Digital Advertising

The power of digital advertising brings you to a realm where your law firm's reach extends far beyond traditional boundaries. On platforms like Facebook and Google, you're not just placing ads; you're engaging in a strategic dance of visibility. Picture your firm appearing on the screens of potential clients precisely when they need legal expertise, thanks to Google's intent-driven targeting. Visualize your message resonating with the right audience on Facebook, where detailed demographics, interests, and behaviors align your services with those who seek them. This is where brand awareness turns into tangible leads, and clicks transform into client relationships. Digital advertising on these platforms isn't just a tactic; it's your gateway to a world brimming with opportunity. Ready to discover how? Scroll down and read further!

The Features Of Digital Advertising

Just a select few!

Trackable/Measurable

The ability to track your campaign results through clear ROI metrics. You can see the exact amount you spend per day, the number of conversions you generated and the worth of those conversions. This gives you a clear image of your campaign’s success in real-time, and at all times be aware of what’s working and what isn’t.

Targeting

Whether you wish to target a customized audience like all men between the ages of 35 and 45 living within a 2km vicinity from your law firm and who have an interest in law firms or a broad audience like all citizens residing in the city your firm is located, both are possible.

Budgeting

In digital advertising, you pay for results. Whether you spend $1,000 or $30,000 a month, you can attract new clients and ensure profitability. Most law firms invest between $1,250 to $10,000 monthly which means even firms with modest budgets can leverage digital advertising. Ultimately, it's about expertise: more skill means lower costs and better outcomes. So, to maximize your returns, it's essential to partner with a specialized marketing expert.

Instant Results

Unlike Search Engine Optimization (SEO) where it takes weeks or even many months before seeing any results, just as you receive instant feedback and insights regarding your campaign’s performance, you also receive instant results from the moment you launch your first ad.

Responsiveness/Instant Adjustments

In addition to generating instant results which can be tracked from the moment you launch your first ad, you can also respond immediately to the feedback you receive by changing the ad creatives or campaign settings and structure.

Our Platforms

~ We Focus On The Few, Not The Many!

Facebook

"Facebook is the second most preferred social media platform for lawyers with 60% of them using it for marketing purposes."

How It Works

1 - Ads Manager Platform

Facebook provides a centralized platform called the "Ads Manager" where advertisers can create, manage, and analyze their advertising campaigns.

2 - Objective Selection

Before creating an ad, you need to choose an objective based on what you want to achieve, such as:

  • Brand awareness

  • Lead generation

  • Website traffic

  • Video views

  • Conversions (like calls or uploads)

  • Store traffic, etc.

3 - Audience Targeting

One of the most powerful features of Facebook ads is its intricate targeting system. Advertisers can define their audience based on:

  • Demographics - Age, gender, education, relationship status, job title, etc.

  • Interests - What kind of pages they like, activities they engage in, hobbies, etc.

  • Behaviors - Past online actions, device usage, travel habits, etc.

  • Custom Audiences - Upload lists of contacts such as emails or phone numbers, and Facebook will target ads to them.

  • Lookalike Audiences - Facebook identifies common traits betweenpeople in a Custom Audience and then finds people similar to them.

4 - Ad Placement

Decide where your ads will appear. Just to name a few:

  • Facebook's News Feed (mobile or desktop)

  • Instagram Feed or Stories (Facebook Audience Network extends your campaigns beyond Facebook to other apps and websites)

  • Facebook Messenger

5 - Budget

Determine how much you want to spend and for how long. You can set a daily or lifetime budget, and Facebook will optimize your spending based on your objective and audience.

6 - Ad Creation

Facebook offers multiple ad formats including:

  • Image or Video Ads - Simple format with an image or video.

  • Carousel Ads - Showcase up to 10 images or videos in a single ad.

  • Slideshow Ads - Create lightweight video ads from a collection of photos or existing video clips.

  • Collection Ads - Display a series of products that open into a full-screen mobile experience.

  • Instant Experience Ads (previously Canvas) - Full-screen ads that load almost instantly.

