“What’s the best advertising channel?” is the question everyone asks. The honest answer: there isn’t one. The best strategy combines channels that work together, as our law firm marketing overview explains. Here’s how each performs and when to use it.
Channel Comparison
Google Search Ads
What it does: Captures people actively searching for a lawyer.
Cost: Average $442 CPL for PI. Can reach $700-$1,500 in competitive markets.
Pros:
- Highest intent. They’re actively looking
- Immediate results once campaigns launch
- Granular control over keywords and geography
Cons:
- Expensive and getting more so
- Everyone competes for the same keywords
- Stops when you stop paying
Best for: Firms that need leads now and can convert them efficiently.
Local Service Ads (LSAs)
What it does: Puts your firm at the very top of search results with Google Screened badge.
Cost: Average $378 CPL for PI. Pay per lead, not per click.
Pros:
- Top of page visibility
- Google Screened trust signal
- Pay only for leads, not clicks
Cons:
- Limited control over when you appear
- Can’t target specific keywords
- Lead quality varies
Best for: Firms with strong intake that can respond quickly.
SEO
What it does: Builds organic search visibility over time.
Cost: Average $183 CPL. Law firms typically invest ~$150,000 annually.
Pros:
- Lowest CPL of major channels
- Compounds over time
- 526% three-year ROI average
- Traffic continues after investment
Cons:
- Takes 14 months average to break even
- Requires ongoing investment
- Algorithm changes create volatility
Best for: Firms with runway for long-term investment.
TV (Traditional)
What it does: Builds broad awareness in your market.
Cost: Varies dramatically by market. Major metros require significant investment.
Pros:
- Massive reach
- Builds brand recognition
- Drives branded search (high conversion, low cost)
Cons:
- Limited targeting beyond demographics
- Hard to attribute directly
- Requires scale to be effective
Best for: Firms building market presence and brand.
CTV/Streaming
What it does: TV-like impact with digital targeting precision.
Cost: $25-$65 CPMs. Requires meaningful investment to reach frequency.
Pros:
- Household-level targeting
- Non-skippable, 95%+ completion rates
- Better attribution than traditional TV
- Reaches cord-cutters (47% of viewing)
Cons:
- Newer channel, less historical data
- Requires creative investment
- Takes time to build awareness
Best for: Firms wanting TV’s brand impact with targeting precision.
Facebook/Meta
What it does: Reaches specific audiences with precise targeting.
Cost: Average $286 CPL for PI.
Pros:
- Precise demographic and interest targeting
- Effective for retargeting
- Strong visual/video format
Cons:
- iOS privacy changes reduced effectiveness
- Lower intent than search
- Requires ongoing creative refresh
Best for: Retargeting, lookalike audiences, specific demographic targeting.
YouTube
What it does: Video advertising to targeted audiences.
Cost: Average $319 CPL for PI.
Pros:
- Video format for storytelling
- Detailed targeting options
- Lower cost than TV
Cons:
- Skippable ads reduce completion
- Lower intent than search
- Requires video creative investment
Best for: Firms with video assets wanting digital video reach.
Referrals
What it does: Uses relationships with other attorneys, past clients, and community.
Cost: Near-zero acquisition cost (relationship maintenance aside).
Pros:
- Highest ROI of any channel
- Often highest-quality cases
- Pre-qualified by the referrer
Cons:
- Not scalable like paid media
- Unpredictable volume
- Requires relationship investment
Best for: Every firm. Referrals should be part of every strategy.
Choosing Your Mix
Budget Allocation by Goal
Need Leads Now
Prioritize Google Search Ads + LSAs. These capture existing demand immediately. Budget at least $15,000-$25,000/month for PPC to be competitive; $50K+ in major markets.
Building for the Long Term
Prioritize SEO + CTV/TV + Search. SEO compounds over time. TV/CTV builds brand awareness that makes search more efficient. Search provides immediate lead flow while you build.
Budget Is Limited
Prioritize SEO + Referral Development + LSAs. SEO has the lowest CPL and compounds. Referrals cost almost nothing. LSAs let you pay per lead rather than per click.
Scaling Aggressively
Go full multi-channel. The firms growing fastest combine TV/CTV for awareness, search for capture, social for retargeting, and SEO for compounding returns. Budget: $100,000+/month is common for growth-focused firms.
The Integration Insight
The most effective strategies aren’t about finding one best channel. They’re about building systems where channels reinforce each other:
Awareness channels (TV, CTV, social) make people remember your name.
Capture channels (Search, LSAs) convert when they need a lawyer.
Nurture channels (Email, retargeting) stay in touch until they’re ready.
When someone sees your CTV ad, then has an accident, then searches your name specifically. That’s the system working. Branded search converts at 2-3x the rate of generic search and costs a fraction of the CPC.
The most effective channel is whichever one drives that branded search moment.