LinkedIn Ads for lawyers
When you're a lawyer, you don't have time to chase prospects. We want the right customers to come to us. And for that, LinkedIn checks all the boxes.
When you're a lawyer, you don't have time to chase prospects. We want the right customers to come to us. And for that, LinkedIn checks all the boxes.
When you're a lawyer, you don't have time to chase prospects. We want The right customers are coming to us. And for that, LinkedIn checks all the boxes.
It is The only social network where:
➡️ In other words: if you are a business lawyer - in a broad sense - and you are looking for professionals... You are already in the right place.
Let's take a simple example:
You are a corporate lawyer. You want to support start-ups in the legal structuring of their fundraising.
On LinkedIn, you can:
Add to that a Well put together ad, and you touch exactly the people you want, without going through 100 lunches or cold calls.
Let's be clear: advertising on LinkedIn does not replace everything. It is not not a “customers” button that we press hoping for appointments within a minute.
But it is a very effective lever If you fill one Of these two conditions simple:
You post regularly.
You receive comments, shares, sometimes contacts.
➡️ Advertising will amplify what you are already doing. If you like your content, the ad will only Get it to the right people at the right time.
🎯 example : you published a post “The 3 legal mistakes that early stage managers make”. Did it work well? Make it a sponsored version and reach 10,000 startup CEOs. Simple and effective.
Setting up a content strategy, sending newsletters, relaunching prospects, networking... All that works. But it's a long time.
If you have:
➡️ So LinkedIn Ads does the job while you are in a meeting or hearing.
When launching a campaign, the first question to ask yourself is not “how much am I putting in?” but rather:
Why am I doing this campaign? What do I really want to get? Any views? Any contacts? Subscribers to my newsletter?
👉 A campaign that works is a campaign with a clear and measurable objective.
➡️ Ideal if you have a specific page well done: a precise service, an expert article, an online appointment.
example : a campaign that sends you to a “Legal support for growing SMEs” page → you measure how many people click, stay on the page, book a call.
➡️ LinkedIn allows you to create a form directly in the ad, pre-filled with the person's profile information.
example : “Receive our PDF guide: structuring your partner agreement in 5 steps” → the person leaves their first name, their professional email, their position. And you have a hot lead.
⚠️ Attention: often, the LinkedIn email address is a person (Gmail type). So it works if you want Volume, not always if you want highly qualified leads.
➡️ It's the most accurate: the ad sends to your site, and you track whether people fill out a form, download content, or make an appointment.
example : “Book your free 20-minute tax law consultation” → you track how many clicks, how many appointments, and at what cost.
You can have the best ad in the world... If you show it to high school students or to people who are already retired, it will be useless 😅
With LinkedIn Ads, you can be surgical in targeting.
Here are the ones I use all the time for firms that I work with:
example : a social law firm can only target HR managers or founders of companies with more than 20 employees, in tech or industry, in Île-de-France.
Do you already have a customer or prospect base? LinkedIn can create an audience with people who look like them → super useful for scaling.
Did someone visit your LinkedIn site or page but did nothing? You can retarget it a few days later with a more direct ad → very good for converting lukewarm prospects.
Equally important: excluding the wrong people.
You don't have to aim very wide. A small, ultra-targeted audience is better than a large, poorly qualified audience.
Objective: Generate discovery calls or download an HR guide
Audience: HR Director, Founders, CEOs/companies with 20 to 500 employees/industry & services sector/Île-de-France
Format: Sponsored post with a carousel “Dismissal: the 3 mistakes that cost an SME dearly”
Bonus: Retargeting blog post visitors or HR webinar participants
Objective: Attracting customers for optimization or structuring
Audience: Managers, CFO, liberal professions/+50 employees/Entire France or Paris region
Format: Video “Optimizing your taxation legally: 2 minutes to understand” + redirection to an appointment page
Tip: Similar audience from your customer base → top quality
Objective: Generate leads for brand protection support or IT contracts
Audience: Founders, CTO, CEOs/companies <50 employees/tech sector, creation, design
Format: Ad with image: “Registering your trademark is 3 weeks. Being copied is 3 years of procedure.” + call-to-action to a clear landing page
Strat bonus: Insist on pedagogy + capture the email with a guide “Protecting your creations in 2025”
Objective: Notoriety + generation of qualified leads locally
Audience: Farmers, operators, landowners/specific geographical areas/agro, land sector
Format: Text + image ad: “Agricultural transmission: what no one tells you before 60”
Advice: Target by postal code or department + exclude major cities
Objective: Attracting managers looking for sell-out/external growth
Audience: CEO, CFO, shareholders/companies > 10M€ CA/specific sectors (health, tech, B2B services)
Format: Simple video with customer testimonial or case study + “Arrange a meeting” button
Upper level: Highly targeted retargeting on visitors to “sale/M&A” pages
No need to leave in all directions. On LinkedIn, 4 main formats do the job. The idea is to choose the right one based on what you're selling and who you're talking to.
The most common format... and the most effective.
What is it?
A post that looks like a regular publication, but that you push to a specific audience.
Advantages:
Example:
Post image + text for an employment lawyer
“🔥 Dismissal for serious misconduct: 3 mistakes that can ruin everything (and how to avoid them)”
Link to a free consultation page or to an expert article.
More direct format, but handle with care. Frankly, it is far from being the most effective with the advent of AI prospecting agents.
