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 Defence
Meta Ads for Criminal Defence Lawyers in Singapore
A parent who read your drink driving page on Saturday has not called by Monday. Meta retargeting keeps your practice in front of that family while they compare, without a dollar spent on students or researchers.
For small criminal defence practices in Singapore that want Facebook and Instagram to follow up on defence page visits, not to prospect for strangers.
Where Meta fits for a small criminal defence practice
Context from how your customers search, compare and book.
Nobody opens Instagram looking for a criminal defence lawyer. Meta works for a defence practice as follow-up, not as the first touch. A person or a family member who visited the offence page, the what happens next page or the fees page is someone comparing lawyers, and a short, plain ad that reminds them the practice handles this offence keeps the practice in the shortlist while they decide.
The audiences are built from defence pages only. Visitors to any family or employment page, if the practice keeps one, are excluded from every retargeting audience, so the practice never pays to follow the wrong reader. Prospecting, if the owner wants it, is narrow and careful: adults in Singapore, with no targeting that implies anything about a person's situation, and a frequency cap that fits a small population.
Every ad is approved by the owner before it runs and promises nothing about a result, because Part 5 of the Legal Profession (Professional Conduct) Rules 2015, read on sso.agc.gov.sg as the current version at 8 October 2026, applies on Meta as much as anywhere else, and because the person seeing the ad may be in a hard week. No ad carries a success rate or a comparison with another practice. We report cost per qualified defence enquiry in SGD and we do not quote a cost per click.
Who this Meta work suits
groups Customer segments
- person Practices whose offence and fees pages get visits that do not turn into enquiries on the first visit
- person Practices with a drink driving or white collar practice that want to stay in front of a family during the week they decide
- person Practices that answer after hours and want the people who visited at midnight to see that on Sunday
- person Practices that want a narrow, respectful prospecting audience in Singapore with a hard stop if it brings the wrong reader
psychology What drives their decision
- check_circle Retargeting audiences built from defence pages only, with other visitors excluded
- check_circle Short, plain ads that name the offence and promise no result
- check_circle Landing pages that explain how the practice charges in SGD and open a WhatsApp chat
- check_circle Reporting that shows cost per qualified defence enquiry, with no vanity reach numbers
How we deliver Meta Ads
A clear, repeatable process built around how criminal defence customers search and decide.
1
Pixel, audiences and exclusions
We install or repair the pixel and the Conversions API, build retargeting audiences from the defence pages, and exclude every visitor to a family or employment page so the practice never pays to follow the wrong reader.
2
Creative the owner approves
Two or three plain ads per audience that name the offence, say the practice 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 Singapore with plain ads about what happens after arrest, with a small budget in SGD, no targeting that implies anything about a person's situation, and a hard stop if the enquiries that arrive are not defence clients.
4
Landing pages and intake
Each ad lands on the matching offence page with a WhatsApp button, a short form that asks for the offence and the next court date, and a phone number that a named lawyer answers, including after hours if the practice offers it.
5
Weekly review and monthly report
Audiences, frequency and creative are reviewed every week. Budget moves toward the audiences that produced qualified defence enquiries, and the monthly report shows cost per qualified defence enquiry in SGD, not reach or clicks.
ads_click
What Criminal Defence Meta Ads includes
Reach the right local audience on Facebook and Instagram with proof-led ads in Singapore
- check_circle Pixel and Conversions API setup
- check_circle Retargeting audiences from defence 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 defence enquiry
What you can expect
- verified People and families that visited your defence pages see your practice again while they decide
- verified No spend follows a student, a researcher or a legal aid applicant
- verified Every ad names the offence and promises no result
- verified Defence enquiries arrive tagged with the ad behind them
- verified Cost per qualified defence enquiry is reported each month
Deliverables you receive
inventory_2 Pixel and Conversions API installed or repaired
inventory_2 Retargeting audiences from defence pages, with other visitors excluded
inventory_2 Plain ads approved by the owner with no success rate and no promised result
inventory_2 A narrow prospecting audience in Singapore, if the owner wants it
inventory_2 Landing pages with a WhatsApp button and a short defence intake form
inventory_2 Monthly report on cost per qualified defence enquiry
Technical approach
The mechanics behind Meta Ads for criminal defence, explained plainly.
Conversions API and events
Server-side events for calls, WhatsApp clicks, forms and booked consultations, with wrong-fit form submissions kept out of the defence conversion event. Where the practice management system records warrant to act 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 practice's own staff are removed from every audience. Frequency caps keep the practice visible without becoming a nuisance to a family that is still deciding, and placements outside Singapore are excluded.
Creative review
Every image and line of copy is checked for a success rate, a comparison with another practice, a claim the practice cannot justify, 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 enquire.
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 defence traffic already arriving from search or referrals. It usually starts producing return visits and enquiries within weeks, at a small budget.
Days 1 to 14
Pixel and Conversions API repaired, audiences built from defence 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 defence enquiries 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 enquiries it produces are defence clients. We do not promise a number of clients.
Other Criminal Defence 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 defence practice in Singapore? expand_more
As follow-up, yes. Families comparing lawyers come back after a reminder. As the first touch it is weak, because nobody opens Instagram looking for a drink driving lawyer. 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 defence pages only, other visitors are excluded, no targeting implies anything about a person's situation, and any ad that draws wrong-fit enquiries is stopped. The defence number stays on its own line.
Do the publicity rules apply to Meta ads? expand_more
Yes. Part 5 of the Legal Profession (Professional Conduct) Rules 2015, read on sso.agc.gov.sg as the current version at 8 October 2026, applies to publicity on every platform, which is why the owner approves each ad and none carries a success rate, a comparison or a promised result. HeyLead holds no practising certificate and gives no legal advice.
What budget does this need? expand_more
Retargeting runs at a small budget in SGD because the audience is small. We set the figure after the free audit from your defence traffic and your capacity, and we do not quote a cost per click.
Can you promise enquiries from Meta? expand_more
No. We report which audiences and ads produced qualified defence enquiries so the owner can judge the channel on evidence.
Ready to get more from Criminal Defence Meta Ads?
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