How Law Firms Can Generate More Cases With Facebook Advertising

Facebook Advertising
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There are many different ways to generate new cases. One of the most common ways is via Google AdWords (pay-per-click) campaign. Th e only downfall with this type of advertising is that it can require a significant investment to make it work since the cost-per-click has skyrocketed for many legal niches. For example, the average cost-per-click for the term “car accident lawyer” runs about $144 per click. Even though this type of advertising does generate leads, the modern day version of a Google AdWords campaign is a Facebook advertising campaign.

Th ere are two important aspects to consider before launching any Facebook marketing campaign: Who are your ideal clients or your target audience? What are their interests?


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The reason why Facebook advertising works so well is because it enables you to reach your exact target audience and put your message in front of them at the right time. For example, if you want to get more business coming into your firm for prenuptial agreements, Facebook makes it easy to put your ad in front of thousands of people that just got engaged. Another example would be if a relationship status indicates, “separated” or “it’s complicated,” there is a likelihood that, if that person is married, it may be heading toward divorce. With Facebook targeting, it is possible to place your ad in front of people that have the propensity to get divorced.

It is also possible to target your competitor’s audience to build brand awareness and reach people that may need your legal services in the future.

Facebook allows you to achieve many different objectives such as, clicks to website, website conversions, page post engagement, page likes, video views, app installs and lead generation.


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The best way to utilize video on Facebook is to use it to get people to know you, what it’s like to work with you and what your clients think about you (testimonials, case studies, overall experience working with you or your firm, etc.).

Below are some Facebook targeting capabilities:

Location: Reach your customers where they live or where they do business with you. You can target ads by country, state, zip code or even the area around your business.

Demographics: You can choose the audiences that should see your ads based on age, gender, interests and even the languages they speak. If your target audience is Spanish speaking, it is possible to reach Spanish speakers on Facebook.


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Interests: When people are interested in your business, they’re more likely to take action on your ad. It is possible to target people based on their interests such as legal, shopping, real estate and so much more.

Behaviors: You know your customers best and you can find them based on the things they do, such as shopping behavior, the type of phone they use, or if they’re looking to buy a car or house. If someone were looking to buy a house, they may soon need a real estate attorney to facilitate the sale of the home.

Connections: Reach the people who like your page or app and reach their friends, too. It’s an easy way to find even more people who may be interested in your business.

Additional Targeting Capabilities

Custom Audiences: Custom audiences help you find your existing customers among all the people who are on Facebook. You can create a custom audience using a customer contact list, your website traffic, or activity in your app.

Another important feature of Facebook marketing is that custom audiences give you the ability to launch a remarketing campaign. Imagine if you could get your ad in front of everyone that visited your website and have that ad shown to them on Facebook.

Lookalike Audiences: Lookalike audiences let you find more people who are similar to your best customers. It’s a great way to use the insights you’ve gained from your Facebook marketing to find more people who’ll love your products and services.

Many people think it is quite simple to setup Facebook marketing campaigns. However, in reality, they are only successful if they are setup using the Power Editor Tool. In addition, it is important to test different images and ad copy as well as other variables, such as audience to determine which ad campaigns are actually generating leads, engagement and/or the lowest cost-per-click (CPC). The campaigns provide detailed analytics to determine what is working the best. Dimple Dang

Dimple Dang

Dimple Dang is a legal marketing expert and coach with more than 20 years of experience in the legal industry. Her expertise in marketing includes content creation, web design, email marketing, SEO, PPC, social media marketing and strategy, and podcast launch & creation. She is the host of the Mesmerizing Marketing Podcast and a professional speaker. Dimple also coaches attorneys on how to utilize Instagram and TikTok to grow their brand. To connect with Dimple, email her at [email protected].

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