Facebook Ads Marketing for Law Firms

Is it possible for law firms to find clients on Facebook? Hi, my name is Francisco, and I am the owner of Planet Marketing, a Digital Marketing Agency. My company specializes in Facebook Ads, Google Ads and Remarketing. Over the years, I have worked with quite a number of law firms. One of the questions that I get regarding advertising on Facebook is; “Is it possible for legal practitioners to find clients by advertising on the platform?” Today, I am going to answer this and other questions. This post is divided into the following sections;

Does it Make Sense for Law Firms to Advertise on Facebook? 

Most people are initially hesitant when it comes to Facebook Ads. For some, the platform is just too big. They imagine they will not be able to find their audiences amidst this vastness. Others are worried about overshooting their already stretched marketing budgets. Surely, such a famous platform can only be expensive when it comes to marketing? Well, Facebook, as it turns out, is the best place on which to market legal services for the following reasons;

  • Today, Facebook has over 2.7 billion monthly active users, making it one of the biggest social networking platforms in the world. But don’t be intimidated by this vastness. In fact, being big simply means you will be that much more likely to find your target audience on the platform.
  • One of the great things about advertising on Facebook is that you can use the available tools to precisely reach the right audience. That’s important with advertising in general. The more precise you can be in your audience targeting, the better your ads are going to perform.
  • Advertising on Facebook can be very affordable. In fact, Facebook beats its competitors, including Google, in this regard. You can start advertising on Facebook for as little as $5 or for even less. For that amount, you will be able to reach an appreciable number of people.
  • You can learn how to run your own Facebook Ads Marketing Campaigns. Or you can assign someone on your team to learn how to do it. Of course, most people prefer to hire the services of a professional. FYI, I am one such professional! Facebook Ads are what I do on a daily basis. I have been doing them for so long that I can tell you about the intricacies even in my sleep. So, don’t hesitate to get in touch with me if you need help.

Marketing Options for Law Firms on Facebook

This article focuses on how to create paid Facebook ads for law firms. However, before you get there, it's worth noting that businesses have several other marketing options on the platform. A couple of these are free, which is great for those that are on limited budgets. 

You can Boost your Posts

Boosting Facebook posts if rather controversial in the world of marketing. It’s debateable whether or not you can achieve meaningful results this way. Personally, I believe you are better off creating a real ad, rather than boosting a post. But what does it mean to boost a post on Facebook?

Well, it simply means you will be promoting a post that you have published, either on your website or on your Facebook Page. The idea is to get the post before as many eyes as is possible. I have previously written an article on the usefulness of boosting Facebook posts. Check that out to learn more about the subject.

You Should Create a Facebook Page

Creating a Facebook Page is absolutely essential for all law firms that are serious about marketing on Facebook. The great thing is that Facebook Business Pages are created free of charge. So, you don’t have an excuse for not having one. Check out my article on how to properly run a Facebook business page. But why should law firms bother creating Facebook Pages? 

  • A Page serves as a useful place for meeting prospects.
  • It can also be used to answer questions from current and former clients.
  • A page can be used for audience targeting data. As an example, you can choose to have your Facebook ads delivered only to people who have previously liked your Page. These people are already interested in what you have to offer, so they are much more likely to respond positively to your ads.
  • A Page can be useful for generating ideas about where to take your business. What are the questions that you are getting the most from people on the platform? Perhaps people are asking for a particular type of legal service. As an example, you could be getting inquiries regarding immigration law services. In that case, you can look to add that to your portfolio.

You can do paid Facebook Ads

Paid Ads are the third option for promoting Law firms on Facebook. Paid ads are great because they allow you to reach areas where you would never have hoped to go organically.

As noted earlier, the rest of this article is dedicated to showing you how to create Facebook ads for law firms. I have already noted that Facebook Ads are affordable, so you don’t have to worry about cost here.

