How to Make the Most of Your Attorney Facebook Advertising Campaign in 2022

How to Make the Most of Your Attorney Facebook Advertising Campaign in 2022

In Business Strategy, Digital Marketing, Marketing Strategy, Search Engine Marketing, Social Media Marketing by Robb FahrionLeave a Comment

Reading Time: 28 minutes

Are you finding it stressful and frustrating to generate high-quality leads for your law firm through social media?

eMarketer reports that Facebook ads in the United States will rise 15.5 percent year-over-year by 2022.

US-Facebook-percentage-change-and-total-ad-spending

(Source: eMarketer)

Although we do a lot of Google vs. Facebook Advertising comparisons, it is essential to note that Facebook does not replace Google ads for lawyers. Still, it is the King of Social Media. It can significantly improve the effectiveness of your organic SEO and attorney pay per click marketing campaigns by placing you in front of more people who need legal representation.

It also keeps you in front of them more frequently than the competitors in the market and ultimately increases the effectiveness of your campaign. 

So, instead of waiting for clients to find you through Google ads for lawyers search and hoping you stand out from the crowd, you can use attorney Facebook advertising.

FB Campaign Structure

(Source: Digital Engineland)

We are going to cover the subject of Facebook ads for lawyers extensively. But before we embark on this long and exciting journey, here’s a quick breakdown of this complete guide:

  • Top 7 ways to get the most from your Facebook advertising
  • 5 Steps to create ads that convert
  • How can law firms harness facebook ads to boost conversions?
  • How to make your ad campaign more cost-effective
  • 7 Simple Facebook ad strategies for lawyers
  • 8-Point checklist for generating leads
  • California attorney advertising rules and guidelines

Let’s get started!

Top 7 Ways to Get the Most from Your Facebook Advertising

Law firm Facebook ads have the potential to reach up to 2.11 billion people, which is 72.5 percent of the 2.91 billion people using the platform regularly.

-Facebook-Advertising-Audience-Reach-Over-Time-February+2022

(Source: DataReportal)

So, to get the most from your attorney Facebook advertising efforts, you must do the following:

1. Ensure That the Facebook Ad Copy Corresponds To Your Visual

Most small and medium-sized firms do not have a plethora of visuals on hand. So when it's time to launch an ad, there's a mad dash to try and ensure an image is attached.

10-steps-fb-copy

(Source: Joinative)

It might result in a picture that doesn't match the copy, creating an awkward experience for Facebook users. If the ad copy and image don't match, they'll be curious to know what your ad is trying to advertise. As a result, they're not likely to click on your ad, which will make it ineffective.

If you're having trouble creating images for attorney pay per click marketing on Facebook, you may need to use image tools such as Pablo by Buffer, Bannersnack, PicMonkey, and Canva to help you.

2. Narrow Your Audience with Facebook Targeting, Then Write To It

It's tempting to write as though you're speaking at a seminar when selling online. However, if you want to be productive, write as if you're communicating with just one person.

That is the individual you need to charm and persuade, your target. You must devote all of your attention to this person and their demands, just like an in-person salesperson.

You must develop material for your website that appeals to all potential clients, and you most likely have several different personalities. You may, however, narrowly reach your audience on Facebook. Therefore, you can leverage Facebook Audience Insights to gain more knowledge about your current audience. 

Facebook-audience-targeting

(Source: Admired Marketing)

3. Create Various Facebook Ads for Multiple People

Clients come to you for several reasons, so why do you use a single broad ad? Because Facebook PPC for lawyers' strength has always been its great way to target, don't treat your ad like a billboard.

Consider yourself a divorce lawyer representing both couples and other people with family-related issues. Although many clients will come to you for other types of cases, most of them will be most interested in a divorce lawyer. Hence, you will attract more couples to your firm than other individuals.

4. Keep it Clear and Concise

Because you are paying for attorney Facebook advertising, it may be tempting to include as much information as possible. After all, you must clarify your brand to others. Moreover, for Facebook ads, you must keep it short and to the point.

What benefits does someone get from having your firm represent them? How will it benefit them? These are the points you should emphasize in your ad copy, so you should do so in a transparent, concise way.

5. Stick to a Single Call-to-Action (CTA)

Are you attempting to raise brand awareness or get a client?

The ideal Facebook attorney pay-per-click marketing campaigns have a specific goal in mind. Your ad should always include a clear CTA. Prospective clients will notice your ad without it, but they won't know where to click or what to do. 

cta-strategy

(Source: Cincopa)

6. Put Your Ad Copy to the Test

The only paid advertising strategy to boost your attorney Facebook advertising copy is to test it. Facebook makes it simple to invest a small sum to try out new things. Finally, the only way to ensure that your copywriting is effective is to gain experience.

Run two different ads, each with the same image but a different copy, to see which one resonates the most with your target audience. Which version receives the highest number of likes, comments, or conversions?

7. Take a Cue from Television Commercials

Another source of ad inspiration is television, which is comparable to Facebook advertising in that everyone has a Facebook account and almost everyone watches TV. So even if you don't want to rerun your law firm Facebook ads as companies do on television, you may learn a lot from them.

With a television commercial, you just have 30 seconds to capture someone's attention and persuade them to visit your site or call you. You have much less time on Facebook because individuals read through their feeds quickly.

So what are you doing with a graphic, a headline, or a video to get someone's attention? What more can you say to persuade someone to join your firm?

Always remember to place yourself in your audience’s shoes and prioritize their demands before your own. Next, consider how you can bring value to their lives and tailor your advertising messaging accordingly.

5 Steps to Create Ads that Convert

What steps should you take to create an effective Facebook ad for your legal firm? In the course of your PPC marketing for lawyers, how do you get it to the right audience in the right way while staying within your budget? 

What does it take to successfully pass your target audience through the sales funnel?

Facebook sales funnel

(Source: HubSpot)

It's not as difficult as you might think. We'll explain the process below.

1. Select a Campaign Objective

You'll be asked to select an objective for your ad campaign on the first page of Ads Manager. Setting your campaign objective is a crucial first step because Facebook will tailor your campaigns to your select goal.

While there are a lot of campaign objectives you can choose from, you'll probably want to focus on these two:

  • Traffic
  • Conversions

Traffic

Traffic is a great way to get Facebook users to visit your law firm's website. You can increase traffic by improving your content.

