July 28, 2025 • 15 mins
Ever wonder why those potential clients who visit your website seem to vanish into thin air? The answer lies in a critical marketing strategy that most law firms are completely overlooking.
Retargeting (or remarketing) isn't just another marketing buzzword—it's the difference between wasting your ad spend and maximizing your return on investment.
What's truly shocking is how many law firms continue running expensive Google and Facebook ads without implementing this fundamental follow-up strategy. The reasons vary from technological intimidation to agency complacency, but the result is the same: missed opportunities and wasted marketing dollars.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:05):
Why are so many lawyers still running ads with
no retargeting?
Welcome to Legal Marketing 101.
I'm Toby Rosen.
Today we are talking aboutretargeting, sometimes referred
to as remarketing.
I'm going to use those termsinterchangeably.
We've done episodes on that inthe past.
Go back and look at those ifyou're curious about the
difference.
But did you know that over 90%of legal ad spend gets wasted
(00:26):
because the first visit doesn'tactually convert and no one
follows up?
Well, it's true, because I justmade it up, so it's probably
about that number.
There's no way to really assessthis across all firms or
broadly, but it's a really highpercentage because the first
lead isn't going to show up andno one is following up with them
, or maybe you don't have theoption to follow up with them.
(00:47):
So in 2025, today we're talkingabout, I mean, in this year, in
this time if you're runningadvertising, especially on
Google or on Facebook, withoutretargeting or remarketing, it
is like showing up in courtwithout any notes, without a pen
, dressed in your pajamas.
So today we're going to breakdown why retargeting isn't being
(01:07):
used by so many law firms, whatit's costing you and how you
can fix it without blowing upyour marketing budget, and
there's a really easy way to dothat, because remarketing is
pretty cheap.
So let's talk about the elephantin the room.
Why are so many firms likeyours not using retargeting?
It's not because the concept isnew.
You've probably heard of it,you've probably heard of it,
(01:29):
you've probably heard about iton this podcast and you maybe
asked your agency about it onceor twice.
But for whatever reason, it isstill missing from a huge chunk
of law firms marketingstrategies.
It's like everywhere andhonestly, at least in my opinion
, it just comes down to a mix ofthree things outdated thinking,
bad assumptions and a littlebit of fear.
So first up, there's the techintimidation factor.
Retargeting sounds complicated.
(01:49):
Do we need special software?
A huge audience, is it creepy?
Are people going to be mad?
So firms either assume thatit's really expensive or they
just decided something they'lllook into later.
But in reality, if you'realready running Google or meta
ads, you're 80% of the way there.
It's not rocket science.
You just tag your visitors andthen show them ads.
That's it.
And then there's the agencyproblem.
(02:09):
A lot of PPC vendors just don'tbring up retargeting.
Why?
Maybe they don't know how to doit well, maybe they think you
won't understand it, or or maybe, let's be honest it's just
easier and more profitable forthem to keep pumping top of
funnel traffic and pretendingthat that's the whole game.
If they're doing an ad spendpercentage, it's way easier.
But without this retargetingyou are basically paying for
(02:30):
introductions and then walkingaway before you shake someone's
hand.
It doesn't make any sense.
And then, finally, there is theick factor.
We hear this all the time.
I don't want to come across aspushy or invasive, and this is
totally fair, but it's justtotally nonsense and it's
totally avoidable.
You can control how often yourads show up, who sees them and
(02:52):
what those ads say.
So retargeting doesn't have tobe aggressive.
It can just be a nudge, areminder, and it can be really
helpful and really reassuringand sometimes, dare I say, a
little classy.
But the bottom line is this Ifyou're avoiding retargeting or
remarketing, it's not because itdoesn't work.
(03:13):
It's because no one hasexplained how to make it work
for you and for your firm.
So let's talk about how itactually works.
So in a normal flow, someoneclicks on your ad, they land on
your website and maybe you get acouple more page views out of
them.
They go to your practice areapage.
They glance at your bio or sometestimonials and then nothing.
They don't call, they don'tsubmit a form, they just leave
the website.
And there's no second chancehere, unless we're using
(03:36):
retargeting.
Because here's the truth Peopledon't convert on the first
click, not in legal, not in mostindustries and especially not
in 2025.
Whether it's somebody that'sdealing with this contentious
custody battle, a businessdispute, an unexpected arrest,
they're probably not going tohire the first firm they see.
