10 Apr, 2022

Facebook Ads vs Google Ads for Law Firms: Which is Better?

Facebook Ads Vs Google Ads For Law Firms Which Is Better

Promoting your legal services online is one of the most effective ways to attract potential clients. But with so many marketing platforms you can use these days, you’re probably wondering which option would offer you the best return on investment. For instance, there’s this age-old question: “Which is better, Facebook Ads or Google Ads for law firms?” 

If you’re like many solicitors who can’t make up their minds about using Google Ads or Facebook ads, you’re in luck. This article will help you make an intelligent decision by discussing the pros and cons of using each platform to promote your law practice online. 

Promoting Your Law Office through Google Ads

Google Ads is the search giant’s pay-per-click (PPC) advertising platform. It works by displaying your ads on top of search result pages when someone types in a relevant online query. This platform also drives the advertisements that appear on Google’s display network, which includes more than 2 million websites and apps such as YouTube and Gmail. 


1. It offers better-quality leads

customer journey

A notable benefit of Google Ads is that it allows for highly targeted marketing. Unlike traditional advertising, you can control who gets to view your ads. Because your ads will only appear for relevant searches, you can rest assured that the person who clicks on your ad is already looking for legal services or information. This brings you better-quality leads than those you obtain from other advertising methods. 

2. It is cost-effective

Google Ads offers a cost-effective way to attract prospects to your law firm. Unlike traditional advertising methods and even Facebook Ads, you only pay when someone clicks on your ad, not when it shows up. Also, because your ads only show up for relevant searches, you can be sure that every penny you spend on your campaign goes to attracting the right kind of audience. 

3. It is measurable

analytics for GA

Tracking and measuring your ads’ performance is effortless with Google Ads. This enables you to make quick adjustments to improve their performance to obtain a more significant return on investment. 

4. It has a broader reach

Similar to many digital marketing strategies, Google Ads lets you target prospects outside your location. It also allows you to focus your marketing efforts on a specific area, which can be handy if you’re keen on attracting law clients from a particular region. 


1. It can get expensive quickly

While Google Ads offer a cost-effective way to promote your law firm, it can get expensive very fast if you’re a beginner and/or you don’t have a good strategy in place. Also, law-related keywords are amongst the most expensive search terms to bid on. 

2. It requires frequent maintenance

You need to monitor and maintain your ads frequently to ensure they remain effective and competitive. 

3. Writing ads can be tricky

With the limited character count of your ad content, telling prospects what you want them to know can be challenging. You have to be creative to achieve better results. 

A Quick Look at Facebook Ads for Lawyers

Now that we have discussed Google Ads for law firms let’s explore using Facebook to promote your legal services. It’s no secret that Facebook is one of the most popular social networking sites globally. Because of this, many businesses are keen on promoting their goods and services on this platform. 

Ads on Facebook appear on a user’s newsfeed or the right-hand side of the screen. Unlike Google Ads, they are displayed based on several targeting parameters, not when someone looks up a specific search term. 


1. Good for remarketing

As the name implies, remarketing is the process of promoting your services to prospects who have previously visited your law firm’s website. Facebook lets you install a patented pixel on your site that tracks and targets previous web visitors and serves them your ads when they log on to their respective Facebook accounts. 

2. It lets you select the people who will see your ads

Similar to Google Ads, Facebook ads allow you to target potential clients outside your immediate location. It also enables you to promote your services to audiences based on several factors, such as their:

  • Demographics
  • Household composition and whether they rent or own their home
  • The industries they belong in
  • Life events
  • Purchase behaviours and device usage

3. It offers flexibility when creating ads

With Facebook, you have plenty of options to choose from when creating ads. For instance, you can combine videos or images and text to craft ads that would pique your audience’s interests. 


1. Your audience is likely to suffer from ad fatigue

The longer you run Facebook ads, the less efficient and effective they become. People would get sick of your ads, especially if they already saw them several times. As a result, they are less likely to click and take your desired action. 

2. It has a limited reach

Sure, Facebook may have over 2 billion active users every month. However, they need to log on to their accounts to see your ads. 

3. It has lower conversion rates

comparison of FB vs GA

Compared to Google Ads, advertising on Facebook yields relatively lower conversion rates mainly because the people who see your ads are not actively looking for legal services. 

Final Verdict

Indeed, using Facebook ads to promote your legal services has its merits. However, we at Kinetic believe that Google Ads for law firms is a better choice for the simple reason that most people log on to Facebook to interact with their friends, not find lawyers. Also, multiple studies have shown that a growing number of legal clients use search engines to find lawyers who can assist them. 

Let the Google Ads Specialists Help

Using Google Ads to promote your legal services can provide you with maximum efficiency and a better return on investment compared to Facebook Ads. However, it is not without its challenges. 

Good thing we at Kinetic are experts at Google Ads for lawyers. Let us offer you the solutions you require to overcome the challenges mentioned above and make the most of the opportunities Google’s paid search platform can offer. Get in touch with us today! 

Lead your law firm towards the best results.

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