, helping the client scale from a cautious initial launch to a monthly ad budget of $4,000 while driving a 255% increase in leads and a 211% increase in clicks.
The Results
+772,503
Impressions
+18,067
Clicks
+7,898
Landing Page Views
+2,456
Leads
Because the firm was entering paid advertising for the first time, Thrive built a measured paid social strategy designed to generate immediate lead activity while supporting long-term growth into additional markets.
The partnership resulted in the following paid social outcomes:
- Contact Form Submissions: +2,456
- Clicks: +18,067
- Click-Through Rate (CTR): +2.34%
- Cost Per Click (CPC): $0.62
- Cost Per Lead: $4.53
The Execution
Thrive developed a paid social strategy designed to help the client generate leads quickly while establishing a strong foundation for geographic expansion. Since the business had not run ads before, the campaign began with a measured approach that balanced immediate lead generation with traffic-building efforts.
Paid Social Campaign Launch
Thrive launched the campaign in August, using a mix of website traffic and lead-generation initiatives. The traffic strategy was optimized for landing page views, while the lead-focused effort was built to generate conversions as early as possible. The initial targeting focused on Illinois, providing the team with a controlled environment to test performance before expanding into additional markets.
Scaling Into Additional States
Once the campaign established traction, Thrive broadened targeting into other states, including California. This phased rollout supported the firm’s short- and long-term goal of starting in a limited geographic area and then expanding into new regions over time.
Budget Growth and Performance Optimization
The campaign started with a relatively small ad spend, then gradually scaled as performance data came in. By the end of December, the monthly budget had grown to $4,000, reflecting increased confidence in the campaign’s ability to generate results efficiently.
Thrive used performance insights to guide optimization decisions throughout the quarter, helping improve visibility, clicks and lead volume while maintaining cost efficiency.
Navigating a Complex Advertising Environment
The firm operates in a legal niche involving sensitive employment issues. As a result, Thrive had to remain mindful of both market complexity and Meta’s advertising rules. This required a careful campaign structure and messaging approach that could attract qualified users without creating compliance issues.
The Next Steps
The next phase of the strategy will focus on continued geographic expansion, ongoing campaign refinement and further improvements in lead quality. With a strong foundation already in place, Thrive is positioned to help the company scale performance in additional markets while sustaining efficient lead generation.
