A law firm gained 80 new enquiries in a retargeting campaign that it would have lost otherwise
A Manchester based law firm enjoyed a steady flow of traffic to its website from social media and pay-per-click advertising on Google Ads and Meta (formerly Facebook) Ads. However, the firm made no effort to re-establish lost interest in their services. I developed and implemented a retargeting strategy using Meta Ads that would target potential clients that had previously shown interest in legal services provided by the law firm but who did not make contact. In e-commerce, this is known as “cart abandonment”.
Retargeting is a staple strategy for sellers of goods but is often overlooked by law firms and other professional service providers. It is a well-known fact that these lost consumers are much more likely to convert into a client than a cold audience that is visiting you for the first time.
Over a 12 month period, 4,358 people were served a retargeted ad on Facebook, Instagram and Meta partnered third-party websites and apps. As a result, the law firm received 80 new enquiries from people who had previously visited their website but left without submitting an enquiry form. The campaign cost £1,560, or £19.50 per new enquiry.
This campaign provided over £100,000 in estimated billing and highlights the importance of not writing off potential clients that require a little more convincing before instructing a law firm.
How I did it:
I created a Meta Pixel, the name given to Meta Ads retargeting code, and placed it on every page of the law firm’s website. This code tracks website visitors and populates an audience that advertisers can then point targeted ads towards.
I created an ad that would be served across the entire Meta Ad infrastructure including Facebook and Instagram. I made the ad copy and the artwork as attention grabbing as possible.
As the audience was already familiar with the law firm and had likely previously thought about obtaining legal advice, I considered them to be self-qualified (warm) leads. As a consequence, I aimed to address some of the typical pain points that consumers have towards engaging a solicitor. I would have taken a different approach to a cold lead. These pain points would be addressed in a message from the senior partner.
First of all, I needed the ad to stand out on social media users’ busy feeds. Human behaviour experts suggest that a smiling human who is looking toward the camera is more likely to engage someone who is scrolling through social media feeds. I chose an image of the senior partner with brand colours in the background.
The ad copy (the written part) was placed in quotes to suggest when paired with the image, that it was a direct message from the senior partner. The copy intended to communicate that there are no initial costs and no pressure to instruct using a reassuring tone.
I would like to thank you for visiting our firm’s website recently.
Did you find what you were looking for okay? Making contact with a solicitor might feel a little daunting, but I can assure you that all of our initial discussions are free, without obligation and strictly confidential.
If you need us, we’ll be on hand to do whatever we can to assist. All you have to do is reach out. Book your call back now by clicking the contact us button below.Senior Partner
Several variations of this ad were created to cater for the dimension variants required across different social media platforms, websites and apps.
The ad targeted all website visitors over the age of 18 except those that entered the site onto a blog post and failed to visit a second page. This is because blog readers are unlikely to require immediate representation. Blog readers that do should qualify themselves by clicking on the blog post’s call-to-action button (Eg. Learn more), thus visiting a second page and falling within the targeting parameters. This targeting was made possible through use of the Meta Pixel.
As I was simultaneously running other Meta Ads campaigns for this client, I had previously set up measurement capabilities to monitor the results. Unfortunately, it has become more difficult to measure Meta Ads as a consequence of iOS 14, a software update on Apple iPhones that limited Meta’s ability to track user behaviour. However, this can be mitigated by combining data from both Meta and Google Analytics. For the best and most accurate results, Google Tag Manager can be implemented.
Speak with a legal marketing consultant about Meta Ads for solicitors and law firms
If you would like to speak to a colleague or I about Meta Ads, PPC in general or retargeting campaigns for your law firm, we offer a free initial exploratory consultation. Contact us to book yours. Or, if you would like to know more about these services, visit Digital Ads for Law Firms.