Facebook Ads and Google Ads (formerly referred to as AdWords) are the two gorillas of pay-per-click (PPC) advertisements. They are among the biggest drivers of clients to law firms. While the two platforms have some common ground, they have a few significant differences.
Generally, generating legal leads can be expensive. But knowing which platform gives the most bang for your buck can reduce your firm’s expenses. Here is a brief overview of how Facebook and Google Ads compare when generating legal leads.
Facebook has a much larger monthly user base than Google. As of 2022, it had over 2.95 billion monthly active users. That sounds great, right? But wait, that doesn’t mean all these users want legal services. Most don’t.
So, how do you target the right people who need legal services? Facebook provides excellent targeting parameters that allow you to narrow down your audience. You can filter users based on their interests, behaviors, demographics, location, etc. That means you can target users who have recently experienced motor vehicle accidents in your area if you are a personal injury attorney.
Facebook also offers various ad formats, including image, video, carousel, and lead-generation ads. The best part about them is that they are more visually appealing than Google Ads. That means when appropriately used, they can engage and grab attention.
But there’s a catch. Facebook users are not actively looking for legal services while on the platform. They may see your ad while scrolling through their feed, but it may not be their priority. While they are generally cheaper, the few legal leads you get are often low-quality and not ready to convert.
Google Ads is the world’s largest PPC advertising platform. It is so popular that it has become synonymous with “paid search.” As a personal injury law firm, Google is your best bet.
Unlike Facebook, users on Google are actively looking for something specific. Your ad will appear if they search for legal services or topics related to legal issues. That means you are targeting users with high intent to purchase. This gives you high-quality leads that are more likely to convert into paying clients.
Google Ads are text-based and appear on search engine results pages (SERPs). They blend natively with the page results, making them more relevant to users. And the best part is that you only get charged when potential clients click on your ad. (1)
Google Ads also allows you to control when the ads will be displayed. Over time, you can refine the keywords you use in your ads and improve their performance. However, PPC bidding can be expensive, especially for popular keywords. If you’re not an expert digital marketer, getting a good return on investment (ROI) can be challenging.
Work With Expert Digital Marketers
Google is the clear winner when it comes to generating legal leads. It may cost you more upfront, but the ROI potential is much higher than Facebook’s. However, that doesn’t mean you should ignore Facebook Ads entirely.
But it’s best to work with expert digital marketers to optimize your ad campaigns and get the most out of Google Ads. At Legal Leads Digital, we specialize in PPC advertisements for law firms. We have the knowledge and experience to navigate the competitive landscape of legal advertising and provide high-quality leads for your firm. We are proud to serve United States and Canada with our industry-leading service. For more information about our legal lead generation services, contact us today via phone ((804) 534-2500) or email.
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