3 Must-Answer Questions Before Running Facebook Ads

⚠️ Most law firms waste money on Facebook ads by skipping the planning phase. In this short but essential episode, Danny Decker lays out the three critical questions every lawyer must answer before launching a campaign. If you’re serious about generating leads that convert—and avoiding vague, expensive ads—this is your roadmap to getting it right from the start.

📌 Key Takeaways

• Define exactly what service you’re promoting before launching an ad.
• Get laser-specific about who your ideal client is.
• Know your target cost-per-client before spending a dime.

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Chapters

• 0:00 Three Strategic Facebook Ad Questions
• 0:07 Focus on Specific Practice Area
• 0:50 Identifying Your Target Clients
• 1:29 Understanding Cost of Acquisition
• 2:17 Episode Preview Wrap-up

Transcript

Speaker 1: 0:00

Three strategic questions to answer before you get going with your Facebook ad campaign. Number one what specifically are you trying to sell? It is a big mistake to jump on a Facebook ad campaign and just promote four different practice areas all at once. You don't want to run an ad where you're talking about your family law and your estate planning and your immigration services, right? You want to speak to a specific problem that you are going to solve for your prospective clients, and so, before you even get there, you need to decide what is your focus going to be? Right, maybe you have multiple practice areas, maybe you have multiple offices in different locations all well and good, but where do we want to start when it comes to promoting your services? What specifically do you want to sell? And then next thing you've got to do is decide specifically who you want to attract. Right, what type of clients do you want to attract? Because you want to be clear, as clear as possible on who you want to attract with your ads. You think about that example that I showed you a few minutes ago, where we had a client avatar that was basically moms with young children that were in the top 25 percent in terms of household income. That's a clear client avatar. You want to be able to think about your targeting that specifically.

Speaker 1: 1:29

And then third question is getting into what I call some of the money math, right, which is what are you looking to accomplish with the financial resources that you're investing into this campaign? The number one question that you want to answer is what is your target cost of acquisition? To answer is what is your target cost of acquisition, which is a fancy way of saying how much are you willing to pay for a new client? Right, and that answer is going to be different for each of you because your firms are different, right? Some of you may, you know, have I've talked to I don't know if there's any immigration firms on here now, but you know I've talked to immigration firms that you know their average case value is $2,000, $2,500. And then we work with plenty of family law firms who will potentially bill $40,000 or $50,000 in a high net worth divorce. So obviously, your cost of acquisition is going to be very different.

Speaker 2: 2:17

Thanks for listening to today's preview from this week's episode. If you had any thoughts on it, please leave us a review. We would greatly appreciate it. Don't forget if you love your lawyer friends, let them know about the Law Firm Marketing Minute. We'll see you tomorrow.