Conversions

Conversions are a great way to get Facebook users to perform a specific task on your website. Facebook helps optimize your law firm Facebook ads for clients most likely to fill out the form in this way.

2. Target Your Specific Audience

You're not advertising to anyone and everyone when dealing with Facebook ads for law firms. Instead, you can promote your business to the customers who are likely to work with you using the social media platform targeting options.

In the "Detailed Targeting" section, you can do so. Simply begin typing, and Facebook will recommend segments to target. To estimate how many people you're reaching, scroll over each component.

Detailed-Targeting

(Source: Nudge Marketing)

Your firm can also target specific users based on their location close to the top of the page. For example, if your law firm is in Orange County, California, it's highly advisable to target your advertisement to Facebook users in the area.

Finally, Facebook will post your ads to Instagram automatically. You can disable this option if you don't have an Instagram account or simply don't want to publish your law firm Facebook ads there.

You can see an accurate estimation of just how many individuals your ad will reach each day on your screen's right-hand side. The effectiveness of your ad is determined by how well it resonates with people.

Here are some of the best attorney Facebook advertising targeting strategies for lawyers:

A. Retarget Non-Converting Visitors

To begin with, in Ads Manager, create a new Custom Audience. Then, choose' website' as the source for your new Facebook ads for lawyers' audience. Then, as the source, enter your landing page's URL. 

Then 'exclude' individuals who also visited your landing page's “Thank You” page, so the ad only targets everyone who visited but did not convert. It allows you to target those who engaged but did not complete the conversion.

B. Look for People With Similar Interests to Those Who Have Converted.

Another effective paid advertising strategy is to target individuals with similar characteristics to those who may have converted on your webpage. To begin, navigate to Ads Manager and select "Lookalike Audience" from the audience creation's dropdown menu. 

Then, select your conversion pixel as the source. Facebook will compile a list of prospects who are similar to previous conversions. You can then further narrow the audience by using keywords and demographic options. You can also upload email address lists that you've compiled to create a target audience similar to the one you had before.

C. Demographics-Based Targeting

There are numerous demographic options available to assist you in reaching the ideal audience for your legal firm's services. For example, you can choose who views your advertisements based on their age, income, location, education level, purchasing habits, etc. These options can be highly beneficial when advertising PPC services for lawyers that a specific category of people on Facebook would find helpful.

D. Life Events-Based Targeting

When a particular event occurs in someone's life, it can be helpful to reach out to them. For example, if your firm provides legal representation to retirees, there is a distinction between targeting people above 65 and those who have recently turned 65. People who have recently turned 65 tend to need advice more than those who have hit 70.

3. Set an Ad Budget

Attorney pay per click marketing, nonetheless, has a cost – many of the highest CPCs are for legal keywords. It necessitates that you track your Facebook ads for lawyers meticulously and target the appropriate audience.

In many ways, Facebook is far more advantageous from an advertising standpoint because you can get more bang for your buck. CPCs on Facebook are typically lower, and you can target more precisely.

When it comes to paying for your attorney Facebook advertising, you have some options–Daily Budget vs. Lifetime Budget.

Daily-vs-Lifetime-budget-chart

(Source: Madgicx)

You can either fix an average spending limit for your Ad daily or a maximum budget for how long Facebook will promote your ads. 

If you just want to keep your advertising budget under control, a Lifetime Budget is a wiser choice. However, if you use a Lifetime Budget, you won't be able to run your law firm Facebook ads indefinitely; instead, you'll need to set a start and end date. The disadvantage of using a Daily Budget is that your ad will stop displaying once the amount for the day has been reached, even if it is performing exceptionally well. 

4. Create the Ads

There are two options for creating your first Facebook advertisement: Create a new ad from scratch or reuse an old one.

If you're starting from scratch, you'll need to include a primary text and website URL, the link to your blog post. It's also a good idea to have a headline. Feel free to experiment with different primary texts and headlines to find out what works best for your audience.

If you have an older post to choose from that might have existing likes and shares, and that will help the ad stand out, we recommend using it as your Facebook ad.

5. Track and Monitor Your Ads

Check in on your Facebook ad to see how it's doing after leaving it to run for a day or two.

You can see it in the Facebook Ads Manager's "Ad Reporting" screen. The total number of clicks your ad earned, the cost-per-click (CPC), and the total amount spent so far are all included in this report.

If your ad is generating a lot of clicks, you might want to extend it or run a similar Facebook PPC for lawyers strategy. If not, you should probably try a new post for subsequent campaigns.

In any case, be inventive with your Facebook ads. Don't be afraid to take chances, either. You can never tell what might capture a big catch's attention.

How Can Law Firms Harness Facebook Ads to Boost Conversions?

Running Facebook ads for law firms is, beyond a doubt, among the most powerful PPC marketing for lawyers strategies available today. Facebook's massive amount of exact information concerning millions of users allows it to provide targeting choices no other PPC marketing for lawyers platform can match. 

So if you're looking for a cost-effective and powerful advertising medium for your legal firm, Facebook is the place to go.

facebook-ads-benefits

(Source: Kerigan Marketing)

But what are the best ways lawyers can harness this innovative platform to boost conversions?

1. Maintain the Freshness and Engagement of Your Ads.

Facebook is not such a platform that can be set and forgotten. Facebook ads for law firms are typically seen on television, in newspapers, on Google's search engine results page, on billboards, and the sides of buses. When it comes to such avenues, ad repetition can help. 

However, on Facebook, your audience will quickly tire of your Facebook ads for lawyers if you continue to show them the very same ad repetitively. Instead, you should rotate your ads weekly to keep your audience's attention. In addition, ensure the ads are eye-catching.

Don't place your logo on your Facebook ads for lawyers because most people won't know who you are. Also, do not include your photograph. Instead, have a visual that will entice your audience to cease scrolling for a moment and consider what you are offering.

If you specialize in civil damages, your ad might include a picture of a bad car accident. On the other hand, if you are a real estate lawyer, you could use a picture of two people staring at a house with a to-let sign. Carefully consider the image that would compel you to stop what you're doing and look for more information.

Take care not to include images that are excessively violent or contain blood. Aggressive images violate Facebook's policies and may result in the removal of your Facebook ads for law firms.

