Without question, Facebook ads can generate a steady stream of quality leads, but a few caveats go along with that. They are an incredibly effective tool for growth, but that’s not to say they are universally applicable to every marketing strategy. The only way to identify whether they are right for you is by asking yourself a few questions. These answers will also factor into your overall strategy—a fundamental prerequisite to not wasting your budget. 

Most businesses just launch campaigns without defining their goals, knowing who their audience is, or quantifying what a lead is worth. Even more, there are different paid ads platforms that can generate leads for your firm. For example, Google ads capture prospective clients as they search for legal services, while Meta ads (Facebook, Instagram, etc) can reach people before they need you. By answering these three questions, you’ll better understand whether it’s time to incorporate them into your next marketing plan. 

1. What Services Are You Promoting?

Not every service is a good fit for Facebook advertising. Since Facebook operates on an interruptive marketing model, meaning users aren’t actively searching for legal help, the service you promote must catch attention and create urgency.

Legal services like estate planning, family law, and bankruptcy often perform well because they address issues people might not search for immediately but still need solutions. For example, someone who is thinking about divorce might not Google “best family lawyer” immediately, but a well-placed Facebook ad can prompt them to take action sooner.

On the other hand, business law and complex litigation can be more complicated to market on Facebook since business owners tend to seek referrals or use Google searches instead. (Facebook ads can still work for these service areas, but we did want to point out a scenario in which another strategy could be helpful.) If you’re running ads for a service that isn’t an obvious fit, you’ll need a compelling offer—such as a free guide, webinar, or limited-time consultation—to generate interest. Simply running an ad that says “Call for a Consultation” is not enough; the ad must give people a reason to act.

2. Who Are You Trying to Reach?

Facebook’s strength is its detailed audience targeting, but if you don’t define your ideal client, even the best ads will fall flat. Broad targeting wastes ad spending, while precise targeting improves lead quality. When crafting your audience, consider key factors like age, income level, location, and behaviors.

For example, an estate planning attorney may want to target homeowners aged 35+ with children, while a personal injury firm could focus on individuals recently engaged with auto insurance content. Facebook allows you to layer multiple targeting options to get as specific as possible. Here are a few effective ways to narrow your audience:

  • Demographics: Target users by age, location, family status, or homeownership.
  • Behavior & Interests: Focus on people interacting with legal content, insurance companies, or financial planning services.
  • Recent Life Events: Facebook allows you to target people who have recently engaged, divorced, or moved to a new city, making it ideal for family law, estate planning, and relocation-focused firms.

Beyond cold targeting, Facebook allows custom and lookalike audiences to maximize conversions. Custom audiences let you retarget website visitors, past leads, and people who have engaged with your firm’s previous ads. Lookalike audiences help you reach new potential clients who share characteristics with your best existing clients. The more refined your targeting, the higher quality your leads will be.

3. What’s Your Budget and Target Cost Per Lead?

Facebook ads work best when you have a clear budget and cost expectations. Too many firms launch campaigns without defining what they can afford to spend per lead and client. Without this, it’s easy to burn through your budget without getting a return on investment.

Start by calculating your average case value and conversion rate. If a case is worth $5,000 and 20% of your leads become clients, you must keep your cost per lead within a profitable range. Depending on the practice area, Facebook ads for law firms typically cost $50 to $300 per lead and a cost per client acquisition of between $500 and $3,000. Monitoring these metrics will prevent overspending and help you fine-tune your campaigns for better ROI.

Here’s how to determine your ideal cost per acquisition (CPA):

  • Know Your Average Case Value – If your average client is worth $5,000, that number should guide your ad spend. 
  • Estimate Your Conversion Rate – If 10% of leads become paying clients, you must generate 10 leads to get one client. 
  • Calculate Your Max CPA – If you wanted (for example) a 3:1 return on investment (ROI), your cost per client should not exceed one-third of your case value. For a $5,000 case, your max CPA would be $1,667 or less per client.

Ways to Improve Your CPA: 

  • Use Lead Magnets. Offering something valuable (such as a free consultation or downloadable guide) can lower your cost per lead. 
  • Improve Landing Pages: You’re wasting ad dollars if your website doesn’t convert visitors into leads. 
  • Retargeting Campaigns: Re-engage people who clicked but didn’t contact you.

