Facebook · Instagram
Social Media Advertising.
You pay to put the ad in front of people who are not ready to hire yet. We run these campaigns for law firms as part of a marketing program built to turn attention into calls and leads.
Search ads and social ads do different jobs. Our law firm PPC work catches people who are searching for a lawyer right now.
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Google Partner and Microsoft Advertising Certified Professional.
You Choose the People, the Ad, and the Step Before They Call
People who aren’t ready to search for a lawyer on Google still have certain characteristics earlier in the process. They live in a certain place and fall in a certain income range. They also consume certain content, follow certain pages, and share the same problems, and those problems are identifiable. Facebook, Instagram, and other platforms let you put the ads in front of people who have the problems your ideal clients have, before they make the call.
A legal problem can sit for months before anyone looks for a lawyer. If your firm has been showing up in their feed during that stretch, you are already on the short list the day they look.
The ad has to be worth stopping for, because they were not looking for a lawyer when it showed up. That can be a plain answer to a question people are afraid to ask, or a video of the attorney talking without the legalese. We write those ads, and the firm approves every one before it runs.
Before someone calls to schedule a consultation, there are smaller steps you can measure and optimize for, such as downloading a guide, signing up for a webinar, or watching a video.
The Ads Run Where Your Clients Are
Facebook and Instagram. Most firms start here. Both run from one ad account, and that is where the audience is broadest.
LinkedIn. When the people you want to reach are professionals at work.
YouTube. Video ads in front of people who are already watching.
TikTok. When that is where the audience spends time, and the attorney is comfortable on camera.
Reddit. Communities where people are already talking about the problem.
Other platforms. If we find another place your clients actually are, we run ads there too.
Every ad goes to a lead form, a booking link, or a dedicated landing page built for the offer, and building that page is part of the service.
Paid and Organic Social Do Different Work
Posting depends on the algorithm to show your firm. That work is our social media marketing service. You pay to put the ad in front of people. When we run both, a post that is working can become an ad, and someone who sees the ad and looks the firm up finds an active page.
Steps on the path to becoming a client
We Report Each Campaign Against Its Goal
We report the conversion selected for the campaign, such as calls, lead forms, guide downloads, webinar registrations, or newsletter signups. We set up the CRM connection so that reporting continues through consultations and signed cases.
Book a discovery call and tell us who your best clients are. We will tell you whether social ads can reach more of them, and on which platform.
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Questions Law Firms Ask About Social Media Advertising
Do Facebook ads work for lawyers?
Yes, when the platform, audience, offer, and campaign goal fit the firm. Facebook ads can generate consultation requests directly, distribute a guide or event, promote attorney video, or retarget eligible website visitors. We define that job before recommending the campaign.
How are Facebook ads different from Google ads for a law firm?
On Google, you bid on a search someone already typed. On Facebook and Instagram, you choose the audience, then you pay to put the ad in front of them, including people who visited the website and did not call.
Can a law firm run retargeting ads?
On Meta, yes. Google’s personalized-ads policy bars remarketing audiences in its sensitive interest categories, and divorce, criminal charges, bankruptcy, and injury all fall in them, so most law firms cannot build remarketing audiences on Google at all. Meta permits website retargeting for legal services and regulates the wording instead. An ad can never assert or imply that it knows the viewer’s situation, so the ad describes the firm and its services rather than the reader’s circumstances, and we write every retargeting ad inside that rule.
How much should a law firm spend on social media ads?
The budget depends on the platform, geography, audience size, creative requirements, and conversion goal. We recommend a starting budget after defining the campaign and the amount of data needed to evaluate it.
Which platform should a law firm advertise on?
Meta is the starting point for many consumer-focused campaigns because Facebook and Instagram share one advertising system and support several audience and creative formats. LinkedIn fits professional and business audiences. TikTok and YouTube fit campaigns with suitable video. We recommend the platform after defining the audience, offer, and available creative.
Who writes the ads, and who approves them?
We write the copy, build the creative, and set up the campaigns. When an ad calls for the attorney on camera, the attorney does the filming and we handle everything around it, from simple instructions for filming yourself on a phone up to arranging a crew to shoot at your office when the situation warrants it. Your firm approves every ad before it runs, the same approval process we use on every channel.
Can you just run our social ads and nothing else?
Yes. Social media advertising works as a standalone engagement, and it also runs as one channel inside our outsourced marketing department, where the ads, the content, the website, and the search work are decided together each month.
See Whether Social Ads Can Reach Your Best Clients
We will look at who your best clients are and whether social ads can reach more of them.