What is it?
A private message sent in the LinkedIn messenger, with a link and a call to action.
Advantages:
To be avoided if:
You are offering too general a service. Now that quickly sounds like spam.
It's not our favorite format, but for a very, very specific target with a really strong message, it can have quite impressive results.
Small size, low price, low efficiency (but useful in some cases)
What is it?
Mini ads at the top or on the side of the news feed. Not very sexy, but visible.
When to use them?
⚠️ Attention, for us the branding of your firm must follow, these are campaigns that in my opinion are suitable for large firms with a strong brand. Otherwise we won't be watching you.
Example:
“Tax lawyer for growing SMEs ➝ Discover our method”
Link to an appointment page
No need to test everything at once. Launch 3-4 campaigns on posts that work well
Then adjust. Always. It's the test & learn game 🧪
We get right to the point: each format, each ad, must Tell something in 3 seconds. If it doesn't get attention right away → next.
Here are the combinations that work for avocados 👇
Recommended format: Sponsored Content (post image + link)
Example for a tax office:
Hook:
💼 “SME manager? Maybe you're overpaying 20% in taxes. Find out why.”
Visual:
Simple chart with two columns:
→ On the left: “Before tax audit”
→ On the right: “After tax support (savings of €18,000)”
CTA:
“Book a free diagnosis”
Recommended format: Sponsored Content + LeadGen Form
Example for a business law firm:
Hook:
📘 “The guide that every manager should read before signing a partnership agreement”
Visual:
Stylish cover of the guide, visible title + “free” badge in the upper left corner
Form:
Name, First name, Email pro, Function
Tip:
Add a sentence about the direct benefit of the guide:
“Understand the most common legal pitfalls... before they become expensive.”
Recommended format: Storytelling carousel
Example for an employment law firm:
Carousel slides:
Visual:
Clear backgrounds, bold typography, simple pictograms — 100% readable on mobile
Final CTA:
“Talk to a social lawyer”
Recommended format: Sponsored Messaging
Example for a high-end corporate firm:
Message:
Hello [First name],
You are running a fast-growing business.
Do you know how to legally value your business?
We offer a free 20-minute confidential exchange with a lawyer specializing in equity transactions.
👉 Choose your time slot here: [Calendly link or appointment page]
Tip:
Keep it super concise, no storytelling here. We are in the “short/value/action” logic.
LinkedIn Ads is not the cheapest channel. But it's the one where You are reaching the right profiles. And for a lawyer, quality > quantity.
On average: 1 click = between 4 and 9€
1 well-qualified lead = between 40 and 150€, depending on the sector and the campaign
But a single good case can greatly make your campaign profitable.
➡️ Below, the algos don't have enough juice to learn and optimize
Surely you know the rule: 70/30
Why? Because conversion is what you track down and what pays off.
But fame feeds the future: it heats up the prospect before he clicks.
When you launch your campaign, LinkedIn asks you what type of auction you want to use.
Here's what you need to know:
➡️ LinkedIn takes care of everything for you. Great to start with, but you may end up paying a bit more.
➡️ You set the maximum amount you are willing to pay per click or per 1,000 impressions.
Field tip:
Ask yourself these questions:
LinkedIn is no joke or bullshit. If you want your ads to work, it has to be Pro, human, and powerful.
It's the first line that people read. If it doesn't get attention, they scroll. It's over.
She must Talk about a real problem or To arouse curiosity.
We avoid jargon, we aim for clarity. A good test: if a customer understands in 2 seconds, it is validated.
We're not talking to the “company,” we're talking to the person behind the screen.
No need to write like a contract. It is necessary Be pro without being distant.
Talk like you would talk to a customer on the phone.
Example: a slide with “63% of managers discover their legal error... after the fact.”
Golden rule: you have to Stop scrolling. Not too busy, not too neutral.
There's no need to be poetic here. The button should say exactly What happens if you click.
Systematically add a UTM tracking on the links to follow your results.
A well-structured campaign is what makes the difference between A sword blow in the water and A real tunnel that brings files back.
The aim? Align content + audience + intent, depending on the stage in the prospect's decision cycle.
The further you go, the more you need Automate the transition from one level to another :
Use tools like Zapier, Make (ex-Integromat) or the native integrations of your CRM to keep audiences up to date without headaches.
LinkedIn Ads is not a magic hack.
But if you are a B2B lawyer, you have a clear message, a defined target, and a bit of a budget, then it's Probably the most profitable channel for you today.
Before launching your first campaign, make sure you have checked all the boxes 👇
🔲 You have set a clear objective : visibility? leads? making appointments?
🔲 Your audience is well targeted : function, sector, company size, geographical area
🔲 Do you have content or an offer to promote : guide, free appointment, free audit...
🔲 Your approach is clear and human : we capture attention in 2 lines max
🔲 Your visual is legible and impactful : photo, number, capture or carousel
🔲 Your CTA is direct : “Download the guide”, “Book a free exchange”, etc.
🔲 Do you have a professional website or a dedicated landing page : clear, responsive, with an optimized form
🔲 Your budget is realistic : 30 to 70 €/day to get started properly
🔲 Your campaign is well structured : Discovery → Assessment → Conversion
🔲 You follow your leads and your results : with UTM, Zapier or your CRM
🔲 You test and adjust : hook, visual, target, auction → test & learn