7 - Bidding & Ad Auction

Every time there's an opportunity to show an ad (an ad slot), an auction takes place where Facebook determines which ad to show based on several factors including:

  • Bid Amount - How much you're willing to pay for the desired action (click, view, conversion, etc.)

  • Ad Relevance - Measured by user feedback like clicks, comments, shares, etc. High relevance scores can lead to discounted ad costs.

  • Estimated Action Rates - Facebook’s estimate of how likely someone is to take the action you're optimizing for.

8 - Ad Delivery & Optimization

Facebook's algorithm learns as the ad runs. It automatically optimizes delivery to get your message in front of those most likely to convert.

9 - Analysis & Reporting

Through Ads Manager, advertisers get comprehensive insights into how their ads are performing. Metrics include reach, impressions, clicks, conversion rate, cost-per-click, and many more.

10 - Remarketing Capabilities

Using Facebook Pixel (a piece of code installed on your website), you can retarget visitors who've previously interacted with your site. This is especially useful for pushing potential customers through your sales funnel.

Unique Traits of Facebook

Pixels

The Facebook Pixel is a small piece of code that, once integrated onto your website, functions as a digital detective. It observes the actions of visitors redirected from your Facebook ad to your website. With the pixel, advertisers can track conversions, optimize ads for desired actions, and retarget to potential clients who've already shown interest by visiting your site. In a legal context, imagine a potential client visiting a page about family law but not making an appointment. The Pixel ensures they see your ad the next time they're on Facebook, reminding them to schedule that crucial consultation.

Clusters

Clusters are groupings of individuals based on shared behaviors or characteristics. Instead of targeting broad audiences, Facebook Clusters allow for more refined targeting, ensuring your ads are seen by the most relevant audience possible. For law firms, this means being able to cater advertisements to specific demographic groups, like parents for family law or business owners for corporate law services. The precision of cluster targeting means higher conversion rates, ensuring your advertising budget delivers maximum ROI.

Interests

Facebook has an uncanny ability to gauge user interests based on their interactions on the platform. By targeting these interests, advertisers can align their services with what users are passionate about or require. For a law firm, this could mean targeting those who've shown interest in buying property with ads about real estate legal services, or engaging individuals who follow entrepreneurial pages with content on business law. Leveraging Facebook interests ensures that your ads resonate on a personal level, making prospective clients more likely to engage.

The Benefits of Facebook

More Cases

Facebook's unparalleled targeting capabilities mean that your firm's message lands squarely in front of those most likely to require your services. It's not just about casting a wide net, but ensuring that every catch is a prize. By leveraging Facebook's detailed demographic, interest, and behavior targeting, you’re able to curate a clientele tailored to your expertise. The result is a stream of cases that align perfectly with your firm's strengths and areas of specialization. This compatibility translates to smoother client relationships, quicker case turnovers, and a heightened sense of fulfillment in your profession. And with each well-matched case, your revenue climbs, while stress plummets. It becomes less about scrambling for any case and more about honing in on the right ones, letting you breathe easier, worry less, and find more time for what truly matters.

Invaluable Insights Into Client Behaviors

Facebook isn’t just another advertising platform; beyond a tool for bringing in new cases, it's a goldmine for insights on clients thanks to its sophisticated targeting and tracking. By constantly monitoring user interactions, it categorizes individuals into segments based on their interests and affiliations, forming intricate clusters of potential clients. This in turn provides you with profound understanding into your client's behaviors. Every click, like, share, or comment is a breadcrumb leading to their deepest needs and preferences. By harnessing the combined power of tracking, targeting, interests, and clusters, you don't just get surface-level data. You get a vivid, dynamic portrait of your clients, enabling your law firm to communicate in a way that's tailor-made, resonant, and extraordinarily effective.

