Three channels. Three auctions. One scoreboard.
We run three paid-media channels for law firms: Google PPC, Google Local Services, and Meta Ads. Each has its own auction mechanics, its own optimization model, its own lead shape, 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's algorithm rewards on a conditional lead form. What ties them together is the downstream metric — signed-case rate (or fundable-lead rate, in the funding vertical). Three channels, three specializations, one scoreboard. Pick the one that fits your vertical first, then layer the others as the data justifies it.
Three different auctions.
Three different physics.
"We do PPC and Meta and LSA" sounds like coverage. In practice it usually means one template applied to three completely different ad surfaces. The discipline that wins keyword auctions on PPC doesn't transfer to LSA's review-driven ad rank, and neither resembles what Meta's algorithm rewards on a conditional lead form. Each channel needs its own operating model, its own optimization loop, and its own intake-feedback discipline.
Each channel has different physics.
PPC is Quality Score + bid strategy + signed-case feedback to Google's algorithm. LSA is manual per-category bidding + review velocity + connection-rate monitoring + GBP signals. Meta is creative iteration + audience suppression + conditional lead forms + qualified-leads-only conversion signal. The same agency running the same playbook across all three is underperforming on at least two of them — and the channel-level reporting often hides it.
The right mix is vertical-dependent.
Personal injury runs LSA-led with Meta as the conversion-rate surface. Investment fraud runs PPC-led — LSA categories don't cover securities work. Probate is LSA-dominant. Family law splits PPC by positioning. Legal funding runs PPC-only with multi-brand orchestration. The recommendation isn't "do all three" — it's the specific mix for your vertical, geography, spend level, and stage of growth.
Each channel's lead has a different shape.
A PPC lead is post-search, high-intent, often warm. An LSA lead is also post-search but routed by Google's algorithm — connection rate matters more than form-fill quality. A Meta lead is post-scroll, lower intent, needs the form to do qualifying work. Same intake team, three different lead shapes. Without channel-specific feedback loops, the lower-quality channel pulls down the average and the campaign-level CPL hides the imbalance.
"You don't need 'all three channels.' You need the right channel mix for your vertical, each one run by someone who actually knows that channel — not a generalist with a template. We'll tell you which one to start with, which to layer next, and which (if any) to skip."
Pick the channel that fits your vertical first.
Layer the others as the data justifies.
Each card below links to the dedicated channel page with the system, the anchor case study, the auction-specific mechanics, the pricing, and the channel-specific FAQs. The fourth card routes to a consultation if you're not sure which to start with.
Keyword-driven intent capture across Google Search. Most agencies optimize against CPL. We optimize against cost-per-signed-case — piping signable-lead signals back to Google's algorithm so the auction bids harder on the keyword types your intake team actually closes. Long-tail intent on case-type-specific keywords (investment fraud, M&A, federal crimes, custody) carries the weight that broad-match never will.
Google Local Services — the pay-per-lead surface and the channel most firms run on autopilot. We run it manually: per-category bidding, structured review-velocity programs, connected-call monitoring, lead-quality feedback into the next week's bid decisions. LSA carries the volume on PI and probate. For multi-service practices, category-by-category management is the difference between $128 CPL and $300 CPL.
Facebook and Instagram lead ads. Cheap Meta leads cost the most unless the form does the qualifying work. We build conditional lead forms with SMS verification, case-type screening, and at-fault routing — and report only qualified leads back to Meta as the conversion signal. The algorithm then optimizes toward profiles that look like your signable cases, not toward profiles that look like cheap form fills.
Personal injury starts with LSA. Investment fraud starts with PPC. Family law splits PPC by positioning. Probate is LSA-dominant. Legal funding is PPC-only with multi-brand. The right starting channel depends on your vertical, your geography, your spend level, and your stage of growth. On the intake call we'll tell you which one (or which mix) makes sense — and which to defer until the data justifies it.
Running all three? Six disciplines tie them together.
The Growth plan covers PPC + LSA + Meta orchestrated under one fee. The orchestration discipline isn't just running three campaigns in parallel — it's making channel-level performance data flow into the channel-mix decisions, treating signed-case rate as the cross-channel scoreboard, and consolidating reporting into one weekly brief instead of three separate ones.
The deeper operating system runs under every channel. See the system page for the full six-layer methodology.
Vertical-appropriate channel mix
The intake-call recommendation isn't "we do all three." It's the specific mix for your vertical, geography, spend, and stage. PI → LSA-led. IF → PPC-led. Probate → LSA-dominant. Family law → PPC by positioning. Business law → PPC + LSA sub-niche. Legal funding → PPC-only multi-brand. We'll tell you which channels to launch first and which to defer.
Channel-specific operating models
Each channel has its own auction mechanics and its own optimization model. PPC runs Quality Score + signed-case feedback. LSA runs manual per-category bidding + review velocity + lead-quality feedback. Meta runs conditional lead forms + qualified-leads-only conversion signal + audience suppression. We don't apply one playbook across all three. Each channel has its own dedicated landing page documenting how it runs.
Cross-channel signed-case attribution
Every lead is tagged with originating channel via UTMs and HubSpot custom fields. Signed-case rate and cost-per-signed-case calculated independently per channel, every week. When multi-touch attribution matters (a lead saw a Meta ad then searched Google), we run the multi-touch view alongside first-touch — but first-touch attribution is what drives the channel-mix decisions, because that's where the discovery happened.
