As the holiday season approaches, expect a surge in ad spend across major platforms. Retailers are about to flood ad spaces, especially on Facebook, which means competition and costs for ads will spike. In fact, in November and December 2022 alone, U.S. retail industry ad spend reached $1.8 and $1.9 billion respectively according to Statista (2024).
This November however, ad spending spiked significantly due to election-related campaigns, creating heavy competition across platforms. However, as election spending subsided, the holiday ad rush continued to drive increased costs.
You may need to look to alternate solutions. You may take this opportunity to buy ad space on legal directories such as Clio or Martindale-Hubbell, but be sure to also look for popular legal directories in your local area to promote your services. Strategic ad allocation during the holiday rush is key to maintaining your firm’s visibility without overspending.
What we have seen is that travel, employment, and family law services are particularly in high demand during the holidays, which makes targeted ad spend especially important for these practice areas according to a 2023 article from The Impact Lawyers. Stay flexible, leverage less crowded platforms, and tailor your messaging to meet local community needs.
The best solution is often to focus on Hispanic marketing ads, as this segment is typically untapped and underserved. Hispanic audiences are less targeted by mainstream ad campaigns, which often leads to lower competition and higher engagement rates. This presents a valuable opportunity for law firms to effectively connect with a growing and influential demographic.
Strategic ad allocation during the holiday rush is key to maintaining your firm’s visibility without overspending. Stay flexible, be mindful of ad traffic, leverage less crowded platforms, and tailor your messaging to meet local community needs.