A Lawyer’s Guide To Setting Up Facebook Ads (Step By Step)

If you’re a lawyer looking to grow your practice, you’ve probably considered Facebook advertising.

After all, with billions of active users, the platform represents an enormous opportunity to connect with potential clients.

But there’s a challenge: Facebook’s advertising platform wasn’t designed with law firms in mind.

Between business manager accounts, pixels, campaign structures, and targeting options, the technical complexity can feel overwhelming—especially when you’re already juggling client work and running your practice.

The Cost of Getting Facebook Ads Wrong

The stakes are high. Without proper setup and strategy, you risk:

• Wasting thousands of marketing dollars on poorly targeted campaigns
• Attracting the wrong type of leads who drain your time and resources
• Falling behind competitors who are effectively leveraging these platforms
• Investing countless hours trying to understand a platform that changes constantly
• Feeling frustrated as your marketing budget disappears with minimal return

Many law firms abandon Facebook advertising altogether after initial disappointment, missing out on what could be their most valuable source of new clients.

This comprehensive guide will walk you through setting up and managing Facebook ad campaigns specifically for your law practice.

Whether you plan to manage campaigns yourself, have your marketing team handle them, or hire an agency, this guide will give you the understanding you need to make informed decisions.

Let’s dive in.

1. Set Up Your Business Manager and Facebook Ads Account

Before running any ads, you need to establish the proper account structure.

Business Manager Account Setup

Your Business Manager account is the top-level entity that houses all your Facebook marketing assets. Here’s how to set it up:

• Create a Business Manager account if you don’t have one already by going to business.facebook.com
• Create an ad account within your Business Manager (you can have multiple ad accounts if needed)
• Connect your law firm’s Facebook and Instagram pages to your Business Manager
• Add a payment method (a credit card is recommended to earn points on your ad spend)
• Set up your Facebook pixel – this is the tracking code that allows you to remarket to website visitors and track conversions

Pro Tip: If you’re using WordPress for your website, there are plugins that make pixel installation simple. Otherwise, you’ll need to add the pixel code to your website header.

Understanding Facebook Ads Campaign Structure

Facebook’s campaign structure has three levels, each serving a specific purpose:

1. Campaign Level – This is the top level where you define your main objective (typically lead generation for law firms) and organize by practice area or client problem

2. Ad Set Level – This middle level is where you define:

• Your audience targeting
• Your budget allocation
• Placement options (where your ads will show)

3. Ad Level – This is where your actual creative content lives:

• Images or videos
• Ad copy (headlines and descriptions)
• Call-to-action buttons

Understanding this hierarchy is crucial for organizing your law firm’s marketing efforts effectively.

2. Create Your First Facebook Ad Campaign

Now that you understand the foundation, let’s create your first campaign.

Setting Campaign Objectives

• Navigate to your Ads Manager and click Create
• Select Leads as your campaign objective (this is the most effective for law firms)
• Name your campaign based on the practice area or client problem you’re targeting (e.g., “Trucking Accident – Workplace Issues”)
• Leave special ad category settings unchanged unless you’re running political ads

Important: While there are many campaign objectives available, the “Leads” objective is almost always the best choice for law firms looking to generate new clients.

Campaign Budget Setup

For your initial campaigns, start with a testing budget:

• Testing phase: $20-$50 per day
• Scaling phase: $200-$1,000 per day for campaigns that prove successful

This allows you to gather enough data to make informed decisions without overspending initially.

3. Create The Ad Set For Your Campaign 

The ad set level is where you define who will see your ads and how much you’ll spend to reach them.

Geographic Targeting

1. Select the locations where you’re licensed to practice
2. For local practices, use radius targeting around your office (typically 10-25 miles depending on population density)
3. Consider the demographics of different areas in your city (language preferences, income levels, etc.)

Custom Audience Strategies

Facebook offers powerful audience targeting options specifically valuable for law firms:

1. Website Traffic Audiences – Target people who have visited your website (requires your pixel to be installed)
2. Customer List Audiences – Upload client email lists from your CRM
3. Video Viewer Audiences – Target people who have watched your video content
4. Lookalike Audiences – Find people similar to your existing clients

Detailed Targeting Options

For practice-specific targeting, you can use detailed demographic and interest options:

For trucking accident cases:

• Target truck drivers
• Target people interested in commercial vehicles
• Include related occupations

For workplace injury cases:

• Target construction workers and related professions
• Include interest categories related to physical labor

Pro Tip: Enable the option that allows Facebook to find additional relevant people beyond your detailed targeting. Once you have some conversion data, Facebook’s algorithm can identify patterns you might miss.

