We're signing car accident cases for $1,500 a piece. On Facebook. In Texas — one of the most competitive PI markets in the country.
That's a real client: Borunda & Fomby. We've run their Facebook and Instagram ads for about a year.
Most firms think Facebook doesn't work for personal injury. They're wrong. They just don't know how to run it.
I'm going to show you exactly how we do it — the same system behind Shook & Stone signing 200+ new cases in eight months. Watch the breakdown, then read the playbook.
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Three things matter. Get them right and the math works. Get them wrong and you'll swear off Facebook forever.
1. Creative Is 90% Of The Game
Creative means the ad. The video, the copy, the landing page it points to.
And 90% of that is video. You have to make video. Full stop.
You don't need a studio. You don't need a film crew. You don't need a horizontal shot of you walking out of your office in a suit. Nobody watches that.
People want real. Native. Vertical. Filmed on a cell phone. It beats a polished production almost every time.
We've run over 5,000 ads. We know which hooks work and which ones die. And the winners are never the fancy ones.
The videos that actually work
Four types do the heavy lifting:
- The answer. You, talking to camera, answering a question a hurt person is Googling at 11pm. “How long do I have to file after a car accident?”
- The result. “We just settled a rear-end case on I-45 for $1.2M.” Numbers stop the scroll.
- The myth. “The insurance adjuster is not on your side. Here's how they lowball you.”
- Behind the scenes. You at your desk, in court, with a client. Real beats staged.
The hook is everything. The first three seconds decide whether they keep watching or scroll past. We put the hook right up front — the pain, the number, the question — never a slow logo intro.
And here's the part nobody believes until they see it: we've filmed clients who swore they were awful on camera. Their shaky cell-phone videos beat our studio productions. Every time.
Want to see what this looks like in the wild? Here are real lawyer Facebook ad examples we've run.
How we make it easy on you
Every month we send you scripts. 30 seconds each. Written from the hooks we already know convert.
Someone in your office films you on a phone. You read the script. You send them to us. We edit, add captions, and launch. That's your whole job.
Is it work? Yes. I'm on camera right now and I'd rather not be. But you do what it takes to grow your firm.
And these videos do more than get leads. They put your face in front of your entire market, over and over. That beats billboards, TV, and radio — because people actually choose to watch. Run more angles and you don't annoy people. You build a brand.
2. Media Buying: Let Facebook Do The Targeting
The second piece is setting up and managing the ads. We've done this for law firms for 15 years, so the expertise is real.
But I'll be honest with you: Facebook made this part easy.
An update they rolled out (Andromeda) shifted the whole platform. Now creative is the variable that decides if you win.
Zuckerberg has said it flat out. They're making the ad platform fully self-service. Just give them video. They know who's in market.
Think about what Meta knows. Every person with Facebook, Instagram, and WhatsApp on their phone. What they search. Who they call. Whether they were just in a wreck.
You can't target that directly. But feed the algorithm the right creative and it puts you in front of those people anyway.
So here's what we actually do in the account. Broad targeting. One conversion event. And a lot of creative.
We're not building 40 tiny interest audiences anymore. That's the old way, and it's dead. We let Advantage+ do the heavy lifting and we feed it volume.
That's why we run paid social as a creative-first program, not a technical media-buying shop. The more good video we run, the lower your cost per case. It's that simple.
3. Track Signed Cases, Not Leads
This is where most firms blow it.
Since you can't target “injured, not at fault, last three weeks,” you have to teach Facebook who you want. You do that with the signals you send back.
That means tracking the whole lifecycle. Not just leads.
Here's the setup. A lead comes in from the ad. It drops into a CRM and intake system. Your team tags it as it moves: unqualified, qualified, proposal, signed. When it hits “signed,” that fires a custom conversion back to Facebook.
Now the algorithm optimizes for signed cases. Not clicks. Not forms. Cases.
Why does this matter so much? Because 95% of your PI leads will be unqualified. Nothing you can do about that.
If you only track lead forms, you're telling Facebook “get me more forms.” So it goes and finds you more of the 95% junk. Then you say Facebook doesn't work.
Every time we audit an account that “failed,” this is what we find. Lead forms set as the conversion. The algorithm chasing garbage. The firm blaming the channel.
