Paid Social for UK law firms
We turn social ads into enquiries, not likes.
Most firms have tried boosted posts or a broad campaign and got views, likes and very few serious enquiries. We put your practice areas in front of the right people on Facebook, Instagram and LinkedIn at the moments legal need appears, and measure it in enquiries and signed matters.
See how every paid channel scores, Meta included
Generate your Client Acquisition Map- Free map
- 90 seconds to start
- Reviewed by a senior strategist
Is Paid Social right for your firm?
This service is built for
- Law firms that want to grow specific practice areas and are open to educating prospects before they are ready to instruct
- Partners who understand that brand, trust and familiarity matter as much as rankings in competitive markets
- Firms with a clear intake process and the willingness to follow up promptly with new leads
Probably not the right first step
- Firms with no clear positioning yet: an advert cannot tell people who you are for until the firm has decided
- Firms without the intake capacity to follow up new leads quickly, because an interested prospect who hears nothing goes cold
- Firms expecting instant “switch on and fill the diary” results
If any of those describes your firm, PPC or SEO may be a better first focus, because both reach people who are already searching for a solicitor.
Paid social does a different job. Your ideal clients spend hours every day on Facebook, Instagram and LinkedIn, even when they are not “Googling a solicitor”, and the life events that lead to legal need often appear there first. Paid social lets you reach them by location, interests and those events, and it reinforces your brand and expertise so that, when the legal issue arises, your firm is the first one they think of. You have already invested in your reputation, your content and your website; this makes sure that work is seen, consistently, by the people most likely to need it. If you want to build a visible, trusted presence with your ideal clients and stay in front of them, this is for you.
How our Paid Social programme works
Audience and messaging strategy
We start with who you want to act for, practice area by practice area, and define your ideal clients for each one. Then we map the moments in their lives where legal need appears, such as a house move, a new job or a dispute, because paid social lets us target by location, interests and life events rather than by search terms. For each practice area we develop compliant campaign angles and messages that speak directly to those situations, in plain English, written inside the SRA Transparency Rules from the first draft. This strategy sets which platforms each practice area runs on and how the budget is shared between them, and you see it before anything is built.
Creative and campaign build
We create and launch the adverts: copy, images and video where appropriate, designed to educate, build trust and invite a response rather than collect likes. Each practice area gets its own creative, matched to the angle set in the strategy, so the message a person sees fits the situation they are in. Video is used where it suits the practice area and the audience, not by default, so a firm with no video can still start. The campaigns are structured into prospecting and retargeting on the right platforms for your firm, with each advert pointing at a page or form built for it. You see every advert before it runs.
Landing experience and lead handling
A click that lands on a general homepage is a click wasted, so we connect every campaign to a focused landing page or lead form that answers the question the advert raised, for that practice area and that message. Then we look at what happens after the enquiry arrives: who picks it up, how quickly, and what they ask. We make sure your intake process can capture, qualify and follow up new leads quickly, so interested prospects do not go cold. If the intake process is not ready, we say so before the spend starts, because a campaign is only as good as the response to the enquiries it creates.
Prospecting and retargeting
Prospecting campaigns put your practice areas in front of people whose location, interests and life events point to legal need, including the many who are not yet searching for a solicitor. That is the part of the job search advertising cannot do. Retargeting keeps your firm in front of warm website visitors and past enquirers: the people who read a practice-area page and left, or asked a question and did not instruct. Because they already know your name, that second contact builds on the trust the first one started, and it brings down the cost per enquiry across every channel. The two run together: every visitor prospecting wins becomes someone retargeting can keep in front of.
Ongoing optimisation and reporting
We monitor performance by practice area, audience and creative, and refine the campaigns towards what generates quality enquiries and signed matters rather than what generates the most clicks. Budgets move to match: a practice area that is producing matters gets more, one that is only producing likes gets less. Reporting is in plain language and in the measures a partner cares about, which are enquiries, their quality and what each one cost, never views or impressions on their own. Because the campaigns reinforce your brand and expertise, we report what happens to your SEO, PPC and offline enquiries alongside them, so any lift is seen rather than assumed.
