Marketing for personal injury firms, measured to the signed case.
SEO, local search, Google Ads, Local Services Ads and AI visibility to bring in qualified inquiries — then the intake and attribution work that turns those inquiries into signed cases and shows you which marketing paid for them.
Ten years running all of it inside one personal injury firm, not pitching it from outside. I work with a small number of firms, one per market.
Five places to show up, and your firm is in four of them. Now: which one produced last month’s best case? Illustrative. Firm names are fictional.
01 · The problem
The leak isn't where you think it is.
Most firms can tell you how many leads came in last month. Almost none can say what a signed case costs by channel. The money doesn't drain at the top of the funnel — it drains in the ninety seconds after a lead arrives, and in reporting that can't connect a signed case back to the dollar that produced it.
02 · What I do
Eight disciplines. One person running all of them.
The case acquisition side of a personal injury firm’s marketing, under one accountable lead instead of spread across three or four vendors who don’t talk to each other. Generating the inquiry is half of it. What happens next — how fast it’s worked, and whether anyone can trace the signed case back to what paid for it — is the other half.
Generate inquiries
The channels that put your firm in front of someone who has just been hurt and is deciding who to call.
Law firm SEO
Rankings aren't the product. Signed cases are. Most SEO reporting stops at position and traffic. Because I work inside your intake and case management system, the reporting can carry further than that.
Get found before they call someone else What this involves Local SEOLocal SEO
For most injury searches, the map pack sits above everything else on the page. If your firm isn't in it, the organic ranking you paid for is below the fold.
Show up in the cities where you’re invisible today What this involves Google AdsGoogle Ads
Legal services have the highest average cost per click of any industry in one widely used benchmark (LocaliQ, 2026). Managing that spend on cost per lead means optimizing toward the cheapest leads, which are rarely the best cases.
Know what a signed case costs before you raise the budget What this involves LSALocal Services Ads
Local Services Ads sit above everything, including regular paid search, and you pay per lead rather than per click. That makes them attractive, and easy to waste money on.
Stop paying for leads that were never your case type What this involves AI visibilityAI visibility
People now ask an assistant who to call before they ever open a results page. No one controls what an assistant says, so this is a body of work rather than a placement: make the firm legible to these systems, then watch what they actually return.
Be legible to the systems your clients now ask first What this involvesImprove conversion
What happens after the phone rings. The cheapest cases in the building are the ones you already paid for and did not sign.
Measure and support performance
The reporting that reaches a signed case, and the site the rest of it runs on.
Lead attribution and tracking
Tracing a signed case back to the campaign that produced it takes access to the firm's intake and case management system, because that's where the outcome is recorded. I work inside those systems, which is how the chain gets joined up.
Stop paying for channels that never produced a case What this involves TechnicalTechnical SEO and the website
A slow, badly structured site costs you cases twice: once when a visitor leaves, and again when the pages never rank in the first place.
Stop losing cases to a slow site nobody can crawl What this involves
Social media management and broadcast media buying sit outside this — both need a dedicated specialist, and I’ll tell you so rather than stretch to cover them. The full breakdown of each service.
03 · Inside out
Everything I do comes down to one thing.
Strict lead management. Every lead followed from where it came from to what it became, with nothing lost in between. Not because tracking is interesting — because it's the only way to know what to spend more on and what to stop.
Step one is visible from outside. The rest isn’t. Clicks and form fills show up in any ad platform. Steps two through five happen inside your firm — on your phones, in your intake process, in your case management system. Reporting that reaches a signed case needs access to all of that, which is the kind of engagement I take.
That's why I work from the inside. I set the systems up so the source survives every step, I read the reports, and I tell you what to spend more on and what to stop. Access to those systems is a condition of working with me. A firm that won't grant it is telling me something about the engagement anyway.
04 · How it works
A free audit, then a proposal scoped to your firm.
Every engagement is scoped to your firm after the Digital Growth Audit and agreed in writing before work begins. Advertising spend and third-party costs are separate.
