01 · Proof you can click
Real law firm experience, not just a claim
Law firm marketing is not the same as marketing most small businesses. Search intent splits between urgent "near me now" queries and long research cycles for things like estate planning, Bar advertising rules limit what ad copy and landing pages can say, and success is measured in signed cases, not just leads. An agency that has actually done this work should be able to show you real practice area landing pages and explain how it tracks cost per signed case, not just cost per click.