Estimated reading time: 9 minutes
Yes, they can and personal injury lawyers frequently advertise on Facebook. There are some massive national players in personal injury in Australia. They include:
- Slater + Gordon
- Maurice Blackburn Lawyers
- Shine Lawyers
Most personal injury law firms are not this size, but it is still possible to compete. The issue is that most law firms, even the larger ones, use bland unengaging copy and media, sabotaging their chances of success. It is possible to target Facebook interests of “injury” and “worker’s compensation”, but reaching your audience is one thing, engaging them is another. Google Ads are easier to strategise but more expensive in general, so it is out of reach for most lawyers of this field. Not all lawyers can work for the insurance companies, and there are many who just represent the injured party. Facebook Ads requires understanding of the legal practice area and creativity rooted in marketing fundamentals in order for it to succeed, which, Marketlytics provides to their clients.
Table of Contents
Which Personal Injury Lawyers Use Facebook Ads In Australia?
As mentioned, there are quite a few large firms in Australia in this field who use Facebook Ads like Slater + Gordon, Maurice Blackburn Lawyers and Shine Lawyers. However, there are sometimes potential smaller players like Soul Legal in Perth, Western Australia. Unfortunately, the size of the firm does not change the overall lack of appeal to audiences because of poor media and copy. Have a look here:
Look how uninspired these ads are. There are no good for anything other than retargeting. Pictures of lawyers. High quality, but bland images of injury and car accidents. That is the level their agency are playing on. Being like everybody else. These ads are so poor, they are equivalent to Display Ads. That means their click-through-rate may be 0.5% or less.
Here’s more proof. Let’s look at Maurice Blackburn Lawyer’s Ads:
More blandness. Quality looks a bit better than Soul Legal, and they have bumper video ads (really short videos with snippets of information). No good. This is a multi-million dollar law firm and their conversions for their advertising must pay them, but cannot hit higher objectives on this platform.
Let’s look at Slater + Gordon:
Oh, look they have a mobile app. How quaint. Last example, Shine Lawyers:
These lawyers probably have an app too. But everyone suffers from the same issue. Poor media, poor copy, poor strategy. Big or small, law firm marketing is bland and your options for competent service is limited no matter how big your budget is. Most of these ads only serve brand awareness. They cost a lot without hope of return. Their marketing teams and agencies do not understand these platforms. They spend all the budget of meagre results. They do not have a sound, theoretically underpinning of there marketing strategy like this:
All these creatives, they only target the Unaware or the Most Aware, nothing in the middle! Google Search, Facebook and Instagram do not behave similarly! There is a difference between them! The mind of someone who searches is not the same as one on social media!
Examples Of Good Personal Injury Advertising
There are some personal injury law firms that do it right on Facebook. One such lawyer is Amelia Harris. Here’s some samples of her advertising:
There’s a clear reason why this works or is likely to work. Shock value. The wads of cash really catch the eye and its entertaining, yet has a serious element to it. Here’s some more:
Images can work, but you have to be really, really creative and unconventional.
Why Personal Injury Advertising Is So Poor
As we’ve explained, Facebook’s different. All these marketing teams and agencies are treating the platform as the same as Google Ads. Their targeting might be decent, but to create engaging campaigns is a fine art and science. The time it takes to get the experience in order to fashion high performance campaigns with good engagement is considerable. It is no accident, after bringing to your attention these shortcomings, we have a solution. We know how to please their algorithm and knock out the competition, getting you positive ROI. The reason why these ads have become and stayed poor is a lack of understanding of marketing science like the 5 awareness stages and insight to adapting your strategy to each state.
Our Facebook Advertising Difference
A PPC campaign is a combination of science and strategic art. People respond when the strategy is right. To get the right strategy for the right people, you need to understand the science and its application. Image based advertising done well may work, but it needs to be ingenious to convert the traffic. The strategies for social media are very dissimilar to Adwords. The specific call-to-action you use can influence the entire campaign outcome. The content of the creative is so important. Placements are not worth fussing over as different creative sizes and dimensions influence where they end up being. It is unnecessary to maximise use of characters, not is it necessary to keep it to a few words.
