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
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Written by Robb Fahrion

Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.

March 30, 2022

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

Reading Time: 10 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.


(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:


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.


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.


(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%.


(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.


(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.