While a lot of lawyers may not have comprehensive marketing backgrounds, they do know how important digital marketing is to the success of their business. In fact, nearly 96% of people use a search engine when they’re looking for legal advice, so an online presence is practically essential if you want to remain competitive in the industry.
One of the most effective ways to establish an online presence is to invest in paid advertising for your firm. Now, there are multiple options out there, but some legal firms may not have the time or budget to take advantage of them all. So, today we’ll just look at two of the most popular forms of paid advertising, Google Ads and Facebook Ads, to help you figure out which will be of better value for your legal firm.
What are Google Ads?
You’ll often notice Google Ads, also commonly referred to as Pay Per Click (PPC) ads, on Google Search Engine Results Pages (SERPs). They typically appear right at the top of the SERP, but you may also notice them at the bottom or even the side. While they are most noticeable here, this isn’t the only place you’ll find them – all the websites and applications that appear on Google’s advertising network also use Google Ads.
How Do Google Ads Work for Lawyers?
It’s pretty simple: law firms choose a keyword, and place a bid for the maximum they are willing to pay if someone clicks on their ads. Whichever firm places the highest bid has the best chance of being seen at the top of Google’s SERPs.
Why Should My Legal Firm Invest in Google Ads?
If you are looking to attract potential clients based on need, then Google Ads may be the best choice for your firm. You want to make sure your firm shows up as one of the top options when someone is searching for relevant legal advice in your area. Ranking near the top increases the likelihood that someone will click your ad over your competitors’.
Google Ads may seem expensive upfront, but they have an excellent ROI – nearly 200%. So, if you have the money and are looking to attract relevant clients, then Google Ads may give you the best value.
What are Facebook Ads?
Facebook ads are typically found on Facebook, Instagram, and Facebook Messenger. They often look like regular posts in a user’s newsfeed, but you may also choose to advertise in the right sidebar.
How Do Facebook Ads Work for Lawyers?
Unlike with Google Ads, you don’t have to worry about rankings on Facebook. You just create an ad targeted toward a certain audience, and then set a bid and budget for each click or thousand impressions.
Why Should My Legal Firm Invest in Facebook Ads?
If you’re looking to drive engagement and brand awareness, then Facebook Ads would be the best choice for your law firm. Facebook users typically use the platform to engage and connect with others, not to look for products and services, so you’re not necessarily going to get as many conversions as you would with Google Ads.
Facebook Ads also tend to be a bit less expensive than Google Ads, making them a better choice for those on a budget. Therefore, if you’re looking for relatively inexpensive ads that drive engagement and brand awareness, then Facebook ads will probably provide you with the best value.