You will get a senior expert, not a junior. Only 2 spots left this month Book a call
You will get a senior expert, not a junior. Only 2 spots left this month Book a call
Law Firm Marketing Agency
Your firm does not have a traffic problem. It has a gap between the call that came in at 4:52pm on a Friday and the retainer that never got signed. We build the legal SEO, Google Ads, Local Services Ads and intake tracking system that fills the top of your funnel with cases you can actually take, and shows you exactly what each signed case cost to acquire.
The problem diagnosis
Legal is the most expensive click in digital advertising, and most law firm digital marketing is measured at exactly the wrong point in the funnel. Here is where the money actually leaks.
01
Legal keywords are among the most expensive in Google Ads, and a lot of attorney marketing still bids broadly across an entire practice area. You buy the click, someone calls, nobody qualifies them on jurisdiction, statute of limitations or case viability, and the spend is gone. The cost per click was never the problem. The cost per signed case was.
02
A homeowner who cannot reach a roofer calls the next roofer. A potential client who cannot reach a lawyer calls the next lawyer, and the case that just walked was worth more than a month of your ad budget. Missed calls, after-hours gaps and slow callback times destroy more legal marketing spend than bad targeting does, and almost no agency reports on it.
03
Personal injury, family law, criminal defense and estate planning have different case values, different urgency, different search behaviour and different close rates. Run together, the cheapest clicks win the budget and the highest-value practice area gets starved. Practice areas need separate campaigns, separate landing pages and separate cost-per-case targets.
04
Your reporting says the campaign produced 90 leads. It does not say how many were in your jurisdiction, how many had a viable claim, how many signed, or what the average case value was. So the channel producing three signed cases at high cost looks worse than the one producing forty unqualified calls at low cost.
The Grid Key growth system
Each service works alone. Together they compound, and every one of them is measured against the same number: what a signed case costs to acquire.
Own the organic and map results for the practice areas and counties you actually want cases from. Google Business Profile optimization, practice area pages built with real depth instead of thin location swaps, attorney bio pages that carry genuine credential signals, legal schema markup, and review velocity that respects your bar’s rules on client testimonials.
A site built for someone in the worst week of their life. Loads fast, click-to-call fixed to the screen, case evaluation form that qualifies before it books, practice areas separated cleanly, attorney credentials visible without hunting, and required disclaimers placed where they satisfy the rules without killing conversion.
Google Ads, Local Services Ads and Google Screened built per practice area, not per firm. Separate budgets and landing pages for each area, aggressive negative lists that block job seekers, law students, free-advice traffic and out-of-jurisdiction searches, and bidding tied to signed case value imported from your case management system.
Content that answers what someone asks before they are ready to call a lawyer. What a claim is worth, how long a case takes, what happens at the first hearing, what a consultation actually involves. Written to earn the Google AI Overview slot and to be cited by ChatGPT and Perplexity, and written carefully, because legal content is held to a higher accuracy standard by both Google and your bar.
Attorney marketing that builds recognition before the need arises. Attorney video, case-type explainers, community presence, and reputation management across Google, Avvo and the directories that show up when someone searches your firm’s name after seeing your ad.
Website, ad creative, signage and printed materials that look like a firm someone would trust with a life-altering decision. In a market where every competitor uses the same courthouse stock photo, looking different is a measurable conversion advantage.
What working with us feels like
You will always know what is running, what it cost, and how many cases it signed.
We map your practice areas against every competitor holding the search results in your jurisdiction. Site crawl, Google Business Profile audit, ad account teardown, review gap, a compliance pass on every claim currently live on your site, and test calls to your intake line at different times of day.
The plan is built around your case mix and your capacity. A contingency-fee personal injury practice needs volume and speed. A flat-fee family or estate practice needs qualification and trust. A criminal defense practice needs to be found at 2am. These are different plans, not the same plan with different keywords.
We build the pages, the profiles, the campaigns and the tracking. Call tracking with recording on every channel, GA4 configured for legal, and conversion import from your case management system at two stages: consultation booked and retainer signed. Google bids toward the second one.
Client Case Study
A [multi-practice] law firm in [metro, state] was spending [$1000] per month on Google Ads across a single blended campaign. Cost per lead looked acceptable. Cost per signed case was unknown, because nothing connected the ad platform to the case management system. Test calls found 120% of inbound calls went unanswered outside business hours, and the highest-value practice area was receiving the smallest share of budget.
We split paid search by practice area with separate budgets, landing pages and negative keyword lists, then rebuilt the legal SEO foundation with genuine practice area depth rather than duplicated location pages. Call tracking with recording was added to every channel, and conversion import from [case management system] sent signed-retainer values back to Google. Intake gaps were closed with after-hours coverage and a callback standard measured in minutes. Every published claim was reviewed against [state] bar advertising rules before it went live.
Within six months, cost per signed case fell 90%, the intake answer rate rose from 60% to 240%, and organic visibility reached the top three for 4 practice area terms in the firm's primary county. Budget shifted toward Edison NJ, which had the highest case value and the lowest cost per signature once the two were finally measured together.
Why The Grid Key
No juniors on your account. The specialist who audited your market runs the campaign, with [7]+ years in high-cost-per-click paid and organic search.
Lead count is the least useful number in legal marketing. We report qualified consultations, signed retainers, cost per signed case and case value by practice area. If a campaign produced 40 calls and one signature, that is the first line of the report.
We place test calls to your line at different hours and report the answer rate and callback time alongside the campaign metrics. The most common cause of a failing legal campaign is not the campaign. Most agencies will never tell you that because it is outside what they sell.
Attorney advertising is governed by bar rules that vary by state, covering testimonials, past results, specialization claims and required disclaimers. Everything we publish is flagged for your review with the relevant rule noted. We will not put copy on your site that creates a grievance risk.
People now ask ChatGPT and Google AI Overviews whether they have a case before they ever search for a lawyer, and they treat that answer as neutral. Every page we build is structured to be the source those answers cite: answer-first formatting, legal schema, credential and entity consistency across your profiles.
Month to month with 30 days notice. If we stop producing signed cases, you leave.
Free Website & SEO Audit
In one focused review, we’ll show you the gaps in your website, SEO, and local visibility and the fastest path to fix them.
Claim your free audit
Get a free breakdown of your website, your practice area rankings, where your ad spend is going to unqualified traffic, and how your intake line actually performs when someone calls it. Prioritized action plan included. No obligation, no contract, no pitch deck.
Most US law firms invest between $3,000 and $20,000 per month depending on practice area and market competitiveness. Our minimum engagement is $2,500 per month. Personal injury in a major metro sits at the top of that range because the clicks are among the most expensive in all of digital advertising. Ad spend is separate and paid directly to Google, never marked up by us.
Most firms need three things working together: legal SEO to build durable visibility, paid search and Local Services Ads for immediate case flow, and an intake process that converts what the first two produce. Content and reputation work compound on top. Which one leads depends on your practice area and how fast you need cases.
Cost per signed case, through conversion import from your case management system. Cost per lead is misleading in legal because lead quality varies enormously by practice area and jurisdiction, and a cheap unqualified call is worth nothing.
Yes. Google Screened requires license verification and background checks before a firm can run Local Services Ads, and the badge itself is a conversion signal in a category where trust is the primary barrier. We handle setup, verification and ongoing management.
We report signed cases instead of leads, audit your intake line as part of every engagement, split campaigns by practice area with their own cost-per-case targets, run every claim through a bar compliance pass, and build each page for AI search from day one. Senior specialists run the accounts.
