Attracting new clients is challenging for most law firms.

With so many firms vying for attention (using all of the same marketing tactics), it’s more important than ever to seek out other marketing channels to help you stand out.

Enter remarketing ads — a game-changer for lawyers looking to take their ads to the next level.

Remarketing ad campaigns can help you:

• Attract the 98% of website visitors who left your website without reaching out
• Bring in leads at a lower cost per acquisition than regular paid ads
• Make much more money

In this guide, we’ll explain the what and why of remarketing ads, explore the benefits, and look at strategies and how you can implement them into your own law firm marketing campaign.

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What are remarketing ads?

Remarketing ads (or retargeting ads) are a powerful digital marketing strategy that can get your law firm back in front of prospects who previously interacted with your brand.

Here are some types of interactions that can trigger a remarketing ad:

• Visiting your law firm’s website
• Clicking on one of your paid ads
• Engaging with your firm on social media

If a user meets certain criteria, they’ll see remarketing ads on platforms like Google, social media networks like LinkedIn, and third-party websites.

The goal?

To stay top of mind in potential clients’ minds and ultimately convince users to revisit your website and reach out for a free consultation.

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Remarketing for lawyers: How it all comes together

Here’s a step-by-step guide on how remarketing ads work for law firms and how you can implement them.

Identify your target audience: First, you’ll want to identify your target audience. Think about which users you want to retarget based on their interactions with your website. It could be as generic as users who’ve read a blog post, or you could get more specific and only retarget those who’ve started (but didn’t finish) filling out a contact form.

Choose a remarketing platform: Next, decide on the platforms you want to use for your remarketing campaign. We recommend Google Ads, Facebook, and LinkedIn. Each platform offers different targeting options and ad formats, so choose the ones that align best with your target audience and objectives.

Install tracking technologies: Remarketing ads don’t work without tracking technologies, such as cookies or pixels, on your website. Each platform has its own tracking code; for example, Google Ads uses the remarketing tag, Facebook uses the Facebook pixel, and LinkedIn uses the LinkedIn Insight Tag.

Create remarketing audiences: Create specific remarketing audiences based on user behavior or demographics. One audience could be users who’ve visited your estate planning service page, while another targets people who’ve engaged with your social media posts.

Design compelling ads: Create relevant ads that resonate with your target audience. Your LinkedIn audience might want to see something different than your estate planning audience. So, communicate how you can address prospects’ pain points, highlight your law firm’s unique selling points, and show off some social proof alongside your CTAs.

Launch your campaign: After creating your audience and ads, launch your campaign with a budget that works for you. Remember to specify your targeting options.

Monitor and optimize: Monitor your remarketing campaign’s performance using the analytics the platforms provide. Look at click-through rates, conversion rates, and cost per acquisition to gauge the effectiveness of your ads. Then use the data to optimize your campaign by refining your targeting and adjusting your ad creatives.

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Why lawyers should invest in remarketing

Remarketing should be a key component of any law firm’s marketing strategy due to its cost-effectiveness and ability to target warm leads.

The average click-through rate (CTR) for retargeting ads is 10x that of display ads, making it a powerful tool for driving engagement and conversions.

Focusing a portion of your marketing budget on leads who’ve already shown interest in your services keeps you top-of-mind and encourages prospects to reach out.

Ultimately, remarketing is a key component of boosting brand awareness, conversion rates, and getting you a lower cost per acquisition. Your overall return on investment (ROI) will be higher because of it.

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Benefits of remarketing for lawyers

Here are a few benefits of remarketing.

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Improve conversion rates

We’ve already mentioned the numerous benefits of remarketing. But they’re worth restating.

One clear benefit is the significant improvement in conversion rates. Retargeting can increase conversion rates by as much as 150%, as it focuses on users who have already shown interest in your legal services.

Presenting tailored ads to this already warm audience is much more successful than a traditional ad, which is usually someone’s first touchpoint with your brand.

It takes several touchpoints these days to actually persuade most leads into reaching out.

Not only that, but it maximizes the effectiveness of your marketing budget.

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Lower your cost per acquisition

Remarketing ads also lower your firm’s overall cost per acquisition. That is, how much it costs to acquire a new client.

As previously mentioned, warm leads are more likely to convert than cold leads. This means you can achieve better results than traditional paid ads with a smaller budget.

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Increase overall brand awareness

Remarketing ads reinforce your brand’s presence in the minds of prospects who’ve engaged with you at least once.

This repeated exposure not only helps potential clients remember your firm but also builds trust and credibility. A strong brand presence increases the likelihood of potential clients remembering and choosing your law firm when they need assistance, ultimately driving more conversions and business growth.

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Remarketing channels: Where to invest your budget

Here are the main remarketing channels law firms should consider.

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Facebook remarketing

With over 2.9 billion monthly active users, Facebook is likely home to tons of leads for you to remarket to.

And Facebook lets you target users based on their interests, demographics, and even behaviors to get your ads in front of the right people.

Facebook has a variety of ad formats for you to choose from, including:

• Image ads
• Video ads
• Carousel ads
• Lead generation ads

You can use these advanced targeting options and highly specific ad creatives to reach your exact audience.

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Setting up your Facebook remarketing campaign

Here are step-by-step instructions to set up your remarketing campaign.