It takes time. You need 10 to 20 signed cases flowing back before Facebook clicks in. That's why months two through four are when it turns on. Feed it real cases and it figures out exactly who to find.
4. The 4-Stage Funnel We Build
We don't run one video on repeat. We build creative for four stages of awareness. Facebook matches each ad to the right person — here's our full guide to Facebook ad targeting for lawyers.
Unaware. Top of funnel. Native, scroll-stopping stuff — the kind of thing you'd see on TikTok. A clip about a wild local crash, a quick reaction, something that stops the thumb. If you're not on TikTok, get on it. That's what social creative looks like now.
Problem-aware. Attorney talking-head videos. Someone got hurt but doesn't know the statute of limitations, how insurance works, or what to do next. You answer that. “Box fell on you at work? Here are your first three moves.”
Solution-aware. They know they need help. Maybe insurance already denied them. Now you get specific. “If they won't pay your claim, you need a lawyer — here's why.”
Brand-aware. Bottom of funnel. Testimonials, case results, settlements. Proof for the people who are almost ready to call.
Some of these ads won't convert directly. They assist. They pull people in, Facebook watches who engages, and it keeps serving them until they're ready.
You're building a funnel inside Facebook that nurtures people down on its own. No email sequence, no manual follow-up. The algorithm does it.
5. What The First 6 Months Look Like
Speed matters. We want ads live in the first 7 to 10 days. If you have video already, we'll repurpose it with new hooks to get data flowing.
The first 30 to 60 days are testing. You'll get leads in month one. Leads are easy.
Signed cases are hard. Those start landing in months two through four, once Facebook understands who you want.
By months five and six, your cost per case drops and stabilizes. That's when you scale. And there's no ceiling — 71% of U.S. adults use Facebook and about half check it every day. Your whole market is in there.
The Proof
You don't have to take my word for it. Same system, different firms, different states:
- Borunda & Fomby (Texas): ~$1,500 per signed MVA case in a brutal market.
- Shook & Stone: 200+ new signed cases in eight months.
- Chalik & Chalik: ~$1,400 per case.
- Steinger, Greene & Feiner: +440% in leads.
Different case types. Different markets. Same three levers.
The Objections I Hear
“Facebook doesn't work for PI.” It does. You were tracking the wrong conversion and blaming the channel.
“I don't have time to film.” It's a 30-second script. Batch eight of them in one sitting and you're set for the month.
“Can I use an AI avatar?” No. People smell it instantly. Real beats perfect.
“I'm not good on camera.” Neither am I. Nobody cares. They care whether you can help them.
What You Need From Your End
Not much. A phone. Someone to hold it. A CRM your intake team actually uses. And the willingness to show up on camera a couple times a month.
That's it. We handle scripts, editing, the ad account, the tracking, and the reporting.
Why We Don't Report Cost Per Lead
Cost per lead is a vanity metric in this business.
Firms tell me all the time: “I'll pay $3,000 for a lead if it closes. I don't want a $10 lead if I have to dig through 99 junk ones to find it.” Exactly.
A cheap lead that wastes your intake team is expensive. We watch cost per lead to see how a campaign is trending. But we report on cost per signed case. That's the only number tied to revenue.
For the full math, read our breakdowns on buying auto accident leads and the real cost of personal injury leads.
Test Your Market
Every market is different. Don't copy what worked somewhere else.
For Borunda & Fomby in Texas, the ads crushing it are the Spanish ones.
You'd think Spanish ads would dominate in Miami too. They don't. The Spanish-speaking population there is as big as the English one, so the whole dynamic changes.
So we test your market, your offer, your firm. Not a template. It's one piece of a bigger personal injury marketing system.
Want Us To Run This?
This is all I do — get law firms more signed cases with paid ads.
First seven days is onboarding. We take your existing video, send you scripts, and if you've got nothing, our creative team films it for you so we can get live fast.
Within 30 days you'll have ads running. Within 60 you'll have signed cases. By month six you'll be asking to spend more.
If that's what you want, this is our Facebook ads for personal injury lawyers service. Book a call and I'll tell you what your cost per signed case could look like.