Brand Awareness

In the vast sea of digital communication, standing out is more challenging than ever. Yet, Facebook, with its expansive user base and sophisticated algorithm, provides an unparalleled platform for law firms to build and bolster brand recognition. Every time a user scrolls their feed and encounters your firm's advertisement, it cements a visual and intellectual imprint. Over time, these repetitive interactions lead to familiarity. Even if they don’t need your services immediately, when the time arises - be it a legal quandary or a friend seeking recommendations - your firm’s name resonates as the go-to solution. More than just clicks and conversions, Facebook Ads create a narrative, a presence, and a reputation in the minds of potential clients. It's not just advertising; it's the consistent, steady building of a brand's image in the collective consciousness of an audience, ensuring that when they think of legal aid, they think of you.

Start Facebook Ads Now CTA

~ Let's talk and schedule your Discovery Call through the following Calendar!

Discovery Call

45 Mins
Our Discovery Call ~ A no strings attached meeting. This isn't just another sales pitch. Instead, it's a deep dive into the intricacies of your law firm, tailored to understand your unique challenges and aspirations. I'll be asking pointed questions, not just to get to know you, but to craft a precise offer. An offer that outlines not just pricing but tangible, realistic goals that we aim to achieve for your firm.

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Google

"The most used platform for Digital Advertising by Law Firms"

How It Works

1 - Ads Platform

Google provides an interface known as Google Ads where advertisers can set up, manage, and evaluate their advertising campaigns.

2 - Campaign Types

  • Search Network - Ads appear next to search results on Google when someone searches for keywords related to your business.

  • Display Network - Ads show on over two million websites and apps, allowing your ad to show up where your audience is.

  • Video - Ads on YouTube and across the Display Network.

3 - Keyword Selection

For search network campaigns, advertisers bid on keywords, which are words or phrases relevant to their products or services. When someone searches for those terms, your ad might appear above or below search results.

4 - Ad Creation

Create ads tailored to your campaign type. For example, text ads for Search Network or image ads for Display Network.

5 - Bidding Strategy

Decide how much you want to pay when someone clicks on your ad. Google Ads operates on an auction system, which occurs every time a user performs a keyword search.

6 - Quality Score

Google assigns a quality score to your ad, which is a metric based on the quality of your ads, keywords, and landing pages. Higher quality scores can result in better ad positions and lower costs.

7 - Ad Extension

These are additional pieces of information (like phone number, address, or site links) that expand your advertisement to make it more useful.

8 - Ad Groups

For better organization and reporting, you can segment sets of ads and keywords into ad groups.

9. -Remarketing

Using Google's remarketing feature, you can show ads to users who've previously visited your website as they browse the Web.

10 - Analysis & Reporting

Google Ads offers robust analytics and reporting features to evaluate ad performance, understand user interaction, and optimize for better ROI.

Unique Traits of Google

Google Search Network

The Google Search Network, extremely efficient for an audience in a buying mindset, is like having a targeted billboard on the world's busiest digital highway. When potential clients type in search queries related to legal services, your law firm can be prominently displayed at the top of the results. Unlike traditional advertising where you're shouting out to everyone, the Search Network ensures your voice reaches those actively seeking your expertise through certain keywords. Imagine a business owner searching for "corporate legal advice" and immediately finding your law firm. It's about intercepting potential clients at the peak of their intent, making conversions more likely and maximizing the impact of your advertising spend.

Google Display Network

The Google Display Network (GDN) is akin to a vast canvas that stretches across millions of websites, videos, and applications. It allows your law firm's ads to be showcased not just when someone searches, but while they're browsing their favorite news site, watching a YouTube video, or checking an app. The strength of GDN is its visual appeal and extensive reach. For law firms, this means raising brand awareness by consistently appearing in front of potential clients, or previous ones. Imagine someone reading an article about estate planning and, on the same page, seeing your firm's banner offering consultation in that very domain. With GDN, your presence is subtly interwoven into users' everyday digital experiences, ensuring top-of-mind recall when they need legal services. Although it can be used for approaching potential clients, GDN is highly effective on following up on previous clients.

The Benefits of Google

More cases

When individuals turn to Google, they are often driven by immediate need, armed with intent and specificity. Google Ads ensures that your law firm emerges right at the forefront of these searches. But the true magic lies beyond mere visibility. These are clients who have a clear requirement, reducing the time and energy spent on sifting through irrelevant inquiries. Each case you receive is not just a number, but a testament to a targeted, precise match of client needs and your firm's expertise. This leads to swifter case resolutions, bolstering your firm’s reputation and increasing revenues. The aftermath? More time to allocate to core tasks, significantly reduced stress, and the elimination of the perpetual worry about the firm's financial health.