2. Look Into What Mass Tort Marketing Already Exists (Even if You Don't Practice in that Area)

On Facebook, mass tort advertising is as popular as on television. Users are regularly bombarded with advertisements for national law firms asking them to take action for issues such as asbestos, hernia mesh, medicine, and poor hip implants. If people click on one of these adverts, they will be easy to track on Facebook. 

If you have a smaller law practice, you have the opportunity to compete for these leads. In addition, you can work with professional mass tort marketers or seek their advice on how to build up your advertisements.

Take note of how they employ stunning imagery, run commercials in a continuous cycle, use appealing wording, and repeatedly target the same people. 

You also have an opportunity to capitalize on some of these leads if you use the same best practices. Even if you aren't involved in mass torts, the abundance of information available from these marketers is a valuable source of general information.

3. Choose a Favorable Type of Facebook Ad

The best way to harness Facebook ads for lawyers is by choosing the best Facebook Ads option for your particular practice.

Here are some of the best law firm Facebook ads options:

A. Lead Adverts

Lead ads are unquestionably the most productive ad type for law marketers. These law firm Facebook ads help give viewers the option of becoming a lead right away by filling out a form. However, keep in mind that they are only available on mobile.

What's the best part? Facebook uses saved data on users to fill out forms automatically!

So, if you want to conduct market research, get customer feedback, or increase conversions, then Facebook lead ads are the way to go.

What are the benefits of using Facebook lead ads?

Lead advertising on Facebook is promoted forms, which allow advertisers to collect client information while also providing possibilities for interaction, such as email subscriptions, demo requests, and contest registration. 

Once someone clicks on the lead ad, they're taken to a form with details from their profile page. The rest is just a few simple touches away.

One of the most essential features of lead ads for Facebook's mobile users is their mobile friendliness.

mobile-friendly-landing-page

(Source: Popup Smart)

Another benefit of Facebook lead generation ads is that the leads collected may be directly synchronized with your company's customer relationship management (CRM) system or downloaded as a CSV file. It makes it easier for marketers to follow up on leads, which is crucial for closing sales.

How can you ensure that your Facebook lead ads are effective?

Offer Incentives

If you provide anything in return, people will be more eager to share personal information with you. Whether it's a coupon code or free download, a good incentive informs clients that you appreciate their input.

Although Bar rules forbid offering financial assistance to your litigation clients, the following are some examples of popular incentives your law firm can employ:

  • Exclusive offers
  • Free initial consultations
  • Attend a gathering
  • Whitepapers and studies for download

Make Your Offer Clear

Make your value offer clear upfront, so consumers know what they're getting into. While this information is optional, Facebook suggests using it in your PPC marketing for lawyers copy and the introduction at the start of your form. Also, include branding across the experience so that users are clear about who they're sharing their information with.

It's also crucial to select images that complement your message. For example, Revel Systems, a provider of point-of-sale systems, evaluated various creatives for its lead ad campaign and discovered that photos featuring the product as the focal point were far more effective.

Make Use of Captivating Content and formats

Like every other type of attorney Facebook advertising, lead advertisements work best when the medium matches the message. For example, if you want to highlight numerous products or features, a carousel arrangement would be the ideal option. Meanwhile, short videos are a great way to tell a story and raise brand awareness.

Don't mistakenly assume that just because you're offering an incentive, creativity isn't necessary. Use high-resolution photos and videos, a sharp copy, and a clear call-to-action button for optimum results. 

Maintain a Simple Form

A form that is easier to fill out is more likely to be completed. According to Facebook, the likelihood of someone abandoning the form increases as you add more questions.

Only inquire about the most pertinent details. If you have multiple-choice questions on your form, keep the number of options to three or four.

Pose the Appropriate Questions

You can build unique questions for your form if the questions supplied by Facebook don't fit your needs. Choose from a short answer, multiple-choice, and conditional questions, all of which can alter depending on the response to a preceding question.

People can search for a nearby location or arrange visits using the Store Locator and Appointment Scheduling sections on your form.

Do you require assistance in generating questions? The Facebook business goals and examples rubric is a fantastic place to start.

Choose the Correct Audience to Target.

Your target audience must be in line with the goals of your lead ad for it to be effective. There are three primary sorts of audiences from which to choose:

  • Lookalike audiences: Create a Lookalike Audience based on your most important clients to identify similar people if you want to grow your consumer base.
  • People near you: You can use the business locate function to target advertising to people within driving distance of your firm if you have one or more locations and a Facebook representative administers your account. This audience group is excellent if you want to plan appointments or simply urge customers to visit.
  • Custom Audiences: People who have signed up for your newsletter, recent site or app visitors, and people in your CRM are all examples of custom audiences.

Narrowing-down-target-audience

(Source: Falcon)

Make a Plan to Follow Up

A quick follow-up can significantly increase the likelihood of a conversion. And the sooner you get started, the better. According to a groundbreaking report conducted in Harvard Business Review, companies that contact clients in an hour are 7 times more likely to get qualifying leads.

Note that messaging applications are currently the preferred method for consumers to communicate with brands. By two-thirds, customers prefer texting to phone calls, live chats, and face-to-face communication. So perhaps it's time for your law firm to join Facebook Messenger. If you would like to know what your customers prefer, you may ask them.

Optimize and Test

A/B testing and fine-tuning are frequently used to create the best lead ads. For example, consider running two alternative lead ads, with each one having a different image or wording. Alternatively, test your lead advertising with varied form lengths to see how well they perform.

B. Click-to-Call Adverts

Facebook click-to-call ads are an excellent paid advertising strategy to generate inbound calls for your legal practice.

Click-to-call advertising on Facebook allows users to interact with you by phone by clicking instantly on your ad from their mobile device.

This type of Facebook ad falls under two categories:

  • Reach click-to-call ads 
  • Website traffic click-to-call ads

Reach Click-to-Call Ads

Through Facebook's Reach campaign objective, this ad style and "Call Now" call-to-action button feature have also been accessible for quite some time. 

The primary focus of Reach campaigns is to reach a wider audience within your target audience for the lowest possible cost. Hence, your visitors may not be inclined to take the specific activities like click the ad to view a landing page or call you.

What are the benefits of using the reach click-to-call ads?

Utilizing the reach campaign objective in your prospecting campaigns can assist drive new customers into your funnel by connecting them to your firm and providing them with a simple and low-cost means to contact you.