Tracking key performance metrics like click-through rate (CTR), cost per lead (CPL), and conversion rate ensures you’re not overspending without results. If your CPA is too high, adjust your ad copy, targeting, and landing page before giving up on Facebook ads altogether.

Is Facebook Advertising Right for You?

Facebook ads can be a powerful client acquisition tool if you have a service suited for Facebook, a well-defined audience, and a clear budget strategy. Without these elements, you risk wasting time and money. The most successful law firms on Facebook ads treat it as an ongoing strategy—constantly refining their audience, testing different creatives, and tracking results. 

Need help optimizing your Facebook ads? Spotlight Marketing & Branding can create and manage campaigns that deliver real results. Contact us today to get started!

Once your firm gets past the early hustle, the same question tends to pop up: should you hire someone in-house to handle your marketing, or should you outsource it to an agency? There’s no universal right answer, but there are clear pros and cons to both and your decision should match where your firm is and where you want it to go.

Before you make a move, you need to understand what you’re really buying with either option: time, strategy, consistency, and accountability. How you get those will depend on your setup, budget, and long-term plans.

In-House: More Control, More Commitment

Hiring a full-time marketing employee gives you direct access and quicker feedback loops. You can make changes fast, test new ideas often, and have someone who really learns your voice and goals over time. That’s hard to beat.

But it comes with more management. You’ll need to either train that person yourself or hire someone with experience, which usually means a higher salary. And one person may not have every skill you need (design, writing, video, ads, SEO). You’ll probably still need to outsource some pieces.

Agency: More Resources, Less Oversight

Agencies bring a team approach. Instead of relying on one person, you get access to multiple people with different skills. They can move fast, handle campaigns from start to finish, and usually have solid systems in place.

The tradeoff is that you’re not their only client. Turnaround times may be slower, and unless you’re paying for a high-touch package, you might have to do more of the strategic thinking yourself. Agencies are great for execution, but they still need clear direction from you to be effective.

Think About What You Really Need Right Now

If your biggest issue is consistency—keeping your blog updated, running email campaigns, staying active on social media—an agency can probably help you stay on track without a huge learning curve.

If your main issue is strategy—figuring out your voice, dialing in your audience, building a long-term brand—then an in-house hire may be better. It’s easier to develop that clarity when someone is immersed in your firm every day.

Cost Isn’t Just the Salary or the Retainer

Hiring in-house means paying for benefits, onboarding time, and training. But you own their time. Agencies are usually less expensive, and they may give you quicker results if you know what you want and they’re good at delivering it.

Either way, you’ll need to be involved. Marketing isn’t something you hand off once and forget. Whether you go with an employee or an agency, your involvement will shape the outcome.

Pick the Structure That Fits Your Growth Goals

Some firms start with an agency and later bring someone in-house once they know what works. Others hire in-house first, then bring in agencies later to fill in the gaps. You don’t have to commit to one path forever.

Start by asking yourself what success looks like in the next 6–12 months. Do you want more leads? Better brand visibility? A smoother intake process? Your answer should help guide who you hire and how you work with them.

The best setup is the one that helps you move forward without overwhelming you or draining your time. Make the decision based on what you can support now, not what you think you “should” be doing long-term.

Too many law firms try to market to everyone and end up connecting with no one. It might feel safe to cast a wide net, but it usually leads to underwhelming leads, tire-kickers, or clients who aren’t a great fit. The truth is, not all clients are worth your time and that’s okay.

The goal isn’t to get more clicks. It’s to attract clients who value what you offer, are willing to pay for it, and are more likely to refer others like them. That starts by knowing exactly who those people are.

Look at Your Past Cases

Start by looking at your own data. Which cases have been the most profitable? Which clients were easiest to work with? Where did your strongest referrals come from?

Look for patterns in age, profession, location, income, legal need, or personality traits. Make a list of your favorite clients from the past year and see what they have in common. That’s the base of your ideal client profile.

Define the Problem You Actually Solve

Clients don’t hire you because of your credentials They hire you because they have a problem they want to fix. Identify what that problem is and describe it in plain language.

Instead of saying you handle “probate litigation,” think in terms of what the client is experiencing: “You just lost a loved one, and now you’re stuck dealing with a legal mess.”

When you define the problem from their perspective, it becomes easier to connect with the people who actually need your help.

