How $1,800 in Meta ads became $51,000 in signed cases for this immigration law firm.
Facebook and Instagram ads, a form that asks the hard question first, and an AI assistant that books qualified people straight onto the calendar.
The simple version
Someone in New York scrolls Facebook or Instagram. One of the firm’s video ads stops them.
Before anyone books, a form asks the question that matters: can you invest $2,000–$3,000 to start your case? Say no, and it politely ends there.
Say yes, and the AI assistant texts back in seconds, asks what time works, and books the consultation on the firm’s calendar. No phone tag.
The receipts
Straight from Meta Ads Manager and the firm’s CRM.
535 leads from one campaign. 51,892 people reached, 129,482 impressions, $3.11 per lead — Meta’s own report.
The green card video did the heavy lifting: 515 leads at $3.08 each. Long video, short video, and image ads all ran against it — the winners got the budget.
329 leads sitting in Hot Leads. $656,000 in pipeline value — every one from Facebook. Pipeline value is potential case value, not collected revenue.
174 intro calls booked. $301,250 in pipeline value — every appointment set by the AI assistant, straight onto the firm’s calendar.
The AI assistant doing the booking. Lead texts about their case, gets three open slots back in seconds, picks one. No phone tag.
$51,000 in signed cases. The Deal Closed stage in the firm’s CRM — from $1,800 in ad spend. Press play.
The actual ads that ran
Not a showreel — this is the real creative, with real budget behind it. Press play.
How we did it
Five decisions did the work. None of them are secrets — they’re discipline.
Step 1
Creative variety, on purpose
Long videos, short videos, and image ads — across multiple angles: EB-1 visas, green cards, asylum, and general immigration help. Different people stop for different stories, so we never bet on one ad.
Meta then shifts budget to the winners. That’s how one green card video ended up producing 515 leads at $3.08. This is our video ad system inside Meta ads for law firms.
Step 2
Disqualify early, on purpose
The form uses conditional logic: anyone who says no to a $2,000–$3,000 minimum to start their case is politely filtered out before they ever reach the calendar.
That sounds like turning leads away. It is. It’s why the consultations that do get booked are worth the attorney’s time.
Step 3
AI answers first, and books the call
Leads get a text back in seconds — not the next morning. The AI assistant qualifies them, asks what time works, and puts the appointment directly on the firm’s calendar. 174 intro calls got booked this way.
Step 4
A 40-mile radius, not a whole state
Every dollar ran within 40 miles of the office. Instead of being invisible everywhere, the firm became the immigration firm people kept seeing — the neighborhood superstar.
Step 5
The ad is only half the machine
Behind every ad: the pre-qualifying form, instant follow-up, and a pipeline that tracks every lead from first click to signed case. That’s how we know it’s $1.8K in and $51K out — the CRM shows it.
The result
Signed cases, not vanity metrics
535 leads is nice. $51,000 in signed cases from $1,800 in ad spend is the number that matters — with $656K still working in the pipeline behind it.
See everything we run for immigration firms on the services page, or the organic version of this story in our SEO case study.
Want this for your firm?
Tell us about your practice. Ed — the owner — reads every one of these himself and will tell you straight whether this would work in your market.
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Rocket Launch Media · Columbus, Ohio · Immigration law firms only