Launch your first Facebook / Instagram campaigns

Running ads on Facebook and Instagram can help law firms reach a broad audience, generate leads, and grow their client base. Here’s a simple, step-by-step guide to get you started.

Step 1: Set Up Your Facebook Business Manager Account

  • Create a Facebook Business Manager account: Go to and click "Create Account". Follow the prompts to enter your business details.
  • Add your Instagram account: In Business Manager, navigate to Business Settings > Accounts > Instagram Accounts and click "Add".

Step 2: Define Your Campaign Objective

  • Choose your campaign objective: Go to Ads Manager ( and click "Create". Select an objective that aligns with your goals, such as traffic, lead generation, or conversions.

Step 3: Build Your Target Audience

  • Define your audience: Use Facebook’s detailed targeting options to narrow down your audience. For law firms, you might target by location, demographics, interests related to legal services, and behavior.
  • Use custom audiences: Upload your existing client list to create a custom audience. You can also use lookalike audiences to find new prospects similar to your best clients1.

Step 4: Choose Your Ad Placements

  • Select ad placements: Facebook allows you to choose where your ads will appear. Select both Facebook and Instagram for maximum reach. You can also choose automatic placements to let Facebook optimize where your ads are shown.

Step 5: Create Your Ad Content

  • Design your ads: Use engaging visuals and compelling copy. Ensure your headlines grab attention and your text is clear and concise. Highlight your legal expertise and include a strong call-to-action (CTA).
  • Format options: You can choose from various ad formats, including single image, carousel, video, or slideshow ads. Video ads often perform well in capturing attention.

Step 6: Set Your Budget and Schedule

  • Budget: Decide between a daily or lifetime budget. Set a bid strategy that aligns with your campaign goals.
  • Schedule: Choose the start and end dates for your campaign. You can also opt to run your ads continuously starting today.

Step 7: Review and Launch Your Campaign

  • Review settings: Double-check all your selections, including targeting, placements, ad creatives, budget, and schedule.
  • Launch: Once you’re satisfied, click "Publish" to launch your campaign.

Monitoring and Optimization

  • Track performance: Use Ads Manager to monitor key metrics such as impressions, clicks, click-through rate (CTR), and conversions.
  • Optimize: Based on performance data, make adjustments to your ad creatives, targeting, and budget to improve results. Regularly test different ad variations to see what works bes