Digital Advertising for Lawyers_ Debunking the Myths Associated with Facebook Advertising vs Google Advertising

Digital Advertising for Lawyers: Debunking the Myths Associated with Facebook Advertising vs Google Advertising

In Business Strategy, Digital Marketing, Legal Marketing, Marketing Strategy, Social Media Marketing by Robb FahrionLeave a Comment

Reading Time: 13 minutes

Are you skeptical about using Facebook and Google advertising to grow your firm?

The total global market size of the legal services industry is over $750 billion t is projected to rise to more than $900 billion by 2025.

When it comes to law firm advertising, Facebook and Google each offer their own set of advantages and disadvantages. However, you can help your firm achieve remarkable results through Google advertising.

Despite 46% of law firms having a marketing budget, there are many myths associated with Google advertising limiting many lawyers. We’ll share some of the more common ones with you to easily differentiate between myth and reality.

marketing-budget-lawyers-statistics

(Source: Inbound Law Marketing)

In this article, you’ll find:

  • Facebook Advertising vs Google Advertising for lawyers
  • The benefits & advantages of each platform
  • How to decide which one to use
  • How much does it cost?
  • Facebook & Google Advertising myths vs. realities
  • Hiring an advertising agency to fix and scale your campaigns

Let’s dig in.

Facebook Advertising vs Google Advertising For Lawyers

The dichotomy between "pull" and "push" advertising is a significant differentiator in Facebook advertising vs Google advertising. For example, Google's search advertising appears exclusively to people actively looking for a product or service, whereas Facebook adverts are paid placements that show depending on numerous targeting characteristics.

Here are other things you need to know about Google ads for lawyers and Facebook ads for lawyers: 

Cost

Google is less unpredictable but more expensive in terms of the amount you pay to keep your advertising running. It is based on a bidding mechanism in which users compete for keywords. The higher the cost of a keyword, the more expensive it is.

On the other hand, while Facebook ad costs are usually the least expensive for newcomers to PPC services for lawyers, they can also be unpredictable. Why? Because prices for advertising legal services are determined by the number of people viewing your ad rather than how many intending clients click on it.

Maintenance

As a law firm, you might get lucky with Google ads and obtain good results with minor oversights here and there because, most of the time, trial and error is required to optimize the settings for your law firm. But, again, the goal is to iterate and optimize.

On the other hand, Facebook ads for law firms require considerable care because getting audience targeting right takes time and experience. If you run the same ad for an extended period, viewers will develop ad fatigue, and their performance will suffer.

Because Facebook ads for lawyers require more effort than Google Ads for lawyers, many businesses outsource the ad work to the best law firm advertising agency.

Platform’s Policies

Google vs Facebook advertising is notoriously stringent regarding content that could be considered inappropriate. Unfortunately, learning all the laws and regulations takes time for new users. As a result, you may waste a lot of time simply attempting to approve your adverts.

Is one platform more tolerant than the other?

By a hair's breadth, Google is because you simply need to care about the content of your ad. On Facebook, both your copywriting and imagery must adhere to their regulations for advertising legal services, including things like trademark, text-to-image ratios, and other things that may be deemed objectionable.

Facebook also tends to react quickly and frequently without warning when it detects a violation of its policies. It's not unusual for advert accounts to be blocked without allowing you to appeal the decision. Google also bans accounts; however, this doesn't seem to occur as frequently, and they are usually easier to restore.

The Benefits & Advantages of Each Platform

You must consider the benefits of these PPC services for lawyers’ platforms when comparing Facebook ads for law firms to Google ads for law firms. While each has various possibilities (and expenses), they both provide benefits - they can help you increase brand awareness, produce sales, and more.

Take a look at their benefits and discover more about the distinctions between Google vs Facebook advertising:

The Benefits of Google Ads

Here are some of the advantages of using the Google Ads for law firms platform:

1. Increase the Number of Leads for Your Firm

Because Google is a leading marketer that processes billions of search queries every day, you have the chance to get dozens of leads for your firm.

2. Use a Variety of Advertising Methods

Google advertises on both the search network and the display network. So you can build advertising that appears in search results or ads that appear on other websites. In addition, you have several alternatives for attempting to reach out to new clients.