Website Traffic Click-to-Call Ads

Compared to so many other types of Facebook campaign objectives, the goal of Website Traffic campaigns is to drive the most relevant visitors from your target demographic to your website in the most quantity. Recently, Facebook added a new option under Destination in the ad level: Phone Number.

Previously, the Destination for a Website Traffic campaign could only be a landing page URL or a Facebook Event. Still, now we have this exciting third choice for Phone Calls, also referred to as click-to-call ads for Facebook Website Traffic campaigns. As with Reach campaigns, you can optimize for link clicks and landing page views, but not for calls.

What are the benefits of using the Website Traffic campaign click-to-call ads?

Assuming you have more cash for driving calls and can handle higher call volumes, try Website Traffic campaign objectives with existing prospecting targets as well, if it makes sense for your business and conversion funnel length. For example, as a law company, you can arrange for a free consultation by having them phone your office.

Use a Website Traffic campaign with click-to-call ads to make them call you when they are further down the funnel. 

C. Boosted Posts

If you share material on an organic Facebook page, a boosted post might be right for your business. Likewise, you can use bought marketing to promote content that was initially organic.

When offering our PPC services for lawyers, we strive too emphasize your high-quality ads  byenhancing a social networking post. It is a fantastic approach to broaden your reach and increase the number of people who like your page.

Boosting your Facebook post is using your ad budget to increase the reach of your content in order to reach a specific target.

Boosted-Post-vs-facebook-ads

(Source: Intigress)

Boosting a Facebook post is simple; all you need is a Facebook business page, access to the business manager, and a native post on the Page. Because boosted posts in Facebook ads for lawyers demand a budget, you'll still need an ad account.

Boost posts, which are available to businesses with a business page, are a simple method to advertise on Facebook without knowing how to use Ads Manager. Simply select a post from the chronology of your page and click the Boost Post button.

Boosting a Facebook post might help your material reach a wider audience, including people who don't already follow your page but might be interested in your ads.

Here are some of the best tips for getting the most out of Facebook’s Boost a Post feature:

First, Boost a Post in Which You've Been Tagged

You could want to promote articles that mention and tag your firm if you partner with influencers and perhaps other brand supporters to generate sponsored content.

To identify relevant posts, go to the Facebook Page Insights and choose Branded Content.

Keep Track of Your Progress and Make Adjustments as Needed

To get precise analytics about how a boosted post performs, click View Results from any boosted post.

Monitoring your outcomes and comparing them to your ad's objectives is essential for determining what works and what doesn't. You may improve your boost post approach over time to achieve a higher return on investment.

According to Facebook data, advertising created via testing costs less after some time.

Boost Posts that are Still Getting a Lot of Attention

When a post receives a lot of likes and comments, it's a sign that the material is appealing to your current audience. It's also an indication that you've discovered something shareable with a larger audience.

Boosting a post that already has a lot of likes and comments adds social proof to your business. In addition, when people want to learn about your brand for the first time, they may be more inclined to trust your material if they see a lot of previous involvement.

Check the metrics on your Facebook business page's Insights tab to see which organic postings are doing the best and deserve a boost.

Expand Your Audience Throughout Facebook with Boost Posts

You may also boost from an Instagram post. Simply go to your Facebook Page's Ad Center, Create an Ad, and then Boost an Instagram Post from the left column.

Make sure you like how your Instagram post will appear on Facebook by checking out the preview.

Facebook-knoes-your-audience

(Source: Sprout Social)

D. Media Adverts

Media adverts are the most common form of Facebook ads for lawyers. A link post can include a video, a picture, or a carousel of photos. It is an excellent technique to attract traffic if you use landing pages for every one of your case categories.

Let's look at each of these media ads closely.

Video Ads

Facebook states, "With over 50% growth in video viewing on Facebook, businesses like yours are driving awareness and sales with Facebook video ads.”

Video ads are advertisements in the form of videos. Brand awareness and consideration efforts benefit the most from video commercials.

Because Facebook likes native videos, when you upload them directly to Facebook rather than connecting from somewhere else, you can earn up to 30% more views.

Picture Ads

Facebook photo advertisements, arguably the "easiest" ad format to design, comprise an image, a call to action, and, in most cases, a link.

Make use of strong visuals such as images that are realistic, convey a story, and leave a positive impact. Invest in digital design via social media management services, or generate appealing photographs with a free photo tool.

Carousel Ads

A carousel ad displays a series of "cards," each with a different image and the possibility to hyperlink to a separate location.

Carousel advertisements are a fantastic alternative for raising awareness with many photographs or prompting consideration with a range of relevant links, although they were designed with product catalog sales in mind.

How to Make Your Ad Campaign More Cost-Effective

Facebook ads for law firms provide a golden chance for law firms to branch out, extend their reach and user engagement, and improve the effectiveness of their advertising. The primary distinctions between Google vs. Facebook Advertising are in terms of price, timing, and intent of ad delivery.

Google ads for lawyers appear to people when they are looking for a lawyer, and they are very likely to generate a higher direct response. However, because they are so effective, they are also costly—advertisers are willing to set bids higher and higher to compete, and the costs of Google ads for lawyers can be prohibitively expensive.

However, with Facebook, you can supplement your Google presence with low-cost exposure.

Now that we are done with the Google vs. Facebook Advertising  comparison, we will show you some ways to run a cost-effective Facebook ad campaign without sacrificing the quality of results.

1. Understand How Bidding Works

Advertising on Facebook can be likened to bidding in a bidding war. Like many other businesses in your industry, you get up prepared and excited to attract your ideal consumer.

Facebook users would be overwhelmed by all the adverts in their area if you and your rivals were given the same advertising chances. As a result, they'd be less likely to use Facebook ads for lawyers, which would be wrong.

Throughout the Facebook range of applications, Facebook manages the volume of advertising that users see. Because there are few ad placements available on the site, marketers must compete for ad space.

You'll receive the most significant place for your ad if you bid the most. So ensure you work on your bidding strategy regularly to stay competitive.

Facebook-bidding-strategy

(Source: Median Ads)

There are three bidding strategies available on Facebook:

  • Spend-based
  • Goal-based
  • Manual

Let’s look at each one closely.

