Marketing is helping a product or service connect with those who want to buy or use it. Regarding Facebook ads, you could have the cleanest copy, the most eye-catching creative, and even a perfect funnel—and still fail. Why? Another critical component of your ad is ensuring it is in front of the right people. Ultimately, you have a tremendous amount of autonomy in who sees your ads, and more importantly, you can Read More

You will get mixed responses when you talk to people who have run Facebook ads. You’ll hear everything from how effective they were to how they needed to be pulled after a few weeks and written off as a loss. The mistake people make is assuming that Facebook ads are unreliable. Success and failure depend on more than ad copy, design, and audience targeting (although all of these are critical). Others may have skipped Read More

Without question, Facebook ads can generate a steady stream of quality leads, but a few caveats go along with that. Even though we are a marketing agency that creates them, we are upfront with people about whether they make sense for their firms. They are an incredibly effective tool for growth, but that’s not to say they are universally applicable to every marketing strategy. The only way to identify whether they Read More

Advertising on Facebook can be rocket fuel for growth. Whereas content marketing is effective for driving referrals and nurturing leads, Facebook ads will expand your network and reach. Although we will focus on Facebook ads in this post, it is important to recognize the distinction between them and Google ads. The latter is meant to capture the people actively seeking legal services (i.e., “best family law attorney Read More

Paid advertising isn’t about preference—it’s about data. Some ads convert, others don’t, and the difference comes down to structured testing, not guesswork. A/B testing (split testing) removes the mystery from ad performance by providing clear, actionable insights. Without it, marketers and law firms throw money at campaigns, hoping something works. With it, every decision is based on real-world results. This is an Read More

People want the "one" marketing tactic that gets people in the door. We have had discussions with clients who expect X number of consultations for each blog they publish. This stems from a misunderstanding regarding what content's place in a marketing strategy is. Blogs are a piece of your marketing system that are meant to work in tandem with other strategies.   Content marketing includes blogging, videos, Read More

Digital advertising isn’t just about getting in front of an audience—it’s about getting in front of the right audience at the right time. With that in mind, there are two primary methods for achieving this with digital ads: Paid Search and Paid Social. They are fundamentally different despite being rooted in driving traffic and leads.   The next question that typically comes up is which one you should Read More

When I published a blog about people's anxiety about marketing, I related it to the abundance of choice. There are too many different types of marketing, and not all of them work well together. Ten years ago, creating quality content wouldn’t have paired well with keyword and search-term-laden blogs trying too hard for Google’s limited attention. I say “ten years ago” because Google now favors quality, educational Read More

Search Engine Optimization (SEO) has been touted for years as the cornerstone of digital marketing strategies. The promise is enticing: get your law firm to the first page of Google, and the leads will roll in. But the reality is more complicated. Even if SEO lands your website on page one, it doesn’t inherently deliver qualified leads. Visibility alone doesn’t equal conversions, and focusing solely on rankings might Read More

At its core, marketing centers on getting qualified people in the door who need your services and understand how you resolve their problems. Much of this is done through building relationships through your marketing efforts. This applies to e-newsletters as much as meeting someone in person at an event.  Regardless of the method, you must communicate in ways that reflect their needs, values, and emotions. Read More