They're going to scroll througha little bit, they're going to
check a couple websites and thenthey'll make a call.
(03:58):
They're shopping around,they're comparing credentials,
they're reading those reviewsand maybe they're texting a
friend for advice.
All that research, it takestime.
It could be five minutes, itcould be 15 minutes, especially
in the arrest scenario, but in alot of cases it's longer than
that, and so retargeting is oursecond and third and fourth shot
.
It brings those almost clientsback when they are ready, not
(04:22):
when our first ad happened tocatch their eye.
That might be later that night,the next morning, three days
from now, while they'redoom-scrolling Facebook during
lunch.
And if you're not there whenthey're finally ready to act,
another firm is going to be,because it's not just about all
this timing.
Yes, that's really importanthere, but it is also about
building that trust and beingready when they're ready.
(04:45):
Legal services are high trustpurchases.
We are not selling t-shirts orair fryers, despite how much I
might like buying those.
People need to feel like theyknow you and that starts with
repetition.
Most prospects need to see abrand three to five times before
they even start to feelfamiliar or remember that brand.
Retargeting is a great way toaccelerate that cycle.
(05:06):
Each of the touch points weprovide.
They build credibility for us,especially if we're using that
ad to show helpful content ortestimonials or even answers to
common questions.
It does not all have to be CTAfocused, and here's the kicker.
This is the thing I alluded toat the beginning, but it's the
real reason you should be doingthis.
Retargeting, remarketing clickson Google, on Facebook, on
(05:30):
Instagram, on LinkedIn.
They are cheap, like reallycheap.
We're talking at least two tofive, sometimes 10 times cheaper
than cold traffic from Googleads.
On average, that means yourcost per lead could drop
dramatically without spendinganymore and it could help that
cost per lead on the front end.
But that's not the point.
Most firms are so focused onfeeding the top of that funnel
(05:53):
that they are ignoring thelowest hanging fruit, the people
who have already shown interest.
So if you're not retargeting,you're basically saying thanks
for stopping by, good luck outthere, and that's not a strategy
at all, that's just leakage.
So what does good retargetingactually look like for a law
firm?
And there's a spoiler here itis not just show them the same
(06:15):
ad again and hope that theyclick it again.
Effective retargeting isstrategic, it's segmented, it's
sequenced, and so there's a lothere.
But let's start with theplatforms.
Most law firms don't need toreinvent the wheel.
Yes, there are some hitchesdepending on your practice area,
but you can use the same adplatforms you're usually going
to be using.
Google's Display Network is areally solid starting point.
(06:37):
It's really easy to use.
It lets you show images or textads across millions of websites
, including your local newsniche blogs that your clients
could be reading reallyinteresting stuff like this and
within Google, youtube is acompletely underused gem when it
comes to legal, especially forshort brand videos.
You know we can show those topeople who have just visited our
(06:58):
website.
15 seconds, no sound, justenough to say hey, we're here,
remember us, and when you needus reach out.
And then there's Facebook andInstagram.
These are really effective forB2C practices family law, injury
, criminal defense.
Using these tools helps youmeet your potential clients
where they already are.
And then for firms doingcorporate or business law, don't
(07:20):
sleep on LinkedIn.
It's pricier, sure, but it'sreally solid for targeting
business decision makers orgeneral counsels who have been
sniffing around your site, andLinkedIn's pixel works pretty
well.
But now we have to talkmessaging, because there are a
million platforms out there.
I've just scratched the surfaceof the top tier social media,
like common stuff.
(07:40):
There's a million otherretargeting platforms out there
with tons and tons of inventorythat you absolutely should take
a look at.
But we do need to talk aboutthe messaging, because I can't
just let you guys run loose onthis and following people around
with the same message that's onyour homepage that divorce is
different, or or that we dothings a different way, or that
we care for you, or whatever itis.
(08:00):
It's just not going to cut it.
So what really works?
Well and this will take sometweaking, but retargeting works
really well as a sequence.
So if we structure ouradvertising so that people will
get the first ad in the firstday or the first week, and the
second ad in the second day orthe second week, and so on and
so forth.
We can create something like apublic autoresponder.
(08:22):
Instead of having to get theiremail, to send them these emails
, we can do that where theyalready are without breaking the
flow of their normal process.
So let's make an example.
Ad number one we're going toreintroduce the problem Going
through a divorce.
