In this short on Legal Marketing by Spearleaf, Joshua Albanese, founder of Spearleaf, answers a lawyer whose Facebook ads brought forms but few cases: aim at planned matters, call every form back the same day, control comments on sensitive posts, and follow the bar's advertising rules. One correction: Meta's lead form rules limit health questions, so ask the date on the form and ask about treatment on the callback. Narrated with an AI voice clone of Joshua Albanese. Other characters are AI-generated. Every answer is written and checked by the Spearleaf team.
Read the full guide: Facebook Ads for Lawyers: 4 Things They Need to Sign Cases →
Video Transcript
Business owner: Do lawyer Facebook ads ever sign real cases? We ran them last spring, got about three hundred form fills, and maybe four became cases.
Joshua: That usually means the ad was aimed at the wrong kind of case. Facebook needs four things to work for a firm. First, a planned matter, like an estate plan or an immigration petition. Someone in a holding cell isn't scrolling Instagram.
Business owner: Most of ours were injury ads. Accidents happen to everyone, so I figured the audience was huge.
Joshua: It is. But someone hurt this week usually searches Google or calls a lawyer a friend names. A form about a crash from years back can be stale or past the deadline. If you run injury ads anyway, ask on the form when it happened and whether they saw a doctor. That filters out a lot of the old ones. Second, a same day callback on every form, and a note on which ones signed. A pile nobody calls is just a list. Third, comment control. On posts about immigration or divorce, hide or moderate comments so nobody's story ends up public.
Business owner: My partner runs our family law side. She wants to retarget everyone who visits the divorce page.
Joshua: Careful. Someone researching a divorce quietly may share that laptop with their spouse. Google already blocks divorce ads from targeting past site visitors. I'd skip it on Facebook too. Fourth, it's still a lawyer ad. Under the ABA's model rule it can't mislead, and it names a responsible lawyer or firm with contact info. Check your state bar's rules. Try this tonight: look up local firms in Meta's Ad Library. Notice which practice areas they run and how long each ad has been live. Want the Position Zero Ads Manual We Use to Lower Our Ad Cost? Comment "DRIVE" and I'll send it. And follow for more straight answers like this.