LinkedIn Ads for lawyers

Why lawyers should (really) care about LinkedIn Ads

LinkedIn, the right network at the right time

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:

• People put their real job and their real business
• decision-makers (CEO, CFO, HR director...) are really dragging on
• you can target precisely according to the size of the company, the sector, the hierarchical level, etc.

➡️ 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.

A powerful tool, for B2B lawyers and employment lawyers

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:

• target only the startup founders In tech
• located in Île-de-France
• with a company of less than 50 employees
• and offer them a free guide Or a strategic call offered

Add to that a Well put together ad, and you touch exactly the people you want, without going through 100 lunches or cold calls.

But it's not magic... and that's good

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:

1. You are already active on LinkedIn

You post regularly.
You receive comments, shares, sometimes contacts.
➡️ Advertising will amplify what you're 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.

2. You have a budget... but little time

Setting up a content strategy, sending newsletters, relaunching prospects, networking... All that works. But it's a long time.

If you have:

• a few hundred euros per month,
• a good message,
• a clear landing page (or a discovery call to propose)

➡️ So LinkedIn Ads does the job while you are in a meeting or hearing.

The classic mistake: wanting to “advertise” without a specific purpose

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.

The 3 goals that make sense for lawyers

🎯 1. Website visits

➡️ 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.

🧲 2. Lead generation

➡️ 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.

💰 3. Website conversions

➡️ 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.

Choosing the right audience: the other half of success

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.

Targeting the right audience for a law firm

The most useful targeting criteria

Here are the ones I use all the time for firms that I work with:

• Function : CEO, HR, CFO, Founders, Lawyers, Notaries...
• Hierarchical level : management, management, senior
• Business size : very useful to distinguish SMEs, ETI, start-ups, major accounts
• Business sector : finance, real estate, health, tech...
• Geographic area : if you are targeting a specific region, or a French-speaking market

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.

The “bonus” audiences not to be overlooked

👥 Similar audience

Do you already have a customer or prospect base? LinkedIn can create an audience with people who look like them → super useful for scaling.

🔁 Retargeting

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.

🚫 Exclusion criteria

Equally important: excluding the wrong people.

• Your current customers
• The students
• Competitors
• Irrelevant functions (e.g. developers if you are a tax lawyer)

The ideal audience size

• Sponsored content : between 50,000 and 100,000 people
• Sponsored private message : from 15,000 people

You don't have to aim very wide. A small, ultra-targeted audience is better than a large, poorly qualified audience.

Targeting & strategy: examples for different law firms

🔹 Employment lawyer — target SMEs & HR managers

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

🔹 Tax lawyer — target managers & asset managers

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

🔹 Intellectual property lawyer — target start-ups & agencies

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”

🔹 Rural law firm — agricultural law, land law, transfer

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

🔹 High-end firm — sale/acquisition of a business

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

In summary

• Each firm has its own targets, and therefore its own strategy.
• The more you adapt your message, your visual and your promise, The higher the click through rate.
• What is really relevant to do on LinkedIn Ads is create several campaigns in parallel, each custom-made.

What LinkedIn advertising formats should you choose when you are a lawyer

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.

1. Sponsored Content

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:

• Appears in the LinkedIn feed, like a normal post
• Great for promoting a service or generating traffic to a page
• Flexible format: image, video, carousel, link, etc.

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.

2. Sponsored Messaging

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:

• Super Targeted
• Ideal for offering an exchange or an exclusive invitation (webinar, strategic call, confidential guide)

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.

3. Text Ads

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?

• For very low budget campaigns
• To stay present in the minds of the targets

⚠️ 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

Tip: Start simple

No need to test everything at once. Launch 3-4 campaigns on posts that work well

• 2 post image + link to your offer or content
• 2 written posts that worked well with a downloadable guide inside
• 1 video post

Then adjust. Always. It's the test & learn game 🧪

Ideas for formats & templates for your LinkedIn ads

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 👇

🎯 Objective: generate appointments

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”

📥 Objective: capture leads with content

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.”