It's overwhelming.
Let's make it easier.
You're meeting the visitor withempathy and we remind them why
they actually clicked in thefirst place.
And then, ad number two we'restarting to build more trust,
(08:46):
sharing a client testimonial,highlighting a five-star review
or a media mention, the presspress mention something like
this this is our, ourcredibility builder.
We're not selling, we'rereassuring that.
Yeah, we're, we're empathic, wecan help you and we've got the
resume to back this up.
And then, ad number three we'regoing to offer more clarity.
So now is when we can drop inthat strong CTA.
(09:09):
We may have done this in adnumber zero when they initially
clicked, but in those first tworemarketing ads we don't need to
push them into something.
We just want to remind themthat we can help.
But in ad three, we're offeringthat clarity.
It's the time for a strong CTA.
Download our free custodychecklist or book your
consultation now.
You've earned this follow-up.
Now we give them a clear nextstep.
(09:30):
And then, finally, this issomething we need to talk about.
We're not going to spend toolong on it, but it's really
important.
Audience segmentation this isone of the absolute keys because
one size fits all especially ina practice where you may be
doing a couple of differenttypes of law you're wasting
money if you're doing one sizefits all retargeting.
So we need to start by creatingsome audiences so we can
(09:52):
segment people based on whatpages they visit the divorce
pages, our estate law pages,work visa pages, whatever they
hit.
And then we develop an audiencefor people who started to look
at stuff or started to fill outour contact form but didn't
actually complete it.
That's a new segment.
And then we have past emailsubscribers or CRM contacts.
(10:12):
We may not want to beadvertising to them directly but
, especially in audiences likeon Facebook, we can use them as
lookalikes.
And then we have our intakedrop-offs If we have these
tracked in our CRM, same thingas the past subscribers or CRM
contacts, if we have a CRM wherewe have people who have dropped
out of intake.
We can run ads to them as wellHubSpot is a great option for
this and each audience.
(10:35):
Really, what we want to be doingis showing them messages that
are tailored to where theydropped off, whether it's way up
in the funnel or way down,close to actually becoming a
client.
We want to hit themspecifically with messaging that
says hey, we know that this isscary.
Or hey, we know you need moreinformation, or whatever it is
to hit them where they are.
Someone who visited our contactpage they probably just need a
(10:56):
little bit of a nudge, butsomeone who only hit our
homepage and then just bouncedstraight from there.
They're going to need a lotmore trust building.
But the beauty of all thisretargeting is that it doesn't
have to be really complex to beeffective.
Even this simple three adsequence it could double our
conversion rates.
It doubles probably a low balland the best part, once it's set
up, it runs quietly in thebackground.
We do what so many law firmcampaigns don't giving these
(11:22):
potential clients a reason tocome back, and it's with a very
light touch.
So if you've been nodding alongbut you still feel like
retargeting sounds like a nextquarter project.
Let's just make this reallysimple.
You can get started today, thisweek.
No agency overhaul, nofive-figure budget, just a few
practical steps to putting yourexisting traffic to better use.
Here's how we do it.
If you're running Google Ads,you're already most of the way
(11:44):
there.
Go into your campaign settings.
Make sure remarketing is turnedon for display.
Install the Google Ads tag onyour website.
If you're using Google TagManager, it's really easy.
It's a two-minute setup.
And if you're not, use your webperson, just have them drop the
tag in the header.
That one little tag is your keyto tracking and retargeting
every qualified visitor.
So if we have display alreadyon, just add the audience, turn
(12:05):
it on and you're doing it.
And then on Facebook andInstagram, it's even more user
friendly.
If you're a Gen Z I don't thinkso, but it technically is Head
to Meta's ads manager and thencreate a custom audience based
on website visitors Really easy.
You don't need a massiveaudience to start.
I think it's a hundred or 200people and then you can start
running ads to them.
(12:25):
Just people who have visitedyour key pages, like your
contact form, service pages,your blog that's plenty.
And you could even targetpeople who engage with a
specific post or watch part of avideo and this is going to get
(12:46):
me into a tangent here.
But speaking of video, videoretargeting is criminally
underused in legal marketing.
If someone watches like 25%,50% of one of your videos or
more than one of your videos,whether it's on Facebook,
instagram, youtube, that is ahighly engaged lead and we don't
even have to set up theaudience ourself to target these
people.
