How We Price Our Services

If You’re Not Marketing, You’re Shrinking.

That’s not a scare tactic. It’s the reality of how B2C legal markets work.

While you’re evaluating whether to invest in marketing, your competitors are running Google ads, climbing the Local Pack, building review volume, and showing up in AI-generated search results. Every month without a real marketing strategy is a month of ground given up that takes significantly longer to reclaim than it did to lose.

We’re not the right fit for every law firm. We know that, and we’re comfortable with it. But if you’re a B2C law firm that’s serious about growth, understands that marketing is an investment rather than an expense, and wants a partner who will tell you the truth about what it takes to compete in your market, this page will tell you exactly how we think about investment and why.

We Don’t Publish Fixed Prices. Here’s Why That’s Actually Better for You.

Legal markets are not uniform. What it costs to dominate Google search results for personal injury in Houston is completely different from what it costs in a mid-size regional market. A family law firm competing against five established practices in a suburban area needs a different strategy and a different budget than one competing against fifty firms in a major metro.

An agency that publishes a flat monthly rate for SEO or Google Ads and applies it uniformly across every client is either overcharging the firms in less competitive markets or underserving the ones in highly competitive ones. Neither outcome is good for the client.

We do the research first. Before we quote anything, we look at your geographic market, your practice areas, your competitive landscape, and your current marketing foundation. Then we tell you what it actually takes to compete effectively, not what fits a pricing menu.

That said, you deserve to know roughly what to expect before you get on a call with us. So here’s how we think about it.

What Investment Actually Looks Like

For Paid Search Campaigns

Our minimum recommended ad budget for Google Ads clients is $3000-$6,000 per month. That number isn’t arbitrary. It reflects what’s required to generate enough data, enough impressions, and enough conversions to run a campaign that produces meaningful, optimizable results rather than inconclusive noise.

Here’s a real example of why this matters. A solo PI attorney in Houston came to us wanting to run Google Ads with a $2,500 monthly budget. We had to be honest with him. Houston personal injury is one of the most competitive paid search markets in the country. At $2,500 a month, his ads would have appeared sporadically, generated minimal call volume, and produced results too thin to optimize effectively. He would have spent money, seen poor results, and concluded that Google Ads doesn’t work, when the real problem was that the budget wasn’t matched to the competitive reality of his market.

We don’t take clients we can’t help. That conversation, as uncomfortable as it is to have, is part of how we operate.

For firms where the budget and market align, Google Ads or Local Service Ads research is the first thing we do. We look at average cost per click in your practice area and geography, estimate realistic conversion rates, and work backward from your average case value to show you what a reasonable cost per case acquisition looks like. If the numbers make sense, we move forward. If they don’t, we tell you.

For SEO Services

Our Ranked Advantage™ Law Firm SEO program starts at $3,500 per month. To be direct with you, that is significantly below market rate for what’s included.

Each month your firm receives eight standard articles targeting high-intent search terms in your practice areas, plus one to two cornerstone articles, the longer, deeply researched pieces that build topical authority and are most likely to be cited in Google’s AI Overviews. That content volume, combined with the technical SEO foundation, local optimization, and link building that runs alongside it, represents what most legal SEO agencies charge $5,000 to $8,000 per month to deliver.

We’ve kept the price where it is deliberately. We believe law firms that are investing seriously in SEO should be able to sustain that investment long enough to see it compound, which takes 12 months or more to fully materialize. Pricing that forces firms to pause or stop before they reach that compounding phase produces worse outcomes for everyone.

For Firms Starting With Multiple Services

Larger firms, typically those with two or more attorneys, often come to us ready to launch on multiple channels simultaneously. In those cases, we build a coordinated strategy across whichever combination of services makes sense for their market and goals, with pricing that reflects the integrated nature of the engagement rather than individual service line rates stacked on top of each other.

What’s Included That Most Agencies Don’t Offer

The monthly retainer isn’t just for the service you hired us to deliver. It includes the infrastructure that makes the whole engagement work.

CaseLoad AMP Dashboard

Your real-time marketing performance dashboard. You see exactly what your campaigns are producing, where your leads are coming from, how your rankings are moving, and what your investment is generating, without having to wait for a monthly report or ask your account manager what’s happening.

Assigned Client Success Manager

A dedicated person who knows your firm, your goals, and your history with us. Not a rotating support team. One person who is accountable for your experience and your results.

Strategy Sessions With Marilyn

Direct access to the person who built the C.A.S.E. framework and has been working in legal marketing since 2018 and digital marketing since the early 90’s. When your market shifts, when a new competitor enters your space, or when you want to evaluate adding a new channel, that conversation happens with Marilyn, not a junior account coordinator.

Booking Automations

Systems that capture and route consultation requests automatically so leads that come in through your marketing don’t fall through the cracks between your intake process and your calendar.

Email and SMS Sequences

Follow-up sequences that keep leads warm after the first contact, so the cases you pay to generate have more than one opportunity to convert.

Recorded Calls With Leads

Every call your marketing generates is recorded and accessible. You can hear exactly how prospective clients are describing their situations, what questions they’re asking, and how your intake process is handling them. This data makes your marketing sharper and your intake better simultaneously.

How to Think About Marketing Investment as a Law Firm

Most law firm owners think about marketing spend as a cost. The better frame is cost per case acquired.

If your average personal injury case generates $15,000 in revenue and your marketing program produces 10 new cases per month, you’re generating $150,000 in monthly revenue from that investment. The question isn’t whether $6,000 a month in ad spend is expensive. It’s whether $6,000 producing $150,000 is a good use of capital. It almost always is.

The firms that struggle with marketing investment are usually thinking about the monthly spend in isolation rather than in relationship to the case values it produces. We do that math with every prospective client before we recommend a budget, because our job is to make sure the investment makes sense for your specific situation, not to maximize your spend with us.

Who We Work Best With

We work with B2C law firms that are serious about growth and have the foundation to support it. That typically means firms that are already generating revenue and want to scale it, have at least one attorney dedicated to the practice area we’re marketing, are willing to invest at a level that matches their competitive market, and understand that marketing is a 12-month commitment rather than a 90-day experiment.

We’re probably not the right fit if you’re looking for the lowest price in the market, need to see full ROI in the first 60 days, or aren’t in a position to follow through on the intake side when leads start coming in. Great marketing produces calls. If the calls aren’t being answered and converted, the marketing investment doesn’t produce the results it should.

We’d rather tell you that now than have the conversation after three months of frustration on both sides.

The First Step Is a Conversation, Not a Commitment

The C.A.S.E. Growth Session is where we figure out whether we’re the right fit for each other. We’ll look at your current marketing, your competitive landscape, your practice areas, and your goals. We’ll tell you what we think it would take to compete effectively in your market, what that investment looks like, and whether it makes sense given where your firm is right now.

If it’s not the right time or the right fit, we’ll tell you that too. No pressure. No hard sell. Just an honest conversation about what growth actually requires.

Schedule Your C.A.S.E. Growth Session

Limited availability. Strategy sessions with Marilyn are reserved for firms ready to scale.