3. Make a Bid on Millions of Keywords

You may bid on dozens of keywords with Google to get your advertisements to rank for them. It gives you additional exposure and helps you to meet new individuals. Even better, you can use targeting choices other than words or phrases.

4. Positions are Awarded Based on Relevance

Money will not buy you a prime advertisement space, but relevance will. It means that your ad can compete with leading brands for relevant inquiries irrespective of your budget size.

The Benefits of Facebook Ads

Facebook has billions of monthly active users who interact with the network.

Here are some of the advantages of employing Facebook ads for law firms in your firm’s digital marketing campaign.

1. Quality Data is Available

On Facebook, people disclose a lot of personal information about themselves. For example, they have similar life experiences, passions, hobbies, beliefs, etc. When advertising legal services on Facebook, you may use this information to target consumers and help your firm reach more relevant clients.

2. Make a Lookalike Audience

If you have a database of information about clients who are likely to be interested in your product or service, you may upload it to Facebook. Once the data has been put into your advertising campaign, you can target quality Facebook users.

3. Make Use of Facebook's Aesthetic Components

45% of respondents in a Venngage survey create visuals for several social channels, including Facebook and Instagram.

Creating-visuals-for social-channels-Facebook

(Source: Venngage)

Because all Facebook ads for law firms are visual, they are fascinating and engaging for prospective clients. Video, picture, and carousel advertising may all help you attract your target shopper's attention and make them rave about your service.

4. Increase Your Conversion Rate

Conversions are an essential component of any ad strategy. Without them, you won't get the sign-ups, cases, following, or clients you desire. For example, Facebook advertising has an impressive conversion rate of about 9.21 percent, which exceeds that of Google Ads for lawyers. The legal industry has a conversion rate of 4.64%.

Average-facebook-conversion-rate-legal

(Source: WordStream)

How to Decide Which One to Use

Facebook Ads and Google Ads offer many benefits to lawyers and law firms. However, each one serves distinct business purposes. Knowing the best fit for your law firm is crucial to the success of your ad campaign. So let’s take a look at each of them.

When to Use Google Ads

Google Ads for law firms are great for firms that provide services that clients desire or need and are mainly searching for. Because this advertising primarily targets clients in the purchase phase, ad language that is concise, straightforward, easy to call or visit, and stresses the clear advantages of the firm’s services will be the most effective.

When to Use Facebook Ads?

Facebook Ads are ideal for lawyers who want to raise public awareness of their law firm to clients who have never heard of the firm before. Thanks to Facebook's wide client targeting possibilities, lawyers can promote their services to the appropriate clients with text, images, and captivating video advertising.

How Much Does it Cost?

The cost of your legal firm’s ad campaign is a critical factor to consider. Firms in the legal profession must pay an average cost per click (CPC) of $6.75 for Google Ads Search and $0.72 for Google Ads Display.

Facebook Ads are somewhat less expensive than Google Ads. On average, you may pay up to $1.32 per click on Facebook.

Facebook-benchmarks-average-cost-per-click-legal

(Source: Instapage)

Another metric for law firms to consider is Cost Per Action (CPA), which can help you estimate whether your efforts will generate a high return on investment (ROI). For example, the average CPA for Facebook Ads across all industries is $18.68, with the legal sector having an average of $28.70.

Meanwhile, the average CPA for Google Ads is $75.51 for display and $48.96 for search across all industries. Attorneys and legal services have the highest average CPA of $73.70.

Search-advertising-benchmarks-average-cost-per-lead

(Source: LOCALiQ)

Facebook & Google Advertising Myths vs. Realities

Ads on Google or Facebook are unquestionably one of the most acceptable ways to increase website traffic and acquire new clients. However, there are myths about these two advertising giants that you should reject right away.

Here are some of the most frequent myths:

Facebook Advertising Myths vs. Realities

Let’s look at four common Facebook myths you should ignore:

1. You Should Only Concentrate on Followers

Many businesses believe that more followers immediately equate to more sales. But, in truth, the appropriate following and fans are significantly more valuable than those obtained through a generic strategy meant solely to generate likes. 

Organic reach isn't always easy to achieve, but a mixture of organic reach and sponsored posts to attract quality followers will gradually boost your engagement. Facebook ad management is a marathon, not a sprint.

