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Why does nobody talk about the cost of local radio ads for Edmonton law firms?
Last month, a firm downtown spent about $8,000 on a six-week radio spot on a popular station. They told me they got maybe two calls from it. But three years ago, another practice in Oliver said the same kind of ad filled their intake for a whole quarter. It seems like a total gamble now with everyone streaming music. Is radio still a solid play for getting clients here, or is that money better spent on Google Ads? What's your take?
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lilyp376mo ago
Read an article last week about how radio ad prices here haven't dropped even though listenership is way down. They said the stations are selling to older audiences who still tune in, which might work for wills or estate law, but not for much else. That downtown firm's experience sounds about right for most practices now. I'd put the money into online ads where people are actually looking for a lawyer.
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hollyl256mo ago
What about podcast ads for younger clients?
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seth_singh205mo ago
Oh boy, podcast ads! My nephew runs a small lawn care business and he bought an ad on some true crime podcast. Paid like five hundred bucks and got maybe three calls from people who didn't even live in his state. I guess it really depends on the show, right?
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hollyl256mo ago
Yeah, that bit about stations selling to older audiences is key. My uncle's firm does estate planning and still uses a bit of AM radio because it hits that exact crowd. But for anything else, like personal injury or family law, it's a waste. You're paying for a huge audience that isn't listening anymore. Those eight grand would get way more targeted leads on Google or even Facebook. Radio's not dead, but it's a very specific, shrinking tool now.
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