A 20% conversion rate. Four times the legal sector average.
A high intent Meta funnel that pre qualifies tenants on the landing page, so Ben's team only ever speaks to people with viable claims and a genuine reason to act.
376 leads · 20% conversion · £8.77 CPL
Rental Deposit ClaimsUK legal services376 leads. 75 paying clients. £44 client acquisition cost.
376 lead form submissions at £8.77 each, across 147,521 people reached. Legal sector CPL typically runs £50 to £150 and only 2 to 5% of those leads ever convert. With Ben's 20% conversion rate, those 376 leads become roughly 75 signed clients from £3,298 in ads, at a fraction of the sector's client acquisition cost.
Real Meta Ads results. Real signed clients.
Meta Ads Manager data from Rental Deposit Claims' lifetime Meta lead form + web campaign. Legal sector CPL runs £50 to £150 typically. We consistently deliver at a fraction of that.
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How the campaign came together, start to finish.
Legal services typically convert at 2 to 5%. That's a problem.
Broad targeting ad campaigns for legal services get you volume, but most enquiries have weak cases, no documentation or no intention to proceed. To make the paid channel sustainable, the funnel had to do most of the qualification work before a lead ever reached a human.
A Meta funnel with aggressive pre qualification and fast follow up.
Meta lookalike audiences of past successful claimants, credibility led landing pages built around eligibility filtering, and instant multi channel follow up. Legal sector buyers respond to speed and trust signals, so both are baked into every touchpoint.
376 leads. ~75 signed clients. £44 client acquisition cost.
376 qualified enquiries at £8.77 each, converting at 20% into paying clients (four times the legal sector average). Roughly 75 signed clients from £3,298 in ad spend, at a client acquisition cost of £44 versus the sector's typical £200 to £500. Meta became the firm's most predictable acquisition channel.
Seven levers that quadrupled the sector's conversion benchmark.
Interest based targeting
Meta targeting for renters and recently moved tenants, layered with demographic and location filters to reach people most likely dealing with deposit disputes.
Lookalike audiences of past claimants
Meta Lookalikes modelled on previous successful claimants. High precision targeting of people similar to past paying clients.
Credibility led retargeting
Testimonials, case results and regulatory trust signals for hesitant visitors. Legal is a considered decision and rarely closes on touch one.
Eligibility based qualification
Amount disputed, tenancy length, deposit protection scheme status, evidence held. Non qualifiers don't proceed, saving hours of dead end calls.
Instant multi channel follow up
SMS, WhatsApp and email within minutes of submission. First to contact dramatically boosts conversion in this sector.
Credibility led landing pages
Case examples, success rates, "no win, no fee" reassurance and clear next step expectations. Lowers buyer anxiety in a trust category.
Continuous A/B testing
Landing page headlines, qualification questions and ad creative refined monthly, based on which leads actually convert to clients.
The exact funnel in one picture.
Five moving parts, tuned to filter out weak cases before they ever reach a human. Only viable claimants ever hit Ben's team.
Meta Ad
Renter and recently moved targeting, lookalikes of past claimants.
Trust page
Case examples, success rates, "no win no fee" reassurance, next step clarity.
Eligibility filter
Amount, tenancy, deposit scheme, evidence held. Weak cases self exit.
Multi channel follow up
SMS, WhatsApp and email within minutes of submission. Speed wins in legal.
Client signed
Qualified viable claimants convert. 1 in 5 leads becomes a paying client.
"A 20% conversion rate on inbound leads is unheard of in this sector, most agencies would kill for 5%. Upscale don't just send us leads, they send us the right leads. The eligibility filter on the landing page does half the qualification work for us before anyone in the team even picks up the phone."
The three Upscale services powering Rental Deposit Claims.
Not just Meta ads. A complete client acquisition system with three distinct pillars, all working together.
The Meta and Google paid social engine behind this case study. Bring qualified enquiries to your practice, predictably.
Explore B2C Lead Generation Upscale CRMUnified inbox, AI chatbots, instant booking and reactivation automation. Turn every lead into a paying customer.
Explore the CRM Lead Generation for SolicitorsPurpose built for UK legal practices. Filter cases at the funnel edge so your team only touches viable claims.
Explore Solicitor Lead Gen
You'll speak with Lewis or SofiaCo founders of Upscale
Prefer email? hello@upscaleleadmarketing.co.uk
Everything you might be wondering.
The questions solicitors and legal practice managers most often ask before booking a discovery call with Upscale.
How long does it take to see enquiries?
First eligible tenant enquiries typically arrive within 3 to 5 days of the campaigns going live. The pre qualified pipeline settles into a predictable weekly flow across the first month.
What does something like this cost?
Rental Deposit Claims runs on around £3,300 in lifetime Meta ad spend at £8.77 per lead. Legal sector average CPL is £50 to £150. On a discovery call we'll scope spend and management fee for your practice area.
Are the Meta ads compliant with SRA marketing rules?
Yes. Creative and landing pages follow the SRA Code of Conduct, including transparency on fees, no misleading claims of success, and correct handling of case examples. We keep everything defensible.
How does the pre qualification actually work?
The landing page form asks eligibility questions upfront: amount disputed, tenancy length, deposit protection scheme status and evidence held. People who don't qualify don't submit. Your team only ever speaks to viable claims.
Can this work for other practice areas besides deposit claims?
Yes. The same pre qualification model works for personal injury, employment law, family law, immigration and other high volume consumer legal specialisms. The eligibility filter changes to match the practice area.
What if leads don't convert to signed clients?
Rolling monthly agreement, no long lock in. If the 20% conversion rate we deliver for Rental Deposit Claims doesn't translate to your firm, you're free to leave. Most firms stay because the client acquisition cost makes the maths bulletproof.
Real businesses. Real outcomes.
See how we've helped other UK clients turn demand into a predictable pipeline.
Want a 4x conversion uplift too?
Book a free 30 minute discovery call. We'll look at your practice area, your current lead flow and your qualification process, and tell you straight whether Upscale is the right fit. No pressure, no hard sell.