The main difference between Google Ads and Microsoft Ads for UK law firms lies in their audience and reach, as well as their advertising products and costs.
Audience and Reach - Google Ads has a significantly larger market share than Bing Ads in the UK and worldwide, which means that Google Ads has a much larger audience and reach. This can be an advantage for UK law firms that want to target a wide audience and have a larger budget for their online advertising campaigns. However, Microsoft Ads can be a better option for law firms that want to target a more specific audience, such as older or professional users who tend to use Bing more frequently.
Advertising Features - Google Ads offers a wider range of advertising features and tools, including more ad formats, more targeting options, and more advanced analytics tools. This can be particularly useful for UK law firms that want to create more sophisticated advertising campaigns and measure their results more effectively. Microsoft Ads, on the other hand, offers more affordable advertising costs, which can be advantageous for UK law firms with smaller budgets.
Costs - Google Ads tends to have higher advertising costs than Microsoft Ads due to its larger audience and more advanced advertising features. However, the cost of advertising on both platforms can vary depending on the competition for specific keywords, the quality score of the ads, and the bidding strategy of the advertiser.
In summary, Google Ads and Microsoft Ads can both be effective advertising platforms for UK law firms, depending on their specific needs and goals. Google Ads may be a better option for law firms that want to target a larger audience and have a larger budget, while Bing Ads can be a more affordable option for law firms that want to target a specific audience and have a smaller budget. Lots of firms choose to split their budget between both.