Facebook & Instagram ads
Qualified leads, fast
Search captures people already looking for a lawyer. Paid social reaches the much larger group who have a claim and have not realised it yet, which is where volume comes from in employment, mass tort and consumer matters.
Paid social is the most under-used channel in legal
Meta ads reach people by behaviour and context rather than by what they typed into a search box. Someone searching for an employment lawyer already suspects they have a case. Someone scrolling who was denied overtime for two years does not, and in several practice areas that second group is far larger.
- The biggest reach there is Billions of people across Facebook and Instagram, in every market you serve.
- Cheaper than legal search Far fewer firms bidding, so CPMs sit well below what a legal click costs.
- Leads now, recognition later The same spend that produces cases this month builds familiarity with people who call next year.
- Creative does the targeting Under the Special Ad Category the ad itself has to filter, which is exactly what we build for.
Our process
A completely done-for-you service, from the first concept through to signed cases. The days below are the shape of a normal build. They move if filming or compliance review runs long.
01
Concepts and angles
The matter to advertise, and the hooks people recognise.
02
Ad copy
Text and CTAs against the pain point, checked against bar rules.
03
Scripts
Word for word, so filming is reading not improvising.
04
Filming
You film on your phone, we film for you, or we come to you.
05
Editing
Cuts, captions, branding. Most of this is watched on mute.
06
Landing pages
Conversion pages with qualification built in, wired to your CRM.
07
Launch
Live at controlled budget, judged on what intake reports.
08
Scale what signs
Budget follows what signs. New creative ahead of fatigue.
What we run
A completely done-for-you service. Concepts, scripts, filming, editing, landing pages and follow-up. You show up and answer the phone.
Campaign structure for Special Ad Category
Account architecture built around Meta's targeting restrictions rather than fighting them. The algorithm finds the audience while the creative does the filtering.
Creative production
Video, UGC-style and static ads produced one situation at a time and rotated on a schedule. Fatigue in this category shows up as rising cost per lead within weeks.
Qualification funnels
Landing pages with a short question flow screening for statute of limitations, jurisdiction, employer type and case type, so bad fits never reach intake.
Pixel and Conversions API
Server-side events with proper deduplication and domain verification, so the algorithm optimises toward qualified leads rather than raw form fills.
Speed-to-lead automation
Call, text and email inside minutes of submission, then sustained follow-up. This is where most firms lose cases they have already paid for.
Reporting through to signed cases
Spend mapped to leads, qualified leads, consultations and signed files by campaign and by creative, so budget follows what actually signs.
No excuses
How we get busy attorneys to make videos
We handle the concepts, the scripts and all the post-production. You pick whichever of these fits your schedule.
Option 1
You film
We do everything else
We come up with the concepts, write the scripts word for word and send them over. You prop your phone up, hit record and read. We handle the editing, captions, music and everything after.
Option 2
We film
Using our creative team
Not comfortable on camera? We produce the creative on your behalf using presenters, voiceover and native-style content, which in several practice areas performs as well as attorney-led ads.
Option 3
We film you
We come to your office
A crew comes to you for a day of on-site production: concepts, scripts, direction, filming and post. You show up and talk about the work you do. One day usually yields months of creative.
We also produce Spanish-language creative, scripting, voiceover and editing, where that is the market you are trying to reach.
Full transparency
We show you exactly where your money goes
Every lead is logged, reviewed and categorised in a dashboard you can open any day of the month: every call, form fill and consultation, what it cost, and which ones became signed cases.
Results
What good looks like
Paid social is judged on one number in the end: what a signed case costs. Lead volume without that context tells you nothing.
$450
Cost per signed case
Hill Law
$1,000
Cost per signed case
Chad Jones Law
$1,500
Cost per signed case
John Phillips
Trusted by 100+ law firms
What practice areas we work with
We are not here to bill you for busy work. Each area of law has a different client and a different path to a signed file, and we build the campaign around that difference.
Get started
Can we run your Facebook ads? Here is what it costs.
Making money costs money. If that kind of investment makes you uneasy, we are probably not the right agency for you.
