Facebook Ads is one of the highest-capability tools out there for any law firm that wants to raise brand awareness, get in front of targeted audiences, drive traffic, and/or generate leads. But, as with everything in the digital world, success is not guaranteed, and you might face challenges and ads that don’t convert or bring the results you were aiming for. No need to worry, though, as today we’ll be exploring the top reasons why your law firm’s Facebook ads might not be converting, plus tips on how to improve them.

In general, social media, and Facebook in particular, has been in the spotlight for all the right reasons. Audience targeting and retargeting with the Facebook Pixel are just two of the most prominent choices an attorney can make with Facebook advertising. However, despite the multiple options available, the user-friendly interface, and the ability to set clear goals, complications can occur that put your campaigns in a non-converting scenario. Even the most experienced and resourceful digital marketers have faced such situations. If you find yourself looking for solutions, We’re here to help. We’ve prepared our latest guide with the top reasons your ads could be low on conversions and tips that will help you increase them and achieve your desired ROI.

  1. Fine tuning your targeting parameters 

Custom audiences and audience selection/creation are probably the two most critical aspects of any successful Facebook Ad campaign. If your law firm invests in Facebook Ads, but you’re not sure about your audience, then you need to take a step back and start from scratch. Understand your law firm’s buyer persona and start looking into ways to create a lookalike audience that matches your ideal prospective clients. The top parameters you’ll need to consider are demographics, psychographics & interests, and behavior on the platform. Once you identify these, you’ll dramatically increase your opportunities for better conversion rates and, subsequently, higher ROI.

Tip: If your law firm’s buyer persona includes the US Hispanic demographic, make sure to target them culturally in Spanish. For Latinx users, emotional and cultural bonds are, quite often, a prerequisite.

  1. Not enough data/metrics 

To an extent, this is related to our first point. We’ve seen many law firms that give Facebook Ads a shot on their own, start with too narrow or too wide a selection. Both of these options are problematic. A narrow audience will give you no conversions, very limited traction, and little to no website traffic or leads. On the other hand, a wide selection can consume your budget without showing your ads to the users that matter the most to your law firm. Understanding your goals, brand positioning, and the available tools can assist you in getting the most out of your marketing budget.

Tip: You can combine metrics and data collected from your law firm’s Google Ad campaigns with competitor analysis to develop an action plan that won’t disappoint.

  1. Facebook’s primary utility isn’t searching for products/services.

That is the most significant differentiation between Google Ads for attorneys and Facebook Ads. The Google Search Network’s primary utility is searching for information, news, products, or services. Conversely, Facebook is a social network. People use it to get in touch with friends and family, watch photos & videos, communicate with their relatives through messenger, and, occasionally, to shop or find the services they need. That doesn’t make Facebook irrelevant. On the contrary, it further justifies creating brand awareness that comes at a significantly lower cost when compared to Google Ads. Setting clear goals and realistic expectations when launching a Facebook campaign is vital, and the proper CTAs and touchpoints can lead you to success. It might not come with immediate consultations or signed cases, but through website visits and form submissions, you can retarget using the powerful Pixel.

  1. You need to look into your segmentation.

Segmentation should be a top priority if you want to achieve tangible results with your law firm’s Facebook Ads. Specific ad copy and creatives apply to specific Facebook placements. So, for example, if you’re investing in messenger ads, feeds, and stories, you should perform A/B tests to understand what works best for each placement. Without that step, you risk missing out on opportunities based on different conversion goals and creatives.

5. Issues that run in your funnel

This is our last point, but equally crucial for your law firm’s success with Facebook Ads. If you get people to click on your ads, but they don’t end up converting, you need to review your owned assets that play a part in the process. We’d suggest checking your landing pages and optimizing them for speed, UX, and, ultimately, conversions. If, for example, you are showing your ads to Latinx users, your landing pages should be transcreated into Spanish, be mobile-first, and load quickly. Additionally, we recommend looking at your value proposition, your CTAs, and your content. Optimizing all these assets will allow you to maximize your chances for conversions and new prospective clients alike.

As always, it’s time for our takeaways:

  • Facebook Ads can be a powerful tool in every law firm’s marketing mix, but they must be optimized for conversions and performance.
  • They differ from Google Ads in many aspects, most notably in the nature of the network, which isn’t primarily built for purchases of products and services.
  • Knowing your data, buyer persona, and objectives will help you achieve your end goals and get the ROI you are aiming for.