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Attorney Advertising on Social Media: Anatomy of a High-Performing Ad


Organic social posts can only take you so far—even for major brands with high engagement. As with Google, visibility is increasingly a “pay to play” landscape. Research shows that more and more consumers are treating social media like a search engine—asking questions, researching brands, and looking for information—making it more important than ever to maintain a presence on these platforms. But how do you turn that attention into leads and, eventually, clients? Social media advertising is your best bet for ROI. Sure, you’ll need to budget, but the investment will actually drive traffic to your site, bolster brand recognition, and likely bring in real ACV. Organic posting is still essential to keep your social presence alive and well, but it’s ads that bring in new clients.

So, what makes a social media ad successful? We’ve broken it down into bite-size bits and are pulling back the curtain on social media success for law firms. And if you’re already a pro, skip down to our TLDR Top Tips List.

Social Ads in 2025: Your Guide to the Essentials

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Advertising HQ: Where to Publish and Manage

For a full breakdown on the best social media platforms for attorneys, check out our 2024 guide to socials.

  • Facebook (Meta)
    • Ad Management via Meta
  • Instagram
    • Ad Management via Meta
  • LinkedIn
    • Ad Management via LinkedIn Campaign Manager 
  • YouTube
    • Ad Management via Google Ads 
  • TikTok
    • Ad Management via TikTok Ads Manager
Immigration law firm video ad example

Visual Cues

Social media is all about images and videos—stats show that visuals consistently outperform text-only posts in terms of engagement, meaning paid social = display ads. Visual-first and text-second. Visuals are a language all their own that, in some cases, can convey a message more effectively than words alone. This is especially crucial when you’re working with limited text space or have just a couple of seconds to make an impression. A thoughtful visual can communicate in a passing glance what might take 15 seconds to read as text. Even a completely wordless ad can convey a complete message—let the visuals handle the heavy lifting.


When it comes to design, visual harmony is key. The best visuals don’t just look good—they tell your brand’s story at a glance. Rather than following fleeting trends like “eye-catching blue” or “authoritative purple,” establish and consistently use your particular firm colors. Cohesive, on-brand visuals build recognition and trust, which is exactly what your social ads need to succeed.

  • Incorporate brand colors, fonts, and logos to build consistency and reinforce brand recognition.
  • Avoid generic stock images that blend into the feed—try to source or create unique graphics authentic to your brand.
  • Optimize images for mobile—most users will see your ad on a phone screen, so keep scale in mind when laying out visuals.
  • Keep in-image text brief—make it visible, readable, and impactful at a glance, like sharp, traditional ad copy.
  • Use motion or animation strategically—subtle movement can draw attention without overwhelming or distracting from the message.
  • Start at the climax—your audience doesn’t have time for a ramp-up! Lead with the peak of your visual story, followed by a clear call to action.
  • Test variations of your visuals—experiment with slight changes to ad designs to identify what formats and elements resonate most with your audience.
  • Comply with accessibility—use alt text best practices so your ads reach the widest audience possible.

Copy and Messaging

In addition to visual language, your ads will also need actual language. The aesthetic appeal grabs attention initially, but the messaging is what holds it. Ad copy should be concise yet powerful, communicating your law firm’s value proposition with precision and intent. With limited space and time to send a message, every word counts.

For law firms, the copy should primarily address the specific needs and concerns of your potential clients. Skip the legal jargon (your audience doesn’t have time for “hereinafter” or “party of the second part”) and stick to straightforward, approachable language. This is your chance to channel Don Draper and the glory days of traditional marketing practices: how can you clearly and compellingly communicate your message with minimal in-image text? Keep it punchy, brief, and solution-oriented. What words resonate with your audience’s specific challenges? What language immediately signals solutions? For example: 

Hyper-specific messaging like “Were you in a truck accident in DuPage County in 2024?” can grab attention when paired with precise audience targeting. While this level of specificity won’t work for every ad, it’s worth experimenting with tailored language that reflects the client’s reality.

For grid or feed ads (paired with captions), you’ve got a bit more breathing room for copy. Captions offer a great space to expand your message beyond the visual and lean into specifics. If your personal injury firm handles auto accidents, for example, reference some of the most common cases you handle, like “hit-and-runs” or “rear-end collisions.” Draw your audience in by directly and specifically mentioning their challenges. Let captions contextualize and persuade, expanding on your visual content. 

Updated Ad Formats and Styles

Social ads come in a range of forms—so many that you could probably write a book on them (and someone likely has). Let’s focus on the format that outperforms all others on socials: visual display ads. While text-only ads do exist, we’re honing in on the top-performing visual formats of today. Of course, the top-performing formats of tomorrow may look different. A strong long-term strategy hinges on a deep understanding of your audience. What resonates with them? What makes your firm stand out in your market? Knowing what works for you, your audience, and your direct competitors is the ultimate key to success.


Nifty Tip: Maximize your creative efforts by designing ads in bulk. Incorporate slight variations, like minimal animations or adjustments with and without your logo, testing performances. Also produce multiple sizes to cover your bases: 1080×1080 square, 1080×1920 vertical, 1920×1080 landscape, and 1080×1350 for video.

The Most Common Social Media Ad Types

Top 8 Social Media Advertising Tips for Law Firms

  1. Don’t neglect organic content. A strong ad strategy works best when paired with an active, engaging social media profile.
  2. Keep an eye on bidding and budgets. Prioritize ROAS (Return on Ad Spend) to maximize your investment.
  3. Know your audience. Use geotargeting to reach local clients and retargeting to stay top-of-mind for potential leads.
  4. Make your ad copy readable. Keep it brief, engaging, and tailored to your audience’s needs—readability wins attention.
  5. Link to the right landing page. Ensure your ads and profiles work together seamlessly to convert interest into action.
  6. Invest in high-quality visuals. Use brand-consistent graphics that tell a story and stand out in the feed.
  7. Test and vary your formats. Experiment with images, videos, and motion to find what resonates best with your audience.
  8. Leverage user-generated content. Incorporate client testimonials, quotes, and videos to build trust and highlight your expertise.

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