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Meta Ads (Facebook and Instagram) for personal injury lawyers, a light on its own cycle

Search ads reply to a phrase someone has just typed. Meta Ads (Facebook and Instagram) run on another cycle: the firm's name and a practice area page appear in feeds across the cities it serves, with no typing needed first. We run Meta Ads (Facebook and Instagram) for personal injury lawyers as a light apart from the search signals, and we count what arrives from it separately.

No ad goes live before the attorney signs off, and the firm's own account and card carry the spend.

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What a feed adds to the route

Every other head on the route, from the organic listing to the Google Ads position, waits for a searcher to begin the trip. A feed ad can introduce the firm's name and its practice area pages to people across a county before any search happens. That suits a firm that wants its name seen through the cities it serves, and it suits no firm that expects a feed ad to act like a search ad.

This one is set as its own light, on its own timing. Audiences are drawn by location and by nothing about a person's circumstances, and we build no lists from personal details. Each ad leads to one landing page on the firm's website, and the counts are kept by campaign so they sit in the report beside those from Google Ads.

Legal services fall under the platform's separate advertising policies, and the firm is the one to study them. Whatever the ad says about the firm is the attorney's to weigh against the bar's advertising rules, so each ad stays a draft until a sign-off arrives.

Four settings behind a feed campaign

  • Reach

    Audiences drawn by place

    A campaign covers the cities and counties the firm lists and stops there, so the spend follows the service area.

  • Wording

    Copy cleared by the attorney

    Short lines naming the firm and one practice area page. They say nothing about any person's situation and nothing about the firm's record.

  • Form

    A short lead form

    Where a form is used, it has three boxes: who is writing, an address to answer, a number to ring.

  • Counting

    Tallies by campaign

    Calls and forms are tied back to their campaign, so the monthly report keeps feed work apart from search work.

Two kinds of ad slot beside each other

Both belong on the route, but each keeps different time.
SignalSearch ad slotFeed ad slot
What starts itSomeone types something like personal injury lawyer near meThe platform places the ad in a feed
What it carriesOne practice area and one cityThe firm's name and a practice area page
Where the person landsThe matching landing pageThat landing page, or a short form
How it is countedBy ad groupBy campaign
Whose pen clears the wordingThe attorney'sThe attorney's

Setting the timing for a feed campaign

  1. Register the firm's own ad account

    Login and card both belong to the firm, so the platform bills the firm directly and the account's history is the firm's.

  2. Draw the map

    We enter the cities and counties from the firm's list and aim each campaign at one cluster.

  3. Draft the ads and route them

    Each ad is drafted for the attorney, then matched with the landing page for its practice area.

  4. Read the tallies beside the search work

    The monthly report sets feed calls and forms next to those from the other platforms, and we adjust the timing where one lags.

Confirmed before a campaign goes live

  • The attorney has signed off on every line of ad wording
  • The landing page matches the practice area in the ad
  • The audience covers only cities and counties the firm serves
  • Contact details are the only thing the form requests
  • No ad describes anyone's situation
  • The firm has read the platform's policies for legal services

Under the bar's advertising rules, what the firm says about itself is the attorney's responsibility.

Three assumptions that cloud a feed budget

Said at the partner meetingFeed placement is just search placement in new clothes.

What the timing sheet showsA search ad meets someone already looking. A feed ad introduces the firm, so it is tallied and judged separately.

Said at the partner meetingA wider audience is the safer choice.

What the timing sheet showsA wide audience spends across places the firm does not serve. We aim at the service area alone.

Said at the partner meetingThe ad needs personal details to find its audience.

What the timing sheet showsAudiences are built by location, and the lead form gathers contact details only.

Ad management plans that cover Meta Ads (Facebook and Instagram)

Each ad plan contains identical work; adding a platform is the only thing that changes the monthly figure.

Carried by each ad plan, however many platforms

  • Ad copy and keyword lists drafted ahead of launch and approved by the attorney
  • Negative keywords reviewed against the searches that actually arrive
  • Call and form tracking built so that no case facts get recorded
  • Click charges land on the firm's own card from each platform; none of that money reaches us
  • A monthly summary of calls and forms for each ad group

  • One ad platform

    $895/month

    One lane: Google Ads, Bing Ads (Microsoft Advertising) or Meta Ads (Facebook and Instagram), whichever fits the practice area.

  • Two ad platforms

    $1,595/month

    Two lanes at once, picked from Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram).

  • Three ad platforms

    $2,295/month

    All three lanes open together: Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram).

Over and above these prices come the click charges, which the platforms put on your card. Startup fees do not exist here and no term is signed.

Questions about feed ads for injury firms

Which card carries the feed spend?
The firm's, through its own ad account. Our management fee sits on a separate line.
Can the attorney pause a running ad?
Yes. Nothing goes live ahead of the attorney's sign-off, and the attorney may pause any ad afterwards.
Is anything gathered about a person's circumstances?
No. The form takes three plain contact details, and call tracking is built to record nothing about anyone's situation.
Should this be the first ad platform?
Search ads usually come first for an injury firm because a searcher has started the route. Feed ads are a separate step after that.
May the firm add this platform later?
Yes. Platforms join one by one, and the plan price moves with the platform count.

Ask how a feed campaign might fit

Write with the counties you cover, then choose the slot on the contact page when the CEO rings.

What should the first pages cover?

Name the practice areas your firm handles, the cities and counties it serves, and the referral sources it already has. Keep every name and every fact about a person's situation out of the message: this inbox is for marketing questions, and writing to us forms no attorney-client relationship.

Tell us about the firm and its practice areas

Say which practice areas you want found, which cities you cover and who already sends you referrals. A few lines will do. Please leave out the names and details of anyone's situation: nothing sent here is confidential, and it creates no attorney-client relationship.

A slot is optional. The call is about marketing only, so please keep legal questions and the details of any person's situation out of it.

The slot for our call

No slot chosen yet. Untick the box to skip it.

Open half hours are labeled for the zone you choose, and the call goes to the phone number typed above.

Time the route from search to phone call

Tell us the practice areas your firm handles and the cities it serves. We plan the order in which a searcher meets each page, the Maps entry and each ad, and the attorney signs off on every piece.

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