How to Use Paid Media to Generate Leads and Drive Conversions
Legal Marketing Lead Generation Funnel

While many instinctively think of social media as a way to connect with friends and family, share photos or engage in heated political debates, it’s also a powerful tool for lead generation. From sharing your latest content to engaging with followers, your law firm’s social media channels provide an easy and effective means for guiding leads through the sales funnel. The goal is to have prospective clients find your content, follow you on social media, sign up for your email list and pay attention to what others say about you. While it’s possible to succeed with an organic approach, social media advertising takes it to the next level by allowing your firm to reach new and relevant audiences, making it a worthy inclusion to any paid media plan along with SEO and SEM practices. Rather than attracting everyone, you want to reach prospects who have a genuine need or desire for your firm’s services. Here are some tips on how to use paid media to generate leads and drive conversions. 

Offer Valuable and Unique Content

Spending money on social media ads will be a fruitless practice for your firm if you aren’t providing content that attracts your audience. With countless others fighting for the attention of your target audience, you must create ads that are worth clicking on. It starts with relevant copy and design. An appealing photo or video will pull users in, while ad copy that is conversational and engaging encourages them to click. 

If someone clicks on your firm’s ad, you’re off to a good start but there is still work to be done to separate casual visitors from potential leads. This is where gated content comes into play as a means of exchanging valuable content from your firm for contact information from users. While some people will decline, those who take that next step will have demonstrated a real interest in learning more about your firm and the services you provide, while also providing an email address or phone number to follow up. 

Use Lead Magnets

Gated content is an example of a lead magnet, one of the most effective tools you can use to generate leads and drive conversions for your firm. Since people are often hesitant to give out their email address, you must give them a reason with compelling content in the form of a downloadable eBook, case study or video. You know your target audience and the questions they are asking, so provide content that serves those needs and showcases the expertise of your firm. 

From an eBook that explains the latest in tax law to a case study about one of your firm’s recent wins, there’s no shortage of content possibilities for lead magnets. Even a video of a previous speaking engagement or a teaser of a webinar you hosted can be a lead magnet. However, try to steer clear of anything that is too long or difficult to follow. It’s important that you maintain their attention to keep that lead and improve your chances of converting them into a client down the road. 

Generate More Leads

Developing key pieces of content such as a webinar, ebook or case study that will elevate your thought leadership is the goal of our SAME 4-step strategic process.

Learn more

Develop an Email Campaign

There’s a reason many department stores ask for your email address before you buy new clothes, shoes or accessories. They’re adding you to their subscriber list because email marketing works, and it can work for your firm. When you start by establishing a clear strategy, an email campaign can generate new leads and even retain past clients. The most effective strategy is one that provides relevant content without bombarding your audience. A weekly email is a great place to start because it’s consistent enough to keep your firm top-of-mind without spamming your subscribers’ inboxes. 

Your strategy will also outline the type of content that you will be sharing through your newsletter. People will grow tired of the same things each week, the goal is to not only establish yourself as a thought leader but also as a resource, so try to mix it up by including a good balance of blog posts, news articles, podcasts and other various mediums. Analytics such as open rates and click-through rates will help you determine the success of a campaign. Rather than guessing about any changes that could improve those rates, utilize A/B campaigns with different versions of copy to see which one generates more engagement. After you have established and refined your strategy, create social media ads to promote the campaign and start collecting emails. 

Automate What You Can

Turning someone from a cold lead into a new client for your firm is a process. Even with the right paid media and content marketing plans, you will likely still need to spend time on the phone or in-person with someone before earning their business. Luckily, social media posts, ads and email campaigns can all be automated, leaving you ample time to focus on engagement. 

Platforms like Sprout Social or Hootsuite are management tools that allow you to schedule social posts days or even weeks in advance, while Facebook Ads Manager makes it easy to create and manage your advertisements. Consider reserving time on Monday mornings to schedule that week’s social posts, ads and eNewsletter content. That will provide flexibility to your schedule if a question or request from a prospective client presents itself. However, that doesn’t mean that you can just set it and forget it. Keep track of any ongoing campaigns to learn what works, what doesn’t and how to improve over time.  

The most important thing to remember is that generating leads and driving conversions with paid media is a marathon, not a race. You probably won’t get a wave of new business immediately after rolling out your social media ads, email campaign and lead magnets, but over time, those tools will work hand-in-hand to drive prospects to your firm. If you’re interested in learning more about the power of paid media, let’s chat. We’d love to start a conversation with you about how we can create results for your firm.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.


Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.


  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position