My Law Firm sold three franchises in 2023 at $80,000 each: $240,000 in franchise sales from $22,098.49 of Meta spend, an effective 10.86x return. Behind them sat 221 qualified registrations, up from 114 in 2022, at a cost per registration down from $146.09 to $99.99.
Lead, registration and cost figures from the 2023 annual report. Franchise sale values confirmed separately by Digital Rocket.
Law firm licensing, Australia · Service: Meta Ads · Reporting from 2022
In 2022 the account ran almost only image ads and recorded 114 registrations off $16,654.42 of spend. Through 2023 we introduced video ads, graded every lead Green, Amber or Red, uploaded those outcomes back to Meta, and moved to a core-and-test campaign structure. 2023 recorded 221 registrations at $99.99 each, and three franchises sold at $80,000 each: $240,000 from $22,098.49 of spend.
The situation. An Australian law firm licensing business, reported on weekly across Facebook and Google ad accounts. The tracked outcomes are leads, registrations and franchise sales.
What was missing. 2022 ran almost only image ads. The year recorded 323 leads at $51.56 each and 114 registrations at $146.09 each, on $16,654.42 of spend.
What changed. Video ads, regular offline conversion uploads and a new core-and-test campaign structure. 2023 recorded 507 leads at $43.59 each and 221 registrations at $99.99 each, on $22,098.49 of spend.
Three franchises sold at $80,000 each: $240,000 from $22,098.49 of Meta spend. Behind them, 507 leads and 221 qualified registrations at $99.99 each, against 114 the year before.
Lead, registration and cost figures from the 2023 annual report. Franchise sale values confirmed separately by Digital Rocket.
Four changes recorded for 2023, and two items carried into the 2024 plan.
Video ads replaced image ads. 2022 had run almost only image ads. In January 2023 we created a first batch of video ads using stock footage, which started performing surprisingly well. We then tested raw video footage recorded in 2021 with edited subtitles, which also generated positive results. A new batch of recordings followed, and those ads were still running and performing well at the time of the report.
Offline conversion uploads. We started regularly uploading offline conversions, feeding the graded outcome of each lead back into Meta.
A core-and-test campaign structure. New core campaigns hold the top three to four performing ads. New winning test ads are only scaled or duplicated if they outperform the current core ads, which avoids scaling too many ads and stretching an already low daily ad spend thinner.
The new-lawyer angle. One of the learnings from the year was that the new-lawyer angle performed extraordinarily well. The 2024 plan carries it further: a landing page and video recordings made specifically for new lawyers.
Green, Amber, Red lead grading. Every lead was graded Green, Amber or Red using our own grading system, so lead quality was visible on each registration and not just the volume of them.
A Google account plan, written before spend. In June 2023 we produced a strategic account plan for Google covering a brand campaign, search prospecting, Display and Discovery, YouTube and Performance Max, with keyword research attached. At that point there was no Google Ads account yet.
Fix one piece and the rest still leaks. We run the whole system and pressure-test it before we spend a dollar.
Tracking, mobile, and intake get sealed before we spend a dollar.
Every lead gets a Green, Amber, or Red grade. Good-fit leads guide the next dollar.
P&L by service line. We scale what actually closes.
Meta, 2022 against 2023. Spend $16,654.42 to $22,098.49. Leads 323 to 507. Cost per lead $51.56 to $43.59. Registrations 114 to 221. Cost per registration $146.09 to $99.99.
Three franchises were sold in 2023, one in Q1 and two in Q3, at $80,000 each. That is $240,000 in franchise sales against $22,098.49 of Meta spend, an effective 10.86x return.
Pure volume does not cut it. Three franchises sold at $80,000 each returned $240,000 against $22,098.49 of Meta spend. The registrations behind them rose from 114 to 221 while cost per registration fell from $146.09 to $99.99, with every lead graded Green, Amber or Red before the sales team touched it.
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