1. Create a Facebook Business Manager account: Sign up for a Facebook Business Manager account to manage your advertising campaigns and access Facebook Ads Manager.
2. Install the Facebook Pixel: Navigate to the “Pixels” section in Events Manager and create a new Facebook pixel. Add the generated pixel code to your law firm’s website to track user interactions. You might want a web developer to do this for you.
3. Define Custom Audiences: In Facebook Ads Manager, create custom audiences based on user behaviors or demographics. You want to target people who’ve visited your website already.
4. Choose Ad Objectives: Select a campaign objective, like “Traffic,” “Conversions,” or “Lead Generation,” based on your remarketing goals.
5. Create Ad Sets: Set up ad sets for each custom audience you’ve created. Define your budget, schedule, and targeting options, including location, age, and interests.
6. Design Ad Creatives: Design your ads using Facebook’s various ad formats. Make sure your ads resonate with your target audience and include strong calls-to-action.
7. Launch Your Campaign: Once your ad sets and creatives are ready, publish your campaign.

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LinkedIn remarketing

LinkedIn is home to millions of users looking to engage in professional networking. It’s the perfect place to target lawyers and law firm owners who might have previously engaged with your brand.

Like Facebook, you can target specific audiences and use various ad formats on LinkedIn.

• Sponsored content, including images, videos, and carousels
• Sponsored InMail
• Text ads
• Dynamic ads
• Display ads

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Setting up your LinkedIn marketing campaign

• Create a LinkedIn Campaign Manager account: Sign up for a LinkedIn Campaign Manager account, which is where you manage your advertising campaigns and access LinkedIn’s ad tools.
• Install the LinkedIn Insight Tag: Create a LinkedIn Insight Tag in the “Account Assets” section of the Campaign Manager. Add it to your law firm’s website.
• Define Matched Audiences: In the LinkedIn Campaign Manager, create Matched Audiences based on user behaviors or demographics. Target users who visited specific pages on your website or engaged with your content.
• Choose Ad Objectives: Select a campaign objective, likely “Lead Generation,” for remarketing.
• Create Ad Sets: Set up ad sets for each Matched Audience you’ve created. Define your budget, schedule, and targeting options, including job titles, company size, and industry.
• Design Ad Creatives: Design compelling ads using LinkedIn’s various ad formats. They should resonate with your target audience and include strong calls-to-action.
• Launch Your Campaign: Once your ad sets and creatives are ready, publish your campaign.

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Google Ads remarketing

Google Ads remarketing lets you reconnect with users who have previously interacted with their website.

There are several benefits of Google ads remarketing, including the wide reach. Your ads can be displayed across all of Google’s platforms, like Google Search, YouTube, and the display network.

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Setting up your Google Ads marketing campaign

Follow these steps to set up a Google Ads remarketing campaign for your law firm.

1. Create a Google Ads account: Sign up for a Google Ads account to manage your advertising campaigns.
2. Install the Google Ads remarketing tag: In your Google Ads account, navigate to “Audience Manager” under “Tools & Settings.” Create a new remarketing tag and add the generated code to your law firm’s website.
3. Define remarketing audiences: In the “Audience Manager,” create remarketing audiences based on user behaviors, likely website visits.
4. Choose campaign type and objectives: In Google Ads, create a new campaign and select the campaign type (e.g., Display, Video, or Search). Choose an objective based on your remarketing goals, likely “Lead generation.”
5. Create ad groups: Set up ad groups for each remarketing audience you’ve created. Define your budget, schedule, and targeting options.
6. Design ad creatives: Design compelling ads using Google Ads’ various ad formats. Make sure they are created to resonate with each audience.
7. Launch your campaign: Once your ad groups and creatives are ready, publish your campaign.

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4 tips for creating engaging remarketing ads

Here are four tips to get started.

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Create compelling, relevant creatives

To capture the attention of your target audience (and make sure they actually click on your remarketing ads), you need to design them so that they not only look good but speak to your audience’s pain points.

Use clear messaging, high-quality images, and strong calls to action that align with your law firm’s brand and resonate with your target client.

Your ad copy should highlight your unique selling points and speak to your audience’s feelings.

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Don’t forget to set a frequency cap

While remarketing ads are designed to remind users of your law firm, having them see your ads too much can lead to fatigue and cause them to see your firm negatively.

To remedy that, set a frequency cap to limit the number of times a user sees your ad within a specific time frame.

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Use lookalike audiences

To expand your reach even further, create lookalike audiences based on your existing remarketing list.

Lookalike audiences are users who share similar traits and behaviors with your existing audience — they haven’t engaged with your website but are similar enough to your remarketing audience that they are likely interested in your legal services.

By targeting lookalike audiences, you can improve your campaign’s effectiveness and discover new growth opportunities.

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Monitor and optimize ads over time

It’s important to track the performance of your remarketing ads using the analytics tools provided by the platform you use.

You can easily see what areas need improvement by looking at metrics like click-through rates and conversion rates.

Continuously optimize your ads by testing different creatives, adjusting bids, and refining your targeting options. This ongoing optimization process makes sure your remarketing campaigns remain effective and generate the best possible results for your law firm.

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Using remarketing to raise your marketing ROI

By leveraging platforms like Facebook, LinkedIn, and Google Ads, lawyers like you can create highly targeted and engaging remarketing campaigns to improve conversion rates, increase brand awareness, and lower cost per acquisition.

But to get the rest results, you have to work hard on optimizing both your ad creatives and targeting. That’s where a professional law firm marketing agency comes in.

JurisPage can help create your law firm’s perfect Google Ads (and remarketing ads) campaigns. Get in touch today for a free consult.