I look at your firm the way a new marketing director would in their first month: search, your Business Profile, the website, ads, what AI assistants say about you, tracking, the handoff to intake, and who your vendors are. Written findings and a 20-minute call to walk through them. The findings are yours to use whether or not you hire me.
Request a Digital Growth AuditSend me a note about what you’re spending and what you’re getting, and I’ll tell you what I’d look at first. If I’m not the right person, I’ll say so.
Send me a message05 · Scope
Your strategic marketing partner for personal injury firm growth.
I work with small to midsized personal injury firms that need an experienced marketing leader to establish a clear plan, execute it, and connect marketing spending to signed cases.
I personally perform the work or direct and review the specialists involved. You work directly with me on strategy, priorities, budget decisions, and performance.
The engagement can include SEO, local SEO, Google Ads, Local Services Ads, AI visibility, technical website improvements, lead attribution, and intake conversion. We agree on the services and priorities your firm needs before work begins.
| Responsibility | Joey | The firm |
|---|---|---|
| Marketing strategy | Develop the plan, recommend budgets, and set priorities | Confirm goals, budget, target cases, and geographic focus |
| Campaign execution | Execute or direct and review the agreed work | Provide account access and timely approvals |
| Attribution | Connect marketing sources to intake and case outcomes, within the capabilities of the systems | Provide system access and maintain accurate lead and case dispositions |
| Intake improvement | Review performance and recommend improvements to response, follow-up, and tracking | Staff intake, handle prospective clients, and implement agreed processes |
| Website and content | Manage agreed technical, content, and conversion improvements | Approve firm information and arrange attorney review of legal content |
| Performance review | Evaluate results and recommend where to invest or adjust | Share operational changes, capacity constraints, and case-quality feedback |
06 · Why this is different
I’ve been the person on your side of the table.
For ten years I wasn’t the agency pitching a law firm. I was the marketing director inside one — sitting through those pitches, signing those invoices, and answering to a managing partner who wanted to know what any of it produced.
I’ve bought what’s being sold to you
I’ve hired the SEO agency, the call-tracking vendor, the content shop and the platform. I know which pitches hold up after six months and which ones quietly stop being mentioned on the call.
I’ve run it at scale, across markets
Not one office with one phone number. Multiple locations, each with its own Business Profile, its own competitors, its own map pack, and its own intake coverage to worry about at seven on a Saturday night.
I’ve built the plumbing, not just advised on it
Source attribution built into SmartAdvocate and Litify so a lead can be followed to a signed case. I’ve also built the firm’s internal task and reporting system — the software, not a spreadsheet.
I’ve had to defend the number
Every dollar I spent was a dollar that didn’t go in a partner’s pocket, and I had to explain it. That is a different kind of pressure from reporting to a client once a month, and it is why I build the measurement first.
What I won’t do is put another firm’s numbers on my website. The growth I was part of belongs to the firm I did it for, not to me, and publishing it to win your business would tell you exactly how I’d treat yours. What I’ll bring to a call is the work — what I built, what broke, and what I’d check first in your firm.
07 · How I work
The parts most firms have been burned on.
You own every account
Domain, Business Profile, ads, call tracking, analytics — all registered in your name, with you as owner. If we part ways I hand over everything, documented, within five business days. That's Section 4 of the agreement, not a promise.
One firm per territory
Your agreement names the protected area and the practice area it covers, so we both know exactly what it means. Inside that, I won’t take on a firm competing with you for the same cases.
You work directly with me
Throughout the engagement. I personally execute the work or engage specialists under my direction and review, and I stay responsible for strategy, delivery oversight and everything that reaches you. No account manager between us.
Written for your firm. Your attorneys approve.
Every page published for your firm is written for your firm, reviewed, and sent to your attorneys for approval of any statement of law, deadline, damages figure, or case result before it goes live. I’m not a lawyer and I don’t sign off on legal accuracy. You can’t afford a wrong number on your own website, and that approval belongs with your firm.
