We run paid media, SEO, AI visibility, and CRM-integrated campaigns for law firms that measure growth in retained cases and revenue. Your intake CRM connects to our server-side tracking, so you see exactly which marketing dollars produce signed cases, and so do the ad platforms optimizing your spend.
Hear how Marquee Law Group describes working with Two Trees as their proactive partner in all things marketing.
The gap between a form fill and a signed case is where legal marketing accountability usually disappears. Closing that gap is the entire design of our engagement.
We integrate your intake CRM, whether that's Clio, Lawmatics, CASEpeer, or HubSpot, with server-side tracking and offline conversion imports. Retainer data flows back to Google and Meta, so the algorithms optimize for signed cases instead of phone calls.
Personal injury, family law, criminal defense, estate planning, and employment law need different bids, keywords, and landing pages. We build isolated structures per practice area, so budgets never compete internally and each area has its own benchmarks.
Legal advertising answers to state bar rules and the ABA Model Rules. We build copy and landing pages that sell hard without crossing into impermissible guarantees, to your state's specific requirements, because your bar license outranks our conversion rate.
When a potential client asks ChatGPT or Google's AI Overviews for the best attorney near them, your firm needs to be in the answer. We optimize for traditional rankings and the AI answer engines reshaping how people choose lawyers.
Growing a firm takes more than a Google Ads account. Every service below runs on the same intake-connected measurement, so the channels work as one pipeline.
Google and Microsoft campaigns structured by practice area, with call tracking, intake attribution, and cost-per-retainer always visible.
Explore Paid SearchMeta, LinkedIn, and YouTube campaigns that build awareness and retarget engaged prospects, with creative included and compliance reviewed.
Explore Paid SocialPractice area pages, attorney bios, and content built to rank, with counted monthly deliverables and a technical foundation audited first.
Explore SEOStructured data and authority work so AI tools recommend your firm by name when clients ask who to hire.
Explore Generative Engine OptimizationPlacements in legal publications and high-authority outlets, tracked to the rankings and citations they exist to move.
Explore Digital PRYour firm on streaming TV and premium networks in your market, with itemized costs and lift you can verify.
Explore Programmatic & CTVHubSpot wired to your intake and case management workflow, so every lead is tracked and every follow-up fires.
Explore HubSpot CRM ManagementCost-per-click for high-value practice areas like personal injury routinely passes $150 in major metros, and family law, criminal defense, and employment law aren't far behind. National lead generation companies have bid up every auction, which means a firm competing on budget alone is funding its competitors' education. The winners compete on infrastructure: tracking that connects spend to signed cases, campaign architecture that isolates practice areas, and landing pages that pre-qualify before intake ever picks up the phone.
At the same time, AI-powered search is rewriting how clients find attorneys. AI Overviews now sit on top of a meaningful share of legal queries, and prospective clients increasingly ask ChatGPT who to hire before they ever see a traditional result. Firms investing only in the old playbook are invisible to a growing slice of their market, and most of their agencies haven't noticed yet.
In legal marketing, a click that doesn't become a consultation isn't a result. It's a cost. Every system we build treats it that way.
This is why generalist agencies get expensive in legal: they learn the compliance rules, the CPC reality, and the intake problem on your budget. We've already paid that tuition, and it shows up in your cost per retained case.
| Most agencies | Two Trees | |
|---|---|---|
| The metric | Leads and calls, quality unknown | Consultations booked, retainers signed, cost per case |
| Attribution | Stops at the form fill | Intake CRM connected, retainer data fed back to the ad platforms |
| Campaign structure | One account, practice areas competing for budget | Isolated architecture per practice area with its own benchmarks |
| Compliance | Learned on your bar complaint | Built to ABA Model Rules and your state's requirements from day one |
| AI search | Not on the roadmap | AI visibility measured and optimized alongside traditional rankings |
The same three-stage framework runs every engagement. What changes is what your intake data reveals.
Deep discovery on your practice areas, case values, and intake process. Then the measurement layer: server-side tracking, intake CRM integration, and offline conversion imports. No campaign scales until signed-case data flows.
Isolated campaigns go live per practice area with dedicated budgets, landing pages, and compliance-reviewed creative. Performance is read in consultations and retainers, and intake feedback tunes lead quality weekly.
The data shows which practice areas, keywords, and channels produce retained cases at acceptable cost. Those get more budget. The rest gets cut, with the numbers attached, and expansion decisions get made from evidence.
Paid media fees are a published percentage of ad spend, and SEO packages are listed with their exact monthly deliverables. Most firms we work with invest $10,000 or more a month in ad spend per channel. It's all on the pricing page, before you've spoken to anyone.
The questions we hear most from managing partners and firm administrators evaluating a marketing agency.
Our paid media management is a published percentage of ad spend, with a $10,000 monthly minimum spend per channel, and SEO packages run from $2,999 to $5,999 a month with counted deliverables. All of it is listed on our pricing page. Total investment depends on your practice areas and market competitiveness, and we structure engagements around cost-per-retainer targets, so the spend is always tied to case acquisition, not hours billed.
We integrate your intake CRM, such as Clio, Lawmatics, CASEpeer, or HubSpot, with server-side tracking and offline conversion imports. When a lead becomes a signed retainer, that outcome flows back into Google Ads and Meta, so the platforms optimize for cases and your reporting shows a clear line from ad spend to revenue. It's the same attribution backbone we run across every industry, tuned for legal intake.
Paid search and SEO consistently produce the highest-intent inquiries, because someone searching for an attorney is close to a hiring decision. The right mix beyond that depends on practice area: personal injury leans hard on paid search and local visibility, while family law and estate planning benefit from social and content that builds trust earlier. Increasingly, AI visibility matters for every practice area, because clients are asking AI tools who to hire.
Qualified inquiries typically start within 30 to 60 days of launching paid media. SEO takes 90 to 180 days depending on your site's authority and your market. The first month is deliberately spent on tracking and intake integration, because optimizing on bad data is how legal marketing budgets disappear. We set benchmarks at onboarding and report against them from day one.
Yes. Every ad, landing page, and piece of content is built with the ABA Model Rules and your state bar's advertising requirements in mind, including the line between a strong value proposition and an impermissible guarantee. We flag anything that needs your review, because the fastest way to lose a marketing budget is a bar complaint.
We work best with firms of five or more attorneys that are actively investing in growth. Our infrastructure is built for meaningful budgets and multi-practice-area complexity. Solo practitioners and very small firms will usually find our minimums higher than they need, and we'll say so on the first call rather than take a retainer that doesn't fit.
Send us your practice areas, market, and current numbers. We'll tell you what we'd change, what it costs, and whether your intake data can support real attribution. If your current agency is doing it right, we'll tell you that too.