In the world of legal marketing, not all website visitors are going to become clients right away. In fact, most won’t. They are shopping over a lunch break, researching firms before committing or wasting their time on your competitor’s site and they leave your website without taking action. That doesn’t mean they are gone for good. With the proper approach, you can win them back — and retargeting ads are your best friend here. “How Your Law Firm Can Reclaim Lost Leads”
Law firm retargeting ads maintain visibility down the road to a prospect whose trust needs time before you can commit it, resulting in more clients from your leads. If your firm hasn’t started retargeting yet, you’re leaving money—and cases—on the table.
Let’s take a closer look at how you can use retargeting effectively, the tools that simplify the process and why it helps in recovering leads which would’ve been otherwise lost.
What Are Retargeting Ads?
Retargeting (also known as remarketing) is a type of digital advertising that automatically displays your advertisements to people who have previously visited or taken action on your website. You’ve probably witnessed this in action: Buy a product page on Amazon, and suddenly you see ads for that product all over Facebook or elsewhere online.
For law firms that use it, retargeting acts as a soft prod: “We’re still here if you need legal help.”
These ads are successful because they appear to people who already know your brand, and the odds that this person will be returning at some point to take action slightly increase.
The Importance of Legal Marketing Retargeting
It is not often that people impulsively purchase legal services. Hiring a lawyer isn’t like purchasing shoes or making dinner reservations; it carries emotional, financial and legal baggage that must be taken into account. People invest time in comparing companies, reading reviews and weighing options.
Find out why retargeting is so successful for law firms:
- It also keeps your company at the top of mind for when people are ready to take action.
- It’s trust through repetition – When people keep seeing your firm, it builds credibility.
- It captures HOT leads – You’re only paying money for ad views to people who have already shown interest.
- It improves conversion – Leads who are re-engaged through retargeting often book a consultation.
- You’re not chasing cold leads, you are reengaging with people who have already made it halfway down the funnel.
How Retargeting Ads Work
The retargeting process begins by placing a pixel (a short piece of code) on your website — which must be approved and handed to you from platforms such as Google Ads or Meta (formerly Facebook/Instagram). That pixel follows that person anonymously when they arrive on your site and puts them into an ad audience.
You then can show ads to those users that “follow” them on other platforms and devices.
Common retargeting platforms include:
- Google Display Network – Your ads can appear on newspapers, blogs and other news sites.
- Facebook & Instagram Ads – Reaches those in your custom audience with social media ads.
- YouTube Ads – Sends your ads to users who’ve interacted with your website or videos.
- LinkedIn Ads – Perfect if you are in B2B works such as employment law or corporate law.
You are the gatekeeper: You decide who sees what and when. For instance, Posted By also allows you to display a “Free Case Evaluation” ad specifically for people who hit your contact page but didn’t actually submit the form.
Effective Retargeting Tips for Law Firms
In order for retargeting to be as beneficial and effective as it should, your campaigns must have purpose. Here are some clever ways to shape your ads:
Segment Your Audience
Not all visitors are made equal. A visitor who landed on your homepage has not gotten as far along the decision-making process journey as someone who read through a practice area page.
Segment by:
- Blog readers
- Landing page viewers
- Contact form abandoners
- Past clients (for referral campaigns)
This enables you to modify the message depending on how warm is the lead.
Use Benefit-Driven Ad Copy
Avoid generic legal ads. Address the user’s pain point and show a clear value.
Examples:
- “Injured in a car accident? We will help you get the compensation, and justice, that you deserve.”
- “Denied workers’ comp? Contact a knowledgeable attorney before it is too late.”
- “Facing questions after being charged with DUI? We will support you — no judgment, just solutions.”
Use a Clear Call to Action
Each and every retargeting ad needs to nudge the user through what that next action will be – whether it’s scheduling a consultation, downloading something free or calling.
Use language like:
- “Schedule Your Free Review of Your Case Now”
- “Talk to a Lawyer in Minutes”
- “Get Legal Help Now, No Fee Up Front”
Keep Creative Fresh
Turn over your visuals and headlines every fortnight if you must. Stale ads just won’t work. Consider adding variety and punch with client testimonials, firm awards or even attorney video messages.
Tracking Success and Optimizing Results
Like all marketing campaigns, retargeting needs to be monitored and optimized. Monitor these metrics:
- Click-through rate (CTR): Is anyone clicking into your ads?
- Conversion rate: Are people moving on to the next level (complete form, call in or speak with me)?
- Cost per conversion: Are you generating affordable leads lastingly?
If you have a poor CTR, consider trying new images or copy. If your rate is dropping, check out the landing pages and intake process.
Even with a small retargeting budget ($5–$10/day), the ROI can be huge when you make sure to optimize your funnel.
Bottom Line: Retargeting Is Going After the Lowest of Low-Hanging Fruit
Law firm retargeting ads has one the best return on investments in digital marketing because you are advertising to your most valuable audience — people who already know of you.
Why spend your entire budget trying to get more clicks, when you can convert the ones that have come in? Re-educate them, build trust and lead them to the point where they are your clients.
Get professional assistance for implementing a retargeting campaign that conversion, a funnel that you can get by with, and more closed cases …
Fill out the Free Discovery Call for Law Pro Nation to recover lost leads and design a better, more efficient legal marketing funnel with the right keywords: How Your Law Firm Can Reclaim Lost Leads, law firm remarketing, defend your legal sales leads, practical for legends, and more law PPC strategy, Funnel for Facebook ads for lawyers, retargeting the law firm marketing, converting law firm leads, nurturing legal sales, and more for attorney marketing.
