Targeted ads for law firms — mass practices and expert content instead of 'all legal services' ads.
Nobody looks for a lawyer on Instagram or TikTok, so targeted ads do not work for every practice. They work where the problem is common and clear: personal debt and bankruptcy, migration, business registration, division of property. We launch campaigns with situation breakdowns by your lawyers, WhatsApp lead forms and every lead tracked in the CRM.
Targeted ads create demand rather than catch it. Someone with loan debts may not know a personal bankruptcy procedure exists until they see a short video of a lawyer explaining it. A foreigner does not search for 'migration lawyer' until their permitted stay is running out. So in targeted ads format and topic decide everything: a specific situation, a clear next step and the face of a lawyer you would trust with your issue.
But targeted ads also bring many irrelevant enquiries: people who want free advice, who have neither money nor documents. That is why qualification matters — questions in the lead form, a paid consultation, a quick scripted first call — along with CRM tracking, so you count cost per contract rather than cost per lead.
For business practices — LLP and sole proprietor registration, accounting and legal support, retainer services — targeted ads work through entrepreneur audiences and retargeting of site visitors.
What we do in targeted ads for lawyers.
We launch on 1–3 practices with mass demand and a clear price; niche and urgent areas are left to search ads.
Scripts for short videos and Reels where a lawyer breaks down one situation in 30–60 seconds. You film from our script or we arrange the shoot.
Questions about the situation, debt amount or document status filter out irrelevant leads before the call.
Leads go straight to the CRM and open a WhatsApp chat; replying in the first 15 minutes strongly affects conversion.
City or region, language, interests, lookalikes based on the client base, retargeting visitors of practice pages.
Creatives and copy in Russian and Kazakh, separate campaigns for each language.
Copy without promises about case outcomes or disclosure of others' stories, in line with Meta rules and professional ethics.
Cost per lead, consultation and contract for each practice and creative, not just clicks and reach.
Typical campaign structure.
- Practice campaign: personal bankruptcy
- Practice campaign: migration and residence permits
- Practice campaign: LLP and sole proprietor registration
- Warm-up: expert videos for a broad audience
- Lead forms with qualifying questions
- Retargeting video viewers and site visitors
- Lookalike audiences based on the client base
- Separate creatives in Kazakh
Where targeted ads work for lawyers and where they don't.
They work for: personal bankruptcy and debt restructuring, migration issues (temporary and permanent residence, citizenship, work permits), LLP registration and liquidation, division of property and alimony, real estate transactions. These topics have a wide audience, a clear problem and a typical next step.
They work poorly for: criminal defence, urgent disputes, road accidents — the person needs a lawyer right now and searches rather than scrolls a feed. Complex corporate disputes and tax audits are also a poor fit: a director decides after comparing firms, and search ads, SEO and referrals are stronger there.
In our experience, targeting 'all legal services' almost always wastes the budget. One practice, one situation, one lawyer's face — that is how trust is built in the feed.
What is not allowed in legal services advertising.
- Promising the outcome of a case: 'we will write off all your debts', 'guaranteed win in court' — this is misleading advertising and a breach of professional ethics, and for bankruptcy it is simply untrue: the result depends on the court and circumstances.
- Using real client stories with identifiable details without written consent.
- Playing on fear and personal hardship — Meta rejects ads that imply a person's financial situation or personal circumstances ('do you have debts?').
- Promising a 'free consultation' without conditions — you will get a stream of people who do not intend to pay.
We write through the situation and procedure: 'how personal bankruptcy works and what documents you need' performs better and passes moderation.
How much targeted ads for a law firm cost.
Managing one platform (Instagram and Facebook) costs ₸150,000–250,000 per month; two platforms, several practices or two languages ₸250,000–400,000. Setup is included in the first month, one-off setup without management costs ₸150,000.
The ad budget is paid separately — from ₸200,000 per month, and for competitive practices in Almaty it is sensible to plan ₸250,000–400,000. Video scripts are included in management, filming and editing are priced separately. Base prices are on the targeted ads page.
The short version.
How much do targeted ads for lawyers cost?
Management from ₸150,000 per month per platform, ad budget from ₸200,000 per month separately. One-off setup without management costs ₸150,000.
Which practices are best promoted on Instagram?
Personal bankruptcy, migration, business registration, family disputes and real estate deals. Criminal defence and urgent matters are better left to search ads.
Does a lawyer need to appear on video?
Preferably: a lawyer's face and voice build more trust than graphics. We write a 30–60 second script, and it can be filmed on a phone in the office.
How do we filter out people who want free help?
Qualifying questions in the lead form, the consultation fee stated in the ad, Kaspi prepayment and a short script for the first call. All of this is tracked in the CRM.
When will the first leads come?
Launch takes a week after creatives are approved, first leads arrive in the first days. A stable cost per contract is visible after 4–6 weeks once statistics accumulate.
Same service for other industries
Want to test targeted ads on your practice? Tell us what clients come to you with.
Tell us your key practices, the consultation fee and whether a lawyer is ready to appear on video. We'll reply with a campaign plan and estimate within 1–2 business days.