The Top 30 Facebook Ad Tips For Law Firms

Are you interested in using Facebook (Ads) to boost the growth of your law firm? We’ll here’s what you should know about Facebook ads!

At the beginning of 2019, the number of active Facebook users exceeded 2.2 billion and over 1 billion Instagram users. Facebook and Instagram are booming platforms for both B2B and B2C Marketing and everyone can take advantage of Facebook and Instagram Ads to grow their respective businesses. 

This however, has increased the competition on Facebook and Instagram, and the chances of ads being successful are getting smaller and smaller each day. That’s why you must have a proper digital marketing strategy to make sure that your ads convert more clients to your Law Firm.

Setting your conversion goals before running your ads on Facebook is a great way to maximize your ad campaigns. Setting your conversion goals means that you know exactly what behaviours or action steps, that you would like your audience to take. Whether that be to call your office, download a FREE Guide, watch a video or fill out your intake form, establishing these conversion goals at the beginning will be crucial to your success. 

After setting your conversion goals, run different ads for each goal independently. This will not only ensure that your Facebook and Instagram ads remain organized, but it will also help to monitor and analyze the effectiveness and ROI of each ad as things progress. 

Facebook Instant Experience Ads (formerly known as Facebook Canvas Ads) help to utilize the combination of videos, images, copywriting, and call-to-action (CTA) buttons to engage your customer. It is a great tool that will help you convert more clients to your  or Law Firm.  However, you must take time to balance all the interactive elements of this feature to see that it meets your audience needs.

With a full-page ad, you can direct users to your website, create a brand image, or showcase your products and services. This will make your investment in Facebook ads very productive and rewarding for your business.

If you want to be a little more classic and traditional, you can choose Facebook carousel ads. These ads are designed to display a catalogue (or multiple parts or features of a single product) in a single slide-out format.



Using this feature, you can choose to display up to ten images or videos with ten unique CTAs in a single ad. You can also link each panel of the carousel ad to your home page or your corresponding product or service page. You will also get a ton of value for your investment in Facebook ads using this feature.

Facebook is known for limiting the organic reach of a business. Even if you have generated a good number of likes and followers on your business page, you may not be able to reach your entire audience, let alone new prospects! 



To overcome these problems, you should post a participation announcement in your advertisement. To do this, choose your marketing objective as "Engagement" before posting your ad. Thus, your ad will be shown to all users who have already had engagements with your publications. As engagements increase, your ad will be displayed to a wider audience.

You could also boost your ad by paying as low as $25, to expand your reach and target the interest groups that would resonate with your brand message and convert into new business. 

The average attention span of an individual is greatly diminished especially when it comes to ads. For your ads to succeed, they have to be short and easy to understand. But, how can you be creative, relevant, attractive and transmit more in less? The best way to do this while still capturing your audience is through GIFs.

The Graphics Interchange Format, or GIF, is a combination of still images and video. Essentially, these are ultra-short videos that keep looping. They are very simple to create and they get the message across faster. You can also convert some of your existing videos to GIFs. This is a good way to rebrand your content while still gaining the attention of your prospective customers and clients for your  or Law Firm. 

Many people think that the use of videos in advertising is already stale and overrated. However, this is simply not the case, as the use of videos is still very attractive and relevant to Facebook Advertising. Videos will help draw the attention of prospective customers to your  or Law Firm. 

One of primary reasons why videos are such an effective tool for Facebook Ads, is that when it is done correctly, your videos can take the viewer or the prospective client on a journey through storytelling, thereby developing a personal connection with the viewer. You can utilize videos to develop your message and deliver it more impactfully as a brand.

For your videos to survive the competition in Facebook advertising, you need to make them creative and eye-catching. Explore every method you can use to advertise your products and services and generate leads through videos, as videos can potentially generate the best ROI for your  or Law Firm. 

After publishing your ads, utilize the power of data to observe where you need to intensify or improve your Facebook Ad strategy. Data or Facebook Analytics is a powerful tool for the growth of your  or Law Firm. Fortunately, Facebook comes with a powerful analytics tool that allows you to monitor customer engagements and interactions on your ad.



You can use this tool to gather insightful data on your advertising campaign and analyze the statistics to refine your digital marketing strategy.

Your ad campaigns will be more successful when your existing or past clients interact with them rather than only prospects that are not familiar with your law firm brand. It is precisely for this reason that you should target customers who are already familiar with your brand in your ad campaigns.

To do this, use Facebook retargeting tools to direct your ads to your current loyal followers (mailing list, subscription list, blog follower lists, etc.), in addition to those who have interacted with your  or Law Firm in the past. Define this group of people as your custom target audience to launch successful ad campaigns!

