Facebook Advertising for Lawyers: How to Leverage Facebook Ads in 2021
When it comes to advertising for lawyers or law firms online, there are several options available to your digital marketing team. Many law firms advertising online use a combination of paid advertising, such as pay-per-click (PPC), and organic advertising, such as search engine optimization (SEO). Paid advertising efforts on platforms like Google Ads, Google Local Services Ads (LSAs), and Facebook Ads have the power to drive qualified potential clients straight to your site.
In this article, we cover how our digital marketing team utilizes Facebook ads for lawyers and law firms to drive lead generation.
Why Are Facebook Ads Important for Lawyers
For many lawyers and law firms, Facebook is an untapped resource in their digital marketing strategy. Facebook advertising is the most targeted form of advertising and allows you to reach your exact audience. Today, the COVID-19 pandemic has led to an increased reliance on social media and other digital communities. This means that presumably more of your potential clients are engaged on the platform. As more people are turning to Facebook and other social media platforms, it’s important to use the platform for:
- Client acquisition
- Reputation management
- Talent acquisition management
At MediaSmack, our team of digital marketing strategists understands the real impact of advertising on Facebook. Facebook is integral to many of the digital marketing, SEO and PPC strategies developed by our team.
Is Facebook Advertising Effective for Lawyers?
The short answer is yes. Facebook advertising can effectively drive lead generation and brand awareness for local and nationwide law firms. According to the Pew Research Center, Facebook is the second most widely used online platform among U.S. adults. This level of reach allows our digital marketing team to target even the smallest of audiences in our Facebook ads for lawyers and law firms.
Facebook also gives law firms advertising on the platform the unique ability to target their audiences by:
5 Steps to Create a Facebook Ad Targeted Audience
Defining your target audience should be one of the first steps in developing a Facebook ad. When you’re delivering an advertising message to a hyper-specific audience, not only can this positively affect your ad delivery, but your ad will likely see higher engagement.
So, how do you establish target audiences when creating Facebook ads for lawyers? Below, we outline the process of what we would do if creating Facebook ads for a personal injury lawyer in Frisco, Texas.
1. Area of Practice
Does your law firm offer more than one area of practice? Generally, it’s best to focus on one practice area per ad. If you have more than one area of practice that you would like to advertise for, that’s no problem. You can have multiple ad sets in your Facebook Ad campaign.
For our example ad, the personal injury law firm wants to advertise for car accident cases.
When narrowing down a target audience, you should start with locations. What service area or areas do you serve? If you have multiple service areas, you may consider creating multiple target audiences depending on the size and distance between service locations. If you decide to create multiple target audiences, each of these can be set up under a separate ad set.
For our example ad, the personal injury law firm serves Frisco and a few surrounding cities, including McKinney, Plano, Prosper, Celina and Addison. For this ad, we will target Frisco separately.
3. Age and Gender
After you have determined the location(s) you’re targeting, you should decide on the age and gender of your target audience.
For our example ad, we decide to target all genders and ages 18 – 65+.
4. Detailed Targeting (Demographics, Interests or Behaviors)
One of your final steps in defining your Facebook ad target audience is through detailed targeting. Here you will have the option to define your target market by demographics, interests or behaviors.
In our example ad, our team will target individuals interested in “Injury” and individuals interested in “Personal Injury Lawyer.”
5. Review the Facebook Ad Target Audience
Finally, it’s time to determine if your target audience is well defined. You can do this by checking the Audience Definition and the Estimated Daily Results in Facebook Ads Manager.
- Audience Definition. The Audience Definition tool will provide you with an estimate on the potential reach of your target audience and tells you if your audience is defined, too specific or too broad.
- Estimated Daily Results. The Estimated Daily Results tool can give you a better understanding of your reach and the kind of engagement you can expect from the ad.
Depending on your lead generation goals and budget, you may need to either increase your potential reach by expanding your audience or decrease your reach by narrowing your audience.
If you need help advertising on Facebook, reach out to our team. Our team has successfully delivered Facebook ads for lawyers of varying practices and locations.