Paid social · Meta for law firms
Facebook advertising for lawyers, priced for the job it actually does.
Legal pays $104.58 per Facebook lead. That's nearly 5x the $21.98 every other industry pays. Judged as a lead source, that number kills the channel. Judged as the second touch behind search and TV, it's the cheapest layer in your funnel. We run it as the second touch.
We'll pull what every firm in your market is running on Meta and the gap they've left open.
Free. Back in one business day.
Read the number's full story: Where Legal's Social Dollar Actually Goes
The two jobs
Facebook ads for lawyers: what the channel does, and what it doesn't.
Facebook and Instagram ads reach people in your market before they search. That's the promise and the trap. A cold Facebook lead costs legal $104.58. A cold search click on competitive injury terms runs $126 to $660 and up. Neither is cheap, and only the Facebook lead is optional.
The cheap job is the second touch. A visitor who left your site without calling isn't gone. Retargeting shows your ads only to people who already visited you. It puts your firm back in front of them at $5 to $15 per thousand impressions.
That's the job we buy Facebook for: reinforcement of the demand your search and TV dollars already paid to create. Prospecting spend has to earn its way in after that layer is full.
The service
Four moves. Every one of them measured.
The market read
We pull what every firm in your market runs on Meta from the public ad library. You see who's spending, what they're saying, and the angle nobody has taken. One page, one business day.
The retargeting build
Audiences built from your own site visitors, re-engaged at $5 to $15 per thousand impressions. That beats another $126-plus search click. You'll know it's working when the second-visit and call numbers move.
Creative that stops the scroll
Short data videos cut from findings only your firm holds. The scroll stops on a number, not a logo. Every figure on screen traces to a named source.
The monthly report
How often your firm shows up in your market's feed versus every rival, counted. Plain numbers, no dashboard theater.
The wider feed
Where Facebook fits in social media marketing for law firms.
Facebook and Instagram ads are one piece of social media marketing for law firms, not the whole picture. Organic content and LinkedIn referrals build the audience. Paid Meta ads retarget the people that audience sends to your site.
Firms that treat Facebook as their whole law firm social media marketing plan overspend on cold prospecting. Firms that run it as the paid layer behind an organic strategy get a different price. They pay $5 to $15 for retargeting instead of $104.58 for a cold lead.
The receipt
We checked the number everyone uses to cut this channel.
$104.58
What legal pays per Facebook lead, against a $21.98 average across every other industry WordStream tracks.
The industry's most-cited ad-spend census tracked $2.5 billion across 26.9 million legal ads in 2024. It counted social at zero. Its Digital category excludes social media, stated four times in the methodology.
Firms are cutting a channel nobody is actually measuring. So we measured the job instead of the price.
Source: WordStream 2024 Facebook Advertising Benchmarks · American Tort Reform Association census, March 2025 report.
Read the study →From the desk · July 13, 2026
Legal pays $104.58 per Facebook lead, nearly 5x the cross-industry average. The census tracking $2.5B in legal ads counts social at $0.
What it costs
Priced on scope. Rolling monthly. No lock-in.
We price on scope, not a rate card. For social that means the retargeting build, the creative work, and the monthly report, sized to how competitive your market's feed is.
The quote comes after the read, sized to what your market actually runs.
Check my market's feedRolling 30-day terms
No lock-in. If the spend doesn't trace to signed cases, you leave.
Quoted after the read
We size the number to your market's real competitiveness, never a flat menu.
One firm per market
We work with one law firm per market. When you're in, a competitor in your city can't be.
Go deeper
The guides behind this page.
Facebook and retargeting
The full guide to Facebook and Meta advertising for law firms →
Before you decide
The questions behind the Facebook decision.
What does a Facebook lead cost a law firm?
$104.58 on average, per WordStream's 2024 legal benchmarks, against $21.98 across other industries. That's the prospecting price. Retargeting the people who already visited you costs a fraction of it.
Do Facebook ads work for law firms?
As a first touch, they're the most expensive lead in the benchmark set. As the second touch behind search and TV, they're the cheapest reinforcement you can buy. The channel works when it's given the right job.
Should my firm run prospecting or retargeting?
Retargeting first, always. Prospecting only after the retargeting layer is full and only where the market read shows an open angle.
What about Instagram and LinkedIn?
Instagram rides the same Meta buy. LinkedIn is a referral-network play, not a lead play, and we treat it that way.
Can law firms advertise on social media?
Yes. Most state bars treat Facebook and Instagram ads the same as any other attorney advertising: no false claims, no guaranteed results, clear ad labeling. Check your own state bar's rules before you launch. They vary.
How do I choose who runs Facebook ads for my firm?
Ask what job Facebook is doing for you. Awareness, retargeting, and cold prospecting are priced differently. Ask what your market's other firms are already spending on Meta. Ask to see real numbers in the report, not just activity.
Your market's feed
Your market has a number too. We'll pull it.
We track $141.6M a month in legal advertising across 35 US markets. Your read covers who's in your feed, what they run, and the angle still open.
Free. One market, one page, one business day.