One thing that can put your customers off or provide them with a poor user experience, is when you use blurry photos or low-quality videos. Your audio-visual content is supposed to catch the audience's attention and create the best impression. Therefore, all of your design elements must be of the highest quality, in order to build the best brand image possible, for your  or Law Firm. 

Success with Facebook Ads is truly a journey. You won’t do everything perfectly at the start, that is why it is important to test every ad and every digital marketing strategy. Do not make assumptions that a particular strategy will always work in your ad campaigns. As you try new things, compare the results that you get to that of previous ads and improve your strategy from the analytics that you observe. In the Digital Marketing space, we call this A/B Testing.   

Updates will always come in the world of Facebook ads. That is why you must keep testing your digital marketing strategy in every ad to see if it still works for your target audience or not. The only way you can stay up-to-date in your Facebook Ads is by Testing, Testing and More Testing. 

The Facebook Pixel is a small piece of code that can have a tremendous impact on your Facebook ad campaign. When you install the code on your law website, it aids you to monitor conversions and to retarget people who have already seen the products and services on your website, and create lookalike audiences.

If your Caribbean Law Firm is not yet ready to dive into the more advanced strategy options that you can implement with the Facebook Pixel, you should install it anyway. This will help you gather the information to target the same audience again and strategize when you are willing to start using the Facebook pixel feature.

Putting your audience in different categories based on different classes could be very helpful to your ad strategy. You can direct your ads to your audience based on their point of interest in your  or Law Firm. This means that you start with a limited audience but you increase them gradually by adding one interest category at a time. This depends on how wide your business industry is. 

You can also segment your business depending on whether they are existing or new customers or clients. Based on this segmentation, you can create group ads that will speak to different groups in different ways. This will make your ads even more effective and easy to monitor.   

If you have a local business, you can classify your audience using their respective zip or postal code. This is particularly helpful if you know that a particular area has higher conversion rates than others.

Every ad is as good as its landing page. The landing page of your ad is the first point of contact your audience is directed to from your Facebook ad. Optimize your landing page to make sure that it is attractive, appealing and straightforward in order to properly engage your audience.

If your ad copy is too long, your users might just skip over it when browsing through Facebook. Remember, Facebook is a social networking app. It is intrinsically structured to entertain and captivate the user. This is why you must keep your ad short and sweet. If not, you can lose your audience. 



Avoid industry jargon, or buzz words when writing your ad, and stick to the essentials. Get personal with your audience. Use personal pronouns like “you” and “your” to capture your viewer’s attention. 

Your ads should be compelling enough to trigger your audience to take a step towards your conversion goal after the ad. This is why you need to include a call-to-action in your Facebook ad. 

Call-to-Actions are direct phrases or action words that help motivate the prospective customer or client  to purchase your products or retain your services. Choosing the right call to actions for your  or Law Firm can sometimes be the make or break element that can dictate the overall success of your Facebook Ad campaigns. 

You can select your marketing objective as “targeting expansion” to allow Facebook to find more users that are similar to your target audience so they can see your ad. This way, your ad can potentially generate more conversions at a lower cost per conversion.



You can also create custom audiences by uploading data you already have on Facebook such as an email subscriber list.  Facebook will automatically search for your pre-existing customers so they can benefit from your ad. 

Facebook has an option called “Optimizations for delivery”. It is found in the Budget and Schedule form section. Under this option, you can optimize your ad for conversions by checking off the “conversions” box. This will help to optimize your ad for more conversions.



Although it is optional, optimization for conversions has been proven effective in different scenarios. You can utilize it for your  of Law Firm Facebook Ads, for more effectiveness. 

Facebook has different ad formats. Depending on what products and services your  or Law Firm offers, a particular ad format may meet your need more than the others. You must know which ad format suits your products and services best before running your Facebook ad.

Carousel and collection ads will be more suitable when you have multiple products or features you want your audience to see. Facebook Offer Ads are more suitable when you have a special offer, promotion or discounts for your audience. Facebook Instant Experience Ads are more adapted for high-impact visuals such as videos. 

To increase the efficiency of your Facebook ads, you should track the clicks or conversions you get across different devices such as Desktop, Tablet and Mobile Phones. To do this, install the Facebook Software Development kit on your mobile app to help you track your users from different devices. This will also help Facebook capture data to expand the target audience. 

Facebook needs enough data to effectively deliver your ad. If you are just running your ad, Facebook may not have enough data to effectively drive conversions for your ad. Facebook needs up to 50 conversions within the first seven days of your ad to effectively use that data to drive more conversions for your ad.



You can check how many conversions your ad has in the Ads Manager option. If your ad has conversions less than 50, it will be best that you optimize your ad for link clicks instead of for conversions. 

