Facebook is a powerful lead generator for law firms thanks to its large user base and ad toolsets. These tools save you time and help you stand out from other lawyers.
But tools alone won’t help you gain clients. Marketing funnel fundamentals still apply to Facebook ads. Combining marketing knowledge with PPC tools helps create better campaigns.
We want to help you create ads people want to click on. We’ll break down Facebook’s ad tools and how to make your ads targeted and effective.
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Your first challenge is standing out against businesses competing for the same clients. Your personal injury firm needs to have a standout feature or two that makes people choose you. These standout features could be timeliness, convenience, or creative ad copy.
Your second challenge is the cost of PPC. Facebook ads aren’t as expensive as other personal injury PPC options, but you still have to pay when someone clicks. Budgeting early will reduce the chances you waste your money on ads that don’t work. Understanding which ad types are best for your message will also reduce this risk.
Your third challenge is knowing which ads to use and how they differ from other tools. Starting with Facebook ads begins with understanding campaigns, ad sets, and ads.
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Creating effective ads is easier when you break them down into parts. Campaigns, ad sets, and ads are like a nesting dolls. A collection of related ads is an ad set. A campaign is comprised of a collection of ad sets.
An advertisement is your message to potential clients. This approach tells them who your firm is, what you offer, and how you make their lives easier.
Think of a Facebook ad like a single roadside billboard. This ad contains your pitch and the call to action for anyone passing by.
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An ad set is a series of multiple ads connected to each other. These ad groups share similar settings to save you time targeting your audience.
Like a series of billboards, your Facebook campaigns contain all your ad sets. These ads could be videos, images, or even polls. As long as they’re all linked together under the same goal, they count as a campaign.
Facebook ads paired with an active business page encourage leads to take action. When you maintain an active page, you create a seamless experience that builds trust.
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Unlike the Facebook ads we’ll be exploring below, you don’t pay for a Facebook page. Your Facebook business page works alongside ads to increase your visibility in this channel. An active page with fresh and interesting posts helps maintain a lead’s attention. They may also decide to follow you in the long term.
An example of an actionable page is Fielding Law Group, a firm specializing in auto accidents. Their page is active with ongoing posts that aren’t more than a few months old. Each post is actionable and comes with prompts to contact them, share, or follow.
Trying to appeal to everyone is the fastest path to obscurity. Finding high-quality leads is easier when you narrow down your target audience.
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Your ad is more effective when it’s tailored to your ideal clients. Facebook ads provide tools for demographics, geographical locations, and behaviors. These audience targeting tools come in three categories to help your firm stand out.
While the custom audience is similar to the core audience, there’s one key difference. Your custom audience has already interacted with you and given you useful information.
Facebook determines a custom audience by using the collective information of past clients. This information comes from customer lists or app data.
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This feature is handy because you can use pre-existing information for future campaigns. You save time doing research and use data you already know works.
The lookalike audience gets you new leads with less work. This tool seeks out audiences who have similar characteristics to your custom audience.
This feature also gathers information from past clients. You can adjust your lookalike audience to be more or less similar to your custom audience. This can look like changing the number of people you reach or tweaking their interests.
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This is a great tool to use when you want to expand your services to more people. The lookalike audience ensures you’ll find new people who have a need for your firm.
Since Facebook ads require bidding, you’ll have to determine a budget before starting. The average law firm spends at least $10, 000 per month on marketing. Using a paid ad channel could cost you around $2, 000 a month.
There are two main reasons to determine your budget early. Facebook ads change prices depending on how many people compete in the same auction. Setting a cap for your budget will narrow down what you can and can’t afford. For example, if you want to dedicate $10, 000 to your advertising campaign, you’ll be set back if it costs $15, 000 instead.
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The second reason to determine your budget is to reduce your chances of wasting money. Since Facebook Ads are a form of PPC, you can lose money on irrelevant ads if you’re not careful.
Bidding in the Facebook auction is where you compete with other businesses for ad space. The best bids increase your chances of targeting the right leads at the right time.
Facebook determines ad performance using relevancy. Your relevance score runs from one (the lowest) and ten (the highest). They score you based on the positive or negative feedback of people clicking on your ads. The higher your positive feedback, the higher your score.
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Not only will a relevant ad reach its intended audience, but Facebook will also charge you less for it. You’ll have a higher chance of winning bids against businesses with lower scores. If you want to figure out your ad relevance, use their Ad Relevance Diagnostics tool.
If you’ve never put out an ad before, you’ll be able to benefit from this feedback quickly. Just one advertisement will give you a starting point on where to go next in your campaign.
Businesses running Facebook Ads want to get the most leads for the least amount of money. Measuring how much of your money is paying off is done with the following metrics.
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The cost-per-lead model tells you how much you spent to get a single lead. This metric helps you determine how much you’re spending so you can adjust your budget.
While cost-per-lead tells you you’re on the right track, it’s not the full picture. Cost-per-acquisition determines how much it costs you to gain a paying client.
Facebook ads come in several formats that all have their own strengths. Finding the best ad for your message will help your firm connect better with clients.
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You can increase the chances of a lead clicking thanks to message placement. Facebook offers an automatic placement option to help you choose suitable ad formats.
These advertisements are simple and showcase just one image promoting your firm. These images come with text, a headline, and a CTA button.
These ads take multiple single images and put them into a slideshow. Slideshows are useful if you need to give the viewer a little more information.
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Video is rapidly climbing to the top of the advertising mountain. Facebook video ads use fifteen seconds or less to capture a lead’s attention.
Carousel ads hover between a single image and a video. This ad type will show ten images or short videos with individual links. The viewer has the ability to browse each image or brief video at their leisure.
These useful ads create a simple form for leads to fill out. They can submit their email and name for you to follow up with them later.
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These ads are best for retargeting bottom of funnel leads. You can run these ads to people who have been to your website before but may not have submitted a contact form.
Poll ads allow advertisers to ask viewers to choose between two options. This drives up engagement on the ad and can help with retargeting.
These ad types work best for products and ecommerce sellers. That’s because these ads are highly visual showcases for goods. These may not be the best for lawyers providing services instead of products.
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An effective ad is one that gets your target client to take a specific action. Working backward from your goal results in better ad campaigns. The best way to achieve this is by applying the PPC funnel.
The PPC funnel is similar to the marketing funnel. It charts the different stages of awareness potential clients may be in when they see your ad.
People at different stages need different types of ads. Matching ads to potential clients at different stages guide ads toward being relevant.
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Due to competition from other law firms, your ads will benefit from a creative approach. You can choose to go out of the box or simply think about ways of giving your ads more flavor.
The text of your ad needs to be actionable and to the point. Ad copy is where you tell the viewer how you’re going to solve their problems.
To contrast, solution aware and service aware people are in the evaluation stage. Also known as warm audiences, they are metaphorically warming up to your business. Showcasing
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