💡 Objective: to nourish notoriety

Recommended format: Storytelling carousel
Example for an employment law firm:

Carousel slides:

1. “The day my client fired... without written reason”
2. “Result? Labor court + 30K in compensation.”
3. “What should we have done? Here are the 3 steps.”
4. “Protect your box. Contact a lawyer before the error occurs.”

Visual:
Clear backgrounds, bold typography, simple pictograms — 100% readable on mobile

Final CTA:
“Talk to a social lawyer”

📨 Purpose: direct contact

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 confidential 20-minute free 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.

👀 And to differentiate yourself visually?

• Stylized screenshot of an article, a guide or a tool → it's reassuring, it's “real”
• Key figures in large format On a plain background → it stops the scroll
• Photo of the lawyer + client quote → human effect, direct proximity
• Simple GIF or portrait video 15 sec → top for attention

‍

LinkedIn Ads budget: how much should you invest as a lawyer?

First, let's be realistic

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.

How much should you invest at the start?

🔹 To test effectively

• Recommended budget : between €500 and €1,500 for a campaign of 15 days to 1 month
• Daily budget : minimum €30/day for LinkedIn to give you data

➡️ Below, the algos don't have enough juice to learn and optimize

🔹 Realistic objective

• If you put in €1,000, you can expect:
  • 150 to 250 qualified clicks
  • 10 to 30 leads, if the landing page converts well

How do you allocate your budget?

Surely you know the rule: 70/30

• 70% of the budget for “conversion” campaigns (making an appointment, downloading a guide...)
• 30% for fame (carousel, video, storytelling)

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.

Bidding strategies: keep it simple

When you launch your campaign, LinkedIn asks you what type of auction you want to use.

Here's what you need to know:

🟢 Automatic distribution

➡️ LinkedIn takes care of everything for you. Great to start with, but you may end up paying a bit more.

⚙️ Manual auction

➡️ You set the maximum amount you are willing to pay per click or per 1,000 impressions.

Field tip:

• Leave on The manual auction
• Look at the proposed range (ex: 4.10 — 7.60€)
• Position yourself just above the minimum, like €4.50 → you remain visible, without exploding your budget

How do you know if your budget is well spent?

Ask yourself these questions:

Writing a LinkedIn ad that works in legal

LinkedIn is no joke or bullshit. If you want your ads to work, it has to be Pro, human, and powerful.

🎯 The catch: it all comes down to it

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.

✅ Some good hooks for lawyers:

• “Dismissal for incapacity: what if that were your case tomorrow?”
• “Can your partner really sell his shares without consulting you?”
• “5 tax mistakes that are (very) expensive for managers in 2025"

We avoid jargon, we aim for clarity. A good test: if a customer understands in 2 seconds, it is validated.

🤝 The H2H (Human to Human) tone

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.

• ❌ “We support companies in the legal structuring of their operations”
• ✅ “Are you selling your company? Here's what you need to lock down on the legal side”

🖼 The visual: neat, but not boring

What works well:

• Real photo (no generic image bank)
• Stylized screenshot of a document, guide or tool
• Super simple infographic (1 strong number, 1 title, 1 icon)

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.

👉 The CTA: clear, direct

There's no need to be poetic here. The button should say exactly What happens if you click.

CTAs that work:

• Download the guide
• Book a free exchange
• Discover our method
• Ask a lawyer a question
• Take stock of my situation

Systematically add a UTM tracking on the links to follow your results.

Structuring your campaign like a pro

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 “3-3-3” method adapted to lawyers

The aim? Align content + audience + intent, depending on the stage in the prospect's decision cycle.

⚙️ Automate to scale

The further you go, the more you need Automate the transition from one level to another :

• 🔁 Auto retargeting : those who have read an article = target evaluation
• 🔁 Sync CRM : your “lukewarm” leads = conversion target
• ❌ Dynamic exclusion : those who have already made an appointment = out of the loop

Use tools like Zapier, Make (ex-Integromat) or the native integrations of your CRM to keep audiences up to date without headaches.

To conclude: your To-Do, to succeed in your LinkedIn advertising as a lawyer

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 👇

✅ Your LinkedIn To-Do Advertising

🔲 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