Your Facebook Ad needs the optimal budget size to maintain the effectiveness of your ad. Your ad budget should not be too large or too small or your ad will lose its efficiency over time. If your ad budget is too large, it will just keep recycling around your target audience and this will affect the conversion of your ad.

On the other hand, if your ad budget is too small, it will not be able to reach your desired audience as it should. This is why you must take the time to set your ad budget with your target audience in mind, and make sure that your target ROI is aligned with the overall business goals of your  or Law Firm. 

Facebook Page “Likes” helps to project a sense of credibility and professionalism to your prospective customers and clients. When you’re running Facebook Ads for your  or Law Firm, some of your prospects will go on your Facebook page to learn more about your business. 



When they see that you have a good number of likes on your Facebook page, they will trust you more and will become more open to your brand’s product and service offerings. 

Most people will rather take action on a Facebook Ad when there is a price discount because they don’t want to miss out on the opportunity. Price discounts can work like magic especially when you want to use your Facebook ads to attract new customers and clients. 

However, there is definitely a risk involved here; you don’t want to fall into “the price-match-trap”, where the quality, experience, and level of expertise in your  or Law Firm is reduced into a bidding war. You want your prospective clients and customers to buy from you or retain your services because of your entire brand image and brand promise, not just from price. 

If you try to find out what works in your industry on your own, it can be time and resource-consuming. Instead of doing this alone, find out what works from your competitor’s ads. As you ethically spy on your competitor’s ads, you will be able to learn from their ad strategy and find what may work best for your  or Law Firm as well. 



The Facebook Ad Library tool will help give you a sneak look into your competitor’s ads. It shows you details about their ads, that you can utilize to develop your own ad strategy. There are also many other industry leading digital marketing tools that are user-friendly, that you can purchase or subscribe to as well.   

A great way to boost your Facebook Ad Conversion Rate is to exclude people that have already taken your desired action from interacting with your ad. It only makes sense to display your ad to people who have not purchased from you or have not already retained your services, as this will help you to preserve your budget and maximize your overall results. 

Using emojis are a great way to spice up your ad copy. 

Emojis help you to stand out and have a way of appealing to the sense of humour of your prospective customers and clients. Facebook users can potentially tune out, if they find your ad boring and an emoji is just the right thing to use to add a little humour to your ad. When you use emojis in your ad, don’t overload your ad with them, use them moderately and strategically.

From time to time, you can incorporate a little scarcity in the products, services or offers in the content of your ad. This will help induce (FOMO) the Fear-Of-Missing-Out, and perhaps persuade your prospective clients and customers to take action. Of course this tactic may not apply to every business, so use it strategically and only if it will resonate with your respective audience. 



If or when you use this tactic, it’s important that you remain credible. Don’t keep the offer on when you ought to have taken it down, unless you made it clear that you have extended the length of the offer. Don’t make this tactic your frequent approach to Facebook Ads as it can negatively impact the credibility of your  or Law Firm, if it is overused, or not used correctly. 

A Facebook Ad placement is where your ad is displayed. Your ad location is an important factor that determines the conversion of your ad. You can set your ad placement to an automatic or editable placement. Facebook recommends that you use the automatic placement option in your ad campaigns. This works even more especially where your primary campaign objective is conversions. 



By utilizing Automatic Placements, Facebook will automatically display your ads where they are most likely to convert more customers and clients to your  or Law Firm. 

Facebook offers two ad bidding methods: the lowest cost and target cost bidding strategies. The lowest cost bidding strategy is the default option. However, Facebook emphasizes that a target cost bidding strategy should only be used when your ad campaign is going to run for a long time.   



If this is not the case, it is best to stick with the lowest cost bidding strategy to achieve the best results for your  or Law Firm. 

Apart from setting your target audience before running your ad, it is a good tactic to personalize your content by addressing your prospective audience within your ad. Talk about their possible pain points, struggles, and use any other information that will allow your audience to personally connect with your brand message. Make them feel that you are speaking directly to them, rather than using a more generic messaging strategy that might feel impersonal. 



The more your prospective customers and clients feel that your ad resonates with them, the more likely they will be moved to purchase from you, or retain your services. 

Facebook advertising has grown many Businesses and Law Firms in unprecedented leaps and bounds. As you market on Facebook, utilize the 30 Tips that we have provided to promote your brand and achieve your organization’s goals. Facebook marketing will get you more customers and clients than you can imagine, with the right Digital Marketing Strategy. 

Don’t give up when you don’t see the desired results in your Facebook ads, just re-strategize and find what works for your industry, and for your law firm brand. We are confident that in the end, it will pay huge dividends for your  or Law Firms. Now that we got through the lessons, let’s test your knowledge with our final checkpoint quiz, then move on to the tutorial, where we can begin implementing these strategies for Law Firm.