Spend-Based Bidding

Here, you have to concentrate on spending the entirety of your money and obtaining the most tremendous amount of outcomes or value. Again, the goal is to spend your money and receive the best possible results. 

Make the most of your budget by maximizing delivery and conversions.

Spend your money wisely and concentrate on the best items. 

Goal-Based

You establish a cost or value that you wish to attain.

Regardless of market conditions, try to maintain expenses around the cost amount. However, it is important to note that compliance to cost cap restrictions is not guaranteed.

For each bid, set a minimum return on ad expenditure. Set the ROAS control to 1.100 if you want your $100 budget to result in at least $110 in purchases (or a 110 percent return). You should note that compliance with minimal ROAS limitations is not guaranteed.

Manual

You have complete control over how much you wish to bid in ad auctions.

Set a maximum bid across all auctions instead of allowing Facebook to bid dynamically depending on your cost or value goals. Advertisers that have a good grasp of projected conversion rates can determine the proper proposal and should use a bid cap.

2. Know the Factors Affecting Facebook Ad Costs

Facebook has become an essential component of many firms' overall PPC marketing for lawyers strategies. More and more lawyers are attempting to comprehend the exact expenses of a Facebook ad campaign fully. When it comes to these charges, several things come into play.

Furthermore, even though you spend the same amount, the outcomes may vary dramatically based on the country where the Facebook ads for lawyers are featured, target audiences, ad goals, and ad style.

Here's a breakdown of some of the more critical factors to look out for when advertising legal services:

A. Business

Your business specialization heavily influences your ad expenditures. For example, Facebook advertisements offering legal services are costlier than those promoting clothing.

B. Bidding Strategy

One of the most essential factors in determining your advertising legal services prices is your bidding technique. You must pick whether to use automated bidding and opt-in for the minimum cost or actively regulate your ad expenditures.

C. Timing

Demand and supply also play a role in Facebook ads. If you want to have your Facebook ads for lawyers displayed during busy times of the year, they will cost more. 

During different times of the day, the same Facebook ad may cost more or less. Also, during seasonal events, when everyone is vying for the attention of buyers, your advertisements will cost you significantly more.

Your Facebook ad expenditures will go up over the holidays or during significant sales seasons, such as:

  • Christmas
  • Thanksgiving in the United States (Black Friday)
  • Easter
  • Labor Day
  • Monday is known as "Cyber Monday."
  • Mother's Day is celebrated on May 8th.
  • Valentine's Day in the New Year
  • Break in the Spring
  • Back-to-school season 

If you're planning a promotion around these times, ensure you spend wisely because you'll be competing for people's attention, and costs will almost certainly climb.

D. The Target Audience

If you're attempting to reach the same demographics as many other marketers, your Facebook ad expenses will go up as well.

Take into account that you won't be competing with your niche's brands alone. Instead, you'll also face competition from companies that sell different items but cater to the same demographic as you, such as healthy eaters.

E. Ad Placement

Your adverts will cost you more the more competitive your ad placement is.

The importance of ad placements—or where your attorney Facebook advertising will appear on Facebook—is often underestimated by law firm advertising managers. However, there are numerous options available:

  • Newsfeeds, right-hand column, Instant Articles, and integrated videos are all available on Facebook.
  • Newsfeeds and stories on Instagram
  • Mobile devices only, desktop PCs alone, or both
  • Within Facebook's partner audience networks

As a result, costs for advertising legal services can vary based on the category of placement. So don't just think about which ad location is the most expensive. You should also think about which ones get the most clicks.

Even better, if you use a Facebook pixel on your website, you can see which ad placements create the most excellent conversions for a given campaign.

F. The Goal of the Advertisement

Your campaign for advertising legal services will cost you extra if you pick the wrong purpose for your ad, such as employing a lead generation objective if all you want to do is raise brand recognition.

G. Relevance Score

The expenses of your adverts will be more significant when they're not related to your target demographic. Make sure your advertising provides value to your potential consumers and meets their expectations, and you'll be successful.

components-facebook-ad-relevance-score

(Source: WordStream)

3. Understand Your Facebook Ad Metrics

Any attorney Facebook advertising strategy should include tracking and reporting on the performance of your ads.

Which ads have the highest click-through rate (CTR) and cost-per-click (CPC)? How much money have you spent so far? What is the campaign's total Facebook ads ROI (return on investment)?

Each of these questions, and more, should be answered in a good Facebook Ads report.

That said, it's easy to become buried in your customers' Facebook Ads accounts' plethora of metrics. Facebook Ads Manager has over 350 distinct metrics and ad phrases!

It would be hard to follow a report with all 350 metrics, and many of them would be entirely irrelevant to your campaign.

Here are the critical metrics to consider for Facebook Ads for lawyers:

Cost Per Click (CPC):

How much are you spending for each Facebook PPC for lawyers campaign click? CPC is one of the most often monitored measures, and for a good reason: if it's high, your total return on investment is likely to be lower.

facebook-advertising-costs-industry

(Source: WebFX)

CPM (Cost Per Thousand Impressions):

If your ad impressions are low, everything else (CPC, overall costs, etc.) is likely more significant. Additionally, it's possible that your targeting is too narrow. In any case, it's critical to keep track and make any necessary adjustments.

formula-for-calculating-cpm

(Source: Clever Tap)

Ad Frequency:

How often do your ads appear in people's news feeds? It could indicate broader concerns with targeting, competitiveness, ad quality, and other factors. As a result, keep a tight check on it.

Impressions: 

Many impressions mean your ad is well-suited to the platform and your target audience.

Amount Spent:

The estimated amount of money you've spent on your PPC marketing for lawyers campaign, ad set, or individual ad will tell you if you're staying under your budget, and which law firm advertising campaigns are the most cost-effective.

7 Simple Facebook Ad Strategies for Lawyers

Facebook is a powerful law firm advertising tool that may lend credibility to your career and reputation for many legal businesses. Furthermore, it allows you to publish sponsored advertising legal services, which puts you in front of individuals in your area who may require your legal services.

Here are 7 simple strategies for attracting customers:

1. Use Lookalike Audiences and Geo-Targeting

If you're unfamiliar with Lookalike audiences, they're one of Facebook's most powerful automated targeting tools and help in advertising legal services.  

If one or more of your campaigns are doing well enough with one or maybe more custom audiences, the only issue you may encounter is hoping to scale the audience and discover more people who are similar to the ones you've defined.

