When it comes to marketing your law firm, two platforms dominate the conversation: Google Ads and Facebook Ads.
Both can drive cases, but they work very differently. I’ve been running campaigns for law firms for over a decade, managing millions of dollars in ad spend each month, and I want to break down the real pros and cons so you can decide which makes sense for your practice.
Paid Ads Matter Now More Than Ever
The reality is simple: we live in a pay-to-play world. Organic SEO, social media, and word-of-mouth referrals are valuable, but they aren’t enough to scale consistently.
Whether it’s Google, Facebook, or even billboards on the highway, the best real estate comes at a price.
That’s why our agency shifted heavily toward paid advertising — because it’s where the market is moving.
How Google Ads Work for Lawyers
Google Ads run on a cost-per-click (CPC) model. When someone searches “divorce attorney Miami” or “car accident lawyer near me” and clicks your ad, you pay for that click.
- CPC is determined by how many other firms are bidding on the same keywords.
- In some practice areas like bankruptcy, clicks can be as low as $10
- In personal injury, clicks can reach $400–$450 each
The upside? Google is predictable. With keyword research and forecasting, you can estimate costs and project how many leads you’ll get from a given ad spend.
The downside is cost — you’re paying a premium for high-intent traffic.
How Facebook Ads Work for Lawyers
Facebook is different. Instead of charging per click, it charges based on impressions (CPM — cost per thousand views). Your cost per lead depends on how well your ads perform with the audience you target.
This is where creative matters. Videos, images, and copy directly impact how much you pay per lead. A strong ad can cut your cost dramatically.
Here’s what we typically see:
- Google Ads (car accident cases): $1,000–$1,500 per lead
- Facebook Ads (same cases): $200 per lead
Facebook leads are cheaper, but they aren’t always as high intent. That’s why creative, targeting, and funnel design are critical to success.
| Factor | Google Ads | Facebook Ads |
|---|---|---|
| Cost per Lead | ~$100–$300+ in legal niches | ~$10–$30 reported; average ~ $104.58 legal CPL |
| User Intent | High — actively searching to hire | Lower — need creative to signal relevance |
| Forecasting | Strong — keyword CPC + conversion rates | Weaker — depends on creative effectiveness |
| Creative Dependence | Low — text ads, rigid formats | High — video, images, messaging matter greatly |
| Brand Recall | Weak — generic text links get lost quickly | Strong — visuals stick longer, build memory |
| Competition | Intense — PI keyword auctions drive cost high | Lower — many niches untapped, fewer advertisers |
| Engagement & Scaling | Functional — drives traffic, limited engagement | Dynamic — engagement drives lower cost, scalability |
The Creative Advantage: Why Facebook Ads Stick
Google ads are mostly indistinguishable blue links. They drive traffic, but rarely stick in memory. Facebook ads, however, are visual and immersive — videos, stories, reels — and dramatically boost brand recall.
People often call back years later referencing an ad they saw. Engagement tools — comments, saves, shares — build trust and social proof in a way clicks never can.
Campaign Strategy: Using Both Platforms Smartly
The key isn’t “Google or Facebook” — it’s “Google plus Facebook, when executed thoughtfully.”
Use Google for Intent:
- Target bottom-of-funnel keywords like “car accident lawyer near me.”
- Forecast click volumes, CPL, and conversions accurately.
- Great for immediate ROI on high-value cases.
Use Facebook for Funnel Building:
- Run educational or awareness content (e.g., “3 things to protect during separation”) for pennies on the dollar.
- Build audiences via engagement and then retarget with an offer.
- Strengthen brand visibility and memory over time.
This hybrid model leverages Google’s conversion intent and Facebook’s engagement economy. It’s how high-growth firms scale affordably.
Broader Context: Platform Structures & Industry Impacts
A hard truth: Google and Facebook dominate digital advertising. In the UK, Google held over 90% of search ad share while Facebook held nearly 50% of display ads.
Legal professionals must optimize within this duopoly – and smarter use means smarter spend.
Meanwhile, Facebook’s ad delivery may skew exposure based on optimization and predicted relevance — even inadvertently excluding or favoring certain demographics. Awareness of these dynamics ensures ethical targeting.
On the tech front, Google was recently ruled to have an illegal monopoly in adtech infrastructure by a U.S. District Court – meaning change may be imminent in ad dynamics.
Real World Anecdotes
On Reddit, legal marketers highlight how CPCs can swing dramatically by niche:
“Workers comp clicks as low as $40, CR at 30–40%. Location matters. But CPCs can hit $90+.” Source
That variability underscores how contextual nuance matters, and why you need real data over assumptions.
Final Thoughts: A Winning Playbook for Law Firms
- Google Ads: Best for capturing urgent, high-intent leads. High cost, high clarity.
- Facebook Ads: Best for awareness, creative messaging, scalability. Cost-efficient, but needs funnel structure.
- Combine wisely: Capture intent via Google, nurture via Facebook.
- Use data: Monitor CPC, CTR, engagement, and adjust accordingly.
- Stay ethical: Be aware of ad delivery biases and changing regulation.
The agencies thriving in 2025 are those that abandon resistance to video and creative, lean into platforms like Facebook for storytelling, and marry that with Google’s conversion efficiency.
The result? More cases, lower costs, and sustainable growth.
Want help mapping this strategy for your law firm? Book a consultation with me — let’s build a results-driven ad program that scales.