These are people who didn'tjust scroll past our page or
scroll past our ad.
They stopped, they watched andthey engaged.
(13:06):
Set up a follow-up ad thatspeaks directly to these people.
It's really easy.
If you're already running adsor putting video on Facebook,
you absolutely need to be doingthis, whether it's a client
story, a quick FAQ video,personal message from you.
Give them more of what theywere looking for and try to
figure out what you can do toget them to watch that whole
video.
(13:27):
And here's an even more pro moveI mentioned this above, but CRM
integration.
A lot of firms are skippingthis.
If you're using Clio Lawmatics,something cool like HubSpot,
there's a chance that you cansync your data directly with
Google or Meta, and that meansyour actual leads, not just the
website visitors.
These can be added to theretargeting audiences and we can
(13:48):
exclude recent clients.
We're not wasting money showingads to somebody who's already
signed and paid us, but it'sreally, really effective for
Google and Facebook to be ableto learn from who our best leads
are.
They can use those identifiersto find more people for us,
Because here's the bottom line.
Like I said, remarketing doesnot have to be complicated.
The tools are in your toolbox.
(14:08):
You've got most of this alreadyset up, so you just need to
turn them on, define youraudience and tell a clear story
over a few touch points.
This is not something thatwe're being flashy with.
It's really just about beingpresent and being there when it
matters most to a client.
And we're going to be taking abreak at the beginning of Q4,
and I know that means that Iwon't be being there for you,
(14:30):
but the paid episodes willcontinue on the first Monday of
each month, so make sure yousubscribe, and I mentioned this,
I believe, in a podcast a fewweeks ago.
But more episodes in ourcatalog are going to become
premium only soon.
So don't forget to sign up forthe premium subscription,
because we're going to betransitioning more to the paid
model very soon.
We've got a ton of content in.
(14:51):
We're going to be still doing alot of lessons, still doing
updates on the interesting newtech that you guys need to know
about, but we are shifting moreto the paid model as we've run
out a lot of the coreinformation on marketing.
That isn't going to change inthe next couple of years.
So, going back to retargeting,it's not a luxury, this is a
basic in 2025.
You're paying for your traffic.
(15:12):
Why wouldn't you do somethingto keep it?
At the end of the day, ifyou're not retargeting, you're
not really marketing in thiscentury.
You're just gambling withsomeone's credit card.
That's it for Legal Marketing101.
Check out RosenAdvertisingcomfor more.
Thanks.
Why are so many lawyers still running ads with
no retargeting?
Welcome to Legal Marketing 101.
I'm Toby Rosen.
Today we are talking aboutretargeting, sometimes referred
to as remarketing.
I'm going to use those termsinterchangeably.
We've done episodes on that inthe past.
Go back and look at those ifyou're curious about the
difference.
But did you know that over 90%of legal ad spend gets wasted
(00:26):
because the first visit doesn'tactually convert and no one
follows up?
Well, it's true, because I justmade it up, so it's probably
about that number.
There's no way to really assessthis across all firms or
broadly, but it's a really highpercentage because the first
lead isn't going to show up andno one is following up with them
, or maybe you don't have theoption to follow up with them.
(00:47):
So in 2025, today we're talkingabout, I mean, in this year, in
this time if you're runningadvertising, especially on
Google or on Facebook, withoutretargeting or remarketing, it
is like showing up in courtwithout any notes, without a pen
, dressed in your pajamas.
So today we're going to breakdown why retargeting isn't being
(01:07):
used by so many law firms, whatit's costing you and how you
can fix it without blowing upyour marketing budget, and
there's a really easy way to dothat, because remarketing is
pretty cheap.
So let's talk about the elephantin the room.
Why are so many firms likeyours not using retargeting?
It's not because the concept isnew.
You've probably heard of it,you've probably heard of it,
(01:29):
you've probably heard about iton this podcast and you maybe
asked your agency about it onceor twice.
But for whatever reason, it isstill missing from a huge chunk
of law firms marketingstrategies.
It's like everywhere andhonestly, at least in my opinion
, it just comes down to a mix ofthree things outdated thinking,
bad assumptions and a littlebit of fear.
So first up, there's the techintimidation factor.
Retargeting sounds complicated.
(01:49):
Do we need special software?
A huge audience, is it creepy?
Are people going to be mad?
