Stonehewer Moss Solicitors
Professional Services
Social Media Ads
Stonehewer Moss are a specialist firm of personal injury solicitors based in Northwich, Cheshire.
They provide expert legal advice to individuals who have suffered injuries, from minor workplace accidents to serious, life-changing incidents.
They wanted to attract potential clients who may have a valid personal injury claim but weren’t sure if they could proceed.
The challenge was twofold:
Most people with serious injuries had already made a claim.
The firm wanted to reach people with less severe injuries who might not realise they could still be entitled to compensation.
They needed a cost-effective lead generation campaign that would deliver high-quality enquiries, not just volume.
Generate enquiries for Stonehewer Moss, specialist personal injury solicitors
Target people who may have a valid claim but aren’t sure
Focus on less serious injuries, where individuals are less likely to self-identify as eligible
Keep the campaign low-risk and accessible with a “Free to See” message
Most people with serious injuries have already made a claim
Risk of attracting high volumes of low-quality enquiries
The firm wanted to avoid spending time following up cases that were not viable
Leads needed to be pre-qualified before reaching the legal team
148 leads generated via Meta Lead Ads
£7.34 average cost per lead
3 claims accepted to date (with value to be confirmed)
Conditional lead form logic filtered out irrelevant responses
More detailed case information collected upfront
Reduced time spent chasing low-quality leads
Clear decision-making for the firm on which cases to pursue
Stonehewer Moss are a specialist firm of personal injury solicitors based in Northwich, Cheshire. They provide expert legal advice to individuals who have suffered injuries, from minor workplace accidents to serious, life-changing incidents.
Stonehewer Moss wanted to attract potential clients who may have a valid personal injury claim but weren’t sure if they could proceed.
The challenge was twofold:
Most people with serious injuries had already made a claim.
The firm wanted to reach people with less severe injuries who might not realise they could still be entitled to compensation.
They needed a cost-effective lead generation campaign that would deliver high-quality enquiries, not just volume.
Crest Social designed and managed a Meta (Facebook and Instagram) Lead Ads campaign under the theme “Free to See”, encouraging people to check whether they had a potential claim without obligation.
Key campaign elements included:
Audience targeting: Reached people who may have recently experienced minor injuries (e.g. workplace slips, public accidents, or soft-tissue injuries) through interest and behavioural targeting.
Conditional form logic: The Meta Instant Form was built with conditional formatting to filter out irrelevant leads and collect detailed case information before submission.
Pre-qualification process: The form asked targeted questions such as how and when the injury occurred, whether medical attention was sought, and if the person had already claimed, allowing the firm to prioritise the strongest leads.
This approach not only improved lead quality but also reduced the time the firm spent chasing unsuitable enquiries.
148 leads generated
£7.73 average cost per lead
3 claims accepted (with additional enquiries under review)
Significant reduction in time spent following up low-quality leads
(Estimated claim value to be added once confirmed)
By combining precise targeting with smart form design, the campaign delivered a steady stream of qualified, lower-funnel enquiries.
The “Free to See” message resonated with individuals who may have otherwise dismissed their injuries as not worth pursuing — opening new opportunities for the firm.
Following the success of the initial campaign, Crest Social and Stonehewer Moss plan to:
Test new creative angles (e.g. road traffic or workplace-specific messaging)
Expand lookalike audiences based on converted leads
Continue refining the lead form logic for even stronger filtering
