Facebook Ads For Lawyers. Some Tips For Successful Advertising

The major reason law firms should include Facebook advertising in their marketing stack is the massive number of active Facebook users. From the large pool of users, you will most likely find many potential customers with the help of advertising, no matter who you are targeting.

Online advertising is cheaper compared to TV advertising and other types of paid digital tactics. Here is a table comparison of average cost per lead by channel.

As you can see, social media marketing is way cheaper than offline strategies. If you drill further into the cost of social media Pay Per Click (PPC) advertising you will discover Facebook is the cheapest, barring Twitter. Law firms can market their services on Facebook for only $0.97 per click. You can get started for as little as $10 for a Facebook ad campaign. While Twitter costs a mere $0.38 a click, it doesn’t have the highly targeted features and wide reach Facebook has.

The platform has flexible cost control via a daily or lifetime budget.

Another advantage of Facebook advertising is targeting a specific audience.

You can customize targeting by:

Accordingly, there is an opportunity to show your Facebook ad only to users of interest to you. This way you improve the chances of them engaging with your advert. 

Plus, you don't waste money on users who aren't interested in your message.

Write that with the help of targeted advertising on Facebook, you will get new leads and customers for your business. To get those new clients, you must get the settings right in the Facebook Ads Manager.

In Facebook Leads, law firms have a tool tailor-made for generating new leads. 

Here are some of the Facebook lead ads highlights:

Here’s a lead ad form example law firms can use for lead generation.

The form emerges after potential clients click on a lead ad on a mobile device.

In addition to growing your customer base, Facebook advertising can bring you significant brand development and awareness.

Increasing brand awareness takes the firm to a whole new level of interaction with customers, and can also contribute to significant business success.

Here’s a divorce lawyer spreading the word about the law firm’s services.

In Facebook’s Ad Manager, create ads whose sole goal is to let people know who you are and what you do. After people get exposed to many of them, they will remember your brand whenever they need help connected to the problems you solve.

Before you start setting up an advertising campaign, you need to create a business Facebook page.

Without your law firm’s Facebook page, you can't launch any advertising for your business. Having a page isn't enough. Make sure you maintain it. Post only high-quality content on the page. Plus, add fresh content frequently. 

Whenever users comment on your content, jump in and interact with them. 

For a case study of an optimized legal services company, consider the one below from the Virga Law Firm.

Nobody can pass up on a good deal. So adding a superb deal to your ad can explode a potential client's chances of reaching out to you.

An example of a lucrative offer would be a "free consultation" added to the ad text. Because a free consultation is risk-free for potential customers, they are more likely to take you up on it. 

Importantly, it allows you to showcase your knowledge as a service provider and build your authority.

You can come up with another helpful offer that gives you an advantage over your competitors.

Setting goals is the first and one of the most important parts of launching an advertising campaign.

The whole ad setup depends on what you want to get from it. Goals inform the images you use, the ad copy, and how you communicate your message.

Goal examples include:

We can divide all goals into separate ad campaigns on Facebook. You can specify these goals in the "Choose a campaign objective" section. Here’s what it looks like in ads manager.

Choosing an objective that matches your strategy will help you get the results you want. It will also help you better organize your creatives later when you run multiple ads.

What makes Facebook special is that the platform allows you to create a target audience for your ads.

Not just a target audience, but a tailored one that suits your practice down to the tee and helps you find the exact clients you are after.

We especially recommend narrowing the audience at the initial stages of the advertising campaign launch. It is important to set up advertising in such a way that it finds its potential client.

And the more precisely you configure it, the more likely it is to bring new customers to your business. A generalized audience doesn't produce exceptional results because it doesn't appeal to users' interests.

Here are some parameters you can use to target your audience on Facebook.

Here’s the audience section in the ads manager.

Detailed targeting is a targeting option in the Audience section of ad set creation. You can use it to define the target people you want to show your ads to in greater detail. It includes subsections like:

An ad set is a group of ads targeting a similar audience. At the ad set level, you can limit the budget for a set of announcements.

This option is useful in several cases, such as when you want to:

The success of advertising depends on the quality of the ad creative.

When choosing or creating an image, you need to find one that will hook the user. Come up with something a user would want to click on.

The ad should convey the essence of your brand and stand out from the competition.

Below are 4 conditions that an effective advertisement must meet:

No doubt. Facebook ads work. But you can make them better.

Facebook has the possibility of A/B testing.

A/B or split testing is comparing two or more variations of a page or element of an advert to determine which one performs best. Below is a graphic that shows the split test feature.

Today most users (98%) go on Facebook using mobile devices.

For an ad to work effectively, you must adapt it to mobile devices.

Facebook recommends 1080 x 1080 pixels image sizes that display well on mobile devices.

A few more tips to help optimize media for mobile

Video ads are the most popular and viewed format.

They are entertaining and drive action.

Studies show that approximately 50% of users watch Facebook video ads.

A few tips on how to make video ads:

The great thing about Facebook ads is that they are versatile. You can use them at any stage of the sales funnel.

Here's what it means:

Facebook advertising isn't one-dimensional. There are various advertising options available on Facebook, such as:

Facebook allows you to exclude people from advertising for several parameters.

Among those that you should exclude are those who:

For you to optimize a Facebook ad campaign, you must track and analyze data. 

Without data, you will shoot in the dark. But with it, you will make informed data-based decisions to make your ads more effective.

Such data should include: