You’ve spent years mastering the law, but here’s a cold hard truth: the best legal mind means nothing if you can’t get your ideal clients through the door. I’m going to show you how to use Meta Ads and Google PPC to land the exact type of cases you want — without wasting a dime on tire-kickers and price shoppers.
First, let’s cut through the noise. Your potential clients aren’t browsing lawyer directories at 2 AM for fun. They’re frantically searching because they have a serious problem that needs solving NOW. That’s your opportunity, but only if you position yourself correctly.
Let’s talk about your “avatar client” for a family law firm. Maybe it’s the high-net-worth executive facing a complex divorce with significant assets, or perhaps it’s the parent fighting for custody of their children. Whoever they are, they’re already on Facebook and Google — you just need to get in front of them with the right message at the right time.
Starting with Meta Ads, here’s your winning strategy: Create what I call “problem-aware” content that speaks directly to your ideal client’s deepest fears and most urgent needs. If you handle high-asset divorces, your ideal client isn’t searching for a “divorce attorney near me.” They’re lying awake at night wondering how to protect their business assets or retirement accounts from getting split in half.
Your Meta ad copy should read like this: “Attn: Executives: Is Your Spouse Coming After Your Business in Your Divorce? Download Our Free Guide: ‘7 Critical Strategies to Protect Your Business Assets During Divorce.’” Notice how we’re leading with the problem, not your credentials. Your prestigious law degree matters far less than your ability to solve their immediate crisis.
For targeting, Meta’s detailed options are your goldmine. Layer your targeting like this:
– Business owners/executives/professionals
– Annual income $150,000+
– Age 35–60
– Recently engaged with financial or business content
– Relationship status changes
– Located within 50 miles of your office
In October 2024, we helped a client generate 23 new cases using Meta Ads for a total value of $89,750. With a total investment of only $5500. Law Marketing Zone not only managed her ads, but we also helped with processes, nurture sequences, and calendar bookings & reminders. Booking her calendar with ‘ready to buy’ clients. We can help you, too!
Now, for Google PPC, we’re playing a different game. These prospects are actively searching for solutions, so your approach needs to be more direct. But here’s where most lawyers get it wrong: they bid on obvious keywords like “divorce lawyer” or “family attorney” and wonder why their cost per click is astronomical.
Instead, target long-tail keywords that signal serious intent and higher case values. For your high-asset divorce practice, try:
“How to protect a business in divorce [state]”
“Hidden assets divorce attorney [city]”
“Executive divorce lawyer protects wealth”
Your ad copy must promise immediate value while qualifying prospects. Try this: “Protecting Executive Assets in Divorce? Free Consultation with Harvard-Trained Family Law Attorney. $1M+ Asset Cases Only. Call Now.”
See what we did there? We’ve immediately filtered out simple divorces while positioning ourselves for complex, high-value cases.
But here’s the master stroke that 99% of attorneys miss: Your landing page must continue the conversation that your ad started. Don’t send prospects to your homepage bragging about your firm’s 50-year history. Create dedicated landing pages that speak directly to the specific problem they searched for.
Your landing page should include:
– A powerful headline restating their problem
– 3–5 bullet points describing their situation (showing you understand their pain)
– A clear value proposition
– Social proof (case results, testimonials)
– ONE clear call to action
Here’s the secret sauce: Use retargeting on both platforms. Someone who visits your landing page but doesn’t convert isn’t a lost cause — they’re just not ready yet. Create a retargeting campaign with educational content that positions you as the authority in solving their specific problem.
Remember, the key to success in Meta Ads and Google PPC isn’t just throwing money at the platforms — it’s about creating a message-to-market match that resonates with your ideal client avatar while repelling timewasters and low-value cases.
Test everything. Track your numbers religiously. Know your cost per lead, cost per qualified consultation, and cost per retained client. This isn’t just advertising — it’s a scientific system for growing your practice with precisely the cases you want to handle.
Attorneys who implement this system properly aren’t just getting more clients — they’re getting better clients, bigger cases, and building more valuable practices.
The question is, will you be one of them?
Reach out, let’s talk, and let’s make 2025 Your Best Year Yet!!
Marilyn Jenkins, Founder
MJ Media Group, LLC | Law Marketing Zone®
Marilyn Jenkins is a seasoned digital growth strategist with a career spanning back to the early 90’s. As the founder of MJ Media Group, LLC, and Law Marketing Zone®, she specializes in all aspects of digital marketing to drive business success.