What Is a Good Cost per Click for Law Firm Leads?

Each time a Facebook user clicks on your law firm’s ad, Facebook takes a little money out of the ad budget to pay for it. This cycle is called cost per click (CPC). So, what is a good cost per click to earn leads for your law firm?

Legal Marketing Strategy Pros explains how CPC influences the budget for Facebook ads for lawyers and strategies for achieving a favorable cost per click for your ad below.

What Is a Good Average Cost per Click for Law Firm Leads With Facebook Ads?

Facebook determines an ad’s CPC by dividing the total amount of money spent by the number of clicks the ad earned. For example, you spend $1,200 on an ad that earns 900 clicks during its lifespan. Therefore, its CPC would be about $1.33. Now that you have an idea about how cost per click is determined, you also want to consider how much it costs to run a law firm ad on Facebook over time.

The average CPC on Facebook typically stays below $2. However, the ideal CPC benchmarks for online advertising may vary, depending on the business launching the ad.

What is considered a competitive cost per click for your law firm? While the average CPC for unspecified law practices often equals more than the average, it fluctuates based on the type of law practiced and the firm’s location. The lower the cost, the better the ad’s performance.

What Drives the Cost per Click in Any Given Market?

The factors influencing a good cost per click include:

• Your ad’s call to action: The CTA should naturally inspire Facebook users to act. It should consist of short, instructional copy that communicates what you want them to do.
• Whether you customize your audience: Choose a Facebook audience that closely resembles the one that interacts with your website.
• Media usage: Visual media grabs people’s attention. Use a short video or image carousel that causes the user to stop their endless scroll.
• Chosen ad copy: Your ad should ideally include empathetic copy that converses with the audience, making them feel personally noticed.
• Landing page effectiveness: The click only begins the journey. Your landing page should effectively encourage further action. Otherwise, you’ll pay for a fruitless click.

How Do I Reduce Cost per Click on Facebook?

What is a good cost per click for a lawyer using Facebook ads? Good CPC rates range from $0.26 to $0.30. However, your legal firm will likely pay a higher CPC due to the niche audiences most lawyers prefer to target. Regardless, you can lower your CPC rates on Facebook by:

• Avoiding audience overlap: When your audience segments overlap, they’ll see multiple versions of your ad. This causes you to bid against yourself, increasing your CPC.
• Focusing on the click: Although your goal involves converting Facebook users into leads, you must simplify their journey with each step. Design your Facebook Ad to focus on earning clicks rather than your legal services.
• Integrating Ads Manager with other Facebook tools: Facebook offers myriad tools, including Ad Pixel, Business Manager, and Power Editor. Use these applications to your advantage.

What Are Some Strategies for Achieving a Favorable Cost Per Click?

Evaluating cost-effectiveness in pay-per-click ads rests on whether the ad converts faceless audience members into potential leads. Marketers who specialize in Facebook marketing for lawyers recommend:

• Testing your ads: An ad’s performance depends on the audience’s response. Run A/B tests featuring similar ads that have one differing element, such as copy or image, to determine which elicits the desired action.
• Boosting an existing post: Did you recently publish a post that garnered excellent engagement from your current following? It’s likely to earn a similar response from audiences who don’t follow your firm yet. Boost the post to increase engagement and encourage new audiences to seek your services.
• Providing value for free: Facebook users love freebies. Gift some free advice or information regarding their legal predicaments or concerns.
• Setting clear objectives: You certainly want to generate more leads. But how? Choose a specific CTA to encourage phone calls, appointments, or online chats.

Where Should People Go After Clicking Your Ad?

You’ve earned that ad click. What now? Identify the final step in the audience’s journey before determining a reasonable cost per click.

After clicking on your Facebook ad, your audience members should navigate to a custom landing page. Some business owners use pre-existing service pages from their websites. However, your audience will respond more favorably to a landing page tailored to reflect the ad they just clicked.

What is a good cost per click for your law firm? Request a consultation with Legal Marketing Strategy Pros to calculate a more personalized answer and professional strategy. Call us today at (941) 404-1370.