Law firm marketing in Los Angeles, from someone who's run it in-house
From 2017 to 2019, Rob Pene was Director of Marketing at a consumer law firm. He knows what it's like when every lead has to turn into a signed case. Now he helps Los Angeles law firms get more of the right cases from Google, AI tools and paid ads.
How do Los Angeles law firms get more cases online?
Short answer
The firms that win build a page for each practice area and common situation, keep a strong Google Business Profile with steady reviews, use Google Local Services Ads (Google Screened) where the numbers work, show up when clients ask ChatGPT what kind of lawyer they need, and answer every call fast. Most important, they track each lead to a signed case, so they know what each case really costs.
What makes legal marketing in LA different
- Legal clicks are some of the most expensive in the country, and Los Angeles is one of the most crowded legal markets. Paying for every lead adds up fast.
- Clients search for their situation, not your firm name. "My car dealer lied to me" or "lemon law help" needs a page that answers that exact question.
- People now ask ChatGPT what kind of lawyer they need. One consumer law firm's website has received 1,126 visits from AI tools.
- Intake decides who signs the case. The firm that calls back first usually wins, so speed matters as much as the lead source.
What we do, step by step
Everything works with the website and tools you already have. Each step is judged by the calls and cases it brings in.
01
Pages for every practice area and situation
One clear page per case type and common situation, written in the words clients actually use, not one long "Practice Areas" list.
02
Google Business Profile and reviews
Right categories, services and photos, plus a review plan your staff can actually follow.
03
Google Screened ads, if the numbers work
Local Services Ads charge per lead, not per click. We set them up and judge them by signed cases.
04
Show up in AI answers
Pages built so ChatGPT and Google's AI answers can understand your practice and point people to it.
05
Faster intake follow-up
Instant alerts and missed-call text-backs so no caller waits while they phone the next firm on the list.
06
Track every lead to a signed case
Know your real cost per case by source, so the budget goes where cases come from.
Results from our work
Real numbers, tracked to calls, visits and signed work.
0 → 9
first-page Google spots in 6 weeks for a consumer law firm. Five articles brought in 20+ calls.
$3K → $300
monthly ad spend for that firm, because leads from Google rose 50%
2x
website visitors in 30 days for a Los Angeles law firm, from 6,000–8,000 a month to 16,000
Who we work with
Owner-led businesses doing about $1M–$10M a year that already have clients and a team.
- Consumer protection and lemon law firms
- Personal injury and employment practices
- Small and mid-size firms with an intake team
- Firms spending on ads that can't say what a signed case costs
Areas we serve
- Downtown LA
- Westside and Century City
- San Fernando Valley
- Pasadena
- South Bay and Torrance
- Long Beach
- Orange County
Based in Torrance, in the South Bay. See also our Los Angeles, Orange County and South Bay pages.
Start with a free Growth Leak Audit
Rob reviews your business himself and shows you the biggest leak in dollars. It's free, there's no obligation, and he only does a limited number each week.
Law firm marketing in Los Angeles: common questions
What's the best way for a Los Angeles law firm to get more cases?
Be there when people look for help: practice-area pages that answer their situation, a strong Google Business Profile, Google Screened ads if they pay off, and fast intake. Then track each lead to a signed case so you put money where cases come from.
Are Google Local Services Ads worth it for lawyers?
Often, because you pay per lead instead of per click and can dispute leads that don't fit. They're only worth it if your intake answers fast and you track which leads sign. Our guide to Local Services Ads for lawyers walks through it.
How do I get my law firm recommended by ChatGPT?
AI tools recommend firms they can understand. Clear pages for each practice area and situation, consistent details across the web and real reviews all help. One consumer law firm's site has received 1,126 visits from AI tools.
Do you write the pages for us?
Yes. We draft them in plain English, and your firm reviews and approves every page before it goes live, so you stay in control of what's said about your practice.
Have you worked inside a law firm?
Yes. Rob was Director of Marketing at a consumer law firm from 2017 to 2019. The firm went from zero to nine page-one rankings in six weeks and cut ad spend from $3,000 to $300 a month.
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Book 30 minutes with Rob. You'll leave knowing your biggest leak and what fixing it is worth, even if we never work together.