“How much should we spend on marketing?” is a common question with a poor standard answer. Here is a practical way to think about a law firm marketing budget.
Think in return, not just cost
The right budget produces a positive return in qualified enquiries. Because organic SEO compounds, its return improves over time – unlike ads.
Match spend to your stage
A solo lawyer in one city needs far less than a mid-sized firm competing broadly. Start focused and scale.
Prioritise assets you own
Favour investment in durable assets – your site, content and rankings – over spend that disappears when you stop.
Measure everything
Track enquiries by source so you can shift budget toward what works.
This article is part of SEO for Law Firms – our in-depth pillar guide for lawyers.
Read the full guide →Frequently asked questions
How much should a law firm spend on marketing?
Enough to produce a positive return in qualified enquiries, matched to your stage – a solo practice needs far less than a multi-location firm. Start focused, measure, and scale what works.
Ads or SEO for a law firm?
For most firms, organic SEO is the better long-term investment because it compounds and builds owned assets, while ads stop the moment you stop paying.