Get Specific About Where They Are

Once you know who your ideal clients are, figure out where they spend time, both online and offline. What social platforms do they use? What podcasts or newsletters do they follow? Do they attend local events or belong to professional groups?

This helps you decide where to put your energy. It also tells you where to advertise, where to network, and where to show up consistently.

Tailor Your Messaging

Your content should speak directly to your ideal client’s concerns, not just list your services. Use their language. Answer the questions they’re already asking. Show that you understand their situation.

This makes your marketing more effective without having to spend more money. You’re not trying to convince people who aren’t a fit, you’re making it easier for the right people to find and trust you.

Say No to the Wrong Leads

If you keep getting clients who drain your time or push back on fees, it’s not just a sales problem, it’s a targeting problem. When your marketing speaks to the wrong audience, that’s who shows up.

It’s okay to say no. Turning down bad-fit cases frees you up for better ones. It also protects your time, your reputation, and your sanity.

Clarity Attracts the Clients You Actually Want

Being clear about who you serve doesn’t limit your firm, it strengthens it. It makes your marketing more focused and your work more satisfying.

The better you get at spotting your ideal client, the easier it becomes to attract them. And once you do that consistently, growth feels a lot less like guesswork.

Someone visits your website, reads a blog post, maybe checks your about page, then leaves. That doesn’t mean they’re not interested. It just means they’re not ready yet. If you don’t follow up, there’s a good chance they’ll forget about you entirely.

That’s where retargeting ads come in. Retargeting lets you stay in front of people who’ve already shown some interest. These are warm leads—people who clicked once but didn’t convert. And staying top of mind with them can be the difference between getting hired or getting overlooked.

Retargeting isn’t complicated, but it works best when you know what to say, when to show up, and how to guide people toward the next step.

Set Up the Basics

To start retargeting, you’ll need to add a small piece of code (called a pixel) from platforms like Facebook or Google to your website. That pixel tracks who visits, then shows your ads to those same people when they browse other sites or scroll social media.

Start simple. Create an ad that reminds visitors who you are and invites them back. This could be a short testimonial video, a client review, or a message that says, “Still thinking about your legal issue? We’re here when you’re ready.”

You’re not trying to hard-sell. You’re just showing up again with a helpful nudge.

Focus on Value, Not Pressure

The best retargeting ads don’t push, they reassure. Think about what someone needs to feel confident hiring you. That might be clarity, trust, or just one more reason to take action.

Try offering a downloadable checklist, a short FAQ video, or an invitation to a free consultation. Keep the tone calm and helpful. You’re not chasing them down, you’re showing up at just the right time with something useful.

You can even segment your ads by behavior. If someone visited your pricing page, show an ad that addresses common pricing questions. If they read a blog post about divorce, follow up with an ad offering your divorce planning guide.

Retargeting Helps You Close the Loop

Most potential clients don’t act right away. Retargeting gives you a second (or third) chance to earn their trust and win their business.

Legal services can feel intimidating. Potential clients often don’t know what to expect, who to trust, or what questions to ask. Video helps break down that wall. It puts a face to your name and makes you more approachable before they even pick up the phone.

You don’t need a full production crew to get started. You don’t need to be perfect on camera. You just need to show up with clarity, confidence, and a focus on helping. That alone puts you ahead of most firms who still rely solely on text-heavy websites and generic bios.

Video builds trust faster than almost any other format. It shows your tone, your personality, and how you communicate. That’s what people are really buying when they hire a lawyer.

Keep It Simple and Useful

Start with videos that answer common questions. Think “What happens if I don’t show up for my court date?” or “Do I need a will even if I don’t have a lot of assets?” Short videos under two minutes work best. Post them on your website, social media, and even your Google Business profile.

You can also use video to explain your process: how consultations work, what documents clients need to bring, or what happens after they sign. These aren’t flashy topics, but they’re the things real clients care about. And they show that you’re thinking ahead.

Use Video to Stay Top of Mind

Video isn’t just for first impressions. It’s also a great way to stay visible with your existing network. Share short clips on LinkedIn, send video updates to your email list, or even include video links in your follow-up emails.

Don’t overthink production. A steady phone camera, natural lighting, and clear audio are all you need to start. The key is consistency. One video a week adds up fast, and the more you share, the more people start to remember you.