Outcomes you can expect
Our goal is simple: more qualified matters supported by paid social.
More enquiries from people who already recognise your firm and trust your expertise
Greater visibility for key practice areas among the exact audiences most likely to need them
More consistent touchpoints with website visitors and past enquirers through retargeting
A stronger brand presence that lifts the performance of your SEO, PPC and offline marketing
Results, from the firm's own numbers
Crescat have transformed how we show up online, for example our Q2 reports show our new users grew by 26%, and leads more than doubled, with conversion rates improving by over 50%
Alvin Holder Digital Marketing Manager, Russell Cooke
- 2×leads
Note: Russell Cooke's 2× is the firm's overall leads figure, not one from paid social alone. We do not yet publish a client number that comes from paid social alone.
Written inside the SRA Transparency Rules from the first draft.
Packages from £2,800 a month, with a 50% lead-growth target and a service-credit guarantee from Tier 2.
See packagesQuestions firms ask about Paid Social
Do people really find a solicitor on social media?
Rarely by searching there, which is why this is not built like search advertising. Your ideal clients spend hours every day on Facebook, Instagram and LinkedIn, even when they are not “Googling a solicitor”, and the events that lead to legal need, such as a house move, a new job or a dispute, show up in what they follow long before they type a search. Prospecting puts your firm in front of them at that point. Retargeting keeps you in front of the people who have already visited your site or enquired and have not yet instructed.
The aim is to reinforce your brand and your expertise so that, when the legal issue does arrive, your firm is the first one they think of, and the first one they contact. We measure it in enquiries and signed matters, never in likes, views or impressions.
Which platforms do you use, and how is the budget split between practice areas?
Facebook, Instagram and LinkedIn, chosen practice area by practice area rather than by default. The audience strategy in step one sets where each one runs, based on where its ideal clients spend their time and on the location, interests and life events that point to legal need for that kind of work. A practice area can run on one platform or all three, and the mix is reviewed against the results rather than fixed at the start. No platform is used because it is there; each one has to earn its place with enquiries.
The budget follows the same logic. Each practice area starts with a share agreed with you in the strategy, then the share moves as the results come in: an area that is producing quality enquiries and signed matters gets more, one that is only producing likes gets less. You see the split, and every change to it, in the reporting, so there is never a question of where the money went.
Do we need new creative, or video?
Not to start. We create the adverts: copy, images and video where appropriate, written to educate, build trust and invite a response. Video is used where it suits the practice area and the audience, not by default, so a firm with no video at all can still launch. Where you already have good material, such as a well-written practice-area page, a client story you have permission to use or a partner who is comfortable on camera, we build on it. Where you do not, we produce what is missing. You see every advert before it runs, and every one is written inside the SRA Transparency Rules from the first draft.
How do you keep the adverts inside the SRA rules?
Every campaign angle, advert, landing page and lead form is written inside the SRA Transparency Rules from the first draft, and you see the creative before it runs. Compliance is part of the messaging strategy in step one, not a check bolted on at the end, because a message rewritten after it is built costs time and usually loses the point that made it work. The adverts educate and invite a response; they do not promise outcomes and they do not pressure anyone into instructing. If a practice area needs particular care, the strategy says so before a word of copy is written, so nothing is built that would later have to be pulled.
What does the map show before we spend anything?
Your Client Acquisition Score across six pillars: Demand, Conversion, AI answers, Authority, Technical and Paid efficiency. It is built from your own Search Console, Google Ads and Google Analytics data and a crawl of up to 1,000 pages, with 90 days of search history and more than 600 automated checks, in about 25 minutes. It is scored only on what we can verify from the accounts you connect; a channel you have not connected is shown as not connected, never scored at zero. That tells you where your paid search spend and your landing pages stand before a pound goes into social.
If an agency already runs your social, the map is still useful, and it is a common starting point. It measures what is happening on your site and in your accounts, not who did the work, so it shows whether the clicks you are paying for reach pages that convert. Many marketing leads use it to check that what they are being told matches what their own data says. Every map is reviewed by a senior strategist before it is sent.