So firms either assume thatit's really expensive or they
just decided something they'lllook into later.
But in reality, if you'realready running Google or meta
ads, you're 80% of the way there.
It's not rocket science.
You just tag your visitors andthen show them ads.
That's it.
And then there's the agencyproblem.
(02:09):
A lot of PPC vendors just don'tbring up retargeting.
Why?
Maybe they don't know how to doit well, maybe they think you
won't understand it, or or maybe, let's be honest it's just
easier and more profitable forthem to keep pumping top of
funnel traffic and pretendingthat that's the whole game.
If they're doing an ad spendpercentage, it's way easier.
But without this retargetingyou are basically paying for
(02:30):
introductions and then walkingaway before you shake someone's
hand.
It doesn't make any sense.
And then, finally, there is theick factor.
We hear this all the time.
I don't want to come across aspushy or invasive, and this is
totally fair, but it's justtotally nonsense and it's
totally avoidable.
You can control how often yourads show up, who sees them and
(02:52):
what those ads say.
So retargeting doesn't have tobe aggressive.
It can just be a nudge, areminder, and it can be really
helpful and really reassuringand sometimes, dare I say, a
little classy.
But the bottom line is this Ifyou're avoiding retargeting or
remarketing, it's not because itdoesn't work.
(03:13):
It's because no one hasexplained how to make it work
for you and for your firm.
So let's talk about how itactually works.
So in a normal flow, someoneclicks on your ad, they land on
your website and maybe you get acouple more page views out of
them.
They go to your practice areapage.
They glance at your bio or sometestimonials and then nothing.
They don't call, they don'tsubmit a form, they just leave
the website.
And there's no second chancehere, unless we're using
(03:36):
retargeting.
Because here's the truth Peopledon't convert on the first
click, not in legal, not in mostindustries and especially not
in 2025.
Whether it's somebody that'sdealing with this contentious
custody battle, a businessdispute, an unexpected arrest,
they're probably not going tohire the first firm they see.
They're going to scroll througha little bit, they're going to
check a couple websites and thenthey'll make a call.
(03:58):
They're shopping around,they're comparing credentials,
they're reading those reviewsand maybe they're texting a
friend for advice.
All that research, it takestime.
It could be five minutes, itcould be 15 minutes, especially
in the arrest scenario, but in alot of cases it's longer than
that, and so retargeting is oursecond and third and fourth shot
.
It brings those almost clientsback when they are ready, not
(04:22):
when our first ad happened tocatch their eye.
That might be later that night,the next morning, three days
from now, while they'redoom-scrolling Facebook during
lunch.
And if you're not there whenthey're finally ready to act,
another firm is going to be,because it's not just about all
this timing.
Yes, that's really importanthere, but it is also about
building that trust and beingready when they're ready.
(04:45):
Legal services are high trustpurchases.
We are not selling t-shirts orair fryers, despite how much I
might like buying those.
People need to feel like theyknow you and that starts with
repetition.
Most prospects need to see abrand three to five times before
they even start to feelfamiliar or remember that brand.
Retargeting is a great way toaccelerate that cycle.
(05:06):
Each of the touch points weprovide.
They build credibility for us,especially if we're using that
ad to show helpful content ortestimonials or even answers to
common questions.
It does not all have to be CTAfocused, and here's the kicker.
This is the thing I alluded toat the beginning, but it's the
real reason you should be doingthis.
Retargeting, remarketing clickson Google, on Facebook, on
(05:30):
Instagram, on LinkedIn.
They are cheap, like reallycheap.
We're talking at least two tofive, sometimes 10 times cheaper
than cold traffic from Googleads.
On average, that means yourcost per lead could drop
dramatically without spendinganymore and it could help that
cost per lead on the front end.
But that's not the point.
Most firms are so focused onfeeding the top of that funnel
(05:53):
that they are ignoring thelowest hanging fruit, the people
who have already shown interest.
So if you're not retargeting,you're basically saying thanks
for stopping by, good luck outthere, and that's not a strategy
at all, that's just leakage.
So what does good retargetingactually look like for a law
firm?
And there's a spoiler here itis not just show them the same
(06:15):
ad again and hope that theyclick it again.
Effective retargeting isstrategic, it's segmented, it's
sequenced, and so there's a lothere.
But let's start with theplatforms.
Most law firms don't need toreinvent the wheel.
