MVA Case Study: 530 Leads at $27 CPL
“99% of personal injury law firms are doing lead generation wrong. And I can prove it.”
- Leads: 530
- Cost per lead: $27
- Ad spend: $14,270
The full breakdown
Last week we pulled the numbers on a Texas personal injury law firm we run Meta ads for.
- 7 days. $14,270 in spend. 530 leads.
- Not form fills. Not random phone numbers.
- Meta OTP-verified leads.
A real person picked up their phone. Entered a code. Confirmed they exist.
Every. Single. One.
The math.
- One case out of every 20 leads on a bad month.
- 530 leads — that's potentially 26 cases from one week of ads.
Personal injury settlements average $50k to $100k+.
You do that math.
- Cost per lead was $26.90.
- The ad is still running. Still scaling. We haven't touched it.
- Because when you find a winning Meta campaign you don't pivot. You pour fuel.
The hard truth.
Most law firms are still chasing referrals and praying the billboards work.
The ones quietly dominating their market?
- They're running OTP-verified Meta lead campaigns.
- They're paying $27 per verified lead.
- They're not hoping the phone rings.
- They're making it ring.
- 99% are doing it wrong.
- You don't have to be one of them.
Result summary
This legal / mva campaign produced 530 leads at $27 CPL. Reported figures: leads 530, cost per lead $27, ad spend $14,270. It ran on paid ads, funnel and follow-up, and the original breakdown was published in June 2026.
How this mva system is built
- Multi-step qualification funnel
Accident date, injury, fault and representation status are asked before contact details, which filters out claims the firm cannot take.
- OTP phone verification
Leads confirm a one-time code before submitting, removing fake numbers and bots from the pipeline.
- Instant intake follow-up
SMS and a call within 60 seconds hand the claimant to intake while they are still on their phone.
- Signed-case tracking
Signed retainers are sent back to Meta through the Conversions API so ads optimize for cases, not clicks.
Guides behind this result
- Speed-to-Lead Automation: The 60-Second Follow-Up SystemBuild a 60-second speed-to-lead system in GoHighLevel: instant SMS, AI voice call, email, missed-call text-back and a 5-day nurture, with copy-paste templates.
- Meta Conversions API (CAPI) Setup for Lead Gen FunnelsStep-by-step Meta Conversions API setup for lead gen: CRM event ladder, deduplication, Event Match Quality above 8, and Google Enhanced Conversions mirroring.
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