First, you will need to run test ad campaigns on Facebook because Facebook needs to understand and track the type of people who interact with your posts and interact with your contact. As Facebook looks at this audience, it tries to look for a custom audience match that resembles who is interested in your legal services. Facebook creates custom audiences because that is one of the most powerful features of advertising on Facebook.

With Facebook advertisements, you also want to track how many people become engaged and interested by “tracking the action”.

Next, separate your advertising across different channels. For instance, you may want to separate mobile ads and desktop ads because then you can measure if you’re getting better conversions off of mobile engagement, or desktop engagement.

Test different offers with your audiences. Don’t be a perfectionist about what kind of offers you make. Your ultimate goal in initial advertising is to learn and the only way to learn is through implementing advertising actions.

Test different content in each of your ads. Your content for advertisements may include: video, banner ads, Gallery ads, or text ads.  The clients who engage with your ad will have done so because of some complex persuasion process they went through in their head.  Because you can’t read their mind, you will want to track the effectiveness of different advertisements to see which ones were most persuasive. When your advertising hits, and you get a client, it is because your advertisement matched the narrative that a client has in their head telling them what they want.  When the client saw your advertisement, they trusted that you could solve their problem.

But trying to figure out a client narrative is really difficult with just one advertisement and that is why you want to test multiple different advertisements so that you can understand who your true client is and what are the needs of that person.