While there are model rules, attorney advertising rules vary by jurisdiction quite a lot. Some states are very up to date and aware of the newest technologies for advertising while others haven't made updates to their rules and are silent as to modern technologies.
Some technologies that are commonly used in non-legal advertising campaigns can violate ethical rules so working with a lawyer ad provider with a deep understanding of ethics is important. For instance, geofencing often used on facebook ads for lawyers is an emerging technology that may be allowed in certain jurisdictions but not in others.
Lawyers should keep in mind that there are also restrictions from different ad platforms that have separate policies that can apply only to law firms. For example, law firms are often not allowed to use Google remarketing ads due to platform policies. As well, additional work may be required by your provider to shepherd ads through platform approval processes quickly and easily and working with an experienced provider like Orsanna can make advertising easier for your firm.