Turning Billboard Awareness Into $2,600 Signed MVA Cases

Steinger, Greene & Feiner is one of the largest personal injury firms in Florida, with 50-plus attorneys and billboards on every major highway. WEBRIS built a bottom-funnel Meta campaign to turn that recognition into signed cases. The account runs at $40,000 a month and signs MVA cases at $2,600 each.

The Problem

You cannot drive a major highway in South Florida without passing three SGF billboards.

That out-of-home presence builds recognition. What it cannot do is capture the person who was hit yesterday. A billboard does not know who just got rear-ended on I-95, and it cannot put a lead form in front of them.

So the firm was paying for awareness every month and relying on that person to remember the name, search for it, and call. A lot of them searched and called a competitor instead.

Here's what a firm this size runs into:

• Huge brand recognition with no direct-response channel to cash it in
• Two states, Florida and Tennessee, with different markets and different intake
• 50-plus attorneys, which is an asset on camera and a scheduling problem in practice
• A need for volume. A handful of cases a month does not move the needle at this scale

They hired WEBRIS to do one thing: turn recognition into signed cases on Meta, in bunches.

The Solution

We built a bottom-funnel campaign aimed at people in market right now, who already recognize the brand from the highway.

The ads do not have to introduce the firm. They just have to be the next thing that person sees after the crash, with a clear offer and a form.

As a large firm, SGF had more than one attorney willing to be on camera. We spread the scripts across several of them. That portrays a bigger, more powerful firm and makes filming easier to schedule, because no single attorney is the bottleneck.

SGF is a content machine. Attorney phone footage gives us volume. Professional crew shoots give us the polished brand pieces. Mixing the two keeps the account low-friction to run at scale.

Campaign Snapshot

What We Ran

• Bottom-funnel creative that leans on existing billboard recognition
• 15 new ads a month spread across multiple attorneys
• Phone video for volume, professional crew for the polished brand pieces
• Florida and Tennessee run as separate campaigns with shared creative
• Lead forms tied directly to the firm's intake team
• Signed cases fed back into Meta as conversions so it optimizes for retained clients

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 $40,000 a month, the account signs roughly fifteen MVA cases a month across two states.

The number that matters at this scale is that cost per signed case held near $2,600 as spend grew. Most accounts get more expensive as you push budget into them. This one did not, because the brand recognition kept click costs down and the attorney mix kept creative fresh.

Here's what changed:

Why This Worked

• Brand plus direct response is the combination. The billboards made people know the name; the Meta ads made them act when it mattered.
• Spreading scripts across several attorneys solved the scheduling problem and made the firm look as big as it is.
• Phone footage for volume and crew shoots for polish gave the account both quantity and quality.
• At $40,000 a month, the account kept its cost per signed case near $2,600, which is what scale looks like when the system is built right.

Want signed cases from Meta Ads without guessing your way there? Book a free growth plan and we will show you what this system looks like for your firm.

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