In this article, we have developed a comprehensive guide to generating mass tort leads on Facebook. Whether you are looking for talcum leads, ozempic leads, or anything in between, this guide will help you design a campaign that generates high-quality, intake-ready plaintiffs consistently and predictably. Here’s what to expect from this guide:
The Components of a Successful Campaign
In any mass tort Facebook marketing campaign, it is crucial to build each component correctly, as the campaign’s effectiveness depends on it. Think of the campaign as a bridge, where each component forms a block supporting the structure. If any block is missing or improperly configured, potential claimants cannot cross to the other side — your desired goal of engagement and conversion.
Here are the components:
| Component | Explanation |
| Optimized Facebook Page | A Facebook profile with informational posts, testimonials, reviews, and a well-written about section will perform higher in both paid and organic results. |
| Ad Targeting | Targeting is critical to ensure that advertisements are only placed in front of potential claimants to the highest degree possible. Facebook charges per impression, so money can easily be wasted targeting users from whom there is no chance of conversion. |
| Messaging & Creative | The messaging and ad creative must resonate with the potential claimant to incite them to action. If the mass tort is heavily advertised, we recommend thinking of unique angles to present the information. |
| Landing Page Structure & Copy | The landing page is the most critical portion of the campaign. The ad sells the click, but the landing page sells the person on becoming a lead. |
If your campaign is not working upon launch, it is a near certainty that the issue will stem from one of those four components. Each component serves a unique yet critical purpose. The Facebook Page is designed to build trust with your brand, showing you are not only credible but also have more expertise than other companies attempting to generate these leads. Regardless of if you are a law firm or simply a lead generation company, high-quality, well-written Facebook posts conveying empathy and understanding will incite claimants to action. We recommend publishing information on settlement amounts, updates from the mass tort suits, and developments in the conditions people are experiencing (i.e. if it is discovered the exposure is also causing another condition).
We think of ad targeting, ad messaging, and ad creative in terms of fishing. The ad targeting is the lake or river you choose to fish in. If you want to catch a certain type of fish, you select a lake that has a steady population of those types of fish. When preparing your campaign, be sure to narrow your demographic and interest-targeting as closely to your mass tort campaign demographic as possible.
Similarly, ad messaging and ad creative make up the bait you use. To catch the fish you are fishing for, you must put bait on the line they are interested in. If not, they will not bite, even if you are in the right lake. This involves creating ads that resonate with the prospect and stand out from the noise. If your ads are written the same and look the same as your competition, potential claimants will, most likely, skip over it. Think of creative ways to “hook” the potential claimant.
Lastly, the landing page is the most important component, as it sells the potential claimant on working with you. The landing page should include clear information on the process, timelines, next steps, why they should work with you, payout information, who qualifies, and any other relevant information depending on the tort.
Paid Facebook Marketing
For the purpose of this guide, we will not be giving step-by-step setup instructions which can be easily found online such as this guide from Facebook, but we will be giving instructions on what specifically to set up for a mass tort campaign. Here is the basic configuration we recommend:
| Campaign Element | Configuration Details |
| Campaign Objective | Conversions – Lead Generation |
| Ad Targeting | Narrow demographic and interest-based targeting. Focus on: |
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| Ad Creative | Use emotionally compelling images or vidoes. Include: |
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| Ad Copy | Clear and concise. Include: |
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| Landing Page | Include: |
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| Budget Allocation | Start with $50 – $100/day. Adjust based on: |
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| Performance Tracking | Use Facebook Pixel for: |
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Once you launch your initial campaigns, you will inevitably have parts of your campaign that are not working, while other parts work well. This could include individual ad sets, ads, or even entire demographic tests. The idea here is we will continue to test until we find the highest-performing audience, ad, and landing page combination that we can funnel additional advertising spend over time.
Once the campaign has been launched, we want to scale in the direction of our highest-performing assets. We do this through horizontal and vertical scaling.
- Horizontal Scaling: With this type of scale, we duplicate ad sets and ads that are producing quality results within KPI and change one variable (such as trying a new ad out with a proven audience demographic) to unlock more combinations of assets that produce results.
