How To Get Car Accident Leads On Facebook

Hello everyone. Today I want to show you how we generate car accident cases using Facebook. I am attempting to show you this process without revealing the client’s name. We ran this campaign for a while, and it is not running right now. We spent $13349. It generated 124 car accident leads in Philadelphia, that’s $107 bucks a lead. So, it’s actually not too bad because they genuinely got some really decent cases out of this. What I want to show you is basically how we did it. It is important to note, the process is important. Doing only one part of the system will not bring the returns you want.


First, I will explain one of the things we did. This will show you some of our targeting. The client is located in Philadelphia. As you will see, we basically did Philadelphis plus 49 miles, because we wanted to eliminate Delaware, Maryland, and New Jersey. These are Facebook lead ads. Now, one of the things that we did (that worked really well) is we targeted insurance interests. So if they’re interested in Allstate, Auto-Owners Insurance, Ensurance, Farmers, GEICO, Insurance Policy, Liberty Mutual, just all these different ones they fit into our target.

It’s all about the targeting. In fact, you have to do really good targeting. For example, we’re targeting people that have shown interest in these things because if they get into an accident, they’re probably going to go to their car insurance website. They’re going to go to Liberty Mutual or whatever it is on their phone, so that’s kind of the thought process there.

Results of this ad

How did this ad actually do? This one ad generated 29 leads at $128 apiece. I’d like to show the ad, but in order to show the ad I would have to blur out the name of the client. The ads were really just elementary and basic. These are not my favorite types of ads to run because the photograph is just a stock image of an accident. It is a photo of an airbag deployed or like a crunched car or something like this. A vibrant photograph that shocks the reader (not gore) and grabs their attention will keep them reading. Put a good photo on your ad.

The Ad

The first part of the ad, you always want to make sure that it says, “Have you been in an accident?” Now, there’s a couple important parts about this ad that I use in all of my ads. So, first of all, after a car accident, you always want to call out the target demographic in the first couple words here.


Right in the section after “After a car accident” this is the most important part of the ad. I call it the pattern and it is very important. Again, this is the most important part.

So, anyone who sees my ads all the time, you see that they always start with, “Hey, lawyers,” or “Does your law firm–” or “Many lawyers think–” or “Many attorneys think–” it’s because I want to call them out right there. And then also down here, you want to make sure that you have something that catches their eye, so car crash, and then I intentionally put the car in that right down there, so that people see that, and then they go, “Wait, I was in a car crash.” This will help you, because there really is, magic is in the targeting. That’s really what it comes down to.

Various examples and strategies

This campaign got 22 leads at $80 per lead. Let’s take a look at this one. This is targeting Philadelphia again. We had a daily budget of $50 a day. Okay. So, what did we target here? I think that really what we did is we ran this just as a very really wide ad. and then we did that exact same targeting and then we created a custom audience for it that worked very well. So it’s interesting that we virtually left this one wide open. It was basically just ages 34 – 65 and we just let it rip and it worked pretty well.

But again, it worked well because of the fact that we used those elements that I talked about in terms of how to construct an ad. Okay. This next one is a big guy. I got 71 leads at $103 a lead Let’s see, 70 — this is the big guy right here. Seventy one leads at $103 a lead. We got a lot of ads that did that. And actually, this is interesting and kind of the funniest one.

We really just targeted personal injury lawyers. All we did was run a personal injury lawyer program and then we had a ton of ads that we ran. I’m not going to go into the ads, but every single one of these are Facebook leads. We did Facebook lead ads. So some of these were getting ads, like a bunch of them didn’t get any, didn’t get any results, but then, like we had a couple here. So, this one won the cost per result.

Okay, so if we have a bunch: 7 leads, 7 leads, 7 leads, 7 leads. Then of course, the attorney is listed at the top. I do not want to show the client’s name, but you can find many ads like this. Then there is usually a photograph of a wrecked car or an accident. The most important thing here is choosing a really vibrant photo to grab the eye.

