How Solicitors Can Use Meta Ads to Attract Clients

At Lillian Purge, we specialise in SEO for Solicitors. This page provides guidance on how solicitors can use Meta Ads to attract new clients.

Meta Ads, which include Facebook and Instagram advertising, offer solicitors a powerful way to connect with potential clients. Unlike traditional marketing methods, these platforms allow law firms to target highly specific audiences based on interests, demographics, and behaviours. When planned correctly, Meta Ads can raise brand awareness, showcase expertise, and generate consistent enquiries from people actively looking for legal help.

Why Meta Ads Work for Law Firms

Meta’s advertising network gives solicitors access to billions of active users every month, including individuals who may not be searching for legal help on Google but still need it. People often use Facebook or Instagram to research local businesses, ask for recommendations, or explore important life events—many of which involve legal needs, such as buying a home, starting a business, or getting a divorce.

Meta Ads work well because they reach potential clients early in the decision-making process. By delivering educational, reassuring, or helpful content to the right audience, solicitors can build familiarity and trust before a client even makes contact.

Setting Clear Campaign Objectives

Before running any Meta Ads, solicitors should define what success looks like. Meta allows advertisers to choose campaign objectives that align with their goals, such as:

• Brand awareness: Building recognition for your firm in your local area.

• Traffic: Driving visitors to your website or specific service pages.

• Leads: Generating contact form submissions or direct enquiries.

• Engagement: Encouraging users to interact with your posts and content.

Choosing the correct objective ensures Meta’s algorithm delivers your ads to the most relevant people. For example, a family law firm may want to run lead-generation campaigns for divorce enquiries, while a conveyancing firm might focus on website traffic for valuation or quote pages.

Creating Targeted Audiences

One of the greatest strengths of Meta Ads is the precision of audience targeting. Solicitors can reach people based on location, age, profession, or interests. For example, a conveyancing solicitor could target homeowners aged 30–55 within a specific city, while a wills and probate specialist might target individuals over 50 who show interest in estate planning.

Custom audiences allow you to reach people who have already interacted with your firm—such as website visitors, Facebook page followers, or those who watched your previous videos. You can also create lookalike audiences, which find new users similar to your existing clients.

This level of targeting ensures your advertising spend is focused on those most likely to need your services, reducing wasted budget and improving overall campaign efficiency.

Crafting Compelling Ad Creative

The creative content of your ad—its visuals, message, and tone—determines how effectively it attracts attention. Solicitors often make the mistake of being too formal in their advertising, which can make ads appear unapproachable.

Strong Meta Ads use clear, conversational language and visuals that resonate with the target audience. For example, a family solicitor could use a calming image with copy like “Going through a divorce? We’re here to help you move forward with clarity.” The tone should be supportive and reassuring rather than overly technical.

Video content performs particularly well on Meta platforms. Short, informative clips explaining topics like “three things to consider before writing a will” or “how property conveyancing works” build trust and engagement quickly.

Optimising Ad Copy for Engagement

The best-performing Meta Ads use copy that speaks directly to user concerns. Avoid jargon and focus on outcomes—what problem you solve and how clients benefit. Keep messages short and action-driven, with clear calls to action such as “Get a free consultation,” “Contact us today,” or “Learn more about your legal rights.”

Including testimonials or case study snippets in your ads can also add authenticity. For example, “See how we helped a local family resolve their inheritance dispute quickly” builds social proof and encourages clicks.

Using Landing Pages to Convert Clicks

Many solicitors lose potential clients by sending ad traffic to their homepage, where users can get lost or distracted. Instead, every Meta Ad should link to a dedicated landing page that matches the message of the ad.

If the ad promotes conveyancing, the landing page should focus solely on conveyancing services with an enquiry form and clear contact details. Keeping the page focused improves conversion rates because visitors find exactly what they expect.

Landing pages should also load quickly, be mobile-friendly, and include trust signals such as client reviews, accreditations, and solicitor profiles.

Budgeting and Ad Scheduling

You don’t need a massive budget to succeed with Meta Ads. Many firms start effectively with daily spends between £10 and £30. The key is consistency and testing. Run small campaigns, measure performance, and scale up what works.

Meta’s scheduling feature allows you to show ads when your target audience is most active. For instance, campaigns aimed at professionals may perform better in the evenings or weekends, while property-related ads might see higher engagement during weekday afternoons.

Monitoring performance metrics—like click-through rates (CTR), cost per lead (CPL), and conversion rate—helps refine strategy and ensures your budget delivers real results.

The Importance of Retargeting

Most people don’t become clients after seeing your ad once. Retargeting allows solicitors to re-engage users who have visited your website or interacted with your content but haven’t yet contacted you.

For example, someone who read your “How to Write a Will” guide might later see a follow-up ad offering a free consultation for will-writing services. These reminder ads keep your firm visible and increase the likelihood of converting interested users into enquiries.

Retargeting works best when combined with informative content that nurtures trust, rather than repetitive or aggressive sales messaging.

Staying Compliant with Advertising Regulations

Legal advertising must always follow the Solicitors Regulation Authority (SRA) guidelines. Avoid making claims like “guaranteed success” or using misleading comparisons. Your ads should be factual, accurate, and sensitive to client circumstances, particularly in areas like family or criminal law.

Including clear contact information, disclaimers, and privacy links ensures transparency and professionalism, which help build credibility with both Meta’s review system and potential clients.

Measuring Results and Continuous Improvement

Meta provides detailed analytics for every campaign, allowing solicitors to track performance in real time. Review metrics such as impressions, clicks, and lead submissions regularly. Identify which ads generate the most enquiries and adjust your creative, audience, or budget accordingly.

Continuous optimisation is the difference between average and outstanding results. Testing new visuals, headlines, and call-to-action phrases helps improve performance over time.

Expert Tips for Solicitors Using Meta Ads

1. Focus on one clear objective per campaign, such as generating leads or increasing awareness.

2. Use professional but approachable visuals to humanise your firm.

3. Always link to specific, conversion-optimised landing pages.

4. Track every lead source using Meta Pixel and analytics tools.

5. Combine Meta Ads with SEO and content marketing for a balanced digital strategy.

Final Thoughts

Meta Ads offer solicitors a unique opportunity to reach potential clients in a personal, targeted, and cost-effective way. By combining thoughtful messaging, clear audience targeting, and strategic follow-up, law firms can turn social media engagement into genuine business growth.

The firms that succeed are those that prioritise education, empathy, and authenticity in their campaigns—qualities that align perfectly with the values clients seek in a solicitor.

You may also find useful our resources on Instagram content ideas for law firms and Targeting local audiences with Facebook Ads for solicitors, in addition to the Solicitors Hub.