Law firm owners and legal eagles, if you're wondering "How can I find clients for my law firm with paid ads?", then this article is for you. This strategy can help you land more clients with paid ads on Facebook Ads, Instagram Ads, LinkedIn Ads, or Google Ads.
So how can your law firm find clients with ads?
To answer this, let's think of setting up a successful ad campaign as preparing for a major court case.
1) Establishing the Primary Objective
First up, you need to establish your primary objective. Think of this as your "opening statement" to the court. Are you looking to spread awareness (much like a public interest case), generate traffic (like a high-profile case), gather leads (akin to gathering evidence), or score conversions (securing a win in court)?
The objective you choose will determine your campaign optimisation and what funnel (if any) will work.
- Awareness campaigns: make your ads visible to many people, although it tends to see a lower rate of conversions.
- Traffic campaigns: will show your ads to people who are likely to click on them but again, the conversion rate is often low.
- Lead generation campaigns: will show your ads to people likely to submit a lead from. You might use native lead form ads (a lead form will open after clicking on the ad) or a landing page with a lead form.
- Sales/Conversion campaigns: if your aim is direct sales or any other type of conversion, such as selling courses or signing up attendees to a webinar, this could be your best approach.
2) Identifying the Target Audience
Next on the docket is identifying your target audience, which is as vital as knowing your jury. Are they small business owners needing legal expertise, or families requiring help with family law?
Identifying your target audience is key to a successful advertising campaign and in most cases, more important than any of your ad content. For example, if your firm specializes in contract law, one option could be to target "small business owners", "admins of business pages", or even C-level job titles at larger companies. For family law practitioners, you might target individuals based on their relationship status.
Once you've gathered enough case history (around 100 conversions), you can start building lookalike audiences, similar to how a seasoned lawyer would identify potential jury members based on previous cases.
3) Solving Problems
Then we move on to the crux of the case: solving problems and achieving goals for your audience. Think about how you can actually help people in your target audience. What are the most common problems/goals your clients need help with and what is stopping them from solving them by themselves? Are you helping businesses navigate the legal labyrinth, or assisting families in their hour of need?
Craft compelling ads that address these problems head-on. While video ads are the "surprise witnesses" of ad content, a well-crafted image ad can be just as effective. And unless you have great video content, image ads should be your first choice (bad videos are often more expensive to run and might just damage your reputation).
For instance, an image ad could feature an image of your professional team alongside a copy like "Contract disputes? Have expert lawyers fight your cause." While a video ad could feature a lawyer explaining in 30 seconds how your firm goes about solving one of your target audience’s most common legal challenges.
4) Testing your Funnel
Finally, it's time to outline your strategy, like a lawyer's closing argument. What steps should potential clients go through from seeing your ad to becoming a lead or client? Try out different tactics, such as a high-quality video ad with a native lead form, or an image ad leading to a landing page.
Fewer steps usually mean that more people will reach your desired conversion event. So if it’s leads you’re after, place the lead form as early in the funnel as people are qualified enough to be a lead. That's usually on top or at the bottom of your landing page.
You probably want to test out a few different funnels like the ones below to see which one will give you the lowest cost per conversion at the best return.
Below are some example funnels for a lead generation strategy:
- A high-quality video ad with native lead form that pops up when clicking on the ad, which is then followed by a callback and email sequence.
- A high-quality video ad directing viewers to an opt-in page followed by an email sequence.
- An image ad that leads potential clients to a landing page with persuasive sales copy, directing them to a lead form, and then onto a scheduling page.
5) Avoiding Spam Leads
Lastly, to avoid spam leads, include a qualifying question in your lead form, similar to a lawyer's line of questioning to ensure the legitimacy of a witness.
For instance, you could ask "what challenge can we help you solve?". Depending on their answers, you can then direct people to different confirmation pages. Then trigger conversions only for qualified leads so they are not tracked by the pixel.
And that's it, your blueprint for a winning ad campaign case. Remember, just like in the courtroom, strategy is key. Let's secure that advertising win together!
See the case study below to see how we create winning ad campaigns:
For personalized advice on improving your advertising strategy, feel free to book a free consultation with me at holschuh.co.uk.
Here's to your success in the court of paid advertising! 🎉