Facebook ads management
$3,000/mo
- No contracts, cancel with 30 days notice
- Landing pages and conversion tracking included
- Full creative production included
- Weekly optimisation and creative rotation
- A named account manager, not a ticket queue
- Monthly performance reporting
What you should know
Leads start quickly
Most firms see the first leads inside the opening fortnight. The first 30 to 60 days are a testing period. The numbers settle after that, not before.
Cheaper reach than search
Meta CPMs are far below legal search click costs, which is what makes the volume affordable. It is reach that is cheap, not qualified leads. The funnel has to do that part.
Creative decides everything
On social, the ad is the targeting. That is why creative is produced in house and rotated constantly rather than set once and left running.
Leads and brand together
Unlike search, these ads build recognition with people who are not ready yet. Some of the value shows up months later, in people who already knew your name.
Work with us
Let's get you more signed clients.
Book a free call with our founder, Jake. We will go through your goals, show you exactly what we are doing right now for firms like yours, and work out whether you would be a good fit for our first-month trial.
Where you stand today
A read on your current performance, set side by side with the firms taking the cases you want.
What is reachable quickly
The angles and matters where paid social can produce cases inside the first quarter.
An honest scope
A realistic view of what the testing period costs and what it takes to get past it. If we are not the right fit, we will say so.
The size of the opportunity
What the demand in your market is actually worth in enquiries and signed files per month.
Calendar not loading? Open the booking page
Questions
Facebook ads for law firms FAQs
Can law firms advertise on Facebook?
Yes. Legal services are permitted on Meta's platforms, but ads relating to them fall under the Special Ad Category, which restricts targeting. Ads also have to comply with Meta's own policies and with the attorney advertising rules in your jurisdiction, which govern what you may claim about outcomes and how the ad must be identified.
What is the Special Ad Category and how does it change things?
It is a classification Meta applies to certain ad topics. Under it you lose narrow age and gender targeting, granular location targeting, and most interest and behaviour categories. In practice you cannot target your way to a qualified audience any more, so the creative has to do the filtering and the funnel has to do the qualifying.
Do Facebook ads actually work for law firms?
In the right practice areas, yes — and often at a lower cost per case than search, because far fewer firms compete for the impression. It depends heavily on the matter. Employment, mass tort and consumer claims work well because most people do not know they have a case. Private matters like family and criminal are much harder.
How is this different from Google Ads?
Google reaches people already searching for a lawyer, so intent is high and clicks are expensive. Meta reaches people before they search, so reach is cheap but the creative has to earn attention. Most firms that can afford both run both, with search capturing demand and social creating it.
Do I need to be on camera?
It usually performs best, but no. We produce creative with presenters, voiceover and native-style formats for firms who would rather not be. When you are on camera we send word-for-word scripts and direction, so filming takes minutes rather than an afternoon.
Why were the leads from our last Facebook campaign so poor?
Usually because nothing was filtering them. Broad reach is unavoidable under the category restrictions, so if the ad speaks generally and the form asks only for a name and number, you get volume without qualification. The fix is creative specific enough that the wrong people scroll past, plus a question flow that screens before anything reaches intake.
How quickly do we need to respond to a lead?
Minutes, not hours. Someone who has just filled in a form on a social platform is still scrolling, and in competitive practice areas they may have contacted other firms already. We automate the first contact by call, text and email rather than leaving it to whoever next checks the inbox.
How do you handle bar advertising compliance?
Every ad and landing page is reviewed against the advertising rules in the jurisdictions you are running in, before it goes live, as well as against Meta's policies. Where a claim is borderline we will tell you rather than run it and hope.
How do you track which leads came from the ads?
Meta Pixel and Conversions API with proper deduplication, call tracking on unique numbers, and hidden fields on the forms, all wired into your CRM. Every lead is traceable from the ad and creative that produced it through to the signed retainer.
Are we locked into a contract?
No. We work month to month, and you own the ad account, the creative and the data throughout. If it is not working you can stop, and nothing is held hostage on the way out.