Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
Meta Ads for Criminal Defense
Meta Ads for Criminal Defense Lawyers
A parent who read your DUI page on Saturday has not called by Monday. Meta retargeting keeps your firm in front of that family while they compare, without a dollar spent on students or researchers.
For small criminal defense firms in the United States that want Facebook and Instagram to follow up on defense page visits, not to prospect for strangers.
Where Meta fits for a small criminal defense firm
Context from how your customers search, compare and book.
Nobody opens Instagram looking for a criminal defense attorney. Meta works for a defense firm as follow-up, not as the first touch. A person or a family member who visited the charge page, the what happens next page or the retainer page is someone comparing firms, and a short, plain ad that reminds them the firm handles this charge in this county keeps the firm in the shortlist while they decide.
The audiences are built from defense pages only. Visitors to any family or employment page, if the firm keeps one, are excluded from every retargeting audience, so the firm never pays to follow the wrong reader. Prospecting, if the owner wants it, is narrow and careful: adults in the counties where the firm's attorneys appear, with no targeting that implies anything about a person's situation.
Every ad is approved by the owner before it runs and promises nothing about a result, because the lawyer advertising rules of the firm's state apply on Meta as much as anywhere else, and because the person seeing the ad may be in a hard week. We report cost per qualified defense inquiry in USD and we do not quote a cost per click.
Who this Meta work suits
groups Customer segments
- person Firms whose charge and retainer pages get visits that do not turn into inquiries on the first visit
- person Firms with a DUI or federal practice that want to stay in front of a family during the week they decide
- person Firms that answer after hours and want the people who visited at midnight to see that on Sunday
- person Firms from Houston and Phoenix to Chicago, Atlanta and Miami that want a narrow, respectful prospecting audience in their own counties
psychology What drives their decision
- check_circle Retargeting audiences built from defense pages only, with other visitors excluded
- check_circle Short, plain ads that name the charge and the county and promise no result
- check_circle Landing pages that explain how the firm bills in USD and ask for the charge and the court date
- check_circle Reporting that shows cost per qualified defense inquiry, with no vanity reach numbers
How we deliver Meta Ads
A clear, repeatable process built around how criminal defense customers search and decide.
1
Pixel, audiences and exclusions
We install or repair the pixel and the Conversions API, build retargeting audiences from the defense pages, and exclude every visitor to a family or employment page so the firm never pays to follow the wrong reader.
2
Creative the owner approves
Two or three plain ads per audience that name the charge and the county, say the firm answers after hours if it does, and promise nothing. Every ad is approved by the owner before it runs.
3
Narrow prospecting, if wanted
Where the owner wants new audiences, we target adults in the firm's counties with plain ads about what happens after an arrest, with a small budget in USD, no targeting that implies anything about a person's situation, and a hard stop if the inquiries that arrive are not defense clients.
4
Landing pages and intake
Each ad lands on the matching charge page with a short form that asks for the charge, the court date and the county, and a phone number that a named attorney answers, including after hours if the firm offers it.
5
Weekly review and monthly report
Audiences, frequency and creative are reviewed every week. Budget moves toward the audiences that produced qualified defense inquiries, and the monthly report shows cost per qualified defense inquiry in USD, not reach or clicks.
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What Criminal Defense Meta Ads includes
Reach the right local audience on Facebook and Instagram with proof-led ads
- check_circle Pixel and Conversions API setup
- check_circle Retargeting audiences from defense pages
- check_circle Ads approved by the owner before they run
- check_circle Optional narrow prospecting audience
- check_circle Monthly report on cost per qualified defense inquiry
What you can expect
- verified People and families that visited your defense pages see your firm again while they decide
- verified No spend follows a student, a researcher or a public defender applicant
- verified Every ad names the charge and promises no result
- verified Defense inquiries arrive tagged with the ad behind them
- verified Cost per qualified defense inquiry is reported each month
Deliverables you receive
inventory_2 Pixel and Conversions API installed or repaired
inventory_2 Retargeting audiences from defense pages, with other visitors excluded
inventory_2 Plain ads approved by the owner with no promised result
inventory_2 A narrow prospecting audience in the firm's counties, if the owner wants it
inventory_2 Landing pages with a short defense intake form
inventory_2 Monthly report on cost per qualified defense inquiry
Technical approach
The mechanics behind Meta Ads for criminal defense, explained plainly.
Conversions API and events
Server-side events for calls, forms and booked consultations, with wrong-fit form submissions kept out of the defense conversion event. Where the practice management system records retainer signed, that result is sent back so the account learns from matters.
Audience hygiene
Family and employment page visitors, current clients the owner wants excluded and the firm's own staff are removed from every audience. Frequency caps keep the firm visible without becoming a nuisance to a family that is still deciding.
Creative review
Every image and line of copy is checked for a claim the firm cannot support, a result it cannot promise, a client it has not agreed to name or an image that would embarrass the person seeing it. The owner approves each ad before it runs.
Marketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to inquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
What to expect from Meta ads
Retargeting is follow-up, so it depends on defense traffic already arriving from search or referrals. It usually starts producing return visits and inquiries within weeks, at a small budget.
Days 1 to 14
Pixel and Conversions API repaired, audiences built from defense pages, other visitors excluded, and the first ads written for the owner to approve.
Weeks 3 to 8
Retargeting runs at a small budget. Return visits and the first defense inquiries arrive tagged with the ad behind them. Any ad that draws students or researchers is stopped.
Months 3 to 6 and beyond
Audiences and creative settle on what brings people and families back. Prospecting is added only if the owner wants it and only while the inquiries it produces are defense clients. We do not promise a number of clients.
Other Criminal Defense marketing services
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
Does Meta work for a criminal defense firm? expand_more
As follow-up, yes. Families comparing firms come back after a reminder. As the first touch it is weak, because nobody opens Instagram looking for a DUI attorney. We run retargeting first and add prospecting only if the owner wants it.
Will Meta ads reach the wrong people? expand_more
Not by design. Audiences are built from defense pages only, other visitors are excluded, no targeting implies anything about a person's situation, and any ad that draws wrong-fit inquiries is stopped. The defense number stays on its own line.
Do the lawyer advertising rules apply to Meta ads? expand_more
Yes. The rules of professional conduct of the state where the firm is admitted apply to every ad on every platform, which is why the owner approves each ad and none promises a result. HeyLead holds no law license and gives no legal advice.
What budget does this need? expand_more
Retargeting runs at a small budget in USD because the audience is small. We set the figure after the free audit from your defense traffic and your capacity, and we do not quote a cost per click.
Can you promise inquiries from Meta? expand_more
No. We report which audiences and ads produced qualified defense inquiries so the owner can judge the channel on evidence.
Ready to get more from Criminal Defense Meta Ads?
Get a free audit and we will show you where you are losing inquiries today.
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