Local Facebook Ads for Solicitors

At Lillian Purge, we specialise in SEO for Solicitors and guide you on targeting local audiences with Facebook Ads for solicitors.

Facebook remains one of the most powerful advertising platforms for professional services, including law firms. With over 40 million UK users, it offers advanced targeting options that allow solicitors to reach specific audiences by location, age, interests, and behaviour. For local practices, this makes it possible to appear directly in front of people who are most likely to need legal help nearby.

Why Facebook Ads Work for Local Law Firms

Unlike traditional ads, Facebook campaigns can be laser-focused. You can define your audience by postcode, town, or even radius—ensuring your ad budget is spent only on the people within your service area.

Facebook Ads also excel at building trust and familiarity. Many people might not need legal services immediately, but consistent exposure to your firm’s name and values helps you stay top of mind when they do. This brand awareness approach can be especially useful for services like conveyancing, wills, employment disputes, or family law, where decisions are often made quickly when the need arises.

Setting Up Local Targeting

The key to success with Facebook Ads is precise targeting. Start by defining your geographic area carefully. You can use several location settings:

• Specific addresses or postcodes: Ideal for firms that serve a limited area.

• Radius targeting: Choose a distance around your office, for example 10 miles, to reach people close enough to visit.

• Multiple locations: Perfect for firms with more than one branch or catchment area.

Once your area is set, refine your audience by adding demographic filters such as age range, relationship status, job titles, or interests. For instance, a family law solicitor might target people aged 30–50 within 15 miles of the office who show interest in parenting or relationship pages.

Crafting the Right Message

The message in your Facebook Ads should feel helpful, not promotional. Legal services can seem intimidating, so the best approach is to simplify and reassure. Speak directly to local concerns and highlight the benefits of working with a nearby solicitor.

For example:

• “Buying or selling a property in Bedford? Our local conveyancing team can help you move smoothly.”

• “Need help with a divorce or child custody matter? Speak to our friendly family law team today.”

• “Worried about writing a will? Our Bedford solicitors can guide you through every step.”

Each message should address a clear client need, include a call to action, and highlight your local expertise.

Choosing the Right Ad Format

Facebook offers several ad formats, and the best one depends on your campaign goal.

• Image ads: Simple, clear visuals work best for quick awareness campaigns. Use professional photos of your team or office rather than stock images.

• Video ads: Short clips explaining legal topics or introducing your solicitors can perform exceptionally well.

• Carousel ads: Showcase multiple services such as conveyancing, probate, and employment law.

• Lead form ads: Allow users to contact you directly within Facebook without visiting your website.

For solicitors targeting local clients, lead form ads are particularly effective because they remove barriers between interest and enquiry.

Using Local Credibility in Your Ads

Local audiences respond well to familiarity and community trust. Emphasise your firm’s roots, experience, and community involvement. Mention your area directly in the headline or description.

For instance: “Trusted legal advice in Milton Keynes for over 20 years” or “Your local Bedford solicitors for conveyancing and family law.” Including recognisable landmarks or local references in visuals can also make your ad feel more personal and relevant.

Retargeting Local Visitors

One of Facebook’s most powerful tools is retargeting. This feature allows you to show ads to people who have already visited your website or interacted with your content. For solicitors, this is especially useful because most clients don’t make decisions instantly.

By setting up the Facebook Pixel on your website, you can remind visitors of your services through tailored follow-up ads such as:

• “Still looking for conveyancing advice? Our local team is ready to help.”

• “You viewed our wills page—book your consultation today.”

Retargeting keeps your firm visible and increases the likelihood that interested users return to make an enquiry.

Setting a Realistic Budget

Facebook Ads allow you to start small and scale up. For local solicitors, even a budget of £200–£500 per month can generate measurable results. The key is to optimise your campaigns continually. Monitor metrics like cost per click, lead quality, and engagement rate to understand which ads perform best.

Avoid spreading your budget too thin. It’s better to target one or two services in a specific area with clear messaging than to promote everything at once.

Optimising for Conversion

Getting clicks is only part of the process—what happens after someone interacts with your ad matters most. Make sure your landing page or contact form is clear, quick to load, and easy to use on mobile devices.

Your landing page should match the ad’s message closely. If your ad promotes conveyancing in Milton Keynes, the landing page should focus on that exact service, not general legal offerings. This consistency helps improve conversions and trust.

Compliance and Professional Standards

All advertising for solicitors must comply with Solicitors Regulation Authority (SRA) rules and the Advertising Standards Authority (ASA) guidelines. Avoid exaggerated claims or language that could mislead. Keep content factual, informative, and transparent.

Include disclaimers where appropriate, such as “This advert is for general information only and not legal advice.” Clarity reinforces professionalism and protects your firm’s reputation.

Measuring Success

Use Facebook’s Ads Manager to track performance metrics such as:

• Impressions and reach (how many people saw your ad).

• Click-through rate (how engaging your ad is).

• Cost per lead (how much each enquiry costs).

• Conversions (form submissions, calls, or bookings).

You can also use call-tracking or CRM software to attribute new clients directly to your campaigns, helping you measure return on investment accurately.

Combining Facebook Ads with SEO

Facebook Ads work best alongside other marketing channels. When combined with SEO, blog content, and Google Business Profile optimisation, they create a complete local visibility strategy.

SEO builds long-term authority, while Facebook Ads deliver quick results and brand exposure. Together, they help solicitors dominate local search and social platforms, making it easier for potential clients to find and trust your firm.

Final Thoughts

Targeting local audiences with Facebook Ads allows solicitors to connect directly with the people who need their services most. By combining precise location targeting, helpful messaging, and professional presentation, your firm can raise awareness, generate enquiries, and establish itself as a trusted name in your community.

With consistent testing, compliance, and integration into your broader marketing strategy, Facebook Ads can become one of the most cost-effective ways to grow your local client base.

For more strategies, see The cost of Google Ads for law firms in the UK and How SEO helps solicitors attract more local clients, or visit our Solicitors Hub.