2. Facebook Isn't a Good Place for B2B Advertising

This common Facebook ad management fallacy inhibits many law firms from marketing on the platform. While LinkedIn is a beautiful place to create business-to-business contacts, Facebook is also a terrific platform for connecting with other firms and advertising directly to decision-makers in your target client group.

3. Advertising on Facebook is Expensive

Facebook is one of the most cost-effective advertising platforms, with successful ads starting as low as $1 per day. You don't have to spend a lot of money to run advertising, and you can even adjust or pause your ad campaign while it's running if required.

4. Post Boosting Yields the Results as Running a Campaign

Facebook ad management campaign provides several strategies to target your audience, including facilitating posts and conducting ad campaigns. Promoting articles is simple, and it's an excellent method to maximize the impact of material that has performed well organically on your page. 

However, boosting may not always be a good fit for your ad's objectives. Before you promote a post, make sure it has a clear call to action and is directly related to your specific area of law.

Google Advertising Myths vs. Realities

Now, let’s debunk some Google advertising myths you must have heard about.

1. It Doesn’t Work

This myth is only partially correct. If you don't know how to utilize Google ads for your law firm advertising, it won't work.

Google Ads management is not as simple to utilize as many people imagine. Google Ads professionals conduct extensive research and data analysis to determine what works best. 

If you create a Google Ads campaign without understanding how to locate the right keywords, target the right audience, develop excellent ad copy, and set up proper monitoring, it will most certainly fail.

There is no doubt that Google Ads may be effective, but the key to law firm advertising is to ensure that you understand how to build and manage campaigns properly.

2. Internet Users Do Not Click on Advertisements

This assertion is not correct. A UK study shows that 59.7% of respondents could not distinguish between organic search results and Google Ads. Of the 33.7% that could tell the difference between results, 6.5% knowingly click on paid ads.

It goes to show that if your ad provides searchers with the information they are looking for, they probably wouldn't care whether it's sponsored or not. More so, Google has changed the appearance of their adverts on search engine results pages (SERPs) over the previous few years to make it harder to differentiate between paid and organic search results.

3. Display Advertisements are Ineffective

This myth, once again, is only partly true. The truth is that the wrong individuals will ignore your law firm advertising ideas for display ads when they see them.

Display advertising can be effective if shown to those intrigued by the ad content and need your particular legal services.

4. Google Ads Do Not Allow You to Track ROI

"Half the money I spend on advertisements is squandered; the problem is I don't know which half," American merchant John Wanamaker once said.

Sure, this was true for him back then, but it doesn't have to be this way anymore. More data is now available to demonstrate how beneficial Google Ads can be for advertisers.

When campaigns are correctly configured on the Google Ads management platform, you can track how each ad performs. Then, to increase performance, you can use that data to adjust when your advertisements appear, your advertising target, or the messaging of your ads. It has the potential to improve outcomes drastically.

Google Ads management is not a set-it-and-forget-it marketing strategy. Instead, its power stems from paying attention to the information it provides regularly and then utilizing it to maximize your ROI.

Hiring An Advertising Agency to Fix and Scale Your Campaigns

All digital marketing agencies are not made equal, and sifting through the thousands of organizations available can be a daunting task.

Before hiring a law firm advertising agency to help you fix and scale your law firm’s marketing campaign, here are some things to think about:

  • First, identify the finest prospective agencies for your company.
  • Create a questionnaire and interview the most acceptable candidates to ensure a good fit.
  • Next, invite the finest prospects with solid law firm advertising ideas to pitch their services.
  • Choose the frontrunner.
  • Formally recognize the best law firm advertising agency.

What’s Your Take?

Google ads for lawyers and Facebook ads for lawyers offer many benefits to lawyers and law firms looking to attract new clients and seal deals. But why utilize just one of them? A well-optimized campaign with these two big players is more likely to generate leads and make your law firm's ROI worthwhile.

Give us a call if you need help maximizing the potential of Facebook advertising vs Google advertising for your firm’s speedy growth. Our team of experts at Flying V Group is at your beck and call 24/7 to help boost your digital marketing campaign.


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Robb Fahrion
Robb Fahrion, Partner
Flying V Group

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