Legal Marketing Blog

How to Craft High-Converting Facebook Ads for Lawyers

Is your law firm finding it difficult to generate more leads to your website? Are you having a tough time getting your brand out in front of your target market?


Facebook ads can be one of the most constructive marketing techniques for law firms, but they take time, knowledge, and effort to be able to pull off.


For that reason, it's important that you study different strategies and techniques for how to approach your Facebook ads in general.


Here are several tactics on creating successful Facebook ads for lawyers. Consider all of these tricks as you determine your new approach in your marketing plan.



1. Take Your Facebook Page Seriously

Truth be told, your Facebook ads might be doing their job, but your Facebook page is slacking. If so, you can't expect Facebook to push out a company they know very little about.


More importantly than that, a Facebook page is a tremendous tool for showing off your brand.


It lets you share valuable information about your firm and share high-quality content to build a personal and approachable brand.


Providing personable videos, posts, and links will help your firm to beat the "boring" stereotype that many clients have about law firms.


Your page will allow you the chance to engage with your community by commenting on posts, direct messaging via Facebook Messenger, etc. Once you've mastered the art of managing your Facebook page, you'll start to better understand the social network.


2. Use Lead Ads

The main purpose of your marketing endeavors, at the end of the day, is to get as much contact info from leads as possible. Contact information leads to revenue for your business. 


One of the best ways to gain that contact info is by using a lead ad format for your Facebook advertisements.


Essentially this means that when a Facebook user clicks on your ad, their contact information will be placed into their contact form.


It's incredibly convenient for the user because they don't have to leave the site to reach out to you. It's convenient for you because you now have a way to get in touch with some of your warmest leads.


Sometimes clients want to skip having to browse your website in order to speak with an attorney as soon as possible. Provide them a way to do that!


3. Use Audience Insights

So you've had a rough go of it during your initial Facebook ad trials... so what? Your marketing plan should plan for failure in some capacity.


That failure is what helps you grow your strategies. You can use data and insight from your Facebook page and ads to alter your course.


As it turns out, Facebook has already got you covered in the form of their Audience Insights tool.


Take time every few days to sit down with your team and discuss the data that Facebook's Audience Insights is showing you.

This marketing tool allows you to get a deeper understanding of who's coming across your ads and which ones are acknowledging them.


It can be broken down by age range, location, gender, common interests, connections, and so much more. Take time every few days to sit down with your team and discuss the data that Facebook's Audience Insights is showing you.


4. Hire a Professional Service

Perhaps you're finding yourself at a bit of a crossroads. You'd love to hire an in-house employee to oversee your marketing endeavors, but don't have the budget to do so.


Fortunately, there is one way that you can outsource this service and still line your business with the experience and professional touch you're searching for.


By hiring a Facebook Ad service that specializes in helping law firms, you're getting as high a return on your investment as possible.


They can help you generate more high-quality leads, boost your sales conversions, and help you build customer loyalty all with your Facebook ads.


Better yet, there are several different tiers you can choose from in order to get as much or as little help as you need.


Once the strategies are implemented into your Facebook marketing initiatives, they will offer you honest statistics of your results. In other words, you're hiring a service with so much confidence that they'll show you the benefits of hiring them.


5. Set the Right Goals

Maybe your goals for your Facebook ads need to be redefined. It's possible that your goals are too broad, thus leading to broad techniques.


For example, if your goal was to generate 20,000 new leads from your Facebook ad campaigns, you'd gear them towards everyone in an attempt to meet that number.

However, by scaling back a bit and breaking down your goals piece by piece, you can gain the momentum that you need.


Start by integrating SMART goal setting principles. The "SMART", for those of you that are unfamiliar, stands for Specific, Measurable, Achievable, Relevant, and Time-Bound.


These goals will help you visualize the goals you want to accomplish and create actionable steps towards obtaining them. 


The professional marketing service you hire can help you figure out how to set each of your goals into motion. If one is too far-fetched, they'll be honest and help you refocus your plans.


Facebook Ads for Lawyers: Stay Strategic and Engaged

In order to build successful Facebook ads for lawyers, you need to focus on getting in front of your target market.


Are you also looking into Google Ads? If so, be sure to read this article on how to create successful Google Ad campaigns for your firm.


For more inquiries, please visit our start here page and we'll be happy to assist you further!

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