CASE STUDY
Texas Estate Planning Attorney
With a long-standing presence in Houston, this estate planning attorney practice has built a reputation for providing thoughtful, reliable guidance to individuals and families. The firm is known for its commitment to helping clients protect their assets, plan for the future, and navigate complex estate matters with clarity and confidence.
100+
Total Registrations
from a single campaign
19
Booked Consultations
in-person calls booked
$989
Ad Spend
total campaign cost
$9.00
Cost Per Registration
at 100+ registrants
The Client & Challenges
An estate planning attorney wanted a more engaging, lower-friction way to get in front of qualified prospects than traditional outreach or referral-only growth. The challenge with estate planning is that most people know they need a will or trust but keep putting it off. The goal was to create an event that lowered the barrier to starting that conversation, built trust in a relaxed setting, and generated real consultation appointments
Engagement Overview
Campaign Type: Meta Ads Event Promotion
Event Format: Wine & Wills (in-person)
Event Date: March 17, 2026
Total Ad Spend: $989
Client Value: ~$6,000 per engagement
Primary Success Metrics
Total event registrations
Consultation calls booked
Cost per registration
Pipeline value from attendees
Our Approach
Rather than running a traditional lead generation campaign for estate planning services, we built a value-first event funnel. The Wine & Wills format works because it pairs an enjoyable social experience with a low-pressure educational setting, making it far easier to get prospects through the door than a direct offer for a legal consultation.
1
Event-Based Lead Magnet
A Wine & Wills evening event positioned as a fun, no-pressure way to learn about estate planning while enjoying wine with peers
2
Targeted Meta Ad
Campaigns
Ads targeted to local homeowners, married adults, and high-income households most likely to need estate planning services
3
Registration to Consultation
Flow
A registration funnel that captured attendee information and offered an optional 1-on-1 consultation booking during or after the event
Campaign Performance
The campaign ran ahead of the March 17th event and delivered strong reach, engagement, and registration numbers well above typical event promotion benchmarks:
| Campaign | Leads | Cost/Lead | Spend | Reach | Clicks | Click Through Rate |
|---|---|---|---|---|---|---|
| Wine & Wills Event Campaign | 55 | ~$9.00 | $989 | 26,442 | 457 | 1.87% |
A 34.5% consultation booking rate from online registrants is exceptionally strong. In a typical professional services lead generation campaign, converting 1 in 3 leads to a booked appointment is a benchmark many firms spend months trying to reach.
Pipeline Value & ROI Potential
Estate planning engagements typically close within 30 to 60 days of an initial consultation. With 19 consultations booked and 100+ warm attendees in the pipeline, the revenue potential from a single $989 campaign is substantial:
| Metric | Value |
|---|---|
| Total ad spend | $989 |
| Average client value | $6,000 |
| Consultations booked | 19 |
| Clients needed to break even | 1 |
| Projected revenue at 25% close rate (5 clients) | $30,000 |
| Projected ROI at 10% close | 2,932% |
| Projected revenue at 50% close rate (10 clients) | $60,000 |
| ROI at 50% close rate | 5,965% |
| Total warm pipeline (100+ attendees at $6K) | $600,000+ |
Even a single client converted from the 19 booked consultations returns 6x the entire ad spend. The 100+ total attendees represent a warm audience the firm can continue to nurture through follow-up communication, future events, and direct outreach.
Why the Wine & Wills Format Works
| Lower barrier to entry | Prospects who would never book a legal consultation cold will say yes to a social evening event |
| Trust built before the sale | Attendees spend time with the attorney in person before any sales conversation, dramatically increasing close rates |
| Self-qualified audience | Anyone who registers for a Wine & Wills event is actively thinking about their estate. These are not cold leads. |
| Repeatable and scalable | This format can be run quarterly or monthly to build a consistent pipeline of new client conversations at a predictable cost |
The Bottom Line
$989 in ad spend filled a live event with 100+ attendees, generated 19 booked consultations, and created a warm pipeline worth $600,000+ in potential client value. At $6,000 per engagement, it takes exactly one closed client to return 6x the entire investment.