Online advertising
Online advertising for professional firms: Google, Microsoft, Meta and LinkedIn Ads
Oltre Digital plans and manages online advertising for law firms, accountants and other professional firms: Google Ads and Microsoft Advertising for people already searching, LinkedIn and Meta to reach decision-makers, and ads in AI assistants where available. Every campaign respects the rules of the profession and is measured by the contacts it brings.
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Definition
What is online advertising for a professional firm?
Online advertising means paying to appear in front of the right people at the right moment: in search results when someone looks for “employment lawyer Brussels”, in a LinkedIn feed when a finance director reads about a new regulation, or next to an AI assistant’s answer. For a professional firm the goal is not clicks but qualified contacts, within the limits set by the Bar or the professional body.
Why now
Where is advertising moving?
Paid media remains a large share of marketing budgets, and advertising is now arriving where people ask questions: inside AI assistants.
30.6%
of marketing budgets goes to paid media on average, according to 402 marketing leaders in North America and Europe.
2026
is the year ChatGPT started showing ads: the first ads appeared for users in the US in February.
Source: TechCrunch, February 2026
900M
people use ChatGPT every week, according to OpenAI: a new audience for advertisers.
How it works
How does Oltre Digital run a campaign?
- Goals and rules. Which clients, which services and which messages: agreed with the firm, within what its professional rules allow.
- Channels. Platforms chosen by intent: search for people who already need the service, LinkedIn and Meta to reach the right profiles.
- Ads and landing pages. Ads written for each audience and language, leading to pages that answer the question behind the click.
- Tracking. Contacts tracked from the ad to the CRM, with a consent banner and consent mode.
- Optimisation and reporting. Budgets moved to what brings contacts, and a monthly report with cost per contact.
Comparison
Which advertising platform suits which goal?
| Platform | Best for | How people are reached |
|---|---|---|
| Google Ads | Clients already searching for a service | Search terms and location |
| Microsoft Advertising | Searches on Bing and Microsoft sites, including Copilot | Search terms, location and audience lists |
| LinkedIn Ads | Decision-makers in companies | Job title, industry, company size |
| Meta (Facebook, Instagram) | Local awareness and consumer-facing services | Location, interests, similar audiences |
| Ads in AI assistants | Early tests, where available | The topic of the conversation |
Frequently asked questions
Which advertising platforms does Oltre Digital manage?
Google Ads, Microsoft Advertising, LinkedIn Ads and Meta (Facebook and Instagram). Where available, Oltre Digital also tests the new ad formats inside AI assistants.
Can lawyers advertise online in Belgium and Italy?
Yes, within the rules of their Bar: the message must be truthful, dignified and respectful of professional secrecy. Oltre Digital writes ads and landing pages with these rules in mind; the final check stays with the firm.
How are results measured?
By the contacts the campaigns bring, not by clicks. Forms and calls are tracked from the ad to the firm’s CRM, with consent where the law requires it, and reported every month as cost per contact.
Should a firm invest in advertising or in SEO?
Usually in both, for different jobs. Advertising brings visibility from the first day and can be switched off; SEO and AI Search Optimization build visibility that keeps working over time.
Does online advertising comply with the GDPR?
It can and it must. Oltre Digital sets up conversion tracking with a consent banner and consent mode, and uses only the data the firm is allowed to process.
Free tool
How do AI assistants describe your firm today?
With the free AI Visibility Scan, Oltre Digital checks what ChatGPT, Perplexity and Gemini say about your business and sends you the results.