Facebook Ads for Criminal Defense Lawyers

Why Criminal Defense Lawyers Should Advertise on Facebook

Meta’s platforms (Facebook and Instagram) let you reach people at the critical moment when they’re facing criminal charges — a time of fear, uncertainty, and life-changing consequences. By leveraging interests, behaviors, and demographics, you can connect with individuals — and their families — as they urgently seek help to protect their future and defend their rights.

Connect With Potential Clients Where They Already Are

Millions of people use Facebook and Instagram daily. Many of them — or their loved ones — may be dealing with legal trouble right now. By advertising where they already spend time, you can position your firm in front of those who urgently need guidance and representation.

Target the Right People at the Right Time

Meta’s advanced targeting lets you reach individuals who are researching legal options, visiting courthouses, reading about criminal law, or otherwise signaling that they might need a defense attorney. Retargeting tools also let you stay top-of-mind for people who’ve visited your website or interacted with your content.

Generate Leads Now While Building Your Reputation for the Future

Our campaigns don’t just bring you immediate consultations — they also educate your audience about their rights, build your reputation as a trusted advocate, and keep your firm top-of-mind for future referrals.

Lower Costs and Scalability for Criminal Defense Firms

There’s less competition for criminal defense advertising on Facebook than on Google, which means lower costs per impression and more efficient lead generation. Because people check these platforms multiple times a day, your firm gets repeated exposure, increasing brand recall when legal trouble strikes.

1. Offer Development
We craft compelling offers tailored to people who need criminal defense services, such as:
- Free case evaluations for anyone facing criminal charges
- Step-by-step guides on what to do if arrested
- Informative resources about your rights during police questioning
- Success stories of dismissed or reduced charges
2. Creative Ideation
Your ads need to resonate with people in crisis. We develop creative concepts that speak to their fears and needs by:
- Acknowledging the stress and uncertainty of facing criminal charges
- Emphasizing the importance of protecting their freedom and future
- Positioning your firm as a knowledgeable and compassionate defender
- Avoiding fear-mongering while conveying urgency
3. Copywriting & Video Scripting
We write ad copy and video scripts that:
- Address the emotions and concerns of people charged with crimes
- Highlight your record of successful defenses and favorable outcomes
- Include empathetic calls-to-action that invite them to reach out
- Follow legal advertising guidelines and ethical rules
We make the video creation process easy, providing you with ready-to-use scripts and production tips.
4. Ad Creation
Once your videos are filmed, our team edits them into professional, high-converting ads. We also create image and text ads that:
- Showcase your experience and professionalism
- Feature testimonials from former clients (where allowed)
- Demonstrate your courtroom skill and legal expertise
- Include educational content about criminal defense rights
5. Landing Page Builds
We design and develop landing pages that:
- Match your brand’s professional and approachable tone
- Offer clear calls-to-action for free consultations
- Highlight your successful case results and client trust
- Work seamlessly on mobile devices
- Load fast and create a reassuring experience for visitors
- Comply with state bar advertising rules
6. Campaign Setup & Management
We handle all the details of running your campaigns, including:
- Targeting audiences based on behaviors, interests, and demographics
- Allocating and optimizing your ad spend for the best return
- Testing different ad creatives and messages
- Monitoring performance and making ongoing adjustments
- Ensuring compliance with legal advertising rules
7. Conversion Tracking & Intake Integration
Our technical team ensures that your leads are properly tracked and integrated into your intake process by:
- Setting up call tracking and form submission tracking
- Integrating with your CRM or case management system
- Providing real-time lead notifications
- Ensuring secure, confidential handling of client information

Lawyer Facebook Ads Portfolio

Take a look at some recent ads we've ideated and created for our attorney clients.

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How We Work With Criminal Defense Firms

We’ve refined a process that delivers results quickly while building long-term campaign success.

Strategy & Creative Planning
We start by getting to know your practice, your ideal clients, and what you want to achieve. This helps us build a strategy that speaks directly to people facing serious charges — at the moment they need you most.
- Analyze your local market and competitors to identify opportunities
- Define offers and messaging that address clients’ fears and needs
- Identify and target the right audiences with precision
- Develop creative concepts that build trust and drive action
Technical Setup & Launch
We handle all the technical details to ensure your campaigns are set up correctly and ready to perform from day one.
- Install Facebook pixel and set up conversion tracking to measure results
- Build and segment audiences by location, interests, behaviors, and retargeting
- Perform thorough quality checks to ensure compliance and smooth launch
Learning Phase
During the first few weeks, Facebook’s algorithm gathers data by testing different ads, audiences, and placements to learn what delivers the best results for your firm. This phase is crucial for identifying the most effective combinations.
- Test multiple ad creatives and messaging variations
- Explore different audience segments to find the most responsive groups
- Monitor early performance to spot promising trends
- Adjust budgets and bids based on initial data
Optimization & Scaling
Once the learning phase identifies what works, we refine your campaigns to maximize results and lower costs. We focus on scaling what performs and eliminating what doesn’t.
- Pause or remove underperforming ads and audiences
- Increase investment in high-converting ads and strategies
- Test new creatives to keep the campaign fresh and avoid fatigue
- Continuously refine targeting and bids to improve cost-per-lead
Stabilization & Growth
Once your campaigns are performing consistently, we focus on maintaining results while uncovering new opportunities to grow your client base.
- Keep lead flow steady with ongoing monitoring and adjustments
- Test advanced strategies like lookalike audiences and seasonal campaigns
- Align ads with your intake process to maximize conversions
- Explore new creative angles to sustain engagement over time

Do Facebook Ads Actually Generate Signed Clients?

Yes, they do - our clients are proof of that.

DUI Law Firm In Miami

Reduced cost per lead from $350 to $55
Generated 127 signed DUI cases in 6 months
ROI of 4 to 1

LA Car Accident Lawyer

Reduced cost per lead from $1,200 to $246
Generated 80 signed MVA cases in 3 months
ROI of 5 to 1

Texas Injury Lawyer

Reduced cost per lead from $700 to $210
Generated 50 signed cases in 4 months
ROI of 3 to 1

Frequently Asked Questions

Can You Target Specific Locations (Geofencing) With Facebook Ads?

While Facebook doesn’t offer true geofencing, we can target people based on where they live, work, or have recently visited — like courthouses, jails, or police stations — using zip codes and radius targeting.
How Long Before You See Results?

Many firms begin seeing leads in the first week. Peak performance is usually reached within 30–60 days as we gather data and optimize campaigns.
How Do You Stay Compliant With Legal Advertising Rules?

We stay current with all state bar rules and Meta’s policies, and we review every ad to ensure compliance before publishing.
What’s Included in the $5,000 Monthly Fee?

Everything you need for a successful campaign: - Strategy & planning - Ad creative (copy, images, videos) - Landing page design & development - Campaign setup, management, and optimization - Conversion tracking & reporting

A MESSAGE FROM OUR FOUNDER

Most Legal Marketing Agencies Are Full Of 💩.

They're focused on "traffic", we are solely focused on generating new cases.

Most agencies are not fit to service law firms. Their strategies are out touch and they don’t understand the inner workings of your business.

I’ve worked with law firms for almost a decade, I know what you care about.

Not rankings, not traffic, not colorful charts and not even leads. New client cases. Our entire process is built with that goal in mind, which is why we’re so damn effective at what we do.

From the way we operate to the way we structure our contracts, we’re not here to bill you for busy work, we’re here to help you land big cases.

LET’S WORK TOGETHER

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