Install Facebook Pixel on your Site for Remarketing

Diagram of Retargeting

Diagram of Retargeting: You need to install Pixel on your site to do remarketing via Facebook

Before I get to showing you how to create Facebook Ads for law firms, I thought I should talk a bit about Facebook Pixel and remarketing here. The major challenge when creating ads for any business lies in identifying the right target audience. Target the wrong audience and your ads will be lost within the vastness that is Facebook.

It’s important, once you have decided that you are going to start advertising on Facebook, to sign up for remarketing. The same applies for Google. Remarketing is basically tracking what people are doing on your website and then showing your ads when they move to other sites. 

You can see what I am talking about in the above diagram. In this case we are talking about Facebook. The platform does remarketing via Pixel. That’s a piece of code that you are supposed to install on your website. Once that is done, Facebook will be able to track what people are doing.

The next time that they visit Facebook, they are shown ads that relate to their activity on your site. Pixel is a good way of generating an ideal audience for delivery of your ads. If someone visits your law firm’s website, it means they are somehow interested in hiring your services. By following them to Facebook, you get another chance to convince them to do business with you.

Creating your First Facebook Ad

To create the first Facebook Ad for you Law firm, you need to herd over to Ads Manager. Sign up for a business account using your personal Facebook credentials. The process of creating Facebook Ads has 3 basic steps;

  • Choosing a Campaign Objective
  • Defining your Target Audience
  • Creating your Facebook ad

Choosing a Campaign Objective

First, you need to choose a Campaign Objective when doing Facebook Ads marketing for law firms. A Campaign Objective is a guide of the direction in which you wish to take your Facebook Ad. It’s a statement of what you wish to achieve with your ad. It’s important to be clear of your goals here. Facebook provides you with 11 Campaign Objectives from which you can only have one per ad;

  • Brand awareness
  • Reach
  • Calatog sales
  • Store traffic
  • Video view
  • Lead generation
  • App installs
  • Messages
  • Conversions
  • Traffic
  • Engagement

Best Campaign Objective when creating Facebook Ads for Law Firms

Facebook Ads Marketing for Law Firms

Facebook Ads Marketing for Law Firms

I often get asked; which Campaign Objective should I choose when doing Facebook Ads Marketing for Law firms. The answer; it depends on what you wish to achieve. You are not tied down as far as your Campaign Objectives are concerned. Even a single business can have different ones for different Campaigns.

You could, as an example, choose Lead generation as your Campaign Objective. Or you could choose Catalog Sales. That’s the most appropriate for eCommerce businesses.

For our example, we are going to go with Traffic as our Campaign Objective. The assumption is that we wish to have traffic from our Facebook Ad directed to a landing page where people can sign up for our services.

Make sure that your landing page is geared to convert

Most people make the mistake of creating half-hearted landing pages for their Facebook ads. It’s a mistake because you will be wasting hard won leads. 

You need to have a landing page that’s geared to convert the traffic that you get from Facebook. If you need help, get in touch with me, and I will help you come up with kickass landing pages.

Defining your Target Audience in the Ad Set

Audience definition is really where most people stumble when creating Facebook ads for law firms. First off, you need to be really clear who you wish to reach with your ads. That can vary depending on the situation.

Perhaps you wish to reach out to people in your area who are looking for legal insurance. Or maybe you wish to reach out to people who are looking for immigration services.

Whatever your audience, it really should be properly defined here. Facebook provides you with the following audience definition tools within the Ad Set;


Where do you wish to have your ads delivered?

Where do you wish to have your ads delivered?

Where are the people who you are targeting located? Are they located in the whole of the United States? Do you even operate across the entire country? Those are questions that you need to ask yourself here. Most businesses in the world are localized.

A gym, as an example, can only attract customers who live about 4 miles around its physical location. So, it would be useless to target people around the United States for such a business. That would only work if it is part of a countrywide chain.

For this example, we will assume that our legal service is located in Denver, Colorado. We will have our ad delivered only to people living in this city. We don’t want to have the ad delivered to people who have simply passed through this area. We want to reach those who live in this place.


