If you’re looking to advertise your law firm using PPC ads, you might be wondering whether to invest in Facebook Ads, Google Ads, or a combination of both. Where will your marketing dollars be best spent?

While testing both platforms is an option, if you were my client, I’d recommend focusing entirely on Google Ads and skipping Facebook Ads. Here’s why:

The Problem with Facebook Ads for Law Firms

Facebook Ads work exceptionally well for impulse-buy products and services—things people purchase on a whim because they’re emotionally triggered by an ad. Think clothing, gadgets, meal delivery services, and even low-ticket digital products.

A law firm’s services, however, are not an impulse purchase. No one hires a lawyer because they happened to scroll past an ad on Facebook while checking their news feed. Legal services are a high-consideration decision—people seek out a lawyer when they have an urgent problem that needs solving.

Even if you get some engagement from Facebook Ads, most of your audience isn’t in immediate need of legal services. You might generate leads, but they’re more likely to be cold leads who require significant nurturing before they convert—if they ever do. In most cases, that means wasted ad spend.

Why Google Ads is the Best Choice for Law Firms

Google Ads allows you to target people actively searching for legal help, making it the best platform for law firm advertising.

• Search intent matters. When someone searches “divorce lawyer near me” or “personal injury attorney free consultation,” they’re already looking for legal help. This means they’re further down the sales funnel and much more likely to take action.

• Higher conversion potential. Unlike Facebook Ads, where you’re interrupting someone’s browsing experience, Google Ads captures people at the moment of need—when they’re ready to hire an attorney.

• More efficient use of ad spend. Since your ads only appear when users are searching for legal services, your budget is spent on the most relevant audience, leading to higher conversion rates.

Should You Use Google Display Ads or YouTube Ads?

Once you’ve decided to go with Google Ads, the next question is: Should you also run Google Display Ads or YouTube Ads alongside your Search Ads?

For most law firms, the answer is no—especially if you have a limited budget.

• Google Display Ads and YouTube Ads are disruptive advertising. They work similarly to Facebook Ads, meaning they target users who aren’t actively looking for legal services at that moment.

• These platforms are better for brand awareness. While Display Ads and YouTube Ads can help keep your law firm top-of-mind, they typically don’t drive immediate conversions like Search Ads do.

• They’re not the best use of a limited budget. If you’re working with a smaller ad budget, it’s far better to focus 100% on Search Ads, where you know users have intent to hire an attorney.

If you’re a law firm looking to generate high-quality leads, Google Search Ads should be your primary focus. Facebook Ads, Display Ads, and YouTube Ads may be useful for branding and long-term awareness, but they’re not ideal for generating immediate client inquiries.

By prioritizing Google Search Ads, you’ll be reaching people at the exact moment they need legal help, ensuring that every ad dollar is spent efficiently.