Some car crashed or car accidents I would not run. (Looking through files,, there are several that would not be usable.) Finding an example from 2017 Pennsylvania we found one that is actually interesting, but it’s this car crash right here, so that one worked pretty well, too. What it really comes down to making sure that you have the proper targeting. Then making sure that you’re calling people out correctly. You must make sure that you’re calling out your target demographic correctly and right in the key spots of the ad. And use very vibrant imagery.

However, please understand that this is by far not the best strategy. The best strategy is you do something that I call authority branding. Basically what authority branding does is it allows you to create a custom audience.

Authority Branding

All right. So, basically, what you do is you run a wide audience. So you’ll have like your entire audience. I don’t know where you’re located but we have been using Philadelphia, so let’s say the state of Philadelphia.

So what you do is you create a video that solves a problem. This is called dog whistle marketing. You create one video that solves a problem that anyone who has been in a car accident is going to have. For example, maybe you create a video which talks about three ways to get your medical bills paid after your car accident claim has been denied. Then you create a custom audience. So custom audience on Facebook, and you make it at 25% viewers.

So, what that means is you create an ad that consists of people who watch 25% of this video. Then what you do is you create another video and you show that video only to people who watched 25% of this video. Now, this video should be like, five minutes or longer long. The thing is that five minutes or longer is like 25% of 5 minutes. I think it’s a minute 15 seconds on Facebook. On the internet, that’s an eternity. There is no way somebody that’s not interested in that video is watching 25%. So, there’s no way that somebody who is not interested in this topic and that doesn’t have this problem is going to watch a minute and 15 seconds. It’s just not going to happen.

So now you have this other custom audience, right? Now, you create another video and you solve another problem. Don’t make it anything too detailed and too difficult.  Don’t do any hard pitches or anything like that. Just solve another problem. What’s the other problem? A common problem is like how to get back to work after you’ve been in a car accident? Or how to get medical treatment when doctors won’t see you. I know there’s a lot of medical doctors that won’t see you after a car accident. There are a ton of problems people face after an automobile accident. You are giving them information that is valuable. They will remember you when it is time for an attorney.

You can basically create another custom audience and actually you can really do, you can feed into this one, but if you really want to get granular about this, then you create another custom audience of people that watch 25% of this video. Just like the procedure above

this should be five minutes also. What that means is that they’ve watched 25% of this video, and then they’ve also watched 25% of this video. And then right here, this is where you can maybe offer some free help or something like that.

Now, in these videos also, it doesn’t mean you can’t offer some free help, but what you want to do is you want to talk to the camera like you’re talking to a friend. So you don’t want to say, “If you’ve been in an accident, call me today for a free consultation.” You will say, “Listen, if you’re having trouble getting your medical bills paid, if the car insurance companies deny your claim, then what I want you to do is just leave a comment below or shoot me a direct message. I’ll look at your stuff. I’ll help you out. I’ll point you in the right direction and I’ll see what I can do for you. And if I can’t help you out, I’ll find somebody that can help you,” you know.

But what you want to do is think about it like how you would talk if your best friend got into a car accident. Would you tell them to call you for a free consultation, or would you say, you know, “Let me have a look.  Send me your stuff. I’ll take a look at it and I’ll figure out how I can help you.” That’s what you would do.

So, to recap, what you do is you create a video that solves a problem that only these people would have, and you show it to a very wide audience. Now, this is probably going to be something like 2.4 million people. This is going to be a really, really wide audience. Facebook usually shares that with about 2.4 million people, might even be higher than that. I don’t know. It’s going to be a big audience.

Then you’re going to create a custom audience of people that watch 25% or more of this video, and you’re going to show them video 2, which solves the second problem. Then you’re going to create a custom audience of people that watch 25% of video number 2 and then you’re going to start showing them video number 3. Honestly, you can keep doing this. As long as these videos run you will just keep them evergreen, and you can run this forever. You don’t have to ever turn it off, you know, because it’ll always be running, it’ll always be showing to people.

This is how you get Facebook. It’s not complicated. A lot of people want to try to make Facebook advertising complicated, but it’s really not. Just get the fundamentals right and you’ll be good. If you have any questions, let me know, and I’ll help you out.