How to Create Facebook Ads for Personal Injury Law Firms

Table of Contents

6 minute read

If you’re looking to get more clients and grow your personal injury law firm’s client base, Facebook Ads can be an extremely powerful tool in your digital marketing arsenal. In this guide, we’ll walk you through the technical and practical aspects of creating effective Facebook Ads that truly convert.

Step 1: Set Up Your Facebook Business Manager Account

Facebook Business Manager

Before you can create Facebook Ads, you need to set up a Facebook Business Manager account. This will give you access to the Facebook Ads Manager and all the relevant tools that you will need to create and manage your ads.

To set up a Facebook Business Manager account, follow these three simple steps:

  1. Go to and click “Create Account.”
  2. Follow the prompts to set up your account, including providing your firm’s name, email address, and business details.
  3. Once your account is set up, you can access the Facebook Ads Manager by clicking the “Ads Manager” button in the left-hand menu.

Step 2: Decide Your Facebook Ads Objective

The first step in creating an effective Facebook Ad is to decide on your objective. Facebook offers a variety of ad objectives, including:

  • Traffic: drive traffic to your website or landing page.
  • Engagement: increase post engagement or page likes.
  • Video views: promote a video to increase views and engagement.
  • Conversions: encourage specific actions on your website, such as filling out a form or making a purchase.

For personal injury law firms, I would suggest that the “Conversions” objective is likely the best option. This objective will allow you to target users who are more likely to take action on your website, such as filling out a contact form or booking an appointment.

Step 3: Define Your Target Audience

Facebook Ad Targetting

The next step in creating an effective Facebook Ad is to define your target audience. Facebook offers powerful targeting options that allow you to target users based on demographics, interests, behaviours, and more.

For personal injury law firms, you may want to target users who have recently been in a car accident, have shown interest in personal injury law recently, or live in your local service area.

To define your target audience, follow these steps:

  1. Click the “Audience” section when creating your ad in Facebook Ads Manager.
  2. Select the location, age, gender, and language of your target audience.
  3. Define additional targeting options, such as interests or behaviours, based on your desired target client.
  4. Use Facebook’s “Audience Insights” tool to get more detailed information about your target audience and refine your targeting even further.

Step 4: Create Compelling Ad Creatives

The next step is to create compelling ad creatives that will catch your target audience’s attention and encourage them to take action. Here are some tips for creating ad creatives that actually work:

  • Use eye-catching visuals and graphics.
  • Keep your text concise and to the point. (For more information on how to write compelling ad copy check out this blog post)
  • Use a clear call-to-action that tells users what to do next.
  • Make sure your ad creatives align with your target client’s needs and wants.

For personal injury law firms, your ad creatives may include images of your law firm, your team, or satisfied clients. Your ad copy should highlight your law firm’s expertise and experience in personal injury law and include a clear call-to-action, such as “Contact us today for a free consultation.”

Step 5: Set Up Your Ad Placement and Budget

The final step in creating an effective Facebook Ad is to set up your ad placement and budget. You can choose to place your ads in Facebook’s news feed, in the right-hand column, or in Instagram’s feed or stories.

For personal injury law firms, the news feed is typically the best option and is what I would personally recommend as it provides more space for your ad content and is more likely to grab users’ attention. However, depending on your target audience and goals, you may want to consider other placement options as well.

When setting up your budget, it’s important to choose an amount that aligns with your goals and overall marketing budget. Facebook allows you to set a daily or lifetime budget, and you can also choose to set a bid cap to ensure that you don’t overspend on your ads.

It’s important to remember that your ad placement and budget will have a significant impact on the performance of your ads. Test different placement options and budget amounts to find the right combination that works best for your personal injury law firm and your specific needs.

In addition, Facebook offers a variety of ad optimisation options to help you get the most out of your budget. For example, you can choose to optimise your ads for link clicks, impressions, or conversions, depending on your goals. It’s important to select the right optimisation option based on your firm’s specific objectives to ensure that your ads are reaching the right audience and driving the desired actions.

By setting up your ad placement and budget carefully, you can ensure that your Facebook ads are effective and efficient, helping you expand your client base and grow your firms revenue.

Step 6: Monitor and Optimise Your Ads

Creating effective Facebook Ads is not a one-time task. Once your ads are up and running, it’s important to monitor their performance regularly and optimise them for better results.

Facebook offers powerful reporting tools that allow you to track your ad performance and make data-driven decisions. You can track metrics such as click-through rates, conversion rates, and cost per click to understand how your ads are performing.

Here are some tips for monitoring and optimising your Facebook Ads:

  • Check your ad performance regularly: Review your ad performance regularly to identify trends and make data-driven decisions.

  • Adjust your targeting: If your ads are not reaching the right audience, adjust your targeting options to reach a more relevant audience.

  • Test different ad creatives: Test different ad creatives to see which ones perform best and optimise them for better results.

  • Adjust your bidding strategy: If your ads are not getting enough impressions, adjust your bidding strategy to increase your bid amount or bid cap.

  • Pause or delete underperforming ads: If some of your ads are not performing well, consider pausing or deleting them to focus on your top-performing ads.

By monitoring and optimising your Facebook Ads regularly, you can improve their performance and get better results for your personal injury law firm.


Creating effective Facebook Ads for personal injury law firms requires a strategic approach and a lot of attention to detail. By following the six steps outlined in this article, you can create ads that are tailored to your target audience, aligned with your business goals, and optimised for better results.

Remember to test different ad creatives, targeting options, and bidding strategies to find the right combination that works best for your personal injury law firm. With the right approach, Facebook Ads can be a powerful tool in your digital marketing strategy, helping you attract potential clients and grow your business.

Santiago Alvarez

Santiago Alvarez
Santiago Alvarez

Founder & CEO of Ad Hoc Digital

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