Google Ads vs Facebook Ads for Law Firms: Which Converts Better?

Law firm marketing lives and dies on lead quality. You can generate a ton of clicks, but if the calls aren’t qualified—or cases aren’t viable—you’re burning budget. That’s why choosing the right channel matters.

This guide compares Google Ads vs Facebook Ads for law firms across intent, lead quality, cost per lead, and scalability. You’ll also get a practical budget split to test both without wasting spend.

The Quick Answer

• Google Ads converts better for immediate case demand (search intent is highest).
• Facebook Ads can be cheaper but less consistent for qualified case volume.
• Best performance comes from a hybrid funnel: Google Ads for high‑intent leads, Facebook for awareness and retargeting.

Google Ads for Law Firms: Why It Converts

Google Ads captures active intent—people searching for help right now.

Pros

• Highest intent leads (“personal injury lawyer near me”, “DUI attorney today”)
• Predictable volume when bids and coverage are right
• Stronger conversion rates because the user is already problem‑aware
• Immediate call volume with call‑only and location extensions

Cons

• Higher CPCs (legal keywords are among the most expensive)
• Requires strict lead filtering to avoid unqualified intake
• Needs ongoing optimization to maintain CPA

Facebook Ads for Law Firms: Where It Works

Facebook is a demand‑creation channel, not demand capture. It shines when you can target specific audiences or use strong creative to pre‑qualify.

Pros

• Lower CPMs and cost per click
• Great for retargeting site visitors
• Useful for niche practice areas where education is required
• Strong for long sales cycles (estate planning, immigration, family law)

Cons

• Lower intent at the click
• More lead noise (people who “like” the idea but won’t convert)
• Harder to scale without fresh creative

Lead Quality Comparison: Google vs Facebook

Translation: If you need calls this week, Google Ads wins. If you need pipeline in 30–90 days, Facebook can help—especially for retargeting and nurturing.

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Best Use Cases by Practice Area

Google Ads typically wins for:

• Personal injury
• Criminal defense
• DUI
• Workers’ comp
• Car accident cases

Facebook Ads can work better for:

• Estate planning
• Immigration
• Family law
• Business law
• Long‑consideration practice areas

The Budget Split We Recommend

Start simple:

• 70% Google Ads (capture high‑intent demand)
• 20% Facebook retargeting (convert website visitors)
• 10% Facebook prospecting (awareness + list building)

Once Google is profitable and stable, expand Facebook for scale—not before.

How to Improve Conversion Quality on Both Channels

Google Ads

• Use call‑only for urgent practice areas
• Add negative keywords to remove junk queries
• Send traffic to focused landing pages (not a generic homepage)
• Track call duration + qualified calls

Facebook Ads

• Use lead forms with pre‑qualifying questions
• Promote case‑specific offers (not generic legal help)
• Split campaigns by practice area
• Retarget site visitors with strong testimonials

The Bottom Line

Google Ads converts better for law firms in most practice areas because intent is higher and the conversion path is shorter. Facebook works best as a support channel—especially for retargeting and longer decision cycles.

If you want case‑qualified leads quickly, Google is your core. Then layer Facebook once the funnel is dialed in.

Bottom CTA: Need help building a search‑first, profitable funnel? Explore PPC for Lawyers.