Lookalike-audience

(Source: Kopa)

Since it is doing great, you may want to double, triple, or even 10-fold the segment audience working for your law firm and convert them into lead forms or phone calls to your law company.

You can do precisely that with lookalike audiences. Facebook's AI and machine learning algorithms analyze all user data for your bespoke audience and look for trends and similarities. 

Not dependent on their profile information alone, but also their habits and interests. As it processes this data, it looks for other users on the platform who are exhibiting the same behaviors and patterns.

One caveat: Lookalike Audiences are created on a national scale. It implies that when you build a lookalike audience, you will have to select the country for which you created the audience.

You can fold the lookalike crowd into a Saved Audience after you've generated it. You can use this to provide attributes such as gender, age, language, and location. When those two elements are combined, you get the advantage of a lookalike audience tailored to the distinct regions where your company wants to market.

2. Make a Retargeting Video Funnel

Facebook has various benefits if you want to increase your law firm advertising reach beyond Google ads for lawyers and other media. For example, retargeting people who have interacted with your prior posts and adverts is effective.

Using Facebook to create a Video Retargeting Funnel works on the same concept. In essence, you create a video ad (ten minutes or less) on Facebook and target it using traditional methods of advertising legal services depending on your local market and some other factors. The goal of this video is to get it to as many people as possible in your market. 

video-strategy-funnel

(Source: MarTech)

Many people will ignore the video because it is from a lawyer on a specific law subject. Some people, though, will watch it. These individuals are most likely dealing with a legal issue linked to or similar to the topic you mention in the video. As a result, the audience is inclined to view at least a chunk of the video, if not the entire thing.

As a result, you can segment your audience according to how long they watched your video. This way, you'll be able to share more videos on the same subject with them. 

The next video will target viewers based on how well they watched your previous video. Finally, you can offer a video or static picture ad to that specific audience in the form; then urge them to phone or arrange a meeting with your law firm.

3. Image Ads of Lawyers on Landing Pages

The first ad approach is as straightforward as it gets. When done correctly, this provides several PPC marketing for lawyers advantages, including increased phone calls or even form submissions. A single picture or a carousel is what Facebook refers to as an image.

Carousel advertisements need you to supply many pictures and can encourage viewers to interact with your ad by scrolling slowly through their news feed before clicking.

Make Use of Images in a Variety of Ads

Running many advertisements with different images is a great way to enhance the effectiveness of your campaign. You may also test copies, but focusing on a single variable is better. 

Start with the photos, since they will be one of the first parts of your Facebook ad to get the eye of a Facebook user. The following are some examples of ad image concepts for advertising legal services:

  • Attorney or Team photo
  • Photo with a legal basis (scales of justice, Lady Justicia, supreme court, gavel, etc.)
  • the legal situation (family law, an injured person, crashed car, etc.)

Before expanding your budget or growing a Facebook PPC for lawyers campaign, this may be pretty helpful in choosing the ideal ad creative.

Test Your Landing Pages

Your ad should send viewers to your landing page with a particular mobile call-to-action, such as a phone number and contact form, which are among the foremost things users notice when they swipe through their cell phones.

Landing-Pages-Feature

(Source: Brafton)

Performance on Mobile Versus Desktop

When we examine the performance of the advertisements and the devices on which they were displayed, this becomes highly evident. On mobile devices, Facebook's user base is substantially greater on mobile devices than on desktop computers. 

Of course, you have the option of simply running advertisements on a desktop, but doing so would dramatically limit your audience and reach.

The lesson of the tale is to optimize your ad's landing page for mobile traffic. Then, make it easy for them to become a lead by calling or filling out a contact form.

Note that this advice applies to any Facebook advertisements that link to your company's website, not simply picture advertising.

4. Inbound Retargeting

The capacity to retarget individuals who have engaged with or visited your brand is one of the most prominent features of Facebook's ad platform for advertising legal services

It is an excellent approach to keep individuals who may have seen your page in mind. In addition, it permits you to seize another opportunity to convert them later when they're ready to consult your law practice.

Facebook-inbound-retargeting

(Source: Web Pro NJ)

What is the process of retargeting like?

After creating a Facebook Business page, you can use the Business Manager to set up a Facebook Pixel. This pixel is a unique set of tracking codes that you place on your company's website, comparable to Google Analytics

Once installed, when anyone visits your website as a Facebook user, the platform will be able to capture data that identifies them as a visitor to your site.

This system enables you to retarget adverts to that precise audience later. It also allows you to conduct some clever Facebook targeting with your brand. You may get very specific with the pixel and retargeting options on displaying your ads to previous website visitors.

Your company can choose to target consumers based on the following criteria:

  • When was the last time they visited? (as much as 180 days)
  • Which pages did they go to?
  • What actions did they take (or did not take)? (e.g., called, sent an email, filled a lead form, etc.)
  • How did they get to your website? (Google ads for lawyers, Facebook posts, organic, directly, etc.)

Hence, it has become a very effective weapon in your law firm advertising armory for identifying people who have shown interest in a previous ad or channel and then extracting as many prospective leads as possible from your attorney Facebook advertising campaigns.

5. Don't Use Previous Video Views and Website Visits

Exclusion targeting is a method you can utilize in conjunction with video retargeting and other strategies. You can retarget specific groups who engage with your videos and website and exclude people who do not connect with your videos and website.

This paid advertising strategy can be valuable if your law firm advertising goal is to reach hundreds or even thousands of new clients.

An audience definition can depend on how many times a person has visited your website or how long they have viewed a video. Suppose you want to reach as many new individuals as possible with a video ad. In that case, you can simply tell your ad campaign to exempt individuals who have previously visited your site or a particular landing page. 

You can build an audience of individuals who viewed no less than three seconds of video for a video. 

Choosing this audience to exempt will look for other users apart from this audience who meet your firm's paid advertising strategy targeting criteria. It is an excellent technique to keep identifying new prospects to show your video to and increase the number of specific impressions and global reach of your ad.

6. Frequency Capping

Many people would see your advertisement but never visit your website. They're simply uninterested and refuse to click through or perhaps view a video for at least 3 seconds. You can make this a criterion for removing them.

Facebook has a workaround for this, so you can continue to reach new individuals while still limiting the number of times our ads are shown to those in our audience.

