Law firm marketing for the client searching at the worst moment of their year.

Practice area sets the number. Personal injury economics — high case values, brutal competition — support a budget that would be absurd for an estate planning practice, and vice versa. Established firms invest at levels that vary widely. Our proposal shows the math against your average case value and your cost per signed matter today, not against industry averages.

PPC produces consultations in weeks — expensively, but immediately. Organic compounds over three to six months, and legal SERPs are among the most competitive in search, so the ramp is real. We run both so the paid bridge covers the organic climb, then shift weight toward the channel you own. Tina Sharma Law's organic became the majority source of new matters.

By treating every click like the invoice it is. Tight match types and relentless negative keywords, landing pages built per case type instead of one generic contact page, and call tracking tied to signed matters — not form fills, which flatter the report and starve the firm. At these click prices, one sloppy broad-match campaign costs more than the audit that would have caught it.

For the broadest head terms in year one — honestly, rarely. For case-question long-tail queries and local searches, yes, and that's where clients actually decide. Directories rank on domain strength but answer nothing specifically; a firm that answers "do I have a case" for its practice area and city beats them where it counts. Tina Sharma Law cut its directory spend sharply doing exactly this.

Yes, and we write to them. No outcome guarantees, testimonial and "specialist" language handled per your state bar's rules, disclaimers where required. We build compliance review into the content workflow so nothing publishes that your managing partner would have to defend. Constraint cuts both ways: firms whose marketing respects the rules read as more credible to the anxious researcher, too.