Case Study: Clio Legal Software & Meta

139% lift in CTR of FaceBook ads

Clio hired Intrepid to upgrade the creative of their paid social media campaigns on Facebook. Intrepid wrote and concepted new, more humanizing creative with stronger “stopping power” to break through the newsfeed clutter. This led to a 139% increase in CTR on FB MQL ads over the course of a year.

Increase in CTR
0 %
Reduction in CPA
0 %
Improvement in Quality Score
0 %


Clio wanted to improve performance of their Facebook advertising campaigns, which had underperformed and were in need of a fresh creative approach that resonated more strongly with their audience.


Intrepid’s CRO department set out to improve Clio’s ad performance by taking chances with daring creative concepts. We proposed that we use emotional appeal to convey powerful benefits and break through the clutter of the audience’s Facebook newsfeed.


We hypothesized that humanizing the Clio brand and empathizing with prospects via creative concepts with high “stopping power” would boost engagement.


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