Why Google Ads Beats Facebook Advertising For Solicitors Hands Down

I feel lucky in that I have always been a member of different business mastermind groups. If you haven’t been a member of one or are not sure what they are, ultimately a mastermind is a group full of business owners run by an expert in a particular sector working usually on one aspect of the business (for example sales, marketing or scaling a business).Why Google Ads Beats Facebook Advertising For Solicitors Hands Down

I use them not only to keep myself accountable and to ensure that I will do what I say I will do in my own business but also to ensure that I can carry across learning from other business sectors into the law firm marketing world.

At one of these recent meetings I was hearing how someone had spent a fair amount of money on facebook marketing that had produced a lot of leads for their business, but that not one of these leads had bought the product that he was selling.

They had requested a free sample, but no one had actually paid for the subscription of the same product as the sample.

The talk was about how to persuade these people to part with their money and subscribe to his product.

Based on my marketing experience, I know that the question was the wrong question.

The question should have been how can he get his product to appear in front of people already looking to buy it.

The reason for this is two fold:

1. People on facebook are generally not buyers. They are browsers, or the term I prefer to use, ‘tyre kickers’. If you show them a lovely car, they will look at it, kick the tyres and show some interest, but they will never buy the car because they didn’t go searching for a car in the first place. The decision to start a search for a product or service is a vital part of the buying process. If someone hasn’t gone searching for it, they are very unlucky to buy it however clever the ad copy is or how pretty the advertisement is. The ‘tyre kickers’ he was attracting had not gone through this very important stage of the buying process.

2. Free is worth every penny. If someone can receive something without any financial commitment or a commitment of their time, they have put absolutely no investment into the relationship so they are very unlikely to want to take things to the next level. I have tested free so many times for so many clients that I know this to be true.

So, to recap, if you want to sell more of your legal services, the most effective and cost effective form of marketing will have your advertisement appearing in front of someone who has already started their buying process by actively searching for your service.

This is why Google Ads (formerly Google Adwords) beats facebook every single time when it comes to producing fee paying clients for solicitors.

Whether you are looking for a few extra clients a month or dozens of them, Google Ads more likely than not can produce these clients for you.

It is for this reason that every one of my law firm clients who has worked with me for any length of time is undertaking Google Ads marketing; because it works.

Some of my best Google Ads clients (by best I mean those getting the most clients from their advertising spend) came to me after they started using Google Ads but couldn’t quite get the results that they wanted, or they were paying a non legal marketing agency to run their Google Ads campaign but not seeing the volume of clients come through the door that they wanted to.

For these clients I was quickly able to move them from ‘average return on investment’ to ‘huge return on investment’ just by applying my processes to their Google Ads campaigns.

If you are currently running Google Ads yourself or have a non specialist agency running them for you, you should download my Google Ads Whitepaper which will not only show you how to improve your current Google Ads campaigns, but also how you can arrange a free, no obligation Optimisation call with me where I will talk you through the best improvements that you can make to your Google Ads campaign to deliver even more clients to you.

If you are spending any money at all on Google Adwords, you really must see this Whitepaper.

Or if you are ready to take action and see results now:

Please call 0117 290 8555 to arrange a mutually convenient time for a telephone discussion, Email me or complete a Free Online Enquiry. There is no cost or obligation. We will have a chat about where you are and where you would like to be and I will suggest some things you can do to get there quickly.

Case Study

From biggest fee earner to no fee earning whilst doubling turnover

I’d been looking for somebody to help me with marketing for a while, and I came across Nick on Google.

That was three years ago, and in that time it’s fair to say that he’s had a massive impact on my business, and my life as a result.

In the early days, my goal was simple and specific: increase the turnover of the business so that I could take more money out of the business.

I had an amount in mind, and I expected it to take years to get there, but when I achieved it in just six months, it began to dawn on me that this guy really knew what he was talking about.

As a result of that early success, and with Nick’s help, I realised that my expectations were too low, and what I could actually achieve, with the right thinking and guidance, was far beyond what I’d ever imagined.

What Nick saw – and what he made me see – was that my business had fantastic potential, but to realise that potential, things needed to change.

Even before Nick got involved, we were getting a decent volume of leads, but it was what was happening to the leads that was the problem.

We weren’t tracking them, there was no process in place and to top it all off, we didn’t have a clear pricing structure, which meant that we were nowhere near as profitable as we could be.

And that’s where Nick came into his own. He built us a bespoke lead generation and sales process, and the results were staggering.

We pretty much doubled our turnover, allowing me to build a four-person sales and marketing team that gets us more leads and more sales.

Of course, Nick’s Google Adwords expertise has been a key part of our growth, and today it’s a hugely profitable marketing pillar for us.

But regardless of the medias or mechanisms we’ve used to grow over the last three years, it’s been Nick’s rock solid marketing plan that underpins it all.

He’s stopped me trying this and that, and got me to focus on the things that’ll have the biggest impact on the business.

And I think there’s a lot more to come – we still haven’t implemented everything that Nick has given us to do, and when we do, I reckon we’ve got around another £250,000 of revenue per year to add to our figures.

And it’s not just the business that’s seen a transformation – it’s been a personal transformation too.

When Nick first got involved, I was the biggest fee earner, and consequently I was reluctant to stop getting involved in cases.

Nick eventually made me see that if I was serious about growing this business, that needed to change and as time has gone on I’ve taken on less and less work – now I don’t do any of it.

And I only wish I’d done it earlier, because the result has been me having more time to build the business, and spending time with the people that are important to me.

Not only that, but the business is stronger, because it’s much less dependent on me.

Nick was right about that one, as he has been about pretty much everything else – it pains me to say it, but it’s true!

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