Choosing the Right Platform for Divorce Lawyer Ads

Jan 28, 2021

Patrick Carver

Patrick Carver
Founder, Constellation Marketing

Are you a divorce lawyer looking for the best platform to display your ads? Is the thought or process of finding the most appropriate platform overwhelming you? 

If so, then you came to the right place. Ads can be a great part of a successful family law firm, but it can be tough to implement an ad strategy without expert guidance. 

Thanks to ever-evolving digital advertising technology, divorce lawyers can find lists of potential ways and places to advertise very easily. We cover all of the most effective law firm strategies here. However, weighing all the options and making an actual decision on the right advertising platform is not the easiest task. 

That’s where we come in! In this article, you’ll learn more about the various ad platforms and their pros and cons for divorce lawyers.


Google Ads for Divorce 


Generally speaking, this platform is one of the best advertising platforms for lawyers. Even if you aren’t familiar with what Google Ads are, you probably see them every day. These are the first few results at the top of the page when you Google something. Below that, you have the list of local family lawyers and then the organic search results

These ads give you the option to pay to display your service offerings, advertisements and so much more right there in the Google search results. Google Ads is a pay-per-click (PPC) platform, meaning that you have to pay a certain amount every time a prospect clicks on your advertisement.

This platform is ideal because Google’s current search engine market share is over 90% (90% of people performing internet searches are doing it on Google). Therefore, if you want to connect with people who need your services immediately, this is an ideal place to start. 

There is a bit of a learning curve with the ad interface, and you will need a good campaign management strategy, but these ads can result in impressive returns.

Check out more family law marketing content:


Facebook Ads


Facebook Ads is another popular PPC advertising platform. Like Google, since nearly everyone is on Facebook, it can be a good place to go after prospective clients. Many law firms and individual attorneys prefer it because it is a quick, cost-effective way to get in front of potential clients. 

Perhaps the best part about Facebook is that it allows lawyers to hyper-target their specific audience, ensuring they gather good leads. That means that, with a good strategy and targeting filter, you should be able to zero in on individuals who are thinking about starting the process of divorce or are already in the process. This can also be a good avenue for targeting individuals who may be going through custody issues

The price of Facebook Ads is what makes this platform stand out. Your daily budget can be as low as $1- 5. 


But, There’s a Caveat

Although Facebook has more targeting options than Google, its users are not as likely to be in need of the legal service urgently as Google’s. For instance, if someone needs a lawyer right now to help them understand the divorce process or initiate one, chances are they’ll use Google to search for one as opposed to scrolling through Facebook posts.

Additionally, Facebook does place some restrictions on attorney advertising (although this is more applicable for criminal defense attorneys than for divorce attorneys). 


Find What Works for your Divorce Firm


All things considered, we usually find Google ideal because it’s where our best results come from. As a divorce lawyer, you have a very specific niche. And, your clients are likely feeling some urgency when they make the decision to get divorced. Google Ads allows you to put yourself front and center for the specific audience who is searching for your services at any given time. 

Despite our overall preference for Google, we have seen divorce lawyers achieve success with Facebook ads. Facebook is the largest social media network worldwide, so it makes sense why it deserves consideration for your marketing efforts. 

Cost is a huge factor here. For instance, if you want to advertise yourself on Google using the keyword “divorce lawyer,” you would likely pay around $25 per click. The same amount of money could get you more than 1,000 views on Facebook with a video ad talking about the same subject.


Bottom line

Digital advertising is not an easy game, what with the stiff competition, shifts in technology, and more. Google and Facebook are both solid options that can lead to a lot of success, so if you are unsure about the most appropriate platform for you, it might make sense to try both for a period of time. 

Regardless of the advertising channel you opt for, it’s a good idea to hire an expert advertiser who has worked with other law firms. Getting some solid advice early on could maximize your profits later.