Do you want to increase your law firm’s visibility on Facebook? According to Attorney at Work’s 4th Annual Social Media Marketing Report, lawyers ranked Facebook Advertising as the most effective of the top social networking platforms. Even solo and small law firms found Facebook Ads to be more effective than Google, LinkedIn, Instagram, and Twitter.
To grow your Facebook audience, increase your Facebook engagement, and drive website traffic from Facebook, you may need to combine organic social media engagement with PPC. In this post, we’ll show you examples of Facebook Advertising for lawyers from the most popular law firms on Facebook.
As you review examples of Facebook ads from other law firms, be sure to keep in mind the Professionalism & Ethics in Lawyer Advertising and additional guidelines from your state bar for attorney advertising. You will also want to dive into the additional social media guidelines offered by your state, as mentioned in our social media guide for lawyers. Some states have theirs listed publicly on their website or in a login-portal for legal professionals.
How to Advertise on Facebook
To create your first Facebook ad campaign, you will need to set up an advertising account for your law firm in Facebook Ads Manager. Once you have set up your advertising account, you will need to decide who you want to target in your Facebook ad campaign.
How to Create Custom Audiences
Law firms that want to target new audiences on Facebook can begin advertising immediately using the Audience targeting options. For attorneys that want to target people who engage with your Facebook page or visit your website, you will need to create custom audiences. Then, you will have to wait for Facebook Ads Manager to collect data prior to launching an ad campaign.
To create a custom audience, visit the Audiences section of your Facebook Ads Manager and click on the Create a Custom Audience button. Next, choose the source for your custom audience: website traffic, Facebook Page, or other options for the audience you want to target.
For website traffic, Facebook Ads Manager will give you a code to add to your website. The Facebook Pixel code will allow you to target Facebook ads to people who have visited your website, up to the last 180 days. You can use retargeting/remarketing ads to remind website visitors about the legal services they viewed on your website.
If your custom audiences fall under a certain size (usually 1,000), they will be considered too small to target. This is to maintain the privacy of individuals on your remarketing list. Facebook has suggestions for advertisers who need larger custom audiences to advertise to.
Keep in mind that not every website visitor in your Google Analytics counts as an addition to your custom audience. Facebook can only include website visitors they can link to a Facebook account in your custom audience.
When you create a custom audience for people who have engaged with your Facebook page, you can create audiences that have taken any of the following actions.
- Engaged with your law firm anywhere on Facebook.
- Visited your Facebook page.
- Engaged with any post or ad from your Facebook page.
- Sent a message to your Facebook page.
- Saved a post or ad from your Facebook page.
Depending on your audience size, you may have to wait a few hours or a few days for Facebook to analyze and create your custom audiences. You can visit your Audiences dashboard periodically to see if your audience data has been completed.
How to Create a Facebook Ad
To create a Facebook Ad, visit the Facebook Ads Manager, and click the Create Ad button. Facebook Ads Manager will guide you through the Facebook ad creation process in a series of screens.
The first step is to set the marketing objective for your Facebook ad. Do you want to increase brand awareness for your law firm, drive traffic to your website, or generate more engagement? Each objective is designed to optimize your Facebook ad for optimum performance.
While every objective helps build brand awareness for your law firm amongst your target audience, the key difference is that Facebook will choose to show your ad to the people most likely to complete the objective you choose.
If you choose Facebook engagement, Facebook will show your ad to people on Facebook most likely to engage with your posts through likes and comments.
Once you have chosen your objective, you will name your ad campaign. You can also configure additional options for A/B testing and budget optimization. A/B testing allows you to create multiple ad creatives to see which ones perform best, while budget optimization allows Facebook to manage your advertising spend to get the highest return for the lowest cost.
In the Audience section, you can choose one of the custom audiences that you created from your website traffic or Facebook page engagement, or you can create a new audience. Your new audience can include or exclude people based on criteria such as:
- People who live in a specific location, people who have recently been in a specific location, or people who are traveling in a specific location.
- Age, gender, and language(s) demographics.
- Education, household income, life events, relationship status, employers, industry, and job titles.
- Interests in a particular business, entertainment, family, relationships, fitness, food, hobbies, shopping, sports, and technology.
- Behaviors that are related to digital activities, politics, shopping, sports, and travel.
- People who like your Facebook pages, people who use your apps, and people who have responded to your events.
In the Placements section, you can allow Facebook to place your ads on Facebook, Instagram, and the Facebook Audience Network – a collection of websites and apps that partner with Facebook to publish ads. You can also choose to only place your ads on Facebook in the news feed, Stories, in-stream videos, search results, or any of the following.
Ad placement options will be available based on the marketing objective you chose at the beginning of your campaign setup. Some marketing objectives, like Traffic, allow you to choose almost all of the manual placement options. Others, like Engagement, allow you to advertise to the news feeds, but not the Stories.
Next, specify your ad budget and schedule. Based on the marketing objective you chose in the beginning, Facebook should explain if you are being charged for the number of impressions, the number of clicks, or the number of actions.
Finally, you will create the ads themselves. You will start by linking your law firm’s Facebook page and Instagram account to your ad (important if you are also posting your ad to Instagram).
Based on the placements you chose, you will get to create your ad as a carousel, single image or video, or collection. If you want to create a video for your Facebook ad campaign, you can create it using their Video Creation Kit.
While there are a lot of in-depth Facebook ad experiences, you can start with the simple image and video ads. Brands often use a single image and a short piece of ad copy as a part of their ad campaign.
Once you have added your images or videos, you can write your ad copy, create a call to action button, and add a link to your website.
You can track your Facebook ad campaigns in Google Analytics by attaching UTM parameters for custom campaigns. As we mentioned in our social media guide for lawyers, Google Analytics can monitor your social ad campaigns separately from your organic social traffic with UTM parameters.
Without UTM parameters, however, you will not know if the traffic came specifically from the ad campaign. You will just see the referrer as Facebook under the social channel.
Once you are satisfied with your ad design, you can continue to make more ads for A/B testing purposes. If you are finished, confirm your ad campaign is complete and to submit it to Facebook for review. After your ad is approved, your ads will go live based on the schedule you set up.
Get the Most Out of Your Facebook Advertising Budget
Once your Facebook ads start to run, you can watch their performance on your Facebook Ads Manager dashboard. If you set up multiple ad variations for A/B testing, you can monitor their performance closely and eventually concentrate your budget on the version that generates the best results.
If you added UTM parameters to your ad’s URL for custom campaigns, you can visit your Google Analytics periodically to see if your ad campaign is driving traffic to your website. Google Analytics offers standard and real-time reporting for those who want to see their visitors as they are live on the website.
15 Examples of Facebook Advertising for Lawyers
The following are 15 examples of recent Facebook ads from the Facebook Ad Library.
How will you use Facebook Advertising for your law firm? Let us know in the comments!