Divorce Lawyer Advertising: A Comprehensive Guide to Success

Sep 11, 2023

Patrick Carver

Patrick Carver, CEO & Founder, Constellation Marketing

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Family law attorneys, are you fed up with spending a fortune on leads without getting a return on your investment? Advertising online can be the key to sustainable revenue growth for your law firm, but only if you do it correctly.

And with over 56,000 divorce lawyers in the United States, the competition is fierce.

Are you ready to move past a law firm marketing strategy that’s overly reliant on referrals and produces inconsistent revenue results?

This guide will provide you with a detailed overview of how to leverage various advertising platforms to win more high-value divorce and child custody cases. We’ll also reveal our undisputed champion of advertising strategies for family law attorneys. Let’s get straight to it!

Why Family Law Firms Invest in Digital Advertising

Family law attorneys, want to win the courtroom of online marketing? Here’s why you should invest in advertising:

  1. Speedy results: Unlike SEO for family firms, which can feel like a never-ending custody battle, advertising delivers results fast. Why wait months for your website to catch up? Instead, get results within a couple of weeks.
  2. Target your ideal clients: Advertising lets you zero in on your perfect client and deliver more relevant leads with pinpoint accuracy. Target your ideal client by geography and a variety of other powerful filtering options.
  3. No long history required: Advertising doesn’t need a lengthy track record to succeed. Even if you’re a new firm with no online presence, you can still get a great ROI.

For a divorce law firm, advertising online is a powerful tool, but it’s only the beginning. It’s a quick solution for reaching clients, but for a comprehensive family law marketing strategy, think long term.

SEO is a valuable investment. While advertising targets immediate needs, SEO ensures sustained growth and visibility for your family law services.

Combine both, and you’ve got a robust approach that positions your divorce law firm as a leader in the field.

Ready to make your case in the market? Let’s talk advertising!

Leveraging the Power of PPC for Divorce Attorney Advertising

The legal world of advertising is vast, and finding the best platform for your law firm is like finding the perfect legal precedent. An effective advertising campaign isn’t set in stone; it’s constantly scrutinized, tested, and refined.

By consistently evaluating different platforms, you’ll pinpoint where to focus your investment. It’s not just about spreading the word; it’s about speaking directly to those who need to hear it.

Let’s explore the best advertising options together.

Google Advertising for Divorce Law Firms

Google has historically stood out as the most effective platform for family law advertising. Its precision targeting connects you directly with those seeking legal guidance in family matters. Google Ads allows divorce lawyers to target specific geographical areas, income brackets, and other demographics.

It’s more than just advertising; it’s a strategic alignment with the world’s leading search engine, ensuring that your expertise reaches the right audience. Here’s how you can benefit:

  • Drive traffic to specific web pages: Target specific pages on your website, such as those dedicated to divorce services. Looking to upgrade your divorce firm’s website? Check out this guide.
  • Effectively reach potential new clients: Create display ads that show up on related websites, increasing reach and generating quality leads.
  • Complement organic search traffic: Optimize search engine and customize ads to push your ads up the rankings.
  • Increase brand awareness: Reach the right people at the right time with targeted ads, improving brand recognition.

Local Service Ads (LSAs)

LSAs are powered by Google and allow businesses to appear at the top of search results for local legal services.

Divorce lawyers, meet Google LSAs, the new kid on the advertising block. Unlike the traditional pay-per-click model, LSAs operate on a pay-per-lead basis. That means you’re investing in genuine connections, not just clicks. And here’s the kicker: if a lead doesn’t match your criteria, you can dispute it. It’s a fresh, tailored approach to reaching potential clients, aligning your advertising spend with real opportunities.

Features include:

  • Highly visible placement: LSAs appear at the top of Google search results.
  • Targeted advertising: Choose your geographic target area.
  • Increased visibility: Stand out by adding professional profiles and reviews.
  • Cost-effective: Compared to other online marketing, LSAs are a cost-effective way to generate leads.

Facebook Divorce Lawyer Ads

Facebook advertising is another popular option for family lawyers.

With its vast network, it offers unparalleled access to potential clients. But here’s the twist: in our experience, the leads from Facebook can be a mixed bag.

Why? People often browse Facebook to unwind, not to make serious decisions like hiring a divorce lawyer. It’s like casting a wide net in a sea of casual browsers. While the reach is impressive, the readiness to act may not always match up.

Advantages include:

  • Cost-effective: Often costing only a few cents per click.
  • Target specific audiences: Tailor ads to reach the right people.
  • Insights: Adjust and optimize ads for better results.

Some family law firms have struck gold with Facebook ads, but in our extensive experience, these results are more of an exception than a rule. We’ve tested this approach rigorously, and the conclusion is consistent: Facebook ads tend to produce poor-quality leads.