Yes, there are some hitchesdepending on your practice area,
but you can use the same adplatforms you're usually going
to be using.
Google's Display Network is areally solid starting point.
(06:37):
It's really easy to use.
It lets you show images or textads across millions of websites
, including your local newsniche blogs that your clients
could be reading reallyinteresting stuff like this and
within Google, youtube is acompletely underused gem when it
comes to legal, especially forshort brand videos.
You know we can show those topeople who have just visited our
(06:58):
website.
15 seconds, no sound, justenough to say hey, we're here,
remember us, and when you needus reach out.
And then there's Facebook andInstagram.
These are really effective forB2C practices family law, injury
, criminal defense.
Using these tools helps youmeet your potential clients
where they already are.
And then for firms doingcorporate or business law, don't
(07:20):
sleep on LinkedIn.
It's pricier, sure, but it'sreally solid for targeting
business decision makers orgeneral counsels who have been
sniffing around your site, andLinkedIn's pixel works pretty
well.
But now we have to talkmessaging, because there are a
million platforms out there.
I've just scratched the surfaceof the top tier social media,
like common stuff.
(07:40):
There's a million otherretargeting platforms out there
with tons and tons of inventorythat you absolutely should take
a look at.
But we do need to talk aboutthe messaging, because I can't
just let you guys run loose onthis and following people around
with the same message that's onyour homepage that divorce is
different, or or that we dothings a different way, or that
we care for you, or whatever itis.
(08:00):
It's just not going to cut it.
So what really works?
Well and this will take sometweaking, but retargeting works
really well as a sequence.
So if we structure ouradvertising so that people will
get the first ad in the firstday or the first week, and the
second ad in the second day orthe second week, and so on and
so forth.
We can create something like apublic autoresponder.
(08:22):
Instead of having to get theiremail, to send them these emails
, we can do that where theyalready are without breaking the
flow of their normal process.
So let's make an example.
Ad number one we're going toreintroduce the problem Going
through a divorce.
It's overwhelming.
Let's make it easier.
You're meeting the visitor withempathy and we remind them why
they actually clicked in thefirst place.
And then, ad number two we'restarting to build more trust,
(08:46):
sharing a client testimonial,highlighting a five-star review
or a media mention, the presspress mention something like
this this is our, ourcredibility builder.
We're not selling, we'rereassuring that.
Yeah, we're, we're empathic, wecan help you and we've got the
resume to back this up.
And then, ad number three we'regoing to offer more clarity.
So now is when we can drop inthat strong CTA.
(09:09):
We may have done this in adnumber zero when they initially
clicked, but in those first tworemarketing ads we don't need to
push them into something.
We just want to remind themthat we can help.
But in ad three, we're offeringthat clarity.
It's the time for a strong CTA.
Download our free custodychecklist or book your
consultation now.
You've earned this follow-up.
Now we give them a clear nextstep.
(09:30):
And then, finally, this issomething we need to talk about.
We're not going to spend toolong on it, but it's really
important.
Audience segmentation this isone of the absolute keys because
one size fits all especially ina practice where you may be
doing a couple of differenttypes of law you're wasting
money if you're doing one sizefits all retargeting.
So we need to start by creatingsome audiences so we can
(09:52):
segment people based on whatpages they visit the divorce
pages, our estate law pages,work visa pages, whatever they
hit.
And then we develop an audiencefor people who started to look
at stuff or started to fill outour contact form but didn't
actually complete it.
That's a new segment.
And then we have past emailsubscribers or CRM contacts.
(10:12):
We may not want to beadvertising to them directly but
, especially in audiences likeon Facebook, we can use them as
lookalikes.
And then we have our intakedrop-offs If we have these
tracked in our CRM, same thingas the past subscribers or CRM
contacts, if we have a CRM wherewe have people who have dropped
out of intake.
We can run ads to them as wellHubSpot is a great option for
this and each audience.
(10:35):
Really, what we want to be doingis showing them messages that
are tailored to where theydropped off, whether it's way up
in the funnel or way down,close to actually becoming a
client.
We want to hit themspecifically with messaging that
says hey, we know that this isscary.
Or hey, we know you need moreinformation, or whatever it is
to hit them where they are.
Someone who visited our contactpage they probably just need a
(10:56):
little bit of a nudge, butsomeone who only hit our
homepage and then just bouncedstraight from there.
They're going to need a lotmore trust building.
