How to Create an Effective Facebook Advertising Strategy for Lawyers | Good2bSocial media

Sometimes it’s hard to know how to get the most out of your money. With so many options for spending your advertising budget, it takes time to figure out what’s worth your investment. Facebook itself is complex and its advertising landscape takes time to navigate successfully. If you’re new to Facebook advertising for lawyers, keep reading for tips from our team on how to create an effective Facebook advertising strategy for your law firm.

Preliminary planning

Before you get started, there are a few steps you need to take to lay the foundation for long-term success. First and foremost, you need to understand what your audience is like. Consider who your ideal customers (or subscribers) are and various demographics such as their income, where they work, and how they spend their free time. You will also need to think carefully about the legal challenges they might face and what they are looking for in a lawyer. If you have already created customer personas, you have a great starting point. (To more easily create an ideal customer profile, check out this free guide.)

Then think beyond those traits and think about how your audience fits into an overall customer journey. What steps are they likely to take when they realize they have a problem, research potential solutions, learn about your business, and ultimately choose a lawyer? Remember that people generally fall into one of three phases: Awareness, Consideration, and Decision. You will need to adjust your messaging and calls to action based on each phase if you want to be successful.

Consider how your attorney’s Facebook advertising strategy will differ based on the different audience segments you’ve researched and their placement in the client journey. For example, for those who are in the awareness phase, you can try to reach them with content that helps them understand their legal challenge. Once a prospect is ready to convert, you can offer them free consultations or invite them to educational events.

Finally, you will need to take the important step of installing a Facebook pixel. This is what tracks activity and conversions. It’s basically a string of tracking points that you take from Facebook and embed on your website. This pixel tracks what visitors do when they visit your site and allows you to adjust your strategy based on actual user behavior. You can find step-by-step instructions for installing this code here.

7 Facebook Advertising Strategies for Lawyers

Now that you’ve laid a solid foundation, let’s take a look at some of the different lawyer advertising strategies on Facebook.

1. Focus on content marketing

If you’re targeting warm prospects, it can be tempting to send them marketing messages. However, the best approach is to attract prospects with genuinely useful content. Look for ways to provide useful content, such as case studies or articles dealing with real legal challenges. Keep content short, interesting and valuable. To adopt this strategy, you must first create compelling content. Then, share content on Facebook and ask your team members to do the same. You can also boost posts to get more attention.

2. Take advantage of free offers

Do your law firms have a valuable asset that you offer for free or at little cost? Perhaps you offer a free consultation or a free phone call with an attorney to those who are interested in your services. Consider leveraging this in your advertising strategy. Focus on targeting your ideal customer’s pain points, then offer your free offer as a solution.

3. Use a Lead Magnet to populate your own database

Hopefully, as you continue with your Facebook marketing efforts, you’ll build up a great following. However, these people are not really “your” contacts. If Facebook makes certain changes, you may lose access to these people. It’s important to get first-party data that your business has and can use in various marketing strategies. A lead magnet such as a free eBook or research report can entice people to provide contact information, building your list. You can use Facebook lead ads to execute this tactic. Using this channel, people enter their email addresses directly into Facebook in exchange for the piece of content you advertised. Then you can add that email to your own internal systems for further marketing.

4. Try Video Ads

Whether you’ve been advertising on Facebook for a while or just getting started, it’s a good idea to experiment with video ads and see what kind of traction they get. People love video and short video platforms like TikTok are getting more and more popular every day. They also tend to have a low effective cost per click compared to other ad formats. Videos don’t have to be very polished, they just need to capture attention and show your personality.

5. Combine Facebook and Google Ads

Some people see paid ad platforms as one thing or the other, but they don’t need to be. In many cases, Facebook Ads and Google Ads can complement each other well. The simultaneous use of these two options depends on your strategy and your objectives. For example, if you’re targeting people with an urgent legal need, you might want to run Google ads using the keywords you’ve researched. People are more likely to find them by doing a quick Google search when needed. Then you can place thought-provoking content on Facebook to help guide their decision.

6. Use Facebook Mobile Ads

By far, the majority of Facebook’s ad revenue comes from mobile. Almost everyone checks their Facebook on a tablet or phone, and if your ad sends them to a website that isn’t mobile-optimized, you’re wasting your money. Before investing in mobile advertising on Facebook, it is essential that your website (or at least the associated landing pages) is optimized for mobile so that users have a good experience and are less likely to bounce off your page. .

facebook advertising lawyer

7. Run a retargeting campaign

You can retarget people who have seen your ads in the past but haven’t converted. This is a great strategy for moving much warmer leads through the buyer’s journey more effectively.


These are all tactics worth trying, but keep in mind that knowing your audience is the real foundation of any avocado Facebook advertising strategy that actually works. Having a real understanding of who might be searching for your business, and the keywords and messages to reach them, are the building blocks of any successful Facebook advertising strategy.