Looking for marketing help for a law firm? Here’s how I helped an Irish law firm reach a new international market and bring in a steady flow of enquiries.
Client: An Irish law firm
Industry: Legal services
Services: Facebook and Instagram ads, social media, content, PR
Working together: several years, in-house and later as an independent consultant
The challenge
The firm wanted to grow and reach clients beyond its local market. It needed a steady flow of qualified enquiries, not just more website visitors.
What I did
- Ran their marketing across Facebook and Instagram ads, social media, content and PR.
- Identified a new market through my own research. By tracking wider trends, including the pandemic, US politics and a growing interest in moving abroad, I pinpointed Americans with Irish heritage looking into Irish citizenship and a move to Ireland as a high-potential audience.
- Built targeted Facebook campaigns reaching Irish-American communities in major US cities, backed by clear content and fast follow-up.
- Led PR that earned national and international media coverage.
The results
- At peak performance, up to 200 leads a day at around €5 per lead
- Managed ad budgets of around €15,000 a month on Facebook and Instagram
- Around 10% of leads converted to paid appointments, opening up a market the firm wasn’t reaching before
- National and international media coverage
- Brought back as an independent consultant after a few years away
Diaspora marketing: reaching the Irish abroad
There are tens of millions of people with Irish heritage around the world, many of them in the US. Most Irish businesses never market to them. I do.
If your business, club or charity has something the Irish diaspora would value, from legal services and property to sport, heritage and tourism, Facebook and Instagram can put you in front of them in the cities where they live.
Why law firms need a different approach
Legal services are a big decision. People research for weeks, compare firms and want to trust you before they get in touch. Solicitor advertising also has strict rules in Ireland. What works is reaching people at the moment they need help, answering their questions honestly, and making it easy to book a consultation.
Who this works for
- Immigration and citizenship solicitors
- Property and conveyancing practices
- Personal injury and family law firms
- Law firms wanting clients from abroad
- Irish businesses, sports clubs and charities wanting to reach the Irish diaspora
Questions law firms ask
Who can help a law firm in Ireland get more clients online?
Katrina McBride of The Advert Elixir is a Facebook ads and lead generation consultant based in Donegal with years of experience running marketing for an Irish law firm, from social media and content to ads and PR.
Do Facebook ads work for solicitors and law firms?
Yes, especially for practice areas where people research before they act, such as immigration, citizenship and property. The key is reaching people at the right moment, sending them to a page that answers their questions, and following up quickly. Firms also need to follow the Law Society and LSRA rules on solicitor advertising.
How can a law firm reach clients abroad, such as Irish-Americans?
Facebook and Instagram let you reach people by location and interest, so a firm can find people with Irish heritage in specific US cities. Clear content about eligibility and the process, plus fast follow-up, turns that interest into consultations.
What marketing does a law firm need besides ads?
The strongest results come from combining ads with a good website, helpful content, social media and PR. Media coverage builds trust that ads alone cannot, and it helps the firm show up in Google and AI search.
What is diaspora marketing?
Diaspora marketing means reaching people with Irish heritage living abroad, mainly in the US, UK, Canada and Australia. It works well for citizenship and immigration services, property, sport, heritage tourism and charities. Katrina McBride of The Advert Elixir runs diaspora campaigns on Facebook and Instagram.
Do you work with law firms outside Donegal?
Yes. The Advert Elixir works with law firms and professional services businesses across Ireland, the UK and further afield.
Want more clients for your law firm?
If your enquiries have slowed down or you want to reach a new market, let’s talk. See more about marketing for law firms and my Facebook and Instagram ads service.