But the beauty of all thisretargeting is that it doesn't
have to be really complex to beeffective.
Even this simple three adsequence it could double our
conversion rates.
It doubles probably a low balland the best part, once it's set
up, it runs quietly in thebackground.
We do what so many law firmcampaigns don't giving these
(11:22):
potential clients a reason tocome back, and it's with a very
light touch.
So if you've been nodding alongbut you still feel like
retargeting sounds like a nextquarter project.
Let's just make this reallysimple.
You can get started today, thisweek.
No agency overhaul, nofive-figure budget, just a few
practical steps to putting yourexisting traffic to better use.
Here's how we do it.
If you're running Google Ads,you're already most of the way
(11:44):
there.
Go into your campaign settings.
Make sure remarketing is turnedon for display.
Install the Google Ads tag onyour website.
If you're using Google TagManager, it's really easy.
It's a two-minute setup.
And if you're not, use your webperson, just have them drop the
tag in the header.
That one little tag is your keyto tracking and retargeting
every qualified visitor.
So if we have display alreadyon, just add the audience, turn
(12:05):
it on and you're doing it.
And then on Facebook andInstagram, it's even more user
friendly.
If you're a Gen Z I don't thinkso, but it technically is Head
to Meta's ads manager and thencreate a custom audience based
on website visitors Really easy.
You don't need a massiveaudience to start.
I think it's a hundred or 200people and then you can start
running ads to them.
(12:25):
Just people who have visitedyour key pages, like your
contact form, service pages,your blog that's plenty.
And you could even targetpeople who engage with a
specific post or watch part of avideo and this is going to get
(12:46):
me into a tangent here.
But speaking of video, videoretargeting is criminally
underused in legal marketing.
If someone watches like 25%,50% of one of your videos or
more than one of your videos,whether it's on Facebook,
instagram, youtube, that is ahighly engaged lead and we don't
even have to set up theaudience ourself to target these
people.
These are people who didn'tjust scroll past our page or
scroll past our ad.
They stopped, they watched andthey engaged.
(13:06):
Set up a follow-up ad thatspeaks directly to these people.
It's really easy.
If you're already running adsor putting video on Facebook,
you absolutely need to be doingthis, whether it's a client
story, a quick FAQ video,personal message from you.
Give them more of what theywere looking for and try to
figure out what you can do toget them to watch that whole
video.
(13:27):
And here's an even more pro moveI mentioned this above, but CRM
integration.
A lot of firms are skippingthis.
If you're using Clio Lawmatics,something cool like HubSpot,
there's a chance that you cansync your data directly with
Google or Meta, and that meansyour actual leads, not just the
website visitors.
These can be added to theretargeting audiences and we can
(13:48):
exclude recent clients.
We're not wasting money showingads to somebody who's already
signed and paid us, but it'sreally, really effective for
Google and Facebook to be ableto learn from who our best leads
are.
They can use those identifiersto find more people for us,
Because here's the bottom line.
Like I said, remarketing doesnot have to be complicated.
The tools are in your toolbox.
(14:08):
You've got most of this alreadyset up, so you just need to
turn them on, define youraudience and tell a clear story
over a few touch points.
This is not something thatwe're being flashy with.
It's really just about beingpresent and being there when it
matters most to a client.
And we're going to be taking abreak at the beginning of Q4,
and I know that means that Iwon't be being there for you,
(14:30):
but the paid episodes willcontinue on the first Monday of
each month, so make sure yousubscribe, and I mentioned this,
I believe, in a podcast a fewweeks ago.
But more episodes in ourcatalog are going to become
premium only soon.
So don't forget to sign up forthe premium subscription,
because we're going to betransitioning more to the paid
model very soon.
We've got a ton of content in.
(14:51):
We're going to be still doing alot of lessons, still doing
updates on the interesting newtech that you guys need to know
about, but we are shifting moreto the paid model as we've run
out a lot of the coreinformation on marketing.
That isn't going to change inthe next couple of years.
So, going back to retargeting,it's not a luxury, this is a
basic in 2025.
You're paying for your traffic.
(15:12):
Why wouldn't you do somethingto keep it?
At the end of the day, ifyou're not retargeting, you're
not really marketing in thiscentury.
You're just gambling withsomeone's credit card.
That's it for Legal Marketing101.
Check out RosenAdvertisingcomfor more.
Thanks.
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