Channel-mix rebalancing as data comes in
The mix that's right at launch isn't the mix that's right six months in. Gibson PI's January 2026 ran $25K on Meta when Meta was the conversion-rate winner; by April we'd deliberately reduced Meta spend to $11K to rebalance toward LSA's higher signed-case efficiency. Same firm, different month, different mix — driven by the per-channel signed-case data, not by gut feel.
One weekly brief · per-channel breakdown
Not three separate reports. One Friday brief, channel-by-channel sections, signed-case attribution consolidated at the bottom. Operational notes pulled together in one place — LSA rank moves, Meta ad rejections, PPC quality-score changes, Google Ads account issues caught and fixed, all in one paragraph each. Your COO reads one brief, not three.
One monthly strategy call · cross-channel
30 minutes. Cost-per-signed-case by channel. Channel-mix evolution. Spend rebalancing decisions for the coming month. One strategic conversation about the whole portfolio — not three separate channel reviews. The agenda is always the same: which channels are pulling weight, which are deserving more spend, which need creative refresh or category retuning, what your intake team is seeing across the mix.
Numbers from actual legal accounts.
One per channel.
One headline metric per channel — the cleanest, most-recent number we can point to publicly. Plus the multi-channel proof point: Gibson PI's April 2026 mix where all three channels ran together.
A different posture on every channel.
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
If you've worked with a multi-channel agency before — these will sound familiar.
Pulled directly from intake calls with managing partners weighing channel decisions. If yours isn't here, it'll get answered live.
Do I have to run all three channels?
No. We default to recommending one channel to start, matched to your vertical — PI starts with LSA, investment fraud starts with PPC, probate starts with LSA, family law starts with PPC, legal funding starts with PPC. The Starter plan ($1,800/month + ad spend) covers exactly that: one channel, up to $10K/month in ad spend. We add channels only when the first channel's signed-case rate proves out and the next channel has a clear role to play. Some firms stay single-channel for years and that's fine — Patil Law has run PPC-only for 14+ months.
What's the minimum spend per channel?
Different per channel. PPC: $5K/month minimum on a single market, $10K+ for measurable signed-case attribution inside 60 days. Below $5K, Google's algorithm doesn't get enough conversion events to optimize meaningfully. LSA: $3K–$5K/month minimum because LSA is pay-per-lead and the ad rank flywheel needs review velocity to compound. Meta: $5K/month minimum, $10K+ for signed-case attribution inside 60 days — Meta's algorithm needs sufficient qualified-lead events to optimize against. The Growth plan's $15K/month per-channel minimum (for multi-channel) is set above these floors to make orchestration economically viable.
How quickly can each channel launch?
Different timelines per channel. Google PPC: 7–14 business days from signed contract to first live spend — account setup, conversion tracking, keyword research, ad copy approval, campaign architecture. Google LSA: bottleneck is Google's verification process (license, insurance, background check) which typically takes 2–4 weeks; the actual campaign setup is fast once verification clears. Meta: 10–14 business days, sometimes longer if Meta's legal-vertical review of the lead form adds review days. For multi-channel launches we sequence them — fastest channel live in week 2, others phased over weeks 3–6.
Can I add channels later if I start with one?
Yes — and this is the most common pattern. Start with one channel under the Starter plan, prove out the signed-case rate over 90 days, then add channels as the data justifies. When you cross $10K/month in ad spend on a single channel, or add a second channel, you switch from Starter to Growth (20% of monthly ad spend across all channels). That's the only structural change. No per-channel surcharges, no migration fee, no renegotiation.
How do you handle cross-channel attribution?
UTM discipline at the ad level, HubSpot custom fields at the lead level, signed-case attribution tagged in HubSpot by your intake team within 24–48 hours of capture. First-touch attribution drives the channel-mix decisions — because that's where the prospect discovered you and the audience pattern Meta/Google can optimize against. We also run a multi-touch view for cases where a Meta ad seeded the discovery and a Google search converted (common in higher-consideration verticals like investment fraud or business law), but mix decisions follow first-touch. The dashboard shows both views.
What if a vertical doesn't fit all three channels?
Then we won't recommend them. Investment fraud doesn't run LSA — Google's LSA categories don't cover securities work, so an LSA campaign on an IF firm would just route random "lawsuit" leads at full price. Legal funding doesn't run LSA either — funding isn't a category Google's surface recognizes. We've declined to launch channels when a client wanted us to deploy them anyway because they "wanted full coverage." Full coverage of the wrong channels is still wasted spend.
Do you have channel specialists, or does one person run all three?
The founder runs all three channels personally on most accounts — that's how Lexvertikal is structured today (legal-only, founder-led, tight senior team). For multi-channel orchestration that's actually an advantage: one person sees the cross-channel data, makes the mix decisions, writes the consolidated brief. The alternative — three separate channel specialists who don't talk to each other — is what creates the "three separate reports" problem most firms experience at larger agencies. As we add senior team members it'll stay tight; we won't outsource channel management to junior specialists.
Can the same lead show up across multiple channels?
Yes, especially in higher-consideration verticals. A prospect might see your Meta ad on Monday, search your firm name on Google on Wednesday, and click an LSA result on Friday. HubSpot deduplicates based on email/phone match — the lead record gets enriched with all three touchpoints, and we tag the originating channel as first-touch. For mix decisions we credit first-touch; for reporting transparency we show both first-touch and last-touch attribution side-by-side. The signed-case rate calculations use first-touch consistently.
Pick the right channel for your vertical first.
30 minutes with the founder. No deck. We'll look at your vertical, your geography, your current spend (if any), your intake capacity, and your stage of growth — and tell you, honestly, which one (or which mix) of PPC, LSA, and Meta makes sense to start with, and which to defer until the data justifies it.
Book a 30-min strategy call →