LinkedIn is increasingly becoming the central platform for law firms to position themselves and attract clients – but is paid advertising there really worthwhile? This article provides well-founded answers for lawyers.
Introduction
LinkedIn is much more than just a digital business card. The platform has become the most important business platform in German-speaking countries – and also offers new opportunities for lawyers: for positioning, client acquisition, recruiting specialists, and visibility as an employer brand.
But is advertising on LinkedIn really worthwhile? Isn't the platform too expensive – or even too "business-oriented" for law firms? In this article, we provide well-founded answers and show how lawyers can effectively use LinkedIn.
TipAre you unsure whether LinkedIn is the right platform for your law firm? We offer free, personalized consultations – including target group analysis and strategy development.
Why LinkedIn is becoming increasingly relevant for law firms
LinkedIn is growing steadily – both in terms of user numbers and relevance. Professionals and managers, in particular, are spending increasing amounts of time on the platform, researching legal topics and actively seeking competent contacts. This opens up new avenues of communication for lawyers:
- B2B law firms: e.g. in commercial, tax or corporate law
- Specialist lawyers: specializing in compliance, IT law, labor law, etc.
- Lawyers with an employer brand: e.g. for growth, recruiting
The advantages of LinkedIn compared to other platforms
LinkedIn has particular strengths as an advertising platform:
- High professional attention: Users consume content with a professional interest
- Reputable environment: ideal platform for consulting and legal services
- Precise B2B targeting: Position, industry, company size, career level
- Long-term visibility: through organic content marketing in addition to advertising
Law firms that want to position themselves in the B2B environment can hardly ignore LinkedIn.
LinkedIn advertising: formats, costs, target groups
LinkedIn ads are more precisely targeted – and more expensive than those on Facebook, but usually produce significantly higher quality results.
Formats:
- Sponsored Content (post ads in the feed)
- Message Ads (directly to the inbox)
- Conversation Ads (with selection fields)
- Lead Gen Forms (with integrated form)
Targeting options:
- Company size, industry
- Job title, career level, function
- Region, language, interests
Cost:
- CPC usually 5–12 €
- CPM approx. €25–70
- Recommended starting budget: from €1,500/month
We analyze for you which target group can be reached on LinkedIn – and whether advertising on this platform is worthwhile. Free of charge.
Strategies for successful lawyer campaigns on LinkedIn
A good LinkedIn campaign needs more than just a few lines of text. Key elements for success are:
- Case-oriented content: What specifically motivates clients or companies
- Focus on the problem instead of self-praise: Think from the point of pain
- Clear added value: Downloads, webinars, checklists, initial consultations
- Lead generation with a form: No detours for the interested party
Example:
„"Ineffective terms and conditions? – How companies can avoid costly contractual risks. Download the free white paper."“
Typical mistakes law firms make on LinkedIn
- Formulated too generally or in too legalistic a manner
- No clear target audience
- Purely self-promotional, with no practical value
- No tracking or retargeting enabled
- No follow-up for leads
OMmatic analyzes your LinkedIn activities for free – and shows you how you can significantly increase visibility and quality.
Personal branding for lawyers on LinkedIn
On LinkedIn, your personal brand becomes your business card – especially for law firm owners or specialized lawyers.
Key elements:
- Continuous contributions with subject-related content
- Authentic insights into working methods & cases
- Commenting and networking in the industry
- Visibility through storytelling and expert debates
Tip: The LinkedIn presence should be seen as a complement to the law firm's website – not as a replacement.
Recruiting via LinkedIn: specifically targeting skilled professionals
Legal professionals, trainees, assistants or legally minded marketing experts – LinkedIn is also an excellent channel for job postings:
- Placement via "LinkedIn Jobs" or advertising campaigns
- Targeted approach based on region, professional experience and skills
- Combination of employer branding & performance recruiting
If you are looking for new employees: We support you in developing a recruiting campaign – professionally and in compliance with data protection regulations.
LinkedIn vs. Facebook/Instagram – which is the right fit for which law firm?
| platform | Ideal for… |
| B2B law firms, recruiting, expert positioning | |
| Consumer law, fast leads, local reach | |
| Emotional topics, image building, young target groups |
Most successful law firms rely on a combination of platforms – with targeted messaging depending on the channel.
Conclusion: Who really benefits from LinkedIn?
LinkedIn isn't the first choice for every law firm – but for many, it's a strategically valuable addition. Especially in the areas of B2B, recruiting, and employer branding, LinkedIn will be an indispensable channel for sustainable growth by 2025.
Want to know if LinkedIn offers potential for your law firm? Schedule a free consultation with us now – we'll show you the best strategies for your success.
FAQ: 10 frequently asked questions about LinkedIn advertising for lawyers
Is advertising on LinkedIn allowed for law firms?
Yes, provided it is factual, legally compliant, and not misleading.
How much does LinkedIn advertising cost compared to Facebook?
It's more expensive, but often has higher conversion quality. On average, €5–12 per click.
Which target groups can my law firm reach on LinkedIn?
Specialists and managers, HR departments, managing directors, industry experts – local, regional or nationwide.
Is LinkedIn even useful for small law firms?
Yes, especially if they want to position themselves as specialists or specifically target companies.
What kind of content performs particularly well?
Problem-oriented content, checklists, white papers, clear legal tips on current topics.
How quickly will results become apparent?
Within a few weeks – with ongoing optimization, often more sustainably than on other platforms.
How does organic reach differ from paid reach?
You build trust organically – advertising brings predictable visibility and leads.
How can success be measured?
Via forms, lead generation tools, Google Analytics, LinkedIn Campaign Manager and CRM integration.
What is more important – the firm's profile or personal profiles?
Both – but personal profiles usually generate more interaction and trust.
Should you manage LinkedIn yourself or use an agency?
For long-term visibility and professional advertising campaigns, collaboration with a specialized agency is recommended.