Social media is often underestimated – yet Facebook and Instagram will be more relevant than ever for reach, visibility, and client acquisition in 2025. This guide shows law firms how to advertise using data, avoid typical mistakes, and effectively acquire new clients or candidates with targeted social ads. Includes best practices, target group strategies, and a free initial consultation.
Introduction
Anyone who thinks Facebook is dead and Instagram is only relevant for fashion influencers is sorely mistaken – especially from a law firm's perspective. While digital communication continues to evolve, social media platforms remain a powerful tool for reach, visibility, and client acquisition. But will that still be the case in 2025?
In this article, we examine whether Facebook and Instagram advertising is still worthwhile for lawyers – and how you can use it in a targeted and legally compliant manner.
By the way: At OMmatic, we offer lawyers a free initial consultation to assess their advertising opportunities on Facebook & Instagram. No obligation, individual and practical.
Why social media became relevant for law firms
Legal services require explanation and are based on trust. This is precisely what makes social media attractive: platforms like Facebook and Instagram offer space for visibility, personality, and expertise. Since the liberalization of advertising guidelines for lawyers, social networks have become an important channel for recruiting, brand building, and client acquisition.
The changing user behavior on Facebook & Instagram
While Facebook's popularity among younger users is declining, people over 35 – those who frequently seek legal advice – remain active. Instagram is visually compelling and ideally suited for building rapport and trust. With targeted messaging, you can still reach relevant audiences today, particularly in family, employment, and traffic law.
Organic reach vs. paid reach
Organic reach has been declining for years. Facebook and Instagram have become pay-to-play platforms. But that's not a disadvantage: those willing to invest in advertising get clear KPIs, targeted audience insights, and measurable results. Those who don't remain virtually invisible.
If you would like to know what budget makes sense for your law firm and how your advertising success can be measured – we will be happy to advise you free of charge and individually.
What goals can be achieved with Facebook and Instagram advertising?
Depending on the campaign goal, you can use different levers:
- Reach: Make your law firm visible
- Image building: Building trust through personal insights
- Lead generation: Acquiring clients through forms
- Recruiting: Targeted communication with employees
- Retargeting: Re-engage potential customers
Typical mistakes law firms make on social media
Many law firms fail not because of the content, but because of the strategy:
- No clear target group definition
- Unprofessional design
- Missing landing pages
- Incomprehensible or overly legalistic language
- No tracking or analysis
We offer a free analysis of your law firm's current social media presence – and identify areas for improvement. Schedule your initial consultation now.
Target group targeting for lawyers
A major advantage of Facebook and Instagram advertising: You reach exactly the people you want – for example:
- Employees interested in "termination" or "severance pay"„
- Parents with legal questions regarding custody
- Self-employed individuals interested in "Legal advice on contracts"„
- Users who have already visited your website
Lookalike audiences or local target groups allow you to advertise with extreme precision.
Success factors for law firm campaigns
What makes a good advertising campaign?
- Clear call to action (CTA): What should the user do?
- Appealing visuals: High-quality images or short reels
- Legally correct, but understandable: No legal jungle
- Mobile optimization: 90 % users are mobile.
- Landing pages with contact form or appointment booking
Tip: If you're unsure what an effective campaign structure for your law firm might look like – talk to us. We'll clarify your options in a free, no-obligation strategy consultation.
Case studies: What works in practice
Some successful approaches from practice:
- Employment law: Campaigns titled "Received a termination notice?" including a severance calculator
- Traffic law: Advertisements for „Fine too high? We check for free“
- Medical law: Addressing vaccine injuries or treatment errors
- Family law: Storytelling approaches to custody disputes or separation
- Recruiting: Video ads that offer insights into everyday life at the law firm
Conclusion: Is Facebook and Instagram advertising still worthwhile?
Yes – but not based on gut feeling. Those who work with data, target precisely, and continuously optimize can still achieve excellent results with social media ads. The channels aren't dead – they've just become more demanding. For law firms with a clear goal and a sound strategy, Facebook and Instagram remain a relevant component of online marketing.
Take advantage of our free initial consultation to find out how your law firm can use Facebook and Instagram effectively – professionally, in compliance with data protection regulations, and measurably.
FAQ: 10 frequently asked questions about advertising on Facebook & Instagram
Is Facebook advertising even allowed for law firms?
Yes, as long as it remains objective and does not contain any impermissible promises (§ 43b BRAO).
Which platform is better for law firms – Facebook or Instagram?
Facebook is suitable for informational campaigns, Instagram for visual, emotional content. Ideally: combine both.
How much budget should one allocate?
Starting at around €500 per month, you can conduct initial meaningful tests. For professional campaigns, €1,000–€2,000 is recommended.
How much does it cost to acquire clients via Facebook?
This varies depending on the legal area, target group, and quality of the ad. The range is from €10 to €150 per lead.
Can small law firms also make good use of social media ads?
Yes, especially locally targeted campaigns are often very efficient.
How quickly do Facebook campaigns show results?
Initial results are often visible after a few days – but real optimization usually takes 4–6 weeks.
How can I avoid legal mistakes in advertising?
Pay attention to factual wording, no promises of success, and always ensure a correct imprint.
How do I track whether the advertising is successful?
Success can be accurately measured using meta-pixels, form conversions, appointment bookings, and call tracking.
What kind of content performs particularly well?
Personal approach, concrete problem solutions, emotional stories and simple language.
Is it worth working with an agency?
If you want to advertise professionally and measurably in the long term: Yes. A specialized agency knows the legal framework and understands what's important for law firm campaigns.