Empowering Estate Planning with Webinars

Problem:

Sykes Elder Law wanted to reach senior citizens with essential information for successful estate planning. The goal was to promote a free webinar targeting a 65+ age group within Pennsylvania. The webinar aimed to educate attendees on the pitfalls of estate planning, and introduce them to expert attorney Andrew Sykes, a Certified Elder Law Attorney.

The challenge was to:

Increase webinar sign-ups through compelling creative and strategic paid media.
Deliver measurable engagement results on a modest ad spend.

PIC Services:

We applied our Hero Mission Theory, understanding attendees not just as leads, but as people facing uncertainty about their family’s future. Our approach balanced educational content, emotional reassurance, and fear of consequences to guide users from awareness to action.

As part of the estate planning webinar campaign for Sykes Elder Law, PIC crafted three core ad sets to align with audience motivations and drive meaningful engagement. The first set, titled Educate, used an informative tone rooted in Andrew Sykes' expertise to establish authority and deliver practical insights. The second, Peace of Mind, leveraged emotional and gratitude-driven messaging, helping prospects visualize the relief and security estate planning can provide. The third set, Fear of Being Unprepared, introduced a sense of urgency by highlighting the potential consequences of inaction, prompting users to take immediate steps to protect their legacy.

Ads were delivered to our senior audience exclusively through Meta platforms, particularly focused on those with interests related to retirement, wealth management, and estate planning. The campaign’s primary optimization goal was to generate webinar registrations, using Meta Lead Forms to simplify the user experience and reduce friction in the conversion process.

Results:

The Meta ad campaigns generated strong results with a total spend of $1,297.46, delivering 27,285 impressions and driving 70 direct webinar registrations with additional registrations from email and direct marketing to existing contacts totaling 102 registrations. The campaign achieved a click-through rate (CTR) of 1.62% and an average cost-per-click (CPC) of $2.80, demonstrating efficient use of budget in reaching and engaging the target audience.

Webinar engagement metrics reflected meaningful participation. Among attendees, 65.71% watched the full live session, indicating high content engagement. 18.18% of replay viewers watched the full recording within the first few days following the live webinar.

PIC delivered a full-funnel strategy, engage, convert, and scale, on a budget. More than just ads, we built a pipeline of trust and action, aligning marketing with the client’s service mission.