$2,000 Signed Cases In Texas With A 50/50 English And Spanish Campaign

Borunda & Fomby is a two-attorney personal injury firm in Houston competing against some of the biggest advertisers in legal. Both attorneys speak Spanish natively, so WEBRIS built the campaign half English and half Spanish. Almost two years later it signs cases at $2,000 each on $10,000 a month.

The Problem

Houston is one of the most crowded personal injury markets in the country.

Borunda & Fomby is a two-attorney firm going up against advertisers who spend more in a week than they spend in a year. On budget alone, they lose.

What they had going for them: attorneys willing to get on camera, and attorneys who speak Spanish natively. Most Texas firms either ignore the Spanish-speaking audience or hand it to a voiceover.

Here's the problem they brought us:

• A $10,000 monthly budget in a market where competitors spend six figures
• No way to win the English-only auction on spend
• A huge Spanish-speaking audience in Houston that nobody was speaking to in their own voice
• Two attorneys who could film, but not every day

I know what you're thinking. Spanish ads are cheaper. They are not, necessarily. But they do something more useful.

The Solution

Spanish ads do not automatically mean a cheaper cost per case. What they mean is a larger, broader audience, and Meta loves a bigger audience. The more people the algorithm can reach, the better the ads usually perform.

Since both attorneys are native Spanish speakers, we leaned into that and made it a 50/50 campaign. Half English, half Spanish. Same scripts, same faces, same offer.

Five new ads a month is enough when the attorneys are consistent. They film in both languages in one sitting, so a single session produces two campaigns' worth of creative.

Broad targeting lets Meta find the injured in either language. We do not guess which audience will convert this month. We let the signed-case data decide.

Campaign Snapshot

What We Ran

• 50/50 English and Spanish campaign, filmed by the attorneys themselves
• 5 new ads a month, scripted by WEBRIS, shot in both languages in one session
• Broad targeting so Meta can find the injured in either language
• Bilingual lead forms and landing pages so no lead hits a language wall
• Intake that answers in the language the lead came in on
• Almost two years running on the same system

How The System Works

The Creative

Here is one of the ads from the account, exactly as it runs in the feed:

The Results

At $10,000 a month, the account signs roughly five cases a month for a two-attorney firm in Houston.

The campaign has run for almost two years on the same system. That is the part most firms miss. It is not a launch spike. It is a channel that keeps producing at a budget that would get a firm laughed out of the Google auction.

Here's what the bilingual approach changed:

Why This Worked

• This is proof that a small firm can compete in a wildly competitive market with the right strategy and attorneys willing to put themselves on camera.
• The Spanish half of the campaign is not a gimmick. It is a whole audience most Texas firms never speak to, and it doubled what the budget could reach.
• Filming both languages in one session kept the attorney time commitment small enough to sustain for two years.
• Consistency beat volume. Five good ads a month, every month, outlasted competitors who launched big and quit.

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