Law Firm SEO vs. Google Ads: Which Should You Focus On?

If you’re running a law firm and want more leads, two digital strategies dominate: SEO and Google Search Ads.

But which one is right for you? Or should you be doing both?

Let’s break down how they work, what they cost, and how to think about long-term vs. short-term results.

SEO: Long-Term Organic Visibility

Pros:

• Free clicks after ranking

• Builds trust and authority

• Improves your Map Pack ranking

  
  

Cons:

• Takes time to build results

• Requires consistent content and link-building

• Competitive in most legal niches

  
  

Google Ads: Paid Traffic with Immediate Results

Pros:

• Instant top-of-page placement

• Total control over targeting and budget

• Great for time-sensitive offers (e.g., injury case now)

  
  

Cons:

• You pay for every click (some expensive)

• Poorly managed campaigns can burn budget

  
  

Best of Both Worlds

Here’s the play: use Google Ads for immediate lead flow while you build up your SEO foundation for long-term authority and reduced cost-per-lead.

Many of our clients run Google Ads while simultaneously investing in SEO. It’s a flywheel: ads bring clients now, SEO brings them forever.

Final Thoughts

Don’t think SEO or Ads—think SEO and Ads. The right strategy depends on your goals, your budget, and how fast you want to grow.

At Indigo Labs, we help law firms build hybrid strategies that generate leads now and in the future. Want to talk through your options?