Paid social for professional services firms
Where paid social fits
Paid social shows your firm to people who are not searching yet, or who looked and left. Google Ads reach people at the moment they search, so for most firms they come first and paid social comes second.
Who it suits and who it doesn’t
It suits
- Firms that can describe their ideal client clearly, such as business owners in a region or company directors in one sector.
- Firms already getting enquiries from search that want to reach people earlier.
- Firms with something to promote, such as a seminar, a guide or a busy time of year.
It doesn’t suit
- Firms whose clients only look for help when a problem arrives. Google Ads reach them at that moment.
- Firms whose website does not yet turn visitors into enquiries. Fix that first, or the ad spend is wasted.
- Firms that want likes and followers. We run ads to bring enquiries.
If your site is the problem, conversion work is the better place to start.
Facebook and Instagram ads
Facebook and Instagram run on the same Meta ad system, so we manage them together. They are good for reaching people in a defined area and for showing your firm again to people who have visited your website.
LinkedIn ads
LinkedIn lets you reach people by job title, industry and company size. It suits accountants, financial advisers and commercial law firms that want to be seen by business owners and senior decision makers.
What firms use it for
- Reach people before they search
- Put your firm in front of the right people before they start comparing firms.
- Win back website visitors
- Show ads to people who visited your site and left without getting in touch.
- Promote an event or a time of year
- A seminar, a webinar or seasonal work, aimed at a defined area or audience.
Staying within the rules
Solicitors must make sure their publicity is accurate and not misleading, and financial promotions are regulated by the FCA. We write every ad with those rules in mind and keep each claim to what your firm can support.
Your firm approves every ad before it runs, so the person responsible for compliance sees the wording first. Meta can also limit how ads for financial products are targeted.
How we track enquiries, not likes
Likes and reach are easy to buy and say little about new clients. We track the calls and forms that come from each ad and report what each enquiry cost. Where you can share your enquiry data, we match enquiries to the instructions that followed.
How we work
Review
We look at who you want to reach, what you have tried and how your site handles visitors from an ad.
Audience and ads
We choose the audience and make the ads, writing the words and designing the images and video. You approve every ad before it runs.
Tracking
Calls and forms from the ads are tracked before launch, so the cost of each enquiry is known.
Launch and adjust
We check results every week and change the audience, wording and budget.
Report each month
Enquiries, cost per enquiry and what we are changing next.
What it costs
There are two parts. Your ad spend is paid to Meta or LinkedIn from your firm’s own account, and you set the budget. Our management fee is a percentage of that spend, with a monthly minimum, agreed before work starts and quoted plus VAT. Making the ads is included. There is no long contract. It runs month to month with 30 days’ notice.
What to watch for when hiring a paid social agency
- Reports that show reach, likes and impressions but never enquiries.
- Ad accounts set up in the agency’s name rather than your firm’s.
- Long contracts before you have seen what an enquiry costs.
- No step for your firm to approve ads before they run.
Questions firms ask before booking
Should we start with Google Ads or paid social?
For most firms, Google Ads come first, because they reach people already searching for your services. Paid social suits reaching people earlier, winning back website visitors and promoting events.
Do Facebook and Instagram ads work for law firms?
They can, for the right job. They are weaker than search ads at finding someone who needs a solicitor today, so we use them for reach, remarketing and promotions. We tell you in the review whether they suit your firm.
Is LinkedIn advertising worth it for accountants and law firms?
It can be when your clients are businesses or senior people, because LinkedIn lets you target by job title, industry and company size. It works best with a clearly defined audience.
How much does paid social cost?
There are two parts. Your ad spend is paid to Meta or LinkedIn from your firm’s own account. Our management fee is a percentage of that spend, with a monthly minimum, agreed before work starts and quoted plus VAT. It runs month to month with 30 days’ notice.
How do you track enquiries from the ads?
We track the calls and forms that come from each ad and report the cost of each enquiry every month. Where you can share your enquiry data, we match enquiries to the instructions that followed.
Can ads for a law firm or financial adviser break the rules?
They can if the wording overstates what the firm offers. Solicitors must make sure their publicity is accurate and not misleading, and financial promotions are regulated by the FCA. We write with those rules in mind and you approve every ad before it runs.
Which platforms do you run?
Meta, which covers Facebook and Instagram, and LinkedIn.
Find out if paid social suits your firm
Book a free 20-minute review. We look at who you want to reach and tell you whether paid social, Google Ads or something else should come first. No obligation.
Prefer to talk now? Ring 07779 238876