Why criminal defense
Most defense firms are paying Google to find the wrong callers.
I’ve run Google Ads for more than six years, for law firms and local service businesses. The work that shaped how I do it now was eleven months as the only paid media manager for Amari Law Firm, a two-attorney criminal defense practice in Birmingham, Alabama. I handled strategy, build, tracking and reporting across Google Search, Local Services Ads, Display and Bing.
What I learned there: Google counts a 20-second hang-up and a $15,000 felony retainer as the same conversion. Once every call was tracked to the case it became, the account looked different. A DUI campaign that reported plenty of conversions had never signed a case, so I rebuilt it, and the budget moved to the searches that did sign.
Over those eleven months, $146,851 in Google Ads produced 140 signed cases and $496,700 in signed fees. Local Services Ads returned 5.5× in signed fees. Read the full case study.
That’s why I now work only with criminal defense and DUI firms. The urgency, the late-night calls, the bar rules and the gap between a cheap lead and a signed felony are the same everywhere, and I’d rather know them deeply than know a little about every industry.