• Social Media Marketing Paid Advertisement ROI for Lawyers

Social Media Marketing Paid Advertisement ROI

Lawyers often ask me which social network provides the best return on investment for paid social advertisements. Well, it depends.  A lawyer must consider several factors when promoting their law practice by paid social advertisements. For example, each social network offers different advertisement features that greatly impact a ROI.

Read on to learn more about the different features the following social networks provide regarding paid social media advertisements to better understand how social media ads can help market your law practice.


Social Network Targeting Capabilities Ad Design Average CPC
Facebook Location Targeting, Demographic, Lifestyle, Keyword Contextual, & Education, Workplace & Likes The Facebook Ad, Sponsored Stories $0.80
Google Adwords Location Targeting, Keyword Contextual Text Ads, Image Ads, Ads in Video $2.50
Twitter Location Targeting, Keyword Targeting, Interest, Gender, Similarity to Existing Followers Promoted Tweets, Promoted Accounts, Promoted Trends $0.75


Pay Model

The Twitter social advertisement pay model consists of a cost-per-engagement.  This means, you only pay when someone clicks, retweets, replies to, or favorites your Promoted Tweet. In addition, impressions on Retweets are free and can amplify the reach and cost-effectiveness of your campaign many times over.

Targeting Capabilities

Twitter allows for location, keyword, interest, gender, and similar to existing targeting when promoting paid tweets.  My favorite feature of Twitter’s targeting capabilities is the fact that they let you designate key user profiles to target including their following list as well.  This feature is great to target your specific legal services to your target Twitter audience.

Ad Design

The Twitter advertising platform provides three ways for lawyers to market their legal practice: promoted accounts, promoted tweets, and promoted trends.

Promoted accounts displays your law firm’s Twitter account in the “Who to Follow” section.  It is displayed to users who would be most interested to follow your law practice.  If you would like to increase your Twitter followers, use the promoted accounts paid advertisement feature.

The promoted tweets feature helps you share specific tweets with targeted followers.  You can pick up to five different tweets to promote.  Promoted tweets will enable you to speak directly to targeted followers, as well as put your tweets in front of people who may not follow you. The tweets will appear in the search and feed display of a user’s account.

The promoted trends feature consists of hashtags that are displayed at the top of the trending topics list on Twitter.  A user can click on the promoted trend to view all tweets containing the trending hashtag or term. Promoted Trends are visible to all users on Twitter while they are being promoted. This feature is quite costly, but it will definitely increase your exposure with Twitter users.

Average CPE

The average cost-per-engagement on Twitter is $0.75.  Compared to other social network paid advertising cost-per-click, Twitter is the most affordable option currently.


Pay Model

The Facebook social advertisement pay model consists of a cost-per-click (CPC) and cost-per-mpression (CPM).

With CPC, you will be charged each time someone clicks on your ad or sponsored story.

When you pay for clicks, your ad will be shown to the people who are most likely to click on your ad, but who may be unlikely to take any other action such as liking your Page, engaging with a Page post, installing your app, using your app or joining your event.

The CPM means you will pay when people see your ad.

When you set up your ad, your impressions will be optimized so your ad shows to people who are most likely to help you reach your goal. For example, if your goal is to get more people to like your Page, your ad will be shown to people in your target audience who are most likely to also like your Page.

In comparison to Twitter, marketing on Facebook is more costly.

Targeting Capabilities

Facebook allows for location, demographic, lifestyle, keyword, education, workplace, and like targeting when promoting paid ads.  Your ads will be limited to select followers news feeds due to Facebook EdgeRank.  Hence, you may not receive as much exposure with Facebook ads.

Ad Design

The Facebook  advertising platform provides three ways for lawyers to market their legal practice: sponsored stories, promoted posts, and sponsored ads.

Sponsored stories allow you to create ads that show social engagement including “likes” or “comments” on any post. Sponsored stories always say “sponsored” and appear in users news feed or on the right side of the homepage.

Promoted posts  allow more people to see your Facebook posts. Promoted posts appear in News Feed and show up higher so the audience for the post will likely see them.

Sponsored ads are similar to sponsored stories.  The ad does not state if a user’s friend has liked the page. Further, the ad is used to make a Facebook user make some type of action (like, share, etc).

Average CPC

The average Cost -per-Click on Facebook is $0.80.

Google Adwords

Pay Model

The Google Adwords pay model consists of CPC and CPM.  The Google pay model is similar to the Facebook pay model mentioned above.

Targeting Capabilities

Google Adwords allows for location targeting and keyword contextual targeting.  Google Adwords offers the least targeting capabilities for your law firm in comparison to Facebook and Twitter.

Ad Design

Google Adwords ad designs consists of text ads, image ads, or video ads.  You can choose to display your ads throughout Google’s display network.  Note, you can also promote a video tweet. You will need to provide a link to the video (ex- insert YouTube video link) in order for it to display in the tweet.

Average CPC

The average cost-per-click for Google Adwords is $2.50.  It cost almost three times more to advertise your law practice with Google Adwords in comparison to Twitter.

Please share this article with other lawyers who would like to learn more about social media marketing paid advertisements. 

About the Author:

Welcome to Esquire Media Solutions. We provide content marketing services to lawyers. Contact us at info@esquiremedisolutions.com for more information. Follow @esqmedia or @kymeshiamorris for the latest content marketing tips for lawyers.

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