Transcript
A (0:00)
Facebook ads versus Google Ads for law firms. Which one should you choose? It's a great question. The reality is both have their place, at least for some of you. All right, so let's break down kind of the key difference. Google Ads are search term based, right? They're high intent. They're showing up when somebody goes to Google and types in I need a divorce, right. Or I just got charged with a dui. Okay? So it is showing ads to potential clients who are pretty actively in the market and looking to hire somebody quickly. That sounds like a good thing. In a lot of ways it is a good thing. What you have to understand is one, you are paying a higher price for those leads. That is one of the more expensive avenues to generate leads. And two, you are not the only person doing it right. In most markets, there are 4, 5, 10, 15 firms competing for similar clients. And what that means is most of your potential clients, when they see your ad, they click on your ad, they call your law firm. That's great. But understand that most of them are then going to call another one and another one and another one. Right? They're typically calling 2, 3, 4, 5 firms. And one of the things most clients are doing is price shopping. So what that means is if you're going to win on Google Ads, you typically have to be a lower cost provider and you have to have an intake system that, that can move really quickly to jump on these leads. If it takes you five minutes to call somebody back, that's too long. Okay? So Google Ads can be great for a high volume, lower cost practice. DUI can work really well. For example, Facebook ads on the other end of the extreme, right? So Facebook ads are not triggered by a search intent. Right. It is an ad shows up in somebody's newsfeed. You have chosen who you want to put your ads in front of. What this means is you can be more targeted. Right. You can decide you want to put your ads only in front of high income women between the ages of 35 and 55 in the Charlotte area who are into yoga. Right. You can be very specific about who your ads show to. And what that means is great. You can be precise about the types of leads you generate. But you also have to understand most of the time they are not quite as far into their buyer journey. They're researching, they're considering. So, yeah, you can get these really targeted leads. Yeah, it can be really low cost. We have clients who are generating leads on Facebook for 2, 3, 4 dollars. But you have to have systems in place and be willing to be patient and nurture these leads for days, weeks, months, sometimes longer. Right? So two different strategies. A lot of firms have success with both. Just understand that you are bringing folks in in a very different stage in their buyer journey.
B (2:45)
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