If I Owned A Law Firm, This Is How I’d Approach Facebook Ads


Facebook marketing for law firms…


According to the latest research, Facebook now has over 2 billion monthly active users.

Not just users who signed up – these are ACTIVE users. People are checking Facebook constantly and spending a significant portion of their day on the platform.

Yet, so many companies, law firms included, continue to spend dollars on costly marketing strategies like billboards and television commercials and ignore the number of ad impressions they can get from Facebook.

I’m not sure if some law firms are just stuck in their ways, or just don’t know how to implement Facebook ads properly. Or maybe they’ve tried it and didn’t see success in the numbers right away?

I can’t really speak to it. I just know from driving around the Tampa Bay area, I see lawyers on billboards left and right. When I turn on local TV stations, there they are again.

Think about the costs compared to what you’re getting.


From my prior media buying and planning experience, I know how expensive these are.

That’s where Facebook comes in. It’s all about where attention is, and getting the most value for your media dollars – as Gary Vee tells me every morning on his podcast. I know this sounds oversimplified but you can reach so many more people pouring $3,000 into Facebook than you could by putting up a billboard.

On top of that, there are so many ways you can execute it and run tests to see what works. More on that below.

Either way, this is the way I would personally approach a Facebook advertising strategy for a law firm. Keep in mind, I live in Tampa, FL so some of my examples will use info from the Tampa area.


Monthly Facebook Ads Budget Breakdown

This section will explain how I’d segment a media budget. This does NOT include fees for having an external person managing it, which can run you anywhere from a few hundred to a couple thousand per month. Or an agency if you want to pay even more.


1. Overall Firm Awareness – 30%

I would run a portion of the budget on general, high-level brand awareness ads. These would simply be website traffic ads that drove people to your website’s homepage to learn more about the firm. These ads would ALWAYS be on. Maybe play with the hours of day, but I would spend 30% of your media money simply making people aware that you exist.

Don’t look at this as an “ROI” play. I would go into it specifically knowing that this money is to be top of mind when people need a law firm. Hoping that they will remember your name from seeing your ads.


2. Posts from the Firm’s Blog – 30%

First and foremost, I’d have a blog up and running on your firm’s website that you post something new on once per week. This is the best possible opportunity to showcase your expertise and talk about interesting things you want to talk about.

Also, having more content on your website will naturally improve your organic search rankings. It also gives you more content to post on Facebook.

Some examples of blog posts would be: steps to take after a car accident, legal checklist for starting a business, Frequently Asked Questions you get from clients, list articles (7 ways to find the right personal injury lawyer), unbiased articles about legal topics, and more.

I would save 30% of your media budget to boost your blog posts after you post them. This will get people to your law firm’s blog and will show them you’re an expert.


3. Local Hot Topics and Stories – 20%

Sometimes, you don’t need everything you share to be from your website or blog. For example, if you’re a Tampa law firm, and you see a story (involving legal issues) trending on Bay News 9 or Fox 13, share it on your own Facebook page because you already know people are interested in it.

Depending on the story you can take a side on it, or simply post it to inform your audience. Saving 20% of your budget for boosting these posts will increase your reach and establish you as a local expert and will have a better opportunity to go more viral than your other posts because they’ve already been “pre-proven” to be popular.


4. Community Growth – 20%

To make sure you’re reaching people more regularly, it’s important to get new Facebook Page Likes. Fortunately, due to the Page Likes campaign format, you can set up ads that are literally just an image, a call-to-action, and a Like button.

As you build your audience, you will continue to have a growing pool of people in your local area that are seeing your posts over and over again. Since law firms need to be “top of mind” – this is a huge opportunity.


Target Audience Considerations

This section is all about the different ways you can reach people with Facebook Ads. Whereas television and billboard campaigns will allow you to choose certain things (over-indexing for certain genders and ages, impressions), Facebook has enough data for you to really narrow it down.


1. Demographics.

Depending on what type of law firm you run, you might want to target men more than women, or vice versa. You might want to target people with specific income ranges. You might want to only show ads to college students between the ages of 18-21 – or their parents who will be the likely decision makers.

Facebook gives you the ability to choose all of these things, and you’d be surprised at how large the potential reach still is, even after you choose different parameters.


2. Behaviors.

You can target specific behaviors such as “small business owners” if you’re a business law firm, or people who work out of a home office. You can target people who travel frequently, or have specific purchasing habits. This will help you make sure you’re reaching people who behave in ways that indicate that they could use a law firm currently, or they could in the future.


3. Interests.

You can target by interests – which is a combination of what people post on Facebook and what other pages they “Like” on Facebook. The options here are basically endless. For example, you could target somebody who has expressed interest in “health” pages or has posted about “injury” or “car accident” related things.

These examples are signals that somebody could be in need. All you need to do is be showing up in those moments with an engaging and approachable post.


4. Life Events.

Facebook is able to track specific life events of people who use their platform. This is possible because people typically post about major things that happen in their lives.

For law firms, some of the relevant ones could be the Recently Divorced category, New Home Buyers, Newly Married, Newly Engaged, etc.

Targeting ads towards people experiencing these life events could result in a lot more people checking your firm out.


5. Custom Audiences.

Ever wonder how you can engage with individuals who signed up for something, came in for an appointment, or went to your website? Well, with Facebook Custom Audiences, you can.

This allows you to upload lists of people and their contact information and target Facebook ads to them. All it takes is that extra few times of seeing your name, and you might put someone over the edge.


