Eight practice areas.
Eight different economics.

The most expensive keyword inventory in legal, and the one where sloppy attribution costs the most. Case values vary by an order of magnitude between a soft-tissue MVA and a catastrophic injury, so a blended cost-per-lead number tells you almost nothing. We segment by case type and bid accordingly.

• Case-type segmentation before any budget is set
• Local Service Ads and paid search run against separate targets
• Accident-type content built for the questions people ask at 2am
• Speed-to-lead instrumentation — minutes matter more here than anywhere
• Spanish-language coverage where the market justifies it

Read the full personal injury page

Almost every enquiry is urgent and made under stress, often by a family member rather than the defendant. Decisions happen in hours, not weeks. That makes after-hours answering, click-to-call and mobile page speed worth more than another blog post.

• Charge-specific landing pages and content architecture
• 24/7 call handling and after-hours routing built into the funnel
• Map pack dominance around courthouses and detention centres
• Review strategy that works within bar confidentiality constraints
• Paid search structured around charge severity and case value

Read the full criminal defense page

One of the few practice areas where you can serve clients nationally, and one where the English-language search volume badly understates the market. Spanish-first content and community trust often outperform anything you can buy on Google.

• Parallel English and Spanish content programmes
• Visa- and petition-type page architecture
• Meta campaigns aimed at communities search never reaches
• Consultation-fee models tested against free-consult conversion
• Multi-state and national targeting where the practice allows

Read the full immigration page

People research divorce for months before they call anyone, often privately and at odd hours. The firms that win are the ones already present during that research phase — and the ones whose first interaction feels like discretion rather than a sales process.

• Top-of-funnel content mapped to the full consideration timeline
• High-asset and custody positioning kept separate from volume work
• Retargeting sequences tuned for long decision windows
• Consultation booking flows designed around privacy
• Intake scripting for emotionally difficult first calls

Read the full family law page

Most people with a viable employment claim don't know they have one, and never search for a lawyer. This is the clearest case in legal for paid social: you have to tell someone their situation is actionable before they'll look for representation.

• Meta-led demand generation with claim-qualifying funnels
• Scenario-based content that helps people self-identify
• Screening questions that protect intake from unviable claims
• Search capture for the minority who do know to look
• Class and collective action intake handling at volume

Read the full employment page

Search volume is thin and lead counts are small, which makes conventional lead-gen metrics useless. The goal is credibility with a narrow audience of decision-makers — the marketing equivalent of being the obvious call when something goes wrong.

• Authority content aimed at founders, GCs and CFOs
• Industry-specific pages rather than generic service pages
• LinkedIn presence and thought leadership for named partners
• Tightly targeted paid search on high-intent commercial terms
• Attribution built for long, multi-touch, referral-blended cycles

Read the full business law page

Enquiries spike with economic conditions and collections activity, and prospects are usually comparing three firms on price and reassurance simultaneously. Volume efficiency matters more here than in almost any other area — the margin per case leaves little room for waste.

• Chapter-specific and IRS-resolution page architecture
• Efficient paid search built for a thin cost-per-case ceiling
• Free-consultation funnels engineered to filter early
• Content addressing the fear and stigma that stall the decision
• Seasonal planning around tax deadlines and collection cycles

Read the full bankruptcy & tax page

Statutory licence-hearing deadlines create a genuine countdown, which compresses the decision to days. Whoever is visible and answers first usually wins. Local proximity to the arresting jurisdiction matters more than brand.

• Jurisdiction-level local pages and map pack coverage
• Content organised around licence deadlines and consequences
• Immediate-response intake with weekend and evening cover
• Paid search structured by offence type and county
• Volume economics modelled honestly before spend is committed

Read the full DUI & traffic page