Does your law firm want to reach its target audience the fastest way possible? And do you want to do it in a way that is affordable and gives you access to data about where your ad dollars are being spent?
PPC (pay per click) advertising is the ideal solution that checks all of those boxes. You can be up and running in just a few hours, you only pay for the results you get (clicks on your ads), and you get detailed insights about your efforts.
But, as with most things online today, you have choices. Facebook and Google ads are the main players in the PPC space. So, where should your law firm invest to get the best results? Here is what you need to know about these platforms, including the pros and cons of each.
How Facebook Ads Work for Law Firms
With 2.91 billion monthly active users, Facebook is the largest social media platform on the planet. Ads on Facebook display either in the column to the right of the newsfeed or directly in the newsfeed, labeled as an advertisement. If your law firm is thinking about using Facebook ads, here are some of the pros and cons of this option.
Pros of Facebook Ads for Law Firms
Powerful Targeting and Remarketing
Because the platform collects so much data about its users, Facebook offers advertisers some of the most powerful ad targeting capabilities available. This means that an estate planning attorney in Birmingham can target clients within a 50-mile radius who are married. Or a mass tort lawyer might target people who have joined certain Facebook groups related to product issues.
Facebook also provides advertisers with a pixel to install on their websites for retargeting. After a prospect visits your site, they will begin seeing your ads on their Facebook timeline to keep your firm top of mind. You can run ads that focus on things like past settlements and client testimonials to demonstrate why your firm is a good choice.
Advertising through traditional channels, like billboards and print media, takes time. But Facebook ads can be up and running in just a few minutes. If you’re looking for a quick way to get exposure for your law firm and generate traffic, these ads are an option.
It’s common knowledge that Google Ads for law firms can be costly because they are so competitive. Comparatively, Facebook ads are much more affordable.
Another benefit of using Facebook advertising is its flexibility. You have a ton of options in the way you present your ads to your target audience. You can select images, text, and even video ads to highlight your law firm.
Cons of Facebook Ads for Law Firms
Limited to Facebook Users
It’s important to understand that Facebook ads will be limited to users of this social network. If your target audience isn’t on Facebook, your ad dollars would be more wisely spent elsewhere.
Ad Fatigue is Real
Most people aren’t on Facebook to find products or services. Rather, they are there to interact with friends and family, and the platform’s algorithm largely favors those posts. Understanding this, a portion of your audience will either entirely ignore your ads or tire of seeing them after a few days or weeks.
Possible Low Conversion Rates
Conversion rates can be lower than with Google Ads because these ads are shown to an audience you define. In contrast, Google Ads are shown to people who are specifically looking for your services.
Can Be Complex
While Facebook ads offer many advanced features, setting them up and interpreting the results can be challenging.
How Google Ads Work for Law Firms
Google Ads can display in two places – at the top of the Google search results page and across the Google display network. Since Google is the most widely-used search engine, these ads are a powerful marketing tool. Here are some of the pros and cons of using them for your law firm.
Pros of Google Ads for Law Firms
When you advertise with Google, you are only showing ads to people who have demonstrated a desire to hire a lawyer or who are looking for legal information. You select specific keyword phrases to target, like “divorce lawyer Biloxi” or “car crash attorney Memphis” as well as some demographic data. And you only pay for the ad when a lead clicks through to your website.
Like Facebook ads, you can set up a Google Ads campaign and begin seeing results in a matter of a few minutes or hours. That said, you will get much better results if you take the time to research keywords, target your audience, and design a winning ad.
Easy to Measure
Google is known for supplying plenty of useful data to its clients. When you set up a PPC campaign, you can instantly track its performance and make quick adjustments to improve your ROI.
Cons of Facebook Ads for Law Firms
Can Be Costly
Legal ads on Google are considered competitive and costly. If you’re not careful, your advertising spend can quickly get out of control. Fortunately, the platform allows you to set a maximum budget for your campaigns so that you don’t overspend.
Google Ads are not set-and-forget campaigns. They require consistent monitoring and tweaking to achieve the best possible results. You’ll want to continue to explore new ad types and keyword phrases so that you can reach your target audience effectively and affordably.
Get Help With Your Law Firm Advertising
While both strategies are effective for law firm marketing, each has its strengths and weaknesses. When used as part of a comprehensive digital marketing strategy, you are likely to get the best results from both solutions.
If you want to invest in online ads for your law firm but don’t know where to start, we can help. Too Darn Loud Legal Marketing will work with you to create high return campaigns that generate quality leads. We are an agency that works with law firms nationwide to deliver results-based digital marketing solutions. Contact us today to schedule a free consultation to learn more.