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Cost per lead and lead quality
Cheap leads mean nothing if nobody picks up. We look at both together.
Facebook and Instagram ads for law firms
Search clicks too expensive? Reach clients before they search.
Facebook and Instagram ads show up in feeds, Stories and Reels, in front of people who don't know they have a case yet. Pick a case type competitors are ignoring, and you're not fighting everyone else for the same people.
$1.5 Million From a Niche No One Was Targeting.$1.5MReal result · Personal Injury · RideshareA $1.5 million rideshare accident settlement from a campaign nobody else in the market was running.Read the story
Individual result, not a promise of any specific outcome.
Schedule a Consultation
Free 30-minute call. No pitch deck, no pressure.
See it for your firm
Picture your firm in their feed.
Meta ads reach people while they scroll, before they ever search. Here's the shape of it: a sponsored post, then a short form that opens inside the app.
Illustration of the goal. Results vary.
- 1Your ad shows up in their feed, before they search.
- 2They tap Learn more, and a short form opens.
- 3The request goes straight to your firm.
The short answer
If you read one part of this page, read this.
Meta ads are paid ads on Facebook and Instagram, shown between posts from friends and pages people follow. Google catches people searching for a lawyer. Meta interrupts people who weren't looking.
That changes the rules. Meta leads are usually cheaper and there can be a lot of them, but they're earlier in the decision and slower to commit. So the follow-up has to be fast and the creative has to stay fresh. We build the campaigns, forms and creative, keep it rotating, moderate the comments, and track which leads sign.
With one of our personal injury clients, we noticed rideshare cases in her market were very profitable and almost nobody was running ads for them. We built a dedicated campaign, and one case from it settled for $1.5 million.
Who it's for
Is this right for your firm?
Meta does a different job from Google, so it fits different firms.
A good fit
- Practice areas where people don't know they have a case until an ad tells them: injury, employment, immigration and similar.
- Firms in competitive markets where search clicks cost a fortune. Meta reaches far more people for less.
- Firms going after one specific case type, ideally one competitors aren't running.
- Firms already running Google or Local Services Ads that want a second and third touch with people who've seen them.
Probably not the right fit
- Firms that can't call a lead back within minutes. A two-tap form lead moves on fast.
- Firms with no photos or video, and no willingness to make any. Creative is the fuel for this channel.
How it works
Step by step.
Meta rewards fast follow-up and fresh creative more than clever targeting.
We pick the case type and the angle
Meta works when an ad speaks to one situation. We choose the case types worth pushing and write angles that make the right person stop scrolling and think, "that's me."
We make the creative
Images and short videos, built from your own photos and footage wherever we can. An ad for "all your legal needs" speaks to nobody.
We set up the forms and the follow-up
Most Meta leads come through instant forms: tap the ad, a form pops up with their details filled in, submit. Every lead gets an instant text back and lands in your CRM, so you can call within minutes.
We launch, then let it learn
The first weeks are a learning phase while Meta works out who to show you to. We watch cost per lead and lead quality, not likes.
We rotate creative and watch the comments
The same people see your ads again and again, so ads wear out. Fresh images, videos and angles keep it working. We also delete spam and nasty comments, and flag genuine questions, because those are leads.
Working with us
What the first three months look like.
No promises about what a campaign will bring. Here's what happens, and when.
Week 1
Case type, angle, creative
We pick the case type worth pushing and the angle for it. You send photos and short clips (a shared folder makes it easy). We build instant forms with an automatic text back, wired into your CRM. You approve the ads before they run.
Month 1
Live and learning
Meta spends the first weeks working out who to show you to. We watch cost per lead and how many leads you actually reach, not likes, and keep the comments clean.
Month 3
Fresh creative, judged on cases
Ads that worked in month one start to wear out, so new images, videos and angles go in. Meta leads take longer to sign than search leads, so this is when signed cases start to say whether it's working.
Ad spend
What the ads themselves cost.
This is the budget paid to Meta for the ads, charged to your own card. It never goes through us. We keep the range wide on purpose, because a solo lawyer in a small town and a multi-office firm in a major city are in completely different auctions.
Typical monthly ad spend
$1,000 to $10,000+
Paid straight to Meta on your own card, not to us.
What moves the number
- How competitive your market and practice area are
- How many new cases you can handle each month
- Seasonality, and competitors entering or leaving your market
Who does what
What we do, and what your firm does.
We run the machine. You keep it fed and call people back fast.
What we do
- Campaign setup, audiences and budgets
- Ad copy, images and video edits
- Instant forms and the automatic text back
- Comment moderation
- Creative rotation before ads go stale
- Tracking leads through to signed cases
What your firm does
- Call leads back within minutes
- Send photos and short videos regularly
- Explain a little more on the first call, since these people weren't searching
- Mark what happened to each lead in the CRM
Measuring it
How we measure results.
