One question I routinely get from my attorney clients is “should we run ads on Google on Saturdays?” And from a Google Ads management perspective, the answer is a clear yes. Running search ads on Saturdays is something every single law firm should be doing. But there are some important qualifiers to that statement.
Attorneys should be running ads on Saturdays because people still are searching for lawyers on Saturdays. The volume is lower, but people across the United States are searching for attorneys on Saturdays just like they do Monday through Friday, but again, the volume of those searches is smaller. But they’re still searching to some extent. Stressed husbands are searching for divorce attorneys, potential felons are searching for criminal defense attorneys, and accident victims’ family members are searching for personal injury lawyers on their way to emergency rooms.
Quality searches do happen on Saturdays.
The total search volume is lower on Saturdays, but the cost per click is also lower on Saturdays since there is less competition advertising on Google. This lower competition, lower cost per click environment that Saturdays provide can lower your overall cost per new client from Google Ads and make your Google Ads campaign more profitable. Saturdays are great because Saturdays are cheap.
Quality searches are being performed by potential clients on Saturdays, and the cost per click is lower on Saturdays due to the smaller amount of competitors. So all signs point to yes, advertise on Saturdays, gets some more quality leads, and get them on the cheap.
But it’s not exactly that simple. Another factor that plays a role in the Saturday decision is whether or not your law firm can handle those Saturday leads and follow up on them quickly. This is more important in some areas of the law than others. A divorce attorney, where clients take some time to make their decision on who to hire, might be willing to pay $20 for divorce attorney click that turns into a lead and then follow up a couple of days later, but a personal injury lawyer might not want to pay hundreds of dollars for leads that will be cold by the time Monday rolls around.
If your firm has a way to answer calls on Saturdays then I’d say for sure you should try running ads on Saturdays and see how the day performs. If you’re doing business and taking calls anyway, then I think Saturdays should be part of your Google Ads campaign strategy. But if you can’t follow up on lead forms and answer calls on Saturdays and only get to those leads on Monday, then I think it’s a tougher decision. If you follow up on those leads fast on Mondays and are able to turn some of them into clients, then you’ll probably find that running on Saturdays is a good decision. But if you try it for a few Saturdays and the leads are non-responsive and hard to get a hold of by Monday, then you should probably turn Saturdays off until you have a way to handle those leads on Saturdays when they come in.
Running Google Ads on Saturdays is a great way to grow your lead count and get more clients. And it’s also a great way to lower your cost per acquisition since the cost per click on Saturdays is cheaper than weekday CPCs. But you also need to factor in whether or not you can handle the leads that come in on Saturdays and convert those leads into paying clients, and that question is specific to you and your law firm.