Here is a screenshot in Ads Manager showing some of the numbers and costs associated with this ad:
As for the CPM for this campaign, it is about double the CPM for a television ad in the local Charleston market. Having said that, the cost-per-click (CPC) is low at 22 cents and the click-through-rate (CTR) is high at 11.01%. This ad has generated 19 new intakes for a cost-per-acquisition (CPA) of $30.58. Overall, this ad’s CPC, CTR, and CPA are MUCH better compared to most Google Adwords campaigns for law firms. Plus, this law firm continues to build awareness through impressions on Facebook.
Example 2 – Promoting Practice Areas
To market practice areas, we don’t typically recommend creating an ad such as “we do family law” or “we’ll help you when you’ve been injured” because Facebook users don’t interact or engage very much with these ads. There is a much better approach called “soft sell/hot topic.” Here’s what I mean by that…
First, find a hot topic in the local news that fits into the practice area you want to promote. In this example, they are promoting animal law. Albeit animal law is far from a lucrative area of practice, the popularity of anything “pet related” is astronomical. The local news was covering a story about a homeowner’s association that was threatening to take away an elderly woman’s dog because it was a “pit mix.” On the day the story broke, they created a post on the firm’s Facebook page linking to the news coverage. Then, it was boosted with a budget of several hundred dollars to run for just a few days because interest in the story would fade after about 72 hours or so. Below is a screenshot of the results that shows over 2,500 engagements, over 500 comments, and a reach of 30,265 persons:
In addition to creating brand awareness for the firm via several hundred post engagements (shares, likes, and comments), the call-to-action was clicked 1440 times. Remember that for the soft sell/hot topic approach to work, you must move quickly to capitalize on whatever is currently trending in the news that may fit within your practice area.
Example 3 -Targeting Specific Cases or Clients
Targeting a specific case or client is identical to soft sell/hot topic approach with a slight twist. In this scenario, you know that there is a certain case or client you want to sign up but you haven’t the means to contact the potential client directly due to ethical prohibitions, lack of information as to how to reach the potential client, or you don’t know the exact identity of the potential client. In this example, the law firm was trying to reach the family members of an assisted living resident who died tragically after wandered off from the facility. As it so happened, the firm was representing the family of another assisted living resident who also died tragically after wandering off from a different facility 3 months before. Here is a screenshot of the post and the results:
Final Thoughts on Effective Facebook Ads for Lawyers
Please bear in mind that there are other factors that can influence the effectiveness of your Facebook ads such as the text of the ad or post, the graphics or video you use for ads, the ad placements (desktop vs. mobile, etc.), and your choice in demographics such as location and other factors.
Also, just because your ad is effective using the budget you started with doesn’t mean your ad will be more effective by increasing your budget. Over time, Facebook uses internal algorithms to make adjustments to “optimize” the display of your ad depending on your budget. When you jack up your budget more than 5% to 10% of your original budget, you throw the “optimization” out of whack and, typically, see a poorer performance. I recommend increasing your budget in small increments and waiting 24 hours to see how the ad is performing before making any adjustments. The same principles are true if you start changing other attributes of your ad such as geo-targeting and demographic adjustments.