Given its status as the most popular social network for businesses and professionals, many law firms have found success advertising on LinkedIn. Here is what your personal injury law firm needs to know about leveraging LinkedIn ads so you can decide if they align with your digital marketing strategy. 

With over 85% of U.S. adults using LinkedIn, most law firms can find and connect with an audience on the platform. However, LinkedIn is distinct from other social media sites as the destination for business professionals. And that means it’s even more important to have a strategy to ensure the right people see your content. 

Are LinkedIn ads for personal injury lawyers worth the effort? If done right, they can produce positive results. 

LinkedIn Ads by the Numbers 

LinkedIn can be an excellent strategy for reaching an audience more focused on things other than family BBQs and the latest memes. It’s a professional network aimed at connecting employers with employees, businesses with partners, and professionals with each other. 

Whether your law firm is trying to get new clients, build brand awareness, or make connections with referral sources, LinkedIn can be the place to do it. Over 1 billion professionals use LinkedIn, making it the world’s largest professional network. 

Why would you want to use LinkedIn ads for your PI law firm? According to LinkedIn:

• Over 90% of B2B marketers use LinkedIn for their advertising.
• Advertisers experience a 2-5x higher return on ad spend (ROAS) using LinkedIn ads.
• Audiences on LinkedIn have a 14% higher purchase intent than other platforms.

Pros and cons of LinkedIn advertising for lawyers

If you’re trying to decide whether LinkedIn ads are worth it for your law firm, consider a few benefits and disadvantages.

Pros of LinkedIn ads

• Precise targeting capabilities: LinkedIn offers law firms the ability to target ads in a variety of ways to ensure they are being viewed by the most relevant audience. 
• Relatively simple interface: Compared to some other platforms, LinkedIn offers an interface that is somewhat easy to use if you’re new to pay-per-click advertising. 
• Create a wide variety of ads: LinkedIn offers advertisers many different types of ads, from video ads to display ads to Sponsored InMail ads. This allows you to create the best possible strategy for your law firm. 

Cons of LinkedIn ads

• Can be costly: Probably one of the downsides to LinkedIn Ads is that you might pay more to advertise on it than on some other platforms. However, if your return on investment is higher, it might be worth it. 
• Few advanced features: While you can choose some attractive targeting options with LinkedIn ads, there aren’t as many ways to optimize your ads as with some other platforms. 
• Lack of custom reporting: You’ll get access to a standardized dashboard and summary of your ad campaign on LinkedIn. However, you’ll only be able to access more precise data by setting your campaign up with a tracking link. 

Pro tips for marketing your firm on LinkedIn

When approached correctly, LinkedIn advertising can help your law firm grow its business by generating more targeted leads. In fact, according to LinkedIn Marketing Solutions, the LinkedIn audience has twice the buying power of the average web audience. Here are some LinkedIn tips for lawyers to make the most of this platform’s ads:

1. Identify your LinkedIn marketing goals

Your first step should be to identify what you’d like to accomplish with LinkedIn ads. Do you want to increase targeted leads on your website, build brand awareness, or generate some professional referrals? Having a clear goal will help inform the rest of your process. 

2. Determine your ad budget

Figuring out your budget can be quick and simple. First, the minimum daily budget required to run LinkedIn ads is $10. Most businesses start with a budget a bit higher than this. Even if you were being conservative with a budget of $25 per day, you’d only be allocating about $750 per month to get started. 

3. Use LinkedIn audience targeting

Remember, you can get the most out of LinkedIn ads through effective audience targeting, so spend some time on this step. For most personal injury law firms, targeting ads via location will produce the best possible results. Depending on your goals, you can also target your ads according to user demographics, education, interests, job titles, and more. 

4. Create engaging ads

To be effective, your ads must be high-quality, attractive, and engaging. They should also have a clear call-to-action (CTA) that directs the reader to their next step, such as subscribing to your newsletter, visiting your website, or scheduling a consultation. 

5. Track and optimize your campaigns

To effectively monitor and optimize your campaigns, you’ll want to identify some key metrics and benchmarks for LinkedIn ads. You can measure things like click-through rate (CTR), cost-per-click (CTR), engagement rate, and conversion rate. 

As your ads are running, you can make adjustments to a variety of factors to improve your results. You can optimize your campaigns by changing your audience targeting, ad scheduling, budget, ad copy, and bidding. 

Is LinkedIn advertising right for your firm?

Despite being slightly more costly than ads on other social platforms, the results speak for themselves. LinkedIn ads for law firms can deliver your business access to a wide range of clients and referral sources that you can target precisely. 

Whether you are looking to build brand awareness or generate leads, you should be able to create a LinkedIn ad strategy that achieves your goals. If designing paid ads isn’t in your wheelhouse, you might want to partner with an experienced digital marketing agency that can guide your choices. 

Drive leads using LinkedIn marketing for lawyers

LinkedIn can be a powerful tool to get your personal injury law firm’s message in front of the right people at the right time. Make sure you include links and CTAs in your messages so interested prospects or other professionals can visit your website. 

If a potential client wants to hire you or another attorney would like to make a referral, what happens next is critical. You can make sure your firm doesn’t lose valuable business by having a robust client intake process. 

CloudLex’s Intake Manager streamlines the intake process so you can quickly capture a prospective client’s information in a user-friendly format. If your prospect signs up with your firm, you can quickly convert the same data to an active matter. Contact us today and schedule a free demo to learn more about how our solutions can help you make the most of your digital marketing efforts.