Sure, generating leads isn’t the problem. The real issue lies in the lead contacts, who often prove exceedingly difficult to reach. It’s an indication that they’re not quite ready to make a decision. While the platform’s reach is vast, the readiness to act may not always align with your goals.

Bing for Divorce Attorneys

Bing Places is a local map-based directory that allows divorce attorneys to get noticed online. It offers three benefits:

  • Less expensive: Ads on Bing may be up to 70% cheaper than the same click on Google. If you’re on a budget, Bing may be a great way to get more bang for your buck.
  • No slouch: Even though Google dominates the search ecosystem, Bing is worthy of your attention! Especially with the recent commitment to Chat GPT within the search engine, more people than ever are taking a second look. Nearly 50% of US citizens use Bing as their default search engine!
  • Demographic difference: Statistics show that the highest percentage of Bing’s US user base is well-off, with their household incomes being over $100,000. If you’re a divorce lawyer, high-asset individuals often make the best clients.

Bing for advertising should be viewed more as a complement rather than a core strategy. While Bing has garnered attention recently, Google continues to reign as the undisputed traffic champion.

Supplementing your Google campaigns with Bing isn’t just a smart move; it’s a strategic one. By weaving Bing into your advertising approach, you can potentially reduce your overall cost basis. It’s not about sidelining Google; it’s about broadening your reach and making your advertising dollars work harder and smarter.

Effective Keyword Targeting for Divorce Attorneys

Divorce lawyers, the cornerstone of a successful advertising campaign? A rock-solid keyword plan.

Before you even think about running ads or search engine optimization, envision your ideal client. What are their needs? What areas of family law resonate most with your practice? Selecting the right keywords is like choosing the right legal strategy—it targets the heart of the matter.

  • Uncontested divorces
  • High-asset divorces
  • International divorces
  • Collaborative divorce law
  • Alimony and spousal support
  • Child custody and support
  • Property division and equitable distribution
  • Domestic violence
  • Mediation and negotiation services
  • Adoption and guardianship
  • Guardianship disputes
  • Enforcement and modification of court orders
  • Separation agreements, and others.

It’s not just about visibility; it’s about connecting with those who truly need your expertise. Tools like Google Ads Keyword Planner, SEMrush, and Moz Keyword Explorer can help identify the best keywords that match what your ideal customer will be searching.

The Best Choices for Family Law Advertising

For divorce attorneys, the quest for the perfect advertising platform can be elusive. Success in promoting your family law firm isn’t about finding a one-size-fits-all solution. Factors such as location, competition, and demand are the real game-changers. It’s akin to crafting a legal argument; every variable must be weighed. What resonates in one area may fall flat in another. Tailoring your ad campaign to your unique landscape is the key to connecting with potential clients.

Best Platform: Google Ads

Ever heard the phrase “unknown commodity”? That’s hardly the case with Google Ads. This seasoned and reliable platform has been around for years, consistently producing solid results. In our hands, it’s been a revenue powerhouse, adding hundreds of thousands of dollars in new revenue for family law firm clients. It’s not just about advertising; it’s about strategically leveraging a proven tool to grow your practice.

Rookie of the Year: Google Local Service Ads

They’re the new kid on the block, but they’re making waves. Want to grow your practice? LSAs offer compelling advantages, like disputing leads that don’t fit the bill. But here’s a caveat: they’re so easy to set up that everyone’s jumping on board. The result? A more competitive market and rising prices. Unlike regular Google Ads, which require a bit more finesse to create and run effectively, LSAs have a lower barrier to entry. It’s a double-edged sword, offering accessibility but also inviting more competition.

Take the Next Step in Your Family Law Advertising Journey—Partner with Experts

In the complex landscape of divorce lawyer marketing efforts, the key to reaching prospective clients lies in a multifaceted approach that leverages various platforms and strategies. From the tried-and-true effectiveness of Google Ads to the fresh opportunities offered by Local Service Ads (LSAs), each platform has its unique advantages and challenges.

The guide underscores the importance of understanding your ideal client and crafting a tailored advertising campaign that resonates with their needs. Whether targeting high-asset divorces, child custody cases, or domestic violence matters, the right keywords and platforms make all the difference.

However, navigating this intricate field without expert guidance can lead to wasted investment and unmet revenue goals. Working with a marketing agency that has proven experience in divorce and family law is a necessity. Without this specialized expertise, there’s a strong chance you will lose money and fail to meet your firm’s revenue goals.

For divorce lawyers ready to take the next step, the path forward is clear: either begin creating a campaign themselves, armed with the insights from this guide, or reach out to a seasoned marketing agency like Constellation that understands the unique needs and challenges of family law advertising. Remember, the right partnership turns advertising from a daunting task into a powerful tool for growth.

Patrick Carver

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