Video Makes You Memorable—And That Means More Calls

You don’t have to be a polished speaker to make an impact. You just have to show up and be helpful. Video makes that easier than ever.

Marketing your law firm can feel like a never-ending task. Ads, SEO, content—it all takes time and money. But there’s another path that’s often faster, cheaper, and more reliable: building a strong referral network.

When other professionals know, like, and trust you, they send work your way. And not just any work—good work. Clients who come through referrals are often more trusting, less price-sensitive, and more likely to follow through.

Building a referral network isn’t about handing out business cards to everyone you meet. It’s about building real relationships that last. Here’s how to do it the right way.

Identify the Right Referral Partners

Start by thinking about who already serves your ideal clients. For a family lawyer, that might be financial advisors, therapists, or real estate agents. For a business lawyer, it might be accountants, HR consultants, or insurance brokers.

You want partners who offer complementary services—not competitors. Look for people who are trusted advisors to their clients. If they believe in you, their clients will too.

Reach out with a simple message: “I’d love to learn more about what you do and see if there’s a way we can support each other.” Keep the focus on the relationship, not the referral request.

Give First, Ask Later

The fastest way to earn referrals is to be generous first. If you meet someone who’s good at what they do, start looking for ways to send them business. Or at least find ways to help—introduce them to someone, share their content, invite them to an event.

When you help others grow their business, they naturally want to return the favor. It doesn’t happen overnight. But over time, people remember who supported them—and they’ll think of you when their clients need legal help.

Stay in touch with your referral partners through short check-ins, coffee meetings, or even joint webinars. Make it easy for them to refer you by reminding them what kinds of clients you’re looking for and what problems you help solve.

Relationships Build Firms Faster Than Ads Ever Will

A strong referral network isn’t built on transactions. It’s built on trust, consistency, and mutual respect. Focus on helping others first, and the referrals will follow.

People Remember Stories. They Forget Sales Pitches.

If your marketing sounds like every other law firm’s marketing, there’s a good chance you’re getting lost in the shuffle. Lists of practice areas and years of experience aren’t what stick in people’s minds. Stories do.

Good storytelling isn’t about being flashy or dramatic. It’s about being relatable and real. It’s about helping potential clients see themselves in the problems you solve and the outcomes you deliver. When you share stories—your story, client success stories, and even small moments from your day-to-day work—you make your brand more human. And people hire humans they trust.

Storytelling doesn’t replace professionalism. It enhances it by showing the real reasons clients choose you over someone else.

Use Your Story to Build Connection

You don’t need a dramatic life story to connect with people. You just need to show why you care about the work you do. Maybe you’re passionate about helping families plan for the future because you’ve seen what happens when they don’t. Maybe you started your own practice because you wanted clients to feel like real people, not case numbers.

Sharing pieces of your journey on your website, in social media posts, or in a short video makes you relatable. It helps people feel like they already know you a little before they pick up the phone. That familiarity lowers their guard and makes it easier for them to trust you with their legal issue.

Tell Stories That Show the Value of What You Do

You can’t share confidential client information, but you can absolutely share the broad strokes. Focus on challenges your clients faced and how you helped them move forward. Keep it simple: “A client came to us worried about losing their business. We helped them restructure their contracts and gave them peace of mind.”

Stories like this aren’t about bragging. They’re about helping future clients picture what’s possible when they work with you. Instead of just telling people you’re good at what you do, you’re showing them. That’s a big difference—and it’s one that sticks.

Stories Build Brands That People Actually Remember

At the end of the day, your brand isn’t your logo or your tagline. It’s the feeling people get when they think about your firm. Stories create that feeling.

Rising interest rates, inflation, job insecurity, and global instability have made a lot of consumers more cautious. People are holding off on big purchases, reevaluating priorities, and asking harder questions before spending money. If you’re still marketing your services the same way you did three years ago, it may not be landing.

But here’s the good news: legal problems don’t stop just because the economy gets shaky. People still get divorced, sued, arrested, injured, or stuck in probate court. In some cases, tough times make legal services even more necessary. The key is to shift how you talk to potential clients so you meet them where they are now.

Adjust for What Clients Care About Today

When money is tight, people are more selective. That doesn’t mean they’re only looking for the cheapest option—it means they want to feel confident they’re making a smart decision. Your marketing should reflect that. Focus on clarity and peace of mind.