Buyer's Mindset

Tapping into Google Ads offers law firms unparalleled cost efficiency and swift conversions. Why? Because the platform positions your services right in the line of sight of those already in a decisive mindset. When individuals search for law firms on Google, it's typically out of pressing necessity rather than mere curiosity. This means you're reaching an audience that's not just interested, but ready to commit. Thus, your advertising dollars are channeled towards potential clients who are primed to take action, ensuring both a higher return on investment and expedited client acquisition. By leveraging Google Ads, law firms can connect with clients exactly when they're needed most, maximizing both budget and impact.

Unparalleled Reach

The digital realm is vast, but few platforms boast the sheer magnitude of Google. With over 3.5 billion searches conducted every single day, Google is a bustling digital hub where information is sought and decisions are made. For law firms, this means an unmatched opportunity to be at the forefront of potential clients' minds. Consider this: amongst those billions of daily searches are individuals urgently seeking legal assistance, advice, or representation. They're entering queries, hoping for answers, and often, for expert guidance during challenging times. By utilizing Google Ads, law firms position themselves directly in the path of these searchers, capturing attention when it matters most. It's not just about numbers; it's about the immense pool of potential clients actively seeking the services you offer, making every ad impression and click a potential gateway to a meaningful attorney-client relationship.

Local Service Ads (LSA): A Sub-Category of Google Ads

~ As part of Google, LSA is a special service provided by Google

1 - Top of Search Placement

Local Services Ads usually appear at the very top of Google search results, above even the traditional Google Ads. This prime positioning increases visibility for local businesses and ensures they're the first thing potential customers see.

2 - Pay-Per-Lead, Not Click

Unlike traditional Google Ads, which operate on a pay-per-click model, LSAs work on a pay-per-lead basis. This means businesses pay for valid phone calls, messages, bookings, or other specific user actions, not just for clicks on the ad.

3 - Verification & Trust

Businesses that sign up for LSAs undergo a verification process which includes license and insurance checks, as well as employee background checks in certain sectors. Once verified, the business can earn a "Google Guaranteed" or "Google Screened" badge, which increases trust among potential customers.

4 - Service Areas

LSAs are tailored to specific service areas. When setting up an LSA, businesses specify the areas they serve, ensuring they only get leads from customers in those areas.

5 - Reviews & Ratings

LSAs display reviews and ratings from Google My Business, helping potential customers make informed choices based on the experiences of others.

6 - Easy Bookings

Customers can either call the business directly from the ad or send a message request (in some areas). This simplifies the lead generation process.

7 - Budget Control

Businesses set a weekly budget based on the number of leads they want to receive. They can adjust this budget based on demand and performance.

8 - Advanced Tracking

Google provides a dedicated dashboard for LSAs where businesses can track leads, respond to messages, manage bookings, and adjust ad settings.

9 - Refunded Invalid Leads

If a business receives an irrelevant lead (e.g., a job request outside their service area or expertise), they can dispute it and might receive a refund for that lead.

10 - Ads Rotation

Businesses don't choose keywords for LSAs. Instead, Google determines when to show a business's ad based on the services offered and the searcher's query. The better the business's reputation and responsiveness, the more frequently the ad will be shown.

Start Google Ads Now CTA

~ Let's Talk And Schedule Your Discovery Call

Discovery Call

45 Mins
Our Discovery Call ~ A no strings attached meeting. This isn't just another sales pitch. Instead, it's a deep dive into the intricacies of your law firm, tailored to understand your unique challenges and aspirations. I'll be asking pointed questions, not just to get to know you, but to craft a precise offer. An offer that outlines not just pricing but tangible, realistic goals that we aim to achieve for your firm.

Select Date & Time

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Koninginnegracht 63, 2514 AE Den Haag, Netherlands

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