Should I stop running Google Ads if I create a B2B ID?

That is a business decision for your firm. A B2B ID does not replace search advertising; it covers the professional, referral and business-to-business side that search ads do not reach.

Can my B2B ID be the landing page for an ad?

You can link to your B2B ID from anywhere, including ad landing pages, so a paid visitor sees your structured identity and can send a request.

Does B2B.ID guarantee more clients than this channel?

No. B2B.ID does not guarantee clients, matters, revenue or referral volume, and this comparison does not claim it outperforms any channel. It explains what each is for and what a B2B ID adds, so you can decide how they fit together for your practice.

Paid channels

B2B.ID vs Google Ads

Search ads buy the click. A B2B ID explains what the click found.

Pay-per-click advertising on Google search results, triggered by legal keywords in a chosen geography. You bid for placement and pay when someone clicks.

Create Your B2B ID What is a B2B ID?

Hamilton & Cole LLP

Law Firm New York

B2B ID

Commercial LitigationEmploymentTechnology

Practice areas

Commercial litigation & arbitration
Employment counselling & disputes
Technology transactions

Industries served

SoftwareFinancial ServicesMedia

Mid-market and venture-backed companies

Representative experience

Defended a software company in a multi-party contract dispute
Advised a media group on executive separation and restrictive covenants

Proof

Client testimonialswhere permitted
Published articles & talksexternal
Professional relationshipson B2B.ID

Looking for

Outside counsel engagements
Co-counsel on complex disputes
Employment referrals in NY

Referral fit

Refers matters out in

ImmigrationTaxIntellectual Property

Co-counsel

Available for co-counsel

Complex disputes · additional capacity · NY local counsel

View B2B IDRequest Introduction

Demonstration B2B ID — illustrative data, not a real firm or matter

Google Ads

What it does well

Reaching people actively searching for a lawyer right now
Testing demand for a practice area or location quickly
Consumer practices where the client searches directly rather than asks a professional

Where it stops

You are competing with every other firm bidding on the same keywords
The click arrives with no context about you beyond the ad and the landing page
Spend stops, visibility stops — nothing compounds
It does not reach the lawyers and professionals who refer business-to-business matters

B2B ID

What a B2B ID adds

A structured identity — practice areas, jurisdictions, industries, experience, proof — that clients, lawyers and professionals can evaluate
Discovery and recommendations by other professionals, not only by keyword
Structured requests (introduction, meeting, partnership) instead of a form fill
Referral, co-counsel and partnership relationships that continue after any one matter

Using both

Many firms run search ads for consumer demand and use a B2B ID for professional and business relationships. Linking your B2B ID from the landing page gives a paid click something substantive to evaluate.

The short version

Google Ads is a demand-capture channel. A B2B ID is how you are understood and how professional relationships start. They do different jobs.

B2B.ID does not guarantee clients, matters, referrals or revenue, and this page does not claim to outperform Google Ads. It describes what each is for.

Questions about B2B.ID and Google Ads

More comparisons

All comparisons

Your firm has a website. Give it a B2B ID.

Free to create. Describe your practice, what you take, what you refer out and what you are looking for — then let clients, lawyers and professionals find, recommend and request you.

Create Your B2B ID See How It Works