We incorporate video in all our social media advertising and have the tools to make the videos bang. We do not produce generic advertising, we respect that every campaign costs money and will only use effective strategies. The goal of advertising is to produce a return. Therefore, there are no brand awareness exercises, unless necessary, only lead generating services. The average click-through-rate is 0.5%, we can get 3.57% or better. That’s 7 times more effectiveness than typical rates.
Facebook is unique in the sense that client’s websites need not be high ranking in SEO. It doesn’t work on keywords. It is audience based.
Types Of Facebook Ad Campaigns
There are a few types of Facebook Ad Campaigns a law firm can have. They generally are:
- Brand awareness
- Lead Generation
We are not using all the categories of advertising available on Facebook, but broader, more general type of advertising campaigns.
The most unproductive type of campaign, but sometimes, and I really mean sometimes a necessary evil. These are low yielding, low touch exercises, but on a rare occasion they have their place to keep top of mind. Examples of this would be boosting blog posts and sharing tips and tricks.
We are starting to get into the meat of Facebook. Lead generation campaigns are what are called “On-Facebook Leads”. This is like a contact form within Facebook and is an efficient way to capture leads. Because it is within Facebook, there is less friction.
This is a general campaign for your website and web pages. By installing the Facebook Pixel onto a page and configuring it, you will be able to achieve a desired outcome. Examples are Form Submission, viewing key content, etc. You can do a lot with a conversion campaign and it will be more nuanced than Lead Generation.
Also known as retargeting. This is when you sere new ads to past visitors of your website. It can be segmented by the pages they visit or the whole website. You can also retarget past viewers of your ads, interactions of your Page and more combinations.
If there is enough data, Facebook can use a “lookalike audience”. These are people who “look like” your desired users. Very useful for any business. To do this you need at least a hundred emails of your customer base.
Finding a digital marketing agency who knows what they are doing on a social network is just the start of successful advertising there. Your firm must be willing to provide value to your clients as a good offer is still important. Tracking results is also an important factor when running these ads because if you don’t track and measure, it isn’t data driven. Getting leads is one thing, but qualifying them is another important consideration. Marketlytics is a diligent manager of advertising and has friendly service, tailored for the legal industry. Book a discovery call and see the difference!
All discovery calls are confidential
Can personal injury lawyers use Facebook Ads in Australia?
Yes, they can and frequently advertise
Is Facebook Ads effective for personal injury lawyers?
Yes, they can be. But in order to compete with larger players like Maurice Blackburn, Slater + Gordon and Shine Lawyers, ingenuity and strategy is needed
What types of Facebook Ads are there?
This is not how Facebook would describe them, but we categorise the types of Facebook Ads as: Brand Awareness, Lead Generation, Conversion, Remarketing and Lookalike
Is brand awareness a satisfactory strategy?
No, a complete Facebook Ads strategy is nuanced and layered and cannot consist only of brand awareness activities
Clarence Ling is the Founder of Marketlytics, and a guerilla marketer. Initially a trained Lawyer and Practice Development Manager, he contributed to the growth of his firm, including implementing software.
Clarence Ling is a Digital Advertising and Analytics Expert. Having a wide range of advertising experience ranging from international real estate, to legal and previously worked in full service marketing agencies, Clarence is a diligent marketer with an eye for detail and a talent for numbers.
Clarence can carefully plan out the best budget levels for the desired outcomes with projections that are more accurate than most.
His background in Analytics enables a clear, big picture assessment of both organic and paid campaigns, enabling maximum efficiency of those digital campaigns. His analytical background brings precise clarity of client or customer interaction and behaviour on online assets.
Clarence’s four fields of practice are Search Engine Marketing (SEM), Search Engine Optimisation (SEO), Social Media Marketing (SMM) and Email Marketing (EDM). He is best as an Advertiser and is an avid collector of Software As A Service (SaaS) Products, avidly investing in both technology and human capital of Marketlytics.