Why I Recommend Google Ads Over Facebook Ads For Solicitors Every Time

I am regularly asked by solicitors whether they should undertake Facebook Advertising or Google Ads Advertising. I thought it was time to answer that once and for all in my law firm marketing blog.

Facebook Ads Versus Google Ads For Solicitors - Which Are Best?First, it is important to note the position that I come at this from.

I am a marketing man through and through. I study what works and why, and when it comes to marketing for solicitors, this is especially important.

Most solicitors, quite rightly so, are not interested in ‘brand building’. No business should be unless they have millions of pounds to spend on it, because it is impossible to achieve without this sort of budget.

So solicitors, as do I, like to spend money on marketing and then see it generate a return on investment for them in terms of new client instructions.

The best way of doing this is to appear in front of people looking for solicitors AT THE PRECISE MOMENT IN TIME that they are looking for their services.

So how can you do this?

First, does facebook do this? When you advertise on facebook you can ask your advertisements to be displayed to people in certain locations, with certain jobs and in a certain age demographic, but you cannot ask to appear in front of them when they are actively looking for a solicitor. It has no way of knowing when they are doing this.

Turning to Google Ads, can they do any better? Can they make your advertisement appear in front of someone at the precise moment in time that they are looking for a solicitor or legal service provider?

How do Google Ads work? You ask your advertisement to be shown to people who type in certain words and are in a set geographic location. For example, if you provide probate services, you would ask Google to display your advertisements to anyone entering “probate solicitor” in your geographic area. You know the person is looking for a solicitor, your advertisement appears, they click on it, land on your website and call you. You have the chance of winning a new client.

Contrast this with facebook where your advertisement appears in front of hundreds of people, 99% of whom have absolutely no interest in finding a probate solicitor at that moment in time. Whilst they are looking at pictures of their friends latest holiday or a dog doing cute tricks, your facebook advertisement telling them to choose you as their Probate Solicitor pops up. They don’t want or need your services but they may still click on your advertisement out of interest, costing you money but giving you zero chances of attracting a new client.

When it comes to promoting legal services online, Google Ads wins, every time.

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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!