You can manage the number of times people see your ads by adjusting these two factors – impressions and days. People may be browsing through their Facebook newsfeed or other portions of the app rapidly when they first come across your ad, so we recommend displaying it more than once.

Facebook-Frequency-Factors-Chart

(Source: Jon Loomer Digital)

However, your cost per thousand impressions (CPM) and overall budget will determine this. You can use this information to determine the number of times and the frequency with which you can show your advertising to consumers regularly.

The benefit of this is that by increasing your attorney Facebook advertising budget and restricting your impression frequency for each user, your firm's ad will be able to reach a more significant portion of your target demographic.

7. Use Geographic and Demographic Targeting to Keep Things Simple

You have the power to target your audience depending on their location, like so many other modern digital advertising and ad platforms. Facebook is no different. You can target people based on whether or not they live in the region or if they have just visited a spot.

Most legal firms build their practice in distinct markets and jurisdictions in Facebook ad management. As a result, such targeting options are critical for such campaign objectives and constraints.

You can also target depending on other vital factors like gender, age, and language because Facebook has far too much information on their users. When you combine them, you may get quite particular with your ads or campaigns.

How do you create client personas and avatars that are highly targeted?

Firms that want to target clients’ particular avatar or persona may find this helpful in their Facebook ad management efforts. You can, however, utilize it to target specific groups with ad design and messaging.

While your organization may provide a wide range of services or even serve a wide and varied client base, you may wish to target your advertisements toward specific demographics.

8-Point Checklist for Generating Leads

Every firm has the same goal: to create a lead-generating machine that regularly generates leads. On the other hand, many small and mid-sized firm owners have sluggish pipelines and are frequently upset since they don't know how to generate continuous future revenue. 

They've put time, money, and people into prospecting and sales, but they do not see long-term returns from your attorney pay per click marketing campaign.

This eight-point checklist will assist you in turning your firm lead generation plan into a well-oiled engine.

1. Make the Most of MQL and SQL Combined Strength

Prospects that have interacted with your lead generation paid advertising strategy activities are known as Marketing Qualified Leads (MQLs).

Sales Qualified Leads (SQLs) are prospects who Sales have identified as having a high likelihood of becoming paying customers soon. To migrate leads from MQL to SQL, create a closed-loop procedure.

Then don't ignore the phone calls. Make sure you contact every advertising qualified lead and confirm that they are genuine sales chances, then track the MQL to SQL and SQL to close conversions. If MQL leads aren't converting, Sales may need to update their calling skills.

digital-marketing-sales-funnel

(Source: Web Presence)

2. Identity Your Target Audience

Who will you most likely be contacted by? Knowing WHO you're aiming to target is crucial to a successful Facebook ads ROI

Define your target clients and visualize your ideal prospective consumer. What solution are you attempting to offer them, and how does it connect with your target market's concerns and pain areas? Knowing this is essential for creating a lead-generating machine that includes action steps to reach the appropriate individuals with the correct message.

3. Perform a Strategic Review of Your Lead Generation Campaign

Putting together a lead-generating machine, perform a strategic review through and after each lead generation campaign to see if any changes need to be made - your attorney Facebook advertising strategy and marketing procedures, and your team's talents. 

Then, examine how your firm’s Facebook ad management departments need to adapt to reach your company's growth goal.

4. Create a Memorable Message

It’s time to practice your pickup line. Developing your company’s value statement centered on your target market’s business issues, your solution, and your unique differentiation is critical. This step will inform your messaging throughout both your lead generation campaign and your sales activities for your target market.

It creates a cohesive, memorable message that resonates with prospects who need your assistance. You can reach out to a law firm advertising agency for help if you don't know how to create an eye-catching message.

5. Keep Track!

Measuring, testing, and tracking the results of Facebook ad management campaigns may help you figure out who on your firm list is most engaged and which advertisements are most effective.

Make a list of campaign metrics that you'll track. Consider the following metrics:

  • Shares and comments on social media
  • Data from Google Analytics
  • Calls are returned
  • Conversions of services
  • Referrals
  • Email responses and clicks
  • Services that have been completed, 
  • As well as a lot more

Whatever data points you pick, be sure to examine them frequently to fine-tune your lead-generating approach in response to your Facebook ad management findings.

6. Choose a Strategy That works

Building an attorney pay per click marketing campaign for lead generation requires carefully choosing your lead generation strategies. Consider how your target audiences prefer to receive information. 

Do you live in a small community that benefits from local events, or cities where email, webinars, and warm calling are best received? Email law firm advertising campaigns are best suited to such a location.

7. Determine Who You Will Contact

One of the top two crucial success criteria for achieving a high Facebook ads ROI is your lead generating A-list. Whether you're utilizing an existing list or purchasing a new one for your paid advertising strategy, it must be clean, accurate, and split by target market. You'll also need a plan to keep your lead-generating list expanding by acquiring eligible website visitors.

If you want to see a robust stream of new leads, you'll need to do more than send a few emails in a campaign that produces a great Facebook ads ROI

We know personally that getting the outcomes you want takes time, preparation, consistency, testing, strategic review, and law firm advertising service and marketing integration. Indeed, you may find yourself looking for a competent law firm advertising agency that executes lead generation campaigns to outsource Facebook ads and put these measures into action.

California Attorney Advertising Rules and Guidelines

Possibly the best method of keeping your law practice afloat is to continually bring in new clients. That's why a great Facebook ad management strategy with all of the proper components is at the core of a successful law business. 

You must accurately determine your target customer base, engage existing clients, re-engage previous clients, and distinguish from the competitors in order to grow your legal practice.

When it comes to promoting your legal company, however, not all types of attorney Facebook advertising strategies work. There are some guidelines that must be followed in order to avoid ethical issues and the disciplinary consequences that may result. 

Failure to follow California attorney advertising rules can result in serious consequences that you'd be better off avoiding.

As a result, many law firms outsource Facebook ads to a law firm advertising agency that has previously worked with law firms or has legal knowledge. Such a law firm advertising agency will not have to bother about marketing strategies breaking any restrictions because they're knowledgeable about the A to Z of selling legal services.

While attorneys may openly promote their services, the California Rule of Professional Conduct 1-400 governs their actions. It's critical to follow these guidelines whether you're using social media, print advertisements, or radio spots.