Audience Exclusions

To improve your campaign efficiency:

• Create a custom audience of people who have already contacted your firm
• Exclude people who submitted leads but weren’t qualified
• Exclude irrelevant geographies or demographics

4. Create The Ads For Your Facebook Campaign

At the ad level, you’ll create the actual ad content people will see.

Ad Format Selection

1. Single Image or Video – This is the most common format (95% of ads)
2. Carousel – Multiple scrollable images or videos in one ad
3. Collection – Mobile-optimized format showcasing multiple items

For legal services, video tends to perform particularly well, especially testimonials and attorney explainer videos.

Ad Elements

Each ad consists of several key components:

1. Primary Text – The main body of your ad
2. Headline – The most prominent text (keep it benefit-focused)
3. Description – Additional supporting text
4. Call-to-Action Button – Choose “Contact Us” or “Learn More” for most legal campaigns
5. Destination URL – Your landing page where leads will be directed

Creative Testing Strategy

The key to Facebook advertising success is testing multiple variations:

1. Create 3-5 different ads within each ad set
2. Test different:
   • Headlines
   • Images or videos
   • Primary text approaches
   • Call-to-action buttons

As Facebook collects data, it will automatically favor the best-performing combinations.

Expert Tip: Vertical video content (9:16 aspect ratio) typically performs better than horizontal, as most users view Facebook on mobile devices.

5. Launch, Test And OptimizeCampaigns

Running successful Facebook campaigns requires ongoing management.

Performance Monitoring

The most important metric for law firms is cost per result – specifically:

• Cost per lead
• Cost per consultation
• Cost per qualified client

Focus less on metrics like reach and impressions, which don’t directly indicate business results.

Optimization Process

1. Daily checks – Review campaign performance briefly each day
2. Weekly optimizations – Make adjustments to targeting and budget
3. Bi-weekly creative refreshes – Add new ad variations to prevent ad fatigue
4. Monthly strategy reviews – Evaluate overall campaign performance and adjust strategy

Campaign Structure Examples for Common Practice Areas

Personal Injury Campaign Structure Example

Campaign Level: Trucking Accidents

Ad Set Level:

• Ad Set 1: Website Visitors (Remarketing) – $10/day
• Ad Set 2: Cold Audience – Truck Drivers – $50/day
• Ad Set 3: Lookalike Audience – $30/day

Ad Level (within Ad Set 2):

• Ad 1: Video testimonial from truck driver client
• Ad 2: Attorney explaining common insurance issues
• Ad 3: Free case evaluation offer with form
• Ad 4: Statistics on settlement amounts
• Ad 5: “Do’s and Don’ts” after an accident

Family Law Campaign Structure Example

Campaign Level: Divorce Representation

Ad Set Level:

• Ad Set 1: Previous Website Visitors – $15/day
• Ad Set 2: Parents 30-55 in your city – $40/day
• Ad Set 3: Custom Audience from Divorce Support Groups – $25/day

Ad Level (within Ad Set 2):

• Ad 1: Video on protecting your children during divorce
• Ad 2: Free divorce planning guide offer
• Ad 3: Attorney explaining property division laws
• Ad 4: Client testimonial (anonymized)
• Ad 5: FAQ video addressing top divorce concerns

The Outcome: A Steady Stream of Qualified Legal Clients

When implemented correctly, this Facebook ads strategy delivers:

• Consistent lead generation – A predictable flow of potential clients
• Better lead quality – Targeted campaigns that attract your ideal clients
• Reduced cost per acquisition – Optimized campaigns that deliver better ROI over time
• Scalable growth – A system you can expand as your practice grows
• Competitive advantage – Sophisticated marketing that sets you apart from competitors

Attorney James Miller implemented this exact framework for his personal injury practice and shares: “After struggling with marketing for years, this structured approach to Facebook ads completely transformed our firm’s growth. We’re now generating 15-20 qualified leads per week at about 40% lower cost than our previous marketing efforts.”

Key Considerations

While this guide gives you the foundation to set up Facebook ads for your law firm, remember:

1. Time commitment – Proper campaign management is time-consuming
2. Expertise required – The platform changes frequently and requires ongoing learning
3. Testing budget – Expect to invest in testing before achieving optimal results

For many law firms, working with a marketing partner experienced in legal advertising delivers the best results while allowing you to focus on serving clients.

Your Next Steps

Ready to implement Facebook ads for your law practice?

1. Set up your Business Manager account and connect your pages
2. Install your Facebook pixel on your website
3. Create your first campaign following the structure outlined above
4. Start with a conservative testing budget of $20-50 per day
5. Monitor and optimize based on performance data

Need expert help implementing this strategy? Contact our legal marketing team for a free Facebook ads audit and strategy session.

Disclaimer: Results may vary based on practice area, location, and market competition. All advertising must comply with state bar regulations for legal advertising in your jurisdiction.