Facebook ads for lawyers
With more than 2 billion active users, Facebook is one of the most efficient and cost-effective ways to reach new clients. Want to get the most from Facebook advertising? Contact Legal Marketing Strategy Pros for a free consultation.
Why Lawyers Should Run Facebook Ads
Depending on your area of practice, you could have thousands (or millions) of people who could eventually become a client. The issue that all business owners face, not just attorneys, is how to get their name in front of the right people at the right time.
This is where Facebook ads for lawyers come in. Facebook gives you the flexibility to run different types of ads simultaneously and hone in on the specific audiences you’d like to reach.
With Facebook ads, lawyers can:
Before a prospective client can call you for a consultation, they have to know that your law firm exists.
With Facebook, you can run ads that inform local residents of your presence, specialties, and the results you’ve gotten for clients in sticky situations.
Educate Your Audience
As your name becomes more well-known in the community, the next step is convincing people that your law firm is the right choice.
Facebook ads give you an opportunity to educate your audience about various legal options, what your firm does, and why people should trust you to help them.
Once you’ve built awareness and established your law firm as an authority with a track record of success, people who need legal help are now more likely to remember that you exist.
Plus, with Facebook ads, you may have the option to show your ads to someone at the exact right time (for example, people who have already visited your website).
Benefits of Facebook Ads for Lawyers
The sheer number of eyeballs flocking to Facebook every day isn’t the only reason to run Facebook ads. While we often recommend multiple platforms for advertising (including Google PPC), Facebook ads provide benefits that other platforms can’t match.
The benefits of Facebook ads for law firms include:
- Advanced targeting options: Unlike radio and television ads, which broadcast your message to an entire city, Facebook allows you to segment your audience and serve different ads to different people.
The result is more relevant ads that engage your audience at a lower cost. Despite recent changes to the Facebook algorithm in terms of privacy, advertisers still have a vast collection of interests to select from when it comes time to buy media on Facebook.
Some of the available targeting options are:
- Household income
- Job title
- Life events (getting married, moving to a new city, starting a new job, etc.)
- Flexible budgeting: If you’ve ever bought ad space on television, radio, billboards, or magazines, you know that you know that there’s a set fee that you pay based on how long (or big) the advertisement is. The initial investment isn’t cheap, either.
With Facebook, you can start advertising for as little as a few dollars per day. If an ad gains traction with your audience or shows other signs of being successful, you can scale your budget as needed with the click of a button.
- Customizable creative: Again, you’re not locked into a single billboard design or television spot. At any time, you can adjust your graphics or messaging and relaunch or edit a Facebook ad in a matter of minutes.
- Tracking and measuring capabilities: Have you ever wondered if an ad “worked?” Facebook’s tracking and measuring capabilities allow you to see the success of a campaign based on impressions, clicks, phone calls, and even client conversions.
When you take the guesswork out of what made you successful, you can duplicate and multiply that success.
- A/B testing: Instead of being married to an ad and being committed to running it until the campaign is over, you can test multiple variations of an ad simultaneously and see what works best.
Experiment with text versus video, long versus short copy, and different images and graphics. You might be surprised to see what types of messages resonate with your audience!
One of the most powerful benefits of Facebook advertising is that it gives you the ability to show ads exclusively to people who have already been on your website!
This practice is known across the industry as “retargeting,” and it is a surefire way to convert people who are starting to become familiar with your practice into clients.
Here’s an example of how it works:
Step 1: A potential client lands on your website either through a Google search, another Facebook (or Instagram) ad, or a referral from a friend or family member.
Step 2: This potential client browses a couple of pages on your site and ultimately leave without booking a consultation. Maybe they got distracted at work, or they decided they wanted to do more research before committing to a meeting.
Step 3: Your website, through the use of something called a Facebook pixel, tracks this visit. Your website can even detect which pages on your site the potential client went to. Based on this behavior, Facebook moves this potential client into a custom audience that you can run retargeting ads to.
Step 4: The potential client sees a retargeting ad reminding them to follow through with the consultation. The potential client is grateful for the reminder and calls your office.
You’ve probably heard statistics like it takes an average of eight touchpoints to close a deal. This means that someone is not very likely to call your law firm the first time they see a Facebook ad. Instead, it could be the second, third or tenth time a prospect sees your ad before they pick up the phone or fill out a contact form.
Retargeting lets you reach your prospect and remind them that you’re here to help.
Landing Page Checklist
The best ad in the world can still flop if you don’t send your visitors to a well-designed, professional page that sells your services. Many advertisers make the mistake of sending traffic strictly to the home page. While this can be done sometimes, usually, it’s not the best destination because the home page is often too general and provide a lot of information that isn’t relevant to your audience.
At Legal Marketing Strategy Pros, we recommend having a specific landing page for different types of ads that lead your prospect down the path you want them to take.
A winning landing page will contain the following elements:
- A clear and compelling headline with a desirable value proposition
- A clear call to action (consider multiple calls to action)
- A click-to-call button in the page header
- Professional images
- A contact form
- Social proof (including testimonials and membership badges to relevant associations)
- Information on the page that matches the information in the ad
- Bullet points to break up content and make the message more readable
- Mobile-friendly, responsive design
Website Landing Page
Website Home Page
Is Facebook advertising effective for lawyers?
The short answer is that it depends. Like anything, poor planning and execution will result in disaster. Some clients have told us, “We tried advertising on Facebook in the past, and it didn’t work.” When we dive into the account, we inevitably detect problems with the targeting, bidding strategies, or the creative – sometimes all three!
When Facebook advertising for law firms is done right, it can be a highly effective strategy for growing your practice.
Is it unethical for a lawyer to advertise on Facebook?
Not at all! Lawyers are permitted to advertise on Facebook. However, to avoid getting into hot water, lawyers must follow ABA guidelines, which include avoiding certain language and guarantees and not violating client confidentiality.
What are the 4 main types of Facebook ads?
There are various ways to categorize Facebook ads, but the four main categories of Facebook ads can be listed as follows:
- Single image ad
- Single video ad
- Slideshow ads
- Carousel ads
What is the best time to boost your law firm’s Facebook ads?
This specific answer varies by industry, but in general, it’s best to boost your ads when your audience is online. You can view your Facebook insights to see when your followers are most active.
You can also begin with a general best practices framework, which suggests that the best time to boost ads is between 1:00 pm and 4:00 pm on weekdays. According to Facebook, these hours of the day signify peak usage.
Get Help Building a Comprehensive Facebook Marketing Plan for Your Law Firm
Facebook advertising can be a game changer for law firms, especially when it’s done the right way. Before you create ads and begin running them, contact Legal Marketing Strategy Pros at (941) 404-1370 for a free consultation and discovery call.
Whether you’ve run Facebook ads in the past or this is your first time, our team of legal marketing experts can help you achieve a positive ROI with a Facebook ads for lawyers winning strategy.
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