These 15 listed Standards additionally include communication standards that are believed to be in breach of rules 1-400, such as:

  • At the scene of an accident, or while on the way to a hospital, emergency care center, or any other health care facility, a "communication" is sent.
  • Unless there is a disclaimer that says "this is a dramatization" or words to that effect, a "communication" involves a dramatization.
  • A "communication," excluding professional announcements seeking a professional job for monetary benefit, which is sent by mail or other methods and does not contain the phrase "professional,"
  • A "communication" that includes assurances, warranties, or forecasts about the representation's outcome.
  • On the opening page, print "Advertisement," "Newsletter," or phrases of equivalent relevance in 12 point print. If such communication is sent in an envelope, it must include the words "firm brochures," "newsletters," "recent legal development alerts," and other similar documents. On the surface, it says "Advertisement," "Newsletter," or things to that effect.

While these regulations and guidelines do not directly include online ads, the same California attorney advertising rules and regulations that apply to print advertising also apply to text and visuals placed on the internet.

Legal firms may share info about their practice via Twitter, Facebook, as well as other social media platforms, but they must adhere to California attorney advertising rules.

Attorney-advertising-rules

(Source: Slide Player)

To break it down, the most significant California attorney advertising rules to remember when promoting your law business are listed below:

Don't Make Promises You Can't keep

You may have bold comments on your testimonials page from previous clients, such as "My attorney won my lawsuit and made me wealthier than I ever dreamt!" While this is completely conceivable, it does not ensure that each client will get the same result working with you.

Make sure you're not setting assumptions that will encourage a client to hope their scenario will come out the same way yours did. Although you may have won one client a large sum of money for their case, claiming you can achieve that for every client is dishonest.

There's a reason a voice is heard saying "results may vary" at the end of numerous commercials. Don't make any promises that you can't keep!

Make No False Claims

It should go without saying that creating misleading statements in your Facebook ad management campaign or any other advertising campaign is unethical. In any industry, lying is not a desirable trait, and the legal profession is no exception. 

You should never make claims that are deceptive, might be deemed dishonest, or are bending the truth.

That involves refraining from making any big claims that could be misleading, such as promising your clients' cases will be won. It's the same with making grandiose statements like "best lawyer." 

Rather, stick to the facts, which no one can refute. It's possible that claiming to be the finest attorney in the world is unfounded and unverifiable.

No one can dispute, however, that you might have won a specific amount of cases when you can prove it. If you are not sure of your statements, always double-check them to ensure you can back them up with evidence.

The regulations on assertions in lawyer ads are explicit in California, for example. Communication or solicitations shall not contain representations (in any form) that are inaccurate, confusing, deceitful, or misleading to the public, according to the State Bar of California's advertising standards.

Make sure you don't make assertions that are technically correct but contain information that could lead to confusion. For example, advertising-free consultations when you only offer five-minute consultations and demand a price for anything longer is deceptive if your average consultation time is just 30 minutes.

Avoid Soliciting for Legal Services Directly

Advertisements such as billboards, search engine optimization (SEO), PPC, and social media advertising are approved by the American Board Association. However, directly soliciting your services from an individual is banned.

In other words, pursuing someone one-on-one could be interpreted as you requesting their services for financial gain rather than the client's best interests.

Don't Claim to be an Expert or a Specialist

There are laws in California and several places that prohibit you from portraying yourself as an expert or specialist while advertising legal services. As a result, either of these terms should be avoided.

According to the American Bar Association, "a lawyer shall not state or imply that a lawyer is certified as a specialist in a particular field of law" until they are officially recognized and deemed specialized by an authorized organization that is licensed by the state or accredited by ABA.

It's also not enough to prove your legal experience by citing the number of years you've worked as an attorney. You must be prepared to show proof and certification that you are an official expert. Otherwise, you should avoid referring to yourself as an expert or specialist.

To be regarded as a legal specialist in California, for example, you must have practiced law continuously for a certain number of years, with a certain amount of time devoted to practicing in the specialty area, and have attorneys and judges who are familiar with your work review your work in your specialized area of law.

Find Out If you Will Require a Physical Address For Your Firm

Cloud-based software makes conducting business and working successfully from a distance easier. However, whether you advertise through traditional advertising, a law firm advertising agency website, or outsource Facebook ads and other digital marketing strategies, you may still need a real office address. 

As a result, we recommend double-checking the advertising guidelines for lawyers within your area to prevent breaking them unintentionally.

If your law firm has a physical office location, you may be required to provide the address in your advert. This may necessitate including a physical address on your legal firm's website.

All lawyer advertisements in Florida, for example, must have a genuine office location in the same city, town, or state as the lawyer providing the advertised legal representation, according to Rule 4-7.12(a)(2).

Ensure that Testimonials Adhere to the Guidelines

Positive testimonials from previous clients can be an effective tool for attracting new clients, but it's critical to understand and follow the proper lawyer advertising guidelines in your location before posting reviews on your firm's website.

While the rules in your area may differ, ABA Rule 7.2 (b) provides a good best practice by stating that lawyers cannot be compensated in any way for recommending their services. Essentially, everyone who recommends your services should do this voluntarily.

This means you can't pay or compensate anyone for giving you a testimonial. Check to see if there are any restrictions on utilizing testimonials on your legal firm's site or in advertising legal services.

This may include testimonials that could be construed as deceptive, resulting in an advertisement that contains any false or misleading claims.

For example, the State Bar of California's Comment [4] to the new Rule 7.1 for attorney advertising emphasizes that testimonials cannot lead potential clients to assume the same outcomes. Potential clients should not be led to believe that they will have the same results as the individual providing the testimonial.

The Success of Your Facebook Ad Campaign Lies Within Your Grab!

You may start building your campaigns now that you've learned about the critical success factors for law firm Facebook ads. Remember to keep track of your results and cost per lead, as well as create sales funnels that are appropriate for your firm.

Having a hard time figuring it out on your own? Outsource Facebook ads to pros who have worked with attorney Facebook advertising. After all, failing in your campaign would almost certainly cost you far more money in the long term than hiring the best attorney pay per click marketing experts from the start. 

So, contact us at FlyingVGroup to increase your chance of success with your marketing campaign and grow the bottom line of your legal practice in no time.


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Robb Fahrion, Partner
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