I’m Henry Bell, founder of Bellringer Marketing. I’m a Black Google Ads specialist, and I work with one kind of client: criminal defense law firms. That includes Black-owned defense practices that want a marketer who understands both the numbers and the communities their clients come from.
Why representation matters in criminal defense marketing
Criminal defense clients often call in the worst moment of their lives, and a lot of those calls come from families. Who answers, what the ad says, and what the landing page shows all affect whether that family trusts your firm enough to hire you. A marketer who understands the communities your clients come from is more likely to write ads and pages that sound like you, not like a template.
Representation isn’t a substitute for results, though. It should come with the same proof you’d ask of anyone else.
The results I can show
| Channel | Ad spend | Signed-case fees | Return |
|---|---|---|---|
| Google Ads (11 months) | $146,851 | $496,700 across 140 cases | 3.4× |
| Local Services Ads (8 months) | $61,094 | $336,950 | 5.5× |
The work behind those numbers: organizing campaigns by charge, blocking more than 100 competitor names, tightening locations so out-of-state callers stopped costing money, and tracking which calls became signed cases. That last step revealed a DUI campaign that had never signed a client. See the full cost breakdown.
How I work with defense firms
- Criminal defense only. No personal injury, family law or home services. One practice area, known deeply.
- One firm per city, 12 firms at most. I won’t manage ads for your competitor.
- I run every account myself. No account manager in between.
- Reports in signed cases and fees, not clicks and impressions.
- I listen to your intake calls, because missed calls lose cases the ads already paid for.
Who this is for
- Criminal defense and DUI firms, including Black-owned practices, spending at least $5,000 a month on ads or ready to.
- Owners who want to know what each signed case cost them.
- Firms that answer the phone quickly, nights and weekends included.
Pricing is published: $1,500 a month or 10% of ad spend, whichever is greater, for budgets of $5,000 to $15,000, and 10% above that. See pricing.
Is Bellringer Marketing Black-owned?
Yes. Bellringer Marketing is a Black-owned Google Ads practice run by Henry Bell, working only with criminal defense law firms.
How much does it cost to hire a Google Ads expert?
Most charge a flat monthly fee, a percentage of ad spend or a hybrid, sometimes with a setup fee. Bellringer charges $1,500 a month or 10% of ad spend, whichever is greater, for budgets up to $15,000, and 8% of spend above that, plus a $1,500 one-time setup.
How much should I pay someone to manage my Google Ads?
Compare the fee with the value of the cases it helps you sign. For a criminal defense firm, a management fee that is a fraction of one felony retainer each month is usually reasonable if the work is measured in signed cases.
Does Bellringer work with firms outside Minnesota?
Yes. Bellringer is based in the Twin Cities and works with criminal defense firms across the United States, taking one firm per city and 12 firms at most.
What it costs to hire a Google Ads expert
Google Ads experts and agencies usually charge a flat monthly fee, a percentage of ad spend, or a hybrid of the two, plus sometimes a one-time setup fee. For criminal defense, judge the fee against what it saves and signs: one felony retainer can be worth more than several months of management.
Bellringer charges $1,500 a month or 10% of ad spend, whichever is greater, for budgets of $5,000 to $15,000 a month, with a $1,500 one-time setup. Above $15,000 a month it’s 8% of spend. The first term is 90 days, then month-to-month with 30 days’ notice. Full pricing.
Get a straight answer on your account
Want to see what this would look like for your firm? Book a free 30-minute account review. I’ll look at your search terms, your call recordings and what you signed last quarter, and tell you where the money is leaking, whether you hire me or not. I work with one criminal defense firm per city and 12 firms at most.
Or call Henry directly at 612-203-3591. See pricing or the full Amari Law Firm results.
Henry Bell runs Bellringer Marketing, a Google Ads practice that works only with criminal defense firms. He managed paid search and Local Services Ads for Amari Law Firm in Birmingham, Alabama, from September 2025 to August 2026, reporting results in signed cases from the firm’s case management system.
