At NextLevel, we work only with lawyers and law firms. In our more than decade of experience, through trial and error, we’ve become experts in Facebook, designing and placing Facebook ads, and generating leads for our clients. Here are the five best practices we’ve developed for getting leads on Facebook to allow you to profit from our decade of trial and error:
1. Create a campaign based on one practice area.
Even if you practice across areas of practice, do one campaign for each area. For example, Motorcycle Accidents, Medical Malpractice, etc. When you build one campaign per practice area it is easier to compare campaigns and find out what practice areas will work on Facebook and what areas will not, for whatever reason. Event-driven cases like car accidents are much more difficult to get than medical malpractice because when someone has a car accident they know they need a lawyer and they go to Google to search for one. When someone sees an ad for a certain type of medical malpractice, such as misdiagnosis of cancer, many people don’t even know they can sue for this. Your campaign needs to be educational if you’re going to convert.
2. When creating your ads, always keep your audience in mind.
It’s better to talk about what you can do for people, that you care about them and have empathy, than to talk about your achievements. Sure, they want to know that you have achievements but how does that translate in a resonant way to them? Give prospects something like “We don’t settle,” or “We have the resource to go all the way.” Stay away from far greater generalities such as “We work hard for you” or We are battle-tested.”
3. Capture their attention.
You basically have 1-3 seconds to grab someone’s attention while they are scrolling Facebook. That’s it. You need to have a stunning visual. Videos and slideshows work great. Colorful moving pictures. Let the pictures tell the story and don’t use too much text. On Facebook, the temptation is to try to do more, but less is more. Trust us on this.
4. The text above the visual is crucial.
You only have three short lines or about 125 characters before the words go to a “see more” button. We strongly recommend making the first sentence the payoff. “Free Consultation for Medical Malpractice Victims.” Then your second sentence can be informative. “Millions Won for Victims!” And the third sentence is your call to action — your CTA — “Sign Up Today!”
5. Creating the audiences is the art.
If your ad is for birth Injuries your audience can be made up of people who have shown an interest in baby products, and have shown an interest in hospitals and have searched medical terms having to do with birth injuries. Creating audiences can be complex, so you really need to think it through.
Please stick with what you try. When you try something on Facebook, you need to try it a few times as you rarely have success right away. Give yourself the permission to try again and again to see if something is going to click.