Facebook Ads for Lawyer: Understanding the Dos and Don'ts

Today, any sector can benefit from advertising on Facebook, even law offices. But do any lawyers know how to run Facebook ads properly? In this blog today, we’ve gathered everything you need to know about Facebook ads for lawyers, from key policies to the dos and don’ts in running ads to help you create a successful Facebook campaign. 

Let's go over the dos and don'ts of Facebook ads for lawyers so you can win at online advertising without violating any restrictions. Have fun reading!

Legal advertising regulations on Facebook ads for lawyers

Even if you're a lawyer and don’t run Facebook ads, you may know that Facebook has strict advertising policies. But what are the particular regulations for lawyers? And why are they noteworthy?

The advertising guidelines on Facebook aim to ensure that all content is truthful and accurate and that it is not misleading users. This is particularly significant for lawyers who advertise their professional capabilities to new customers.

Here are a few of the critical guidelines that lawyers must follow while advertising on Facebook:

• All advertising must be reliable and trustworthy: Your ads shouldn’t contain misleading or deceptive claims about your services, expertise, or identification.
• Lawyers are now allowed to offer particular outcomes to new customers: As a lawyer, you cannot ensure that you will win a case or achieve a specific result for a client.
• Lawyers cannot focus their advertisements on persons identified as needing legal assistance for a specific issue: For example, you cannot target your Facebook ads to those who were recently imprisoned or who have recently lost someone they love.

Violating Facebook's advertising policies can lead to severe penalties, such as disapproved ads, or suspended accounts. In certain situations, lawyers who breach Facebook's policies may risk being removed from their local association.

If you are a lawyer who advertises on Facebook, it’s crucial to keep in mind these policies and follow them properly. This will help you avoid unexpected problem and ensure that your ads reach the right target audience. 

Understand the dos and don’ts in running Facebook Ads for Lawyers

When producing Facebook ads for your law behavior, keep the following dos in mind:

Dos

Maintain a professional attitude: Facebook users get overwhelmed with advertising daily, so it’s essential to make your brand stand out from the crowd with your professionalism. Don’t use slang or overly informal language in your ad copy, and make sure that your pictures are of good quality and relevant to your target demographic.

• Focus on your legal knowledge: People are coming to you because you are a lawyer, so don’t forget to include your legal expertise in your Facebook ads. However, avoid using legal language in excess. Even if you have a law degree, your ad language should be simple, straightforward and helpful to the public. 
• Use appropriate visuals: Images and videos can be an excellent way to catch the eye and excite people's interest. Ensure the visuals you choose for your Facebook ads are appropriate for your target demographic and the legal services you provide. For example, if you concentrate on family law, you might use photos of joyful families or children.
• Include a prominent call to action: Inform them what you want them to do next: visit your website, schedule a consultation, or call you. Your call to action should be clear, short, and straightforward. Make sure that the CTA button works - you don’t want to annoy your customers with a broken button or poor landing page, do you? 
• Ads should be precisely tailored: Use Facebook's ability to tailor your adverts to a specific audience. Consider who your perfect customers are and what categories they fit. If you specialize in divorce law, you could tailor your ads to those who have just divorced or separated.
• Make use of real case studies and testimonials: Case studies bring customers an overview of how you helped previous customers and they can trust your experience and expertise. Moreover, people are more willing to do something if they see others doing it. Don’t forget to include comments from previous customers to your Facebook ads. You can also utilize social proof to demonstrate that your law company is well-known and respected.
• Try out different ads formats. After generating a few ad variations, test them to see which ones work the best. You can experiment with headlines, body copy, images, and calls to action. The Facebook Ads Manager offers thorough insights to help you determine which advertisements are most effective with your target demographic.
• Run ads with a qualified Facebook account: A qualified Facebook account is one that meets Facebook's advertising eligibility criteria. Running Facebook ads with qualified Facebook accounts can help you reach your target audience accurately, increase brand awareness, generate leads, drive website traffic, and boost sales. Start with running ads effectively, then track your performance, and adjust your strategies accordingly, you can maximize the return on your advertising investment and achieve your business goals. 

Rent Ads Agency is your trusted partner for acquiring high-quality multi-platform accounts. We offer access to verified Facebook, Google, TikTok, and other social media accounts, empowering you to optimize your Facebook ad campaigns and achieve your marketing objectives.

Don'ts

Here come the don'ts you should avoid when running facebook ads for lawyer service:

• Make false claims: This includes unproven claims about your experience, competence, or results. For example, you cannot claim to be the "best divorce lawyer in town" unless you have facts to prove that. Though this is not violating Facebook’s policies, it won’t help you grow your business in the long run. 
• Use abusive words: Your Facebook ads should be welcoming to people of all races, religions, ethnicities, genders, sexual orientations, and disabilities. Avoid any terminology that could be interpreted as discriminatory.
• Use fake recommendations: Facebook may not suspend your account for fake recommendations at first, but you can lose customers’ trust by not being honest to them. So the best advice is to stay away from false client testimonials or recommendations from other experts who have not used your services. Make sure that all recommendations and reviews must be accurate and authentic.
• Offer precise outcomes: Legal outcomes are inherently unpredictable, and no lawyer can guarantee a specific result in any case. Therefore, avoid making any promises or commitments in your Facebook advertisements that could mislead or create unrealistic expectations among potential clients.
• Contact clients directly: Sending unsolicited direct messages to potential customers on Facebook can be flagged as spam by the platform's algorithms. Instead, consider exploring alternative methods for reaching customers, such as engaging with their posts, responding to comments, or participating in relevant groups. These proactive approaches can foster genuine connections and build trust with potential clients.

In addition, we have consolidated the key do's and don'ts into a friendly table for your reference

How to talk about sensitive topics on Facebook ads

As a lawyer, you may frequently deal with sensitive issues such as divorce, child custody, and bankruptcy. However, when advertising on Facebook, consider these issues and talk about them with sensitivity and care.

Here are some more suggestions when talking about sensitive topics in Facebook ads:

• Maintaining empathy and compassion: Keep in mind that your audience is going through a difficult period. Use your ad copy to demonstrate that you understand their position and are willing to assist them.
• Respect various points of view: Not everyone thinks the same way. Even if you disagree with a specific point of view, respect their perspective. Avoid aggressive words and broad generalizations.
• Concentrate on education and public awareness: Instead of solely focusing on promoting your services, you can also share your thoughts and knowledge on education and public awareness. Sharing your expertise and insights on relevant legal issues can prove your commitment to serving the community beyond simply selling legal solutions. This is not only establishes your credibility and trustworthiness but also fosters a sense of value exchange, where potential clients recognize the broader impact you bring to society.

We hope that this article has helped you with running Facebook ads for lawyers. Keep your Facebook ads professional, keep that ethical edge, and you'll have Facebook stardom in no time. 

Remember that running a lawyer agent is not only about winning cases but also about winning the hearts (and clicks) of your future customers. 

Best of luck out there, justice champions!

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Mohamed Fouad

Mohamed Fouad is a full-stack web developer and an entrepreneur who's really into advertising. He is the CEO of Rent Ads Agency, a company that helps businesses reach more customers through advertising. He graduated from Stanford University in 2018 and has over 4 years of experience in the tech industry.