How to Use Retargeting Ads to Convert Legal Leads

By John Hinson on May 8, 2025

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.