That could mean updating your messaging to show how you reduce stress, save time, or help clients avoid bigger problems down the line. It could also mean offering clear pricing, flexible payment plans, or free consultations to lower the barrier to entry. If people are afraid of unknown costs or drawn-out timelines, address that up front.

Build Trust With Useful Content

Consumers are doing more research before reaching out. They want answers before they want a pitch. Use that to your advantage.

Create content that speaks directly to what people are worried about now. Blog posts like “What to Do If You Can’t Afford to Pay Your Creditors” or “Is Now a Bad Time to File for Divorce?” show that you understand what your audience is dealing with.

Also, don’t underestimate the power of short, helpful videos or social posts that give people clarity. You’re not giving legal advice—you’re showing you understand the questions they have, and that you know how to help.

Clients Still Need Lawyers—Even in a Down Market

Economic shifts change buying behavior, but they don’t erase legal problems. If your marketing plan reflects where your clients actually are—financially and emotionally—you won’t fall behind. You’ll stand out.

There are a lot of attorneys online. Some run ads. Some post content. A few even have decent websites. But very few take the extra step of putting themselves out there with public speaking.

Public speaking doesn’t mean a TED Talk. It could be running your own lunch and learn series. A podcast guest spot. A webinar with a referral partner. It just means showing up in a way that allows people to hear your voice and understand your point of view. That kind of visibility builds trust fast. And trust is what leads to clients.

If you want more credibility in your practice area—and you want clients and referral partners to remember you—public speaking is one of the most effective tools you can use.

Speak Where Your Ideal Clients (or Referrers) Already Are

Don’t waste time trying to speak to the largest audiences. Focus on the right ones. That could be local business owners, parent groups, professionals in adjacent industries, or community organizations. The goal is to be seen as a helpful, clear, and approachable resource.

Joint webinars with financial advisors, realtors, or therapists are a great way to tap into each other’s audiences. Podcast interviews are another easy win—you don’t have to prepare slides or plan a full talk. You just need to show up with something useful to say.

And if you want full control, run your own series. Monthly lunch and learns or workshops in your office can build momentum with both prospects and professional contacts. Keep each session short, focused, and practical.

Repurpose and Reuse What You Share

One of the best parts of public speaking is how much content it gives you. Record your webinars and slice them into short clips for social media. Turn your talk into a blog post. Pull a few quotes and use them in your newsletter.

This gives your message more mileage. It also reinforces your position as someone who knows what they’re talking about. The more often people hear you speak, the more credible you become.

Public Speaking Isn’t Just for Conferences

You don’t have to be polished. You just have to be helpful. Speaking lets you connect in a way that emails and ads can’t match. And when it becomes a habit, it builds a reputation that sticks.

In a lot of law firms, marketing is an afterthought. Maybe one person handles it, maybe nobody really owns it, or maybe everyone assumes the website will do the work. The problem? Marketing doesn’t stick when it’s siloed. If you want real growth, it needs to be part of your firm’s everyday mindset.

Creating a culture of marketing doesn’t mean turning everyone into a social media manager. It means making marketing part of how your team talks, acts, and thinks about the work you do. And it starts at the top.

When your staff sees marketing as part of their role—not a distraction from it—you get more consistency, more ideas, and better results.

Talk About Marketing Like It Matters

You don’t need a weekly strategy meeting, but you do need to treat marketing like a shared priority. That means talking about it in team meetings, sharing wins, and asking for ideas. When someone gets a great review, lands a referral, or makes a great client impression, celebrate it. Tie those moments back to how they help the firm grow.

Also, make sure your intake team, receptionist, and paralegals understand their roles. Every client interaction is a form of marketing. A kind word, a fast reply, or a simple answer to a confusing question can turn into a five-star review or a referral.

Give People Tools and Permission

If you want your team to participate in marketing, you need to make it easy. Give them tools: branded email signatures, templates for review requests, simple social post ideas, and clear messaging around who you serve and how.

More importantly, give them permission. Let your team know it’s okay to take five minutes to post a win on social media, ask for a review, or share a client story (appropriately). People who feel like they can contribute without stepping on toes or wasting time are much more likely to do it.

Your Whole Firm Can Be a Marketing Asset

Marketing isn’t just a task for your web designer or social media contractor. It’s how your team shows up every day. And when everyone plays a part, your message gets stronger, and your firm grows faster.