- Vertical Scaling: In this type of scaling, we incrementally add budget to performing assets to allow the reach to expand. This should be continually done until the upper range of the primary KPIs is reached. As you spend more, it will cost more and more to get a lead. However, you will also be able to generate a higher quantity of leads. Vertically scale to the point where the higher quantity is no longer worth the expense.
The next logical question at this stage for most becomes how do we scale indefinitely without our cost per lead rising too high? The answer lies in a balance between vertical and horizontal scaling. Horizontal scaling must be continually used to find new ads, landing pages, and targeting options that work at a small scale. Then, vertical scaling is used to extract the most value possible from that iteration. The more you scale, the sooner the iteration is no longer within KPI, reiterating the need for a strong focus on horizontal scaling.
Bonus: Recommended Targeting
We have compiled a list of recommended targeting for your ad campaigns.
| Mass Tort | Recommended Facebook Targeting |
| RoundUp | – Age: 30-65
– Interests: Farming, Gardening, Landscaping – Behaviors: Recent pesticide/herbicide purchases |
| Talcum Powder | – Age: 35-65
– Gender: Female – Interests: Personal care products, Baby products, Cancer awareness |
| Zantac | – Age: 40-75
– Interests: Acid reflux, Heartburn medication, Digestive health, Medical Lawsuit |
| Weight Loss Drugs | – Age: 30-55
– Interests: Weight loss programs, Fitness, Health supplements, Pharmaceutical products |
| Bard PowerPort | – Age: 35-70
– Interests: Medical devices, Cancer treatment, Chronic illness, Medical malpractice |
| Firefighting Foam (AFFF) | – Age: 25-60
– Interests: Firefighting, Emergency services, Military veterans, Hazardous materials |
| Hair Relaxers | – Age: 25-55
– Gender: Female – Interests: Hair care, Hair styling, Beauty products, Cancer Awareness |
| Hernia Mesh | – Age: 35-70
– Interests: Surgical procedures, Chronic pain, Medical lawsuits, Healthcare |
| Baby Formula NEC | – Age: 25-40
– Gender: Female – Interests: Parenting, Baby products, Neonatal care, Infant formula brands |
Mass Tort Facebook Marketing Key Performance Indicators
When you are measuring the success of the campaign, the primary metric is the profitability of your firm or company from running the campaign. The following KPIs for each campaign are broken down for a lead that can be intaked, not just any lead.
| Mass Tort | Estimated CPL Range ($) | Rationale |
| RoundUp | 1,500 – 2,000 | Stable CPL with no significant changes in lead costs, making it predictable for campaigns. |
| Talcum Powder | 1,400 – 1,900 | Stable forecast and strong historical performance; CPL can remain below $2,580 lower bound. |
| Zantac | 700 – 900 | Lower range leads with consistent performance make CPLs highly cost-efficient. |
| Weight Loss Drugs | 300 – 600 | Stabilized baseline case value allows for lower CPL targeting with high ROIs. |
| Bard PowerPort | 700 – 1,000 | Increased case value supports slightly higher CPL while remaining profitable. |
| Firefighting Foam (AFFF) | 1,500 – 2,000 | Positive case developments maintain mid-range CPL for balanced lead quality. |
| Hair Relaxers | 1,200 – 1,700 | Continued awareness growth allows for moderate CPL targeting below $1,820. |
| Hernia Mesh | 1,000 – 1,400 | Positive developments and high interest justify CPL targeting below $1,470. |
| Baby Formula NEC | 3,500 – 4,500 | High case values justify higher CPL, yielding profitable returns on investment. |
| CPAP/BiPAP | 800 – 1,100 | Moderate CPL aligns with steady improvements in lead quality and conversion potential. |
| Mesothelioma (Meso) | 2,500 – 3,500 | Exceptionally high case values allow for higher CPL targeting, given the rarity of cases. |
Creating your Mass Tort Facebook Marketing Campaign: Next Steps
Feel free to reach out to us directly with any questions about launching your Mass Tort Facebook Marketing campaign. We can also generate claimants for you on a pay-on-results basis with guaranteed claimant quality or we replace it for free. Most law firms prefer this as we do all of the heavy lifting. Learn more here.
