For Legal, Immigration & Expert-Led Services
For immigration firms, other law firms and expert-led businesses, such as consultants, advisers and educators, where one signed client is worth a lot and a consultation comes before every sale.
We run the ads and the tracking behind them, and judge the work by consultations booked and cases signed in your own records. For a law firm, every ad follows your state’s lawyer advertising rules and a lawyer at your firm approves it. No ad promises an outcome.
Cost per signed case, our fee included
No outcome promises in any ad
You own the ad account and its data
These are the problems we look for first in a firm’s ad account.
A firm can get plenty of calls and still not know which ads produced a signed case.
- Calls and forms are counted, but nothing connects them to consultations booked or cases signed.
- The account counts page views or form starts as conversions, so it bids toward people who never called.
- One campaign covers every practice area, so the case types you want most compete with the rest for the same budget.
- Leads arrive by form, phone and email, and follow-up depends on someone remembering.
- Brand searches are mixed into the totals. They convert cheaply and make the account look healthier than it is.
The free basic audit checks your account for these and tells you, in writing, what we would change first.
What we do for firms and expert-led businesses, and what each service costs.
Ads and tracking
- Google Ads, with a campaign and a budget for each practice area or case type you want more of. From 25% of ad spend, $500 monthly minimum, month to month.
- Conversion tracking repair. Calls, forms and booked consultations counted once each, and signed cases matched back to the ads where your intake or case software can export them. Setup included with ads management.
- Meta ads on Facebook and Instagram, for expert-led offers people decide on by seeing them, such as events, programs and launches. From $3,000 a month, 3-month minimum, ad spend billed separately.
- Programmatic ads on display, video and connected TV, aimed at the areas you serve, for practices whose clients take weeks to decide. From $5,000 a year, all in, media included.
Search, pages and follow-up
- SEO, with pages for each practice area and case type, for a firm whose clients search across a region. From $2,500 a month, six-month first term.
- Local SEO and Google Business Profile, for the map results near each office. $1,500 a month per location, 12-month term.
- Websites and landing pages, with a page for each practice area you advertise and calls and forms tracked from launch day. Websites from $2,500. Landing pages from $1,500.
- Automations, such as a fast first reply to new form leads and follow-up that runs until the person books a consultation or says no. Quoted per project.
Google bills your ad spend to you directly, with no markup. You own the ad account, the tracking and the data. See all of our prices.
The first month fixes what the account counts, then splits the budget by case type.
1. Fix the counting
One main call action and one main lead action guide the bids, and each counts once. Everything else reports only. No dollar value is set on a lead.
2. Split by case type
One campaign per practice area or case type, each sending people to a page about that service, so the work you want more of gets its own budget. Your lawyers approve each ad and page before it runs.
3. Report and change
Each month we review search terms, consultations and signed cases, and move budget toward what signs. The report lists what we changed, why, and what happened after, including the months that went badly.
We judge the account on cost per signed case, with our fee included.
- Cost per signed case is your ad spend plus our fee, divided by signed cases from your own records, each counted once.
- Cost per booked consultation is reported too, because a case can take weeks to sign.
- We need counts by date and source, never the details of a client’s matter.
- A call or a form is a lead. It is reported as a lead and never gets a dollar value or a return figure.
- Brand searches are reported apart, so the account is judged on new clients.
- If you keep no intake records we can count, the report shows cost per lead and says so.
We do not publish a planning range or an ad result for law firms or expert-led businesses yet. We publish ranges only for trades, because for most other kinds of business we have one account or none, and a range would mislead. Our published results are listed by type of business on the homepage.
Lawyer advertising has rules, and we build inside them.
- Your state’s rules apply. Each state’s rules of professional conduct govern lawyer advertising, and they differ. Some states also require certain ads to be filed with the bar. A lawyer at your firm approves every ad and landing page before it runs.
- No outcome promises. No ad or page promises a result, such as a visa approval or a case win. Past results appear only with the disclaimers your state requires.
- No specialist claims unless your state’s rules allow them for that lawyer.
- Client confidences stay out of marketing. We work from counts, not case details, and replies to reviews reveal nothing about a client or a matter.
- Ads in another language are approved by a fluent person at your firm before they run.
- Expert-led offers make no promise of income or results, in ads or on pages.
One of us is in law school, so we read the advertising rules for regulated industries closely. That is not legal advice, and your firm has the final word on what its ads say.
Is this for you?
Good fit
- An immigration firm, another law firm, or an expert-led business where each signed client is worth a lot.
- You keep intake records, even in a spreadsheet, so consultations and signed cases can be counted.
- New calls and forms get a reply quickly, or you are ready to fix that first.
- A lawyer at your firm will review ads and pages before they run.
Not a fit yet
- A practice area too small, or a market too costly, for the budget. We price the market first and tell you.
- You want ads that promise a result. Lawyer advertising rules generally do not allow it, and we will not write them.
- You want a promised return on ad spend. No one can honestly promise one, and we won’t.
Start with a free basic audit of your Google Ads account.
Five short fields, no call needed, and no client details. You get the audit in writing and keep it whether or not you hire us. The basic audit is free. A deeper audit is paid, and we tell you the price before we start. If paid search will not pay for your practice, the audit says so.
- Where did the money go, by campaign and by search term?
- What does a consultation or a signed case cost, from your own records?
- Can your tracking be trusted?
- What would we change first, and what would we leave alone?
Prefer email? Write to ops@simplydigitalmarketing.co with your practice areas, where you take clients from and your monthly ad spend. Please do not send details of any client’s matter.