6. Lookalike Audiences.

On Facebook, they can find “lookalikes” of people who have previously engaged with your posts, liked your page, or been on your website.

They use things like age, gender, behaviors, interests, device, and more to pinpoint people who are VERY similar to people who already are relevant to you. This helps you build your audience with other similar people.

You can either create lookalike audiences using existing Facebook Page likes, which I only recommend if you already have a good amount (at least a few hundred) of likes already. It gives them more data to work with, and makes things more accurate.

You can also create it using a list of subscribers or contacts you already have in your database. Facebook will match their email addresses and other information to what they signed up to Facebook with. If there are matches, it will find new people similar to them.


Categories and Themes for Ads

This section is all about the different kinds of ads I would consider. These are based on what gets shared and engaged with the most (from my experience).

1. Shareable Images

For my own marketing business, I create a lot of shareable image graphics that I keep on my website, then also others that I share on social. See my Instagram for examples.

You’ll see what I mean. I create #DidYouKnow marketing facts, motivational business sayings, quotes from other experts, and more. They all tie back to my marketing services.

Facebook posts with images get 2.3x more engagement than the posts without. Make something very relevant that somebody would want to share, and make sure it somehow ties back to your offering or your values.


2. Quick Videos

Videos have emerged as one of the most important ways to get messages across. On Facebook, you can track when somebody views your video for 3 seconds or more. You can even see who completed the full thing.

However, I’d recommend sticking to :30 videos at maximum. Even :15 if you can get the message across that quickly.

It’s a highly mobile, fast-moving platform where people are scrolling through hundreds of other things on their feed. Make sure the first 1-3 seconds is super interesting.


3. Website Traffic Ads

Any ad that drives traffic to your website will allow users to get there and learn more about your firm. Drive them to blog posts, key conversion landing pages such as email signups, contact forms, or even the homepage in some cases.

Again like I mentioned above, I would strongly recommend starting a blog or hiring a content marketing consultant to help you with this. Even paying somebody to do one blog post per week will work incredibly well if you’re posting content that is interesting and useful to people.


4. Links to Other Sites

It’s also important to show love to other websites because sometimes they will link to yours once they see you did the same.

In this Facebook post on my page, you’ll see that I reached out to Canva letting them know I wrote about them in one of my blog posts and they posted it on their Twitter page which has nearly 100K followers.

Strategically, it makes sense to provide links to other sites and publications.

However, ALWAYS make sure what you’re sharing will be relevant to your audience. Not just anything that seems popular.


5. Bonus: Other Ideas

Client Testimonials: One of the most powerful ways to build trust.
Infographics: Hire somebody to create interesting infographics like this.
Podcast Episodes: If your firm has a podcast (see this one as a good example), promote those posts.
Statistics: Similar to my #DidYouKnow posts on Instagram.
Meet The Team: Posts introducing your team and what their background is.
Company Culture: Posts showing firm outings, fun things in the office, etc. Give them a “behind the scenes” look.
Awards & Recognition: Anything your firm wins, gets recognized for in local publications, etc.
Other Social Media Platform Promotion: Once your Facebook grows, promote your Instagram, LinkedIn, and more.


Landing Page Considerations

The ad is only half the battle. You can have the prettiest ad of all time, with the best ad copy, but then have people get to your site and be disappointed. Here’s how to make sure the experience flows all the way through.


1. Ready for mobile devices.

80% of my website traffic is mobile. Go into your Google Analytics (which you should be paying attention to regularly), and see how your breakdown is under the Devices category. Be sure that your website is responsive and completely ready for a mobile experience.


2. Break up text into small chunks.

Make sure your blog posts and website content is easy to digest on a mobile device. When I first got started writing, I was just writing in large paragraphs and didn’t realize how poor the experience was. I wrote on desktop, so I figured that’s how it would look.

Nope. With 80% of my traffic being mobile, I didn’t realize how awful the experience was when somebody clicked through on their iPhone to read my post. I made sure to start breaking text up more to make it easier to read.

Having clear, bold section titles. Different text sizes. The right spacing. It all goes a long way.


3. Testimonials.

Hearing from other people is still one of the best ways to build trust. If I owned or operated a law firm, I’d have a dedicated page on my website that was all testimonials, and I’d drive people to that page using Facebook Ads.


4. Contact Information.

You never know – somebody might just be browsing around on the internet. But there’s always that off chance that somebody is on your site and is ready to make a phone call or send an email NOW.

For that reason, whether it’s in the header or footer or bold somewhere on the page, make sure your contact information is easily accessible and quick to find.


5. Newsletter Sign-ups.

Another landing page to consider is a newsletter or email signup form. This gives you a way to keep in touch with people through email with new blog posts, company updates, promotions, etc.

Promoting these pages on Facebook will help you get the word out to new people, and people who already like your page.


In summary…


That’s about how I’d do it. I strongly urge law firms to consider trying Facebook Ads. If you still want to run television and billboard campaigns from time-to-time, I’m not going to say it doesn’t work.

In your local market, that might be your thing. You might see leads from it all the time and you don’t want to mess up a good thing. Totally fine.

However, the fact of the matter is social media is where the attention is. it’s an opportunity that should be capitalized on, and due to the targeting capabilities and the various ways to execute media buys, law firms should consider shifting some budgets.


Feel free to share this with some legal professionals in your network who could benefit.

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About The Author

Jake Kurtz

I'm a digital marketing professional based in the Sunshine State, specifically Tampa. I write about marketing, careers, self-improvement, productivity, and more.

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