Paid media for law firms.
Measured against signed cases, not CPL.
We run Google PPC, Google Local Services, and Meta Ads exclusively for law firms. Across seven legal practice areas — personal injury, investment fraud, criminal defense, probate, family law, business law, and legal funding — the scoreboard is signed-case rate, not lead volume. The operating system runs the same under every account; the parameters change vertical to vertical. Accounts in your name on day one. Month-to-month, no lockup. Weekly written briefs from a real person.
Generalist agencies treat law firms like every other client.
That's why it doesn't work.
Most marketing agencies serve plumbers, chiropractors, e-commerce brands, and law firms with the same launch checklist. The acquisition surface for legal is completely different — and the agency model that produced your last underwhelming engagement is structural, not bad luck.
Legal verticals don't transfer from other industries.
Personal injury runs LSA-led with review-velocity as the ad-rank flywheel. Investment fraud runs PPC-only because LSA categories don't cover securities. Probate is LSA-dominant with bereaved callers on slow cycles. Each of these has nothing in common with the playbook a generalist agency uses for chiropractors or B2B SaaS. Your CPL is paying for their generalist learning curve.
CPL doesn't tell you anything about cost per signed case.
A campaign generating $40 CPL with a 5% signed-case rate is more expensive than a campaign generating $150 CPL with a 25% signed-case rate. Most agencies optimize against CPL because it's visible in the ad platform's dashboard — signed-case rate requires CRM discipline they don't run, and most don't even ask you for the data. You're being graded on the wrong metric.
Your accounts belong to them, not you.
Google Ads in their MCC. Meta Business Manager owned by the agency, you added as an advertiser. CallRail under their account. HubSpot through their API key. When you part ways — and you will, eventually — you walk away with nothing. Historical data, audience lists, conversion histories, dashboards: gone. That's a hostage situation, not a partnership.
Three ways into the system.
Read whichever way fits your question. By practice area if you know your vertical and want to see the channel mix that works for it. By channel if you know which surface (PPC, LSA, Meta) you want to run and want the auction-specific deep dive. By methodology if you're evaluating the operating model.
One operating system.
Each vertical has a dedicated landing page with the channel mix, the qualifying questions, the CPL benchmarks, the intake cadence, and the anchor case study. The operating system is shared. The parameters aren't.
- Personal Injury — Gibson (Orlando)
- Investment Fraud — Patil (LA)
- Criminal Defense — Boyle & Jasari + Prager
- Probate & Estate — Evans (Denver)
- Divorce & Family Law — Vantage + Feldstein
- Business Law — Cueto Law Group
- Legal Funding — DMS + Tribeca + MayFair
Three different auctions.
Each channel has its own auction mechanics, its own optimization model, and its own operating system underneath. The discipline that wins keyword auctions on PPC doesn't carry to LSA's review-driven ad rank, and neither resembles what Meta rewards.
- Google PPC — keyword-led intent capture
- Google LSA — manual per-category bidding
- Meta Ads — conditional lead forms + qualified-signal
every account.
The operating system runs identically across every vertical and every channel. Every legal-marketing agency has a playbook. Few have an operating system. Read the six layers in depth — measurement, qualification, ownership, channel mix, optimization, reporting.
- Measurement — signed-case rate as the scoreboard
- Qualification — lead forms that qualify
- Ownership — accounts in your name, day one
- Channel mix — vertical-appropriate, no over-recommendation
- Optimization — intake-aware, smarter every month
- Reporting — weekly briefs, monthly strategy
Numbers from actual legal accounts.
Across the portfolio.
Four headline metrics — one per vertical — from active client engagements. Each one links into the full case study on that practice area's page.
A different posture on your account.
Simple. Transparent.
No "plus a percent" games.
You're on one plan or the other. Never both. No per-channel surcharges. No mystery line items in month three.
- One channel: PPC, LSA, or Meta
- Up to $10K/month ad budget
- Case-type filtering at keyword / form level
- State-targeting tied to your licensing
- GTM, CallRail & HubSpot integration
- Weekly & monthly written reports
- Real-time AgencyAnalytics dashboard
- All channels: PPC + LSA + Meta, orchestrated
- $10K/month per channel ($15K min for 2)
- Everything in Starter, plus —
- Single-account multi-brand architecture
- Signed-case feedback signal to Google / Meta
- Intake quality monitoring & call reviews
- Slack access for priority response
- Founder-led account stewardship
Most managing partners ask at least three of these on the intake call.
