What Digital Ads Platform Works Best For Small Law Firms?

🎯 Every law firm knows they should be running ads—but which platform is the smartest choice? In this episode, Danny Decker breaks down the pros and cons of running campaigns on Google, Meta (Facebook & Instagram), and LinkedIn. From high-intent leads on Google to nurturing prospects on Facebook to B2B targeting on LinkedIn, Danny shares what actually works for solo and small firm attorneys—and how to avoid wasting money on the wrong platform.

📌 Key Takeaways:

• Why Google delivers urgent, high-intent leads (and the trade-offs that come with them).
• How Meta ads can generate lower-cost leads that need nurturing.
• When LinkedIn ads make sense—and when Facebook can actually do it better.

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Chapters

• 0:00 Framing The Three Platforms
• 0:09 Google’s High Intent And Costs
• 0:33 Meta Lead Gen And Nurture Strategy
• 1:47 LinkedIn’s B2B Targeting And Budget
• 2:40 Choosing Based On Clients And CTA

Transcript

SPEAKER_00: 0:00

Google, Meta, or LinkedIn for law firm ad campaigns. Listen, three different platforms, different tools with different pros and cons. Google is a great channel for leads and potential clients that are in that high urgency category. Okay. If somebody is in a car accident and they jump on Google and they search for a personal injury attorney, that is what we call high buyer intent. They are looking for a lawyer, they probably want to have a conversation, they probably want to hire somebody as soon as possible. Okay, that's good. Now, the downside of that is it's also more competitive, which means it tends to be more expensive. And a lot of folks who go to Google are not just calling your firm, they're calling two or three, or sometimes even more, other law firms too. They're doing some price shopping. And so you tend to, for one thing, you have to respond really quickly to Google leads. Um, you may find yourself in in some some some price battles with other firms, kind of the downside of Google ads. Facebook, right? Meta owns Facebook and Instagram. Facebook is an entirely different sort of animal because you're not marketing based on a keyword that somebody types in. You're instead marketing towards a demographic that you've chosen. So, for example, estate planning, um, you know, we've seen a lot of success, not necessarily driving consults directly through a Facebook ad, but by generating leads through a free download, right? An estate planning checklist, um, you know, estate planning guide, guide to new pay for new parents, those types of things, which can work really well when you serve them to the right demographic. We see a lot lower cost per lead through that type of campaign. And like, but yes, those leads typically take a little more nurture, right? So pros and cons. LinkedIn can work really well, also. I will say LinkedIn tends to be quite a bit more expensive from a cost per lead perspective than Facebook. So you're going to need to have a larger budget. I will also say, you know, the the B2B targeting advantages that LinkedIn gives you, there's some value there. But you also, you know, we we can do some pretty creative things on Meta to get you in front of a targeted B2B audience using tools like email list, look-alike audience, things like that. So, you know, I sometimes have a conversation with a law firm and they're convinced that they need to be marketing on LinkedIn because their clientele are business owners or C-suite professionals or something like that. And again, there's some value there. We often can actually reach those people through Facebook and Instagram. We just have to get a little bit more creative with targeting. So, end of the day, three different platforms all have value. Um, it really depends on who are your best clients, where do they spend their time, what is their buying journey look like. We'd be glad to have a conversation and kind of talk you through this sort of a one-on-one conversation because listen, every law firm is different. You have different goals, different budget, different clientele, and we can kind of help recommend based on your size and your goal, you know, which of these channels, if any, makes the most sense for your law firm. So there's a button somewhere on this page, click it, schedule a call. We'd be glad to have a conversation.