law firm content marketing

Facebook Advertising for Lawyers: How to Reach Your Target Audience

by Kevin Vermeulen • May 18th, 2023 • Digital Marketing, Social Media | Blog

Facebook Advertising for Lawyers

Facebook Advertising for Lawyers

Placing ads on Facebook is, without a doubt, one of the most effective advertising options on the Internet today. With the vast amount of incredibly detailed information Facebook can provide about its millions of users, the social media giant offers targeting options that no other advertising platform can match. If your law practice is looking for a powerful and cost-effective advertising channel, Facebook is absolutely where you need to be. Below you’ll find several ways to leverage Facebook’s unique targeting options to connect your law firm with the best possible audience. Here’s a breakdown on Facebook advertising for lawyers:

Why Advertise on Facebook?

With almost 3 billion monthly users,  law firms stand to reach a huge audience on Facebook. However, with all things social media, you’re never guaranteed engagement or a large following. As algorithms update and preferences change, you may find that you’d like to focus your posts on a more targeted audience. This is where Facebook advertising comes in. At its cornerstone, Facebook ads help law firms get more visibility and boost traffic to their website. With organic posts, there’s no guarantee that your post will get shown to X amount of people in the algorithm, but with ads, you’re paying for that guarantee.

Related: Advanced Social Media Strategies for Law Firms

Facebook Advertising Features

Specific Ad Types

There are a variety of ad types law firms can leverage depending on their goals and resources:

  • Lead ads- users can provide their contact info directly on a Facebook form instead of on a landing page
  • Video ads- make more engaging ads with the use of video.
  • Engagement ads- Facebook only shows your ads to those who are most likely to engage with your post.
  • Carousel ads- show multiple images at once

Law Firm Target AudienceCustom Audiences

The ability to create custom (highly targeted) audiences makes Facebook advertising extraordinarily powerful. In fact, there are so many options that it can be a little bit overwhelming at first. Fortunately, it’s not nearly as complicated as it might look. Once you’ve set up your first audience, you should be able to create others without much difficulty.


Facebook remarketing lets you engage with users who have already engaged with your firm in some way. This is helpful as you work to move leads down the marketing funnel and makes converting easy. as you’re already working with a warm audience.

Messenger Bots

Facebook now offers the ability to use messenger bots. These bots can chat with users 24/7. They can also provide automated information, helping you move leads down the funnel.

Effective Facebook Ad Targeting Strategies

The right targeting strategy varies based on what you want to accomplish with your campaign. There are hundreds, if not thousands, of possible combinations for creating your target audience when it comes to Facebook advertising for lawyers. To help get you started, here are a few easy-to-create – yet extremely potent  – targeting strategies. You’ll be able to find the options for creating these strategies under the “Audience” section of the ads manager.

1. Retarget Visitors Who Didn’t Convert

For this strategy, first, create a new Custom Audience in Ads Manager. Then, select ‘website’ as the source for creating your new audience. From there, type in the URL of your landing page as the source. Then ‘exclude’ people who also visited your landing page’s ‘Thank You’ page so that the ad only targets those who visited your landing page but did not convert. This way you can target those who showed interest but did not fully convert.

2. Target People Similar to Those Who’ve Converted

Another powerful option is to target people with characteristics similar to those who’ve already converted on your site. To do this first go to Ads Manager, then select “Lookalike Audience” from the audience creation dropdown menu. Then, for the source, choose your conversion pixel. Facebook will create a list of prospects similar to previous converts. You can then use keywords and demographic options to narrow the audience further. You can also upload lists of email addresses you’ve collected to create a similar target audience.

3. Target Based on Demographics

There are plenty of demographic options to help you reach the perfect audience for your law firm’s services. You can pick and choose who sees your ads based on education level, income, buying habits, age, location, and more. These options can be extremely helpful when you’re advertising services that would be valuable to a very specific group of people.

4. Target Based on Life Events

Sometimes, it can be advantageous to reach out to people when a specific event has occurred in their life. For example, if your firm offers legal services to retirees, there is a difference between targeting people over 65 and targeting those who just turned 65. People who just turned 65 are more likely to be looking for advice than someone who’s 68 or 70.


Getting the right Facebook ad in front of the right people can boost leads and conversions considerably. But to make the most of Facebook advertising for lawyers, you’ll need to know as much as possible about the audience you want to reach, as well as the options available to you in the ads manager. Explore all of your possible choices, and don’t be afraid to experiment. The more you know, the better you’ll be able to target your ads and campaigns.

We’ve helped many law firms harness the power of Facebook advertising to attract high-quality leads and grow their business. If you’d like assistance with a Facebook ad campaign for your firm, contact us today for a free consultation.


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