Facebook and Instagram ads for personal injury law firms

• Ad creative for the case types you choose, such as auto accidents, trucking, slip and fall and workplace injury
• A landing page or lead form built for one case type at a time, with consent language for your intake team's call and text follow-up
• Targeting by state and practice area only
• Intake setup: a short first-contact script, the qualification steps your team uses and a handoff the moment a form comes in
• Tracking of qualified intakes and signed cases as your firm reports them, so we can see which ads bring cases and not just clicks
• A weekly report covering what ran, what was stopped and the next test

Scope and fee are agreed after the call. Ad spend is paid by your firm to Meta and is separate from our fee.

When someone fills in a form, your intake team is alerted by text and email, and we track how long each lead waits for a first reply. Your intake team does the follow-up. We never call or text leads. We never pass a firm's leads to anyone. We set up delivery of each lead straight to your intake team or CRM.

The form stays neutral. It asks for contact details, state, case type and the best time to call. Case type choices name the practice area only. Qualification happens on the firm's intake call.

Your firm's advertising rules

• Your firm and its counsel approve every ad, form and landing page before it runs. Nothing goes live without that approval.
• We build campaigns to work within Meta's advertising policies and your state bar's advertising rules. Your counsel confirms what applies to your firm.
• Advertising rules differ by state. Some states require ads to be filed with the bar before first use, and some require labels or disclaimers. We plan the schedule around that.
• We cannot promise any result, number of leads or number of signed cases.
• We do not write case results, settlement figures or client testimonials. If your firm wants to use any, your counsel supplies the wording and any disclaimer your state requires.
• Every ad carries your firm's name and contact details.
• We are a marketing service, not a law firm or a lawyer referral service, and we give no legal advice.
• The ABA Model Rules of Professional Conduct 7.1 to 7.3 are a useful reference, and your state's own rules are the ones that apply.

Meta's advertising policies

• Meta does not list legal services as a Special Ad Category. Meta's advertising standards still apply to every law firm ad, and Meta can reject or remove any ad.
• Meta's rules do not allow ads to suggest they know something personal about the person seeing them, such as a health condition. Our ads describe your firm's services and do not speak to the viewer's injuries.
• Meta limits what a lead form may ask. We keep the form to contact details and basic case information and cover the rest on your intake call.
• We build campaigns to work within Meta's advertising policies. We cannot promise Meta will approve any ad.

If you need Meta and search campaigns for a B2B sales pipeline rather than case intake, see our social and search programs for B2B teams.

1. Call

   30 minutes

   Your states, case types, intake hours and who approves ads at your firm.

2. Setup

   Build

   Ad account in your firm's name, tracking, landing page or lead form, first-contact script.

3. Review

   Your review

   Your counsel approves every ad, form and page. Where your state bar requires ads to be filed before use, that filing happens first and can add time before launch.

4. Launch

   Launch small

   One state or region and one or two case types, so you can see what works before anything grows.

5. Report

   Weekly report and review

   We go through intake results with you every week and agree what to change.

• ABA Model Rule 7.1
• ABA Model Rule 7.2
• ABA Model Rule 7.3
• Meta Business Help Center: How to choose a Special Ad Category
• Meta for Developers: Special Ad Categories
• Meta Advertising Standards: Privacy Violations and Personal Attributes
• Meta Advertising Standards, including Lead Ads