$1,000,000 Divorce and Family Law Firm Advertising Budget
To determine your law firm’s advertising budget, research and careful planning are required. In the case of Cardinal Concepts Co-Founder and CEO of US Legal Groups, David Crum Esq., that’s especially true when for the first time in his 27-year legal career, his firms are forecasted to spend over one million dollars on advertising alone.
As the CMO responsible for building the budget, I want to share the process used and insight into our own spending so that any lawyer can implement this into their own budget.
How to Plan Your Law Firm’s Advertising Budget
Where to Spend Your Advertising Budget
The examples I’m sharing are coming directly from our own law firms which through December 14th, 2,236 consultations have been booked and 1162 clients retained.
- Google Ads (Paid Search) = $777,250: This is our largest line item but for good reason — no other platform gives you the ability to target your desired audience, test messaging, and accurately report on performance. If your law firm is in need of clients, effective Google Ads marketing is the fastest path.
- Google Local Services Ads = $18,600: This is not a profitable channel yet we continue to invest, let me explain why. First, Google LSA’s have extremely limited targeting meaning that you will receive unqualified leads. That said, in order to dominate Google page 1 results, you need to take advantage of LSA’s first position in combination with paid, local, and organic results.
- Meta (Facebook/Instagram) = $194,400: While gone are the days of low-cost, highly-targeted clicks, social media marketing is more important than ever. Its primary role for our law firms is awareness and top-of-funnel lead generation to nurture and ultimately convert.
- Print = $16,812: This is a new test for our law firms. We’re using a hyper-local magazine for high-net-worth neighborhoods as our first foray into traditional advertising mediums. We’ll be sure to keep our followers informed of the performance and if this could be right for them.
- SEO = $0: Search engine optimization does not have an advertising cost associated but you should allocate marketing budget to this effort. Our own firms rely heavily on SEO to generate calls from local search results and web form submissions from organic search results.
As a marketing agency that runs our own law firms, we understand the importance of creating a successful marketing plan for divorce and family law attorneys. By carefully analyzing your target audience, defining your marketing goals, and prioritizing your marketing efforts, you can create a budget that will help you effectively reach your desired clients. With the right strategy in place, you can successfully grow your practice and serve more clients in need of your expertise. If marketing is not your expertise, contact Cardinal Concepts to create a budget and implement a custom marketing plan for your practice.