Top-level questions from intake calls. Each practice area, channel, and system page has its own deeper FAQ — start with those if you want the specifics.
Are you really legal-only?
Yes — every active client engagement is a law firm or a legal-funding company. We've turned down e-commerce, B2B SaaS, healthcare, real estate, financial services, and consumer brands because specialization is the product. Legal verticals have acquisition surfaces, qualifying questions, jurisdiction rules, and intake economics that don't transfer from other industries. An agency that runs legal as 20% of its book is using your spend to learn the vertical. We don't.
What size firm do you typically work with?
Mid-market and larger — typically firms doing $5M–$50M in revenue with established intake operations. Our Starter plan ($1,800/month + ad spend, up to $10K/month ad budget) fits firms in the early-growth stage who want one channel proven out before scaling. Our Growth plan (20% of monthly ad spend, $10K/month per channel minimum, $15K for multi-channel) fits firms running $10K–$100K+/month in ad spend across multiple channels. We've declined firms below ~$5K/month total spend because the ad platforms can't optimize meaningfully at that scale and we'd burn the first 60 days in learning phase.
What practice areas do you serve?
Seven verticals with dedicated landing pages: personal injury, investment fraud, criminal defense, probate & estate planning, divorce & family law, business law, and legal funding. For adjacent practice areas (medical malpractice fits PI with modifications, IP litigation fits business law, immigration overlaps with criminal defense), we'll work with you under the closest playbook. Mass tort, class action, and bankruptcy are three legal sub-verticals we currently don't take on because the acquisition economics work differently.
What channels do you run?
Three: Google PPC (keyword-led intent), Google Local Services (the legal pay-per-lead surface), and Meta Ads (Facebook + Instagram lead ads). Each has its own dedicated landing page with the auction-specific mechanics. We don't run YouTube, TikTok, LinkedIn, Microsoft Ads (Bing), or programmatic display for legal — the signed-case economics don't work on those surfaces for legal verticals, and we won't pretend otherwise.
How is this priced?
Two plans, no per-channel surcharges, no "plus a percent" games. Starter: $1,800/month + your ad spend, covers one channel up to $10K/month in ad budget. Growth: 20% of monthly ad spend, covers all three channels orchestrated, $10K/month per channel minimum ($15K for multi-channel rollouts). Plus a one-time $900 setup. You're on one plan or the other — never both. When your spend crosses $10K/month or you add a second channel, you move from Starter to Growth. Month-to-month either way.
How long does it take to launch?
Channel-dependent. Google PPC: 7–14 business days from contract to first live spend. Meta: 10–14 business days (Meta sometimes adds review days for legal-vertical lead forms). LSA: the bottleneck is Google's verification process (license, insurance, background check) which typically takes 2–4 weeks. For multi-channel rollouts we sequence them — fastest channel live in week 2, others phased over weeks 3–6. Account ownership transfers happen day one regardless.
What's the contract structure?
Month-to-month, always. No 12-month lockup. No cancellation fees. No per-channel surcharges. Accounts are in your firm's name from day one — Google Ads, Google Local Services, Meta Business Manager, GA4, GTM, HubSpot, CallRail, AgencyAnalytics. We're added as managers, never as owners. If we part ways, you walk away with everything — every campaign, every audience list, every historical conversion, every dashboard. That commitment is structural, not a perk.
How do I know if it's a fit?
The fastest path is the intake call — 30 minutes with the founder, no deck, no sales team. We'll look at your last 90 days of leads (if you have a current agency), what percentage your intake team signed, your current channel mix, your lead-form qualification logic, and your spend level — calibrated against the vertical-specific benchmarks on the practice-area pages — and tell you honestly whether we'd take you on and what we'd shift if we did. Sometimes the answer is no, and we'll tell you that on the call rather than after you've signed.
Let's see if Lexvertikal is the right fit for your firm.
30 minutes with the founder. No deck, no SDR, no sales team. We'll look at what's running on your account today — the channel mix, the lead-form architecture, the reporting cadence, the account-ownership structure — and tell you honestly whether we'd take you on and what we'd shift if we did.
Book a 30-min strategy call →