How Facebook Ads Can Boost Your Business

By on December 16, 2013 in Social Media

jacob photoSocial media marketing is not a new idea for law firms, yet many firms are not effectively tapping into one of the most effective social media platforms–Facebook. Law firms have inundated LinkedIn, while ignoring the options available to them on the social media site. When used properly, Facebook can be an effective marketing tool for law firms.

Retailers across the country know this, and most major retailers use Facebook advertising quite effectively. Yet this marketing venue is not one that is limited to retailers. Businesses of all types, including law firms, can benefit from the power of this social media platform, if they launch and maintain their Facebook ads successfully.

Here at the Law Firm of Jacob Sapochinick, we have learned what works in the world of Facebook advertising. Our firm launched its professional Facebook presence in 2010. Since that time, the firm’s fan base has grown to over 96,000 people. Using Facebook advertising, we generate a minimum of $5,000 to $6,000 each month in revenue. To achieve this type of success with Facebook marketing, you have to start the right way. In this three-part series, we will look at how your firm can do the same thing. First, you need to get started on the right foot.

Starting a Facebook Presence

The first step in this process is to create a Facebook presence. You have to have something to promote with your ads. Your Facebook presence needs to accurately reflect the level of professionalism your firm offers, point to your website, and provide your contact information. The good news is that it’s completely free to start your Facebook marketing strategy.

Promote Your Facebook Page

After creating our Facebook fan page, we had to spread the word about it to grow likes organically. The Facebook link was printed on all of the firm’s business cards (with a QR code), on the letterhead, and also on the office’s entry door. This strategy quickly grew the page to 10,000 organic likes, at which point we started looking into Facebook ads.

Not all firms can grow organic likes effectively in this way. If a firm is struggling to gain likes, then “Like Ads” can be an effective form of advertising. These ads are some of Facebook’s most affordable, and they will be displayed to friends of the page’s existing fans, encouraging them to also “like” the page. This means a greater chance of reaching the target demographic: people who can actually use the firm’s services.

Create Engagement

Increasing engagement with existing fans is another way to gain more fans. If your site’s fans are engaged–commenting and sharing your posts–their friends will be attracted to your page because your page will show up in their news feeds through your fans’ commenting or sharing. We will look at how to encourage fan engagement in a later post.

Optimize the Facebook Page

People who are looking for the type of legal services your firm provides will use Google to find a lawyer. You can increase their chances of finding you by optimizing your Facebook page. Under the info tab you can add keyword-optimized text to increase your results in the search engine queries. If both your Facebook page and your firm’s website rank well, you will get even greater online results.

When marketing lawyer services or a law firm, Facebook is a powerful tool–if it is used correctly. It all starts with building and promoting your page well, then turning to Facebook ads to promote it, and your firm. With the right foundation in place, your ads are going to be even more effective.

Our firm has done this effectively, and we are ready to share the secrets to our success with you. In the next post we will talk about building the right strategy to help you use your page more effectively.

Jacob Sapochnick


Jacob Sapochnick is an immigration lawyer in San Diego, CA. His firm uses YouTube and social media almost exclusively for its marketing, and his Facebook page now has almost 92,000 likes. Jacob blogs on immigration law at Visa Lawyer Blog and on twitter. He also consults other lawyers on Legal Marketing and Blogs at

As an expert in his field, Mr. Sapochnick contributes to newspapers and radio shows worldwide, has authored various articles, lectures at conferences, contributes to online legal communities and is an active member of the American Immigration Lawyers Association. The firm’s immigration website is the highest ranking site for immigration lawyers in San Diego and he was featured on ESPN, FOX News, Reuters and many other prominent outlets. Jacob and his Law Office support clients in Spanish, Russian, Hebrew and French. You can follow him on Twitter @visalawyerblog.

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Comments (2)


  1. Jacob,
    Great post to Lawyernomics. I see that you have really optimized FB to boost your immigration practice. Like divorce and family law, that is an area well served by the Internet; many prospects locate lawyers through a basic Internet search.

    My comment is that our law firm often promotes our blog posts via FB by “boosting” the links to our select posts. It increases the number of views exponentially; for a reasonable cost [$40 to $100] you get thousands of eyeballs on your content. Blog posts with interesting content also makes your FB page a destination to both client prospects and other lawyers.

    Good luck with your efforts and again, great post.

  2. Timothy,

    Thanks for the comment. I agree that boosting the post is a great way to get more exposure. One tip is that if you do boost, wait 48 hours after posting and only at that point boost. This way you can get even higher exposure on your paid ads.

    Good luck


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