Gender is also a useful tool when creating Facebook Ads for your business. Perhaps you are into gender specific products. For this example, we will be targeting both men and women.


You can also target people based on their ages. In this case, we will be targeting people over 18.


Language can also be a useful tool when defining the target audience for Facebook Ads for law firms. Perhaps you are targeting people who speak only Spanish. That would be useful for those targeting immigrants from Cuba and Mexico who are looking for immigration law services, as an example.

Detailed Targeting

Detailed Targeting

Target people based on their demographics, interests and behaviors

The audience that we have defined so far is rather wide. We are looking to have our ads delivered in Denver, Colorado to both men and women over 18. That’s all very well, but this audience is too large. So, how to we zoom in on the right people?

This is where the detailed targeting section comes into play. It allows you to really zone in on your target audience. On the Detailed Targeting section, you can use demographics, interests and behaviors to reach the people that you are targeting with your ads. For this example, we are going to be targeting people who are interested in the following; 

  • Immigration law (assuming that's the service that we are advertising)
  • Law firm
  • International law (also assuming that that's the product that we are marketing at this point in time). 

Budget and Schedule

Facebook Ads for Law Firms

Set start and end dates for your ads to control spending

The Budget and Schedule section can also be found in the Ad Set. This section is important for controlling your expenses. Most people worry that they are going to have to rob the nearest bank to afford to advertise on Facebook. However, as already noted at the top, Facebook marketing is affordable.

Anyway, one thing to note here is that you need to retain control of your spending here. Otherwise you could end up overspending. Facebook keeps your credit card information on file. As long as you don’t tell them to stop, they will keep on deducting money from your account. But how do you tell them to stop?

You can control your Facebook ads spending by defining a daily spending limit and start and end dates for your ads. As an example, if you say you wish to spend $20 per day and you set your ads to run for 5 days, it means you will have spend $100 by the end of the Campaign.

That’s great in that you know exactly you are going to spend. You can also control spending by stating a Campaign budget limit.

Creating your Facebook Ad

As you can see, we have done a lot of work already on the way to creating Facebook Ads for our Law Firm. However, all that work will be in the background. What your audience will see is the ad itself. The challenge here is that you only have a few seconds in which to capture people’s attention.

People do not go to Facebook to buy. They have other important things to do, such as watching funny videos and consuming fake news. So, getting their attention is rather difficult. Your ad needs to be top notch to be able to make the breakthrough.

Ad Formats

When doing Facebook Ads marketing for Law firms, you have the option to create your ads in the form of a video, a single image or a carousel. Those are the ad formats that are open to you. So, which format should you go for?

It’s important to play around to find the format that works best for your particular type of business. I am always saying one of the strength of Facebook Ads is that you can do a lot of A/B testing to find the right formula. You need to do so here.

Remember though that up to 85% of Facebook videos are watched with the audio off. And video ads need not be longer than 15 seconds, as per Facebook’s recommendations. So, you should probably start with a single image ad and take it from there.

Primary Text

The Primary Text appears at the top of the ad. It shouldn’t steal the thunder from the visuals in the ad itself. I like to make my Primary Text one line long. If you go overboard, you will lose people. Remember that Facebook is mostly about visuals. People do not have the time to read loads of text.


That’s how to do Facebook Ads marketing for law firms. In this article, I showed you why it’s important to be clear on what you wish to achieve. That way, you will be able to easily choose a Campaign Objective for your ad. The Campaign Objective determines the flow of your ads.

I also advised people to install pixel on their sites. That’s helpful as far as using remarketing audiences is concerned. In that case, you will be targeting people who have been to your website.

Do you wish to learn more about creating your own Facebook Ads.  If so, feel free to sign up for my Facebook Ads Mini course using the form below. That’s designed to teach you a bit more about creating your own Facebook ads for your business.

You can also get in touch with me and I will be able to handle your Campaigns on your behalf. Facebook Ads are my primary occupation. So, you can be sure that I will be able to do a professional job on your behalf.

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