Meta is the hardest paid channel to measure, because it plants seeds that sprout somewhere else. So we look wider than the ad dashboard.
02
Contact rate
How many leads you actually reached. A low contact rate usually means follow-up is too slow, not that the leads are bad.
03
Signed cases and what they're worth
Meta leads take more nurturing, so we judge them over months, not days.
04
The calls Meta never gets credit for
Someone sees your ad, says nothing, and calls your Business Profile two weeks later. We look at total calls across channels, not just the ones Meta claims.
Real results
What this looked like for real firms.
The first is a Facebook and Instagram ads result. The other two are firms in the practice areas this channel suits most, from our wider case studies.
$1.5 Million From a Niche No One Was Targeting.
Facebook and Instagram adsPersonal Injury · Rideshare
$1.5M
Read the full storyA $1.5 million rideshare accident settlement from a campaign nobody else in the market was running.
- $1.5 million settlement from a single rideshare case.
- Campaign built and launched off a client suggestion in days, not months.
- Direct access to management made the back-and-forth basically zero.
Identifying details are anonymized to protect our clients. Individual result, not a promise or prediction of any specific outcome for your firm.
“He treats our advertising budget like his own money in looking at the types of campaigns we should do.”
Before you book
What owners ask us first.
The five things owners ask before they hire us for this, answered straight.
“I tried an agency before and got burned.”
When Facebook ads "don't work" for a law firm, it's usually slow follow-up, the same ad running for months, or judging on likes. We fix all three.
No long-term contracts, you own everything we build, and you deal directly with the people doing the work, not an account manager.
“I don't have time for this.”
Call leads back within minutes and send us raw photos and clips now and then. We do the campaigns, forms, editing and comment moderation.
“Will this work in my market or practice area?”
It suits case types people don't search for until an ad tells them they have one: injury, employment, immigration and similar. It also suits big markets where search clicks cost a fortune. For complex corporate work, referral partners usually beat it, and we'll say so.
“What if the leads are bad?”
Meta leads are earlier in the decision, so some will feel cold. A low contact rate usually means follow-up was too slow, not that the leads were bad. Every lead gets an instant text back, and we track contact rate so slow follow-up shows up fast.
“How do I know it's working?”
Cost per lead, contact rate, and signed cases over months, not days. We also watch total calls across channels, because plenty of people see the ad and call you later some other way.
The next step
30 minutes, and a straight answer.
It's a conversation about your firm, not a presentation about us. Here's exactly what happens on it.
You tell us how cases come in today
Your practice areas and market, what's running now, what you've tried before, and what didn't work.
We tell you what we see
Where the gaps are, what we'd start with and why, and what it would need from you.
You get a straight answer
If we can help, we outline what working together would look like. If we can't, we say so.
“He was a thoughtful listener and quickly grasped the unique aspects of my practice. The plan he outlined was cohesive, insightful, and felt highly actionable.”
Schedule a Consultation
Free 30-minute call. No pitch deck, no pressure.
Common mistakes
Where firms go wrong.
Most firms that say Facebook ads don't work made one of these.
Expecting search-level intent
These people weren't looking for a lawyer. Treat them like a Google lead and you'll lose them.
Slow follow-up
A form that took two taps to send is a lead whose attention moves on in minutes.
Running the same ad for months
Ads wear out. Costs creep up, leads dry up, and the account looks broken when it's just tired.
Ignoring the comments
Unanswered questions are lost leads, and nasty comments left up put people off.
FAQ
Questions lawyers ask us.
Straight answers to what comes up on almost every first conversation.
Do Facebook and Instagram ads work for lawyers?
For the right case types, yes. They tend to work where people don't realize they have a case until an ad tells them. One of our personal injury clients signed a case that settled for $1.5 million from a rideshare campaign almost nobody in her market was running. Individual result, not a promise.
How much should I spend on Meta ads?
As a rough guide, $1,000 to $10,000+ a month, depending on your market and practice area. That's ad spend paid straight to Meta on your own card, not to us.
Why are Meta leads cheaper but harder to sign?
Because they weren't searching. They're earlier in the decision, so they need more explaining and more follow-up. Expect a slower close than a Google lead.
Do I need to make videos?
It helps a lot. Fresh creative is how ads keep working past month two. You send raw clips, we do the rest.
Should I run Meta ads or Google ads first?
If people search for what you do and you need cases soon, Google usually comes first. Meta is strong in big, competitive markets, for case types people don't search for, and as the second and third touch for people who've already seen you.
Ask us which case type we'd push first.
Book a free 30-minute call. Tell us your practice areas and market, and we'll tell you whether Meta fits, and where we'd start if it does.