Costs agreed in writing
Advertising spend, software, hosting and other third-party expenses are separate from my professional fee and identified before work begins. Where a specialist delivers part of the work, that is priced within the agreed scope, not added afterwards.
No guarantees on rankings
Anyone promising you a position or a lead volume is guessing. What I guarantee is that you'll know what's working — which is more than most firms can say today.
Markets: I work with one personal injury firm per market, anywhere in the U.S. except Florida. If a market is taken, I’ll tell you before we go any further.
Florida: not available. I continue to work with the firm where I spent the last ten years, and I won’t work with another personal injury firm in the state while I do.
08 · Questions
The questions firms ask before hiring me.
Answered plainly, including the ones about money and what happens if it doesn’t work out.
Who is this best suited for?
Small to midsized personal injury firms that want to grow but lack a defined marketing function or a structured plan. I work with a limited number of firms so I can stay closely involved in strategy and execution.
Who will I work with?
You work directly with me. I personally execute the work or engage specialists under my direction and review. I remain responsible for marketing strategy, delivery oversight, and communication with your firm.
What does an engagement cover?
The services and deliverables agreed for your firm. The scope identifies the channels I manage, the implementation work required, and the ongoing responsibilities.
Are advertising and software costs included?
Advertising spend, software, hosting, and other agreed third-party expenses are separate from my professional fee. Specialist delivery is priced within the agreed service or project scope.
Can you work with our existing marketing agency?
I do not share responsibility with another agency for the same services. If your firm is replacing a provider, we establish a clear transition. You can retain specialists for separate work, such as social media, where responsibilities are clearly defined.
Do you manage social media?
Social media management is outside my core engagement. It requires a dedicated specialist who understands the platforms and can execute consistently. I can coordinate marketing priorities with that person.
What will you need from our firm?
Access to the relevant marketing, website, tracking, intake, and case management systems; timely approvals; and reliable lead and case information. Your team remains responsible for answering inquiries, following up, evaluating cases, and keeping records current.
How will we measure performance?
We review inquiries, qualification, intake conversion, signed cases, and acquisition costs by channel where the data supports it. We also examine case quality and your firm’s capacity, so decisions reflect more than lead volume.
Will you work with a competing firm?
We define geographic exclusivity around your principal office locations and competing practice area before the engagement begins. The protected territory is documented in the agreement.
Which markets do you work in?
I work with one personal injury firm per market, anywhere in the U.S. except Florida. If a market is taken, I’ll tell you before we go any further. Florida is not available: I continue to work with the firm where I spent the last ten years, and I won’t work with another personal injury firm in the state while I do.
What happens before we hire you?
We start with the free Digital Growth Audit: a look at your search presence, Business Profile, website, ads, what AI assistants say about you, tracking, the handoff to intake, and your vendors, with written findings and a 20-minute call to walk through them. The findings are yours to use whether or not you hire me. If you'd rather talk first, book a free 30-minute call.
From the library
Plain explanations, written for managing partners.
- What a PI Firm's Digital Marketing Should IncludeThe eight parts of personal injury law firm digital marketing, what each one does, and why they only work when one person owns all of them.
09 · About
Ten years inside one firm's numbers.
In 2016 I went to work in marketing for a personal injury firm. I was hired to build and rank the website, took on paid acquisition, and grew into running the whole function.
That means I've done every job I'm selling, with my own hands, on one firm's profit and loss, for a decade. The same intake team. The same reporting nobody trusted. The same attorneys who didn't return calls. I know what it's like when the managing partner asks where the cases came from and the honest answer is that nobody can tell.
In September 2026 I stepped out of the in-house director of marketing role. I still work with Shiner Law Group today, in a different capacity, and I'm not taking on any other personal injury firm in Florida while I do. That's not a contract. It's a decision I made out of respect for a firm I spent ten years building with.
I'm not an agency that learned personal injury from a case study. I'm the person who has been doing this job — and I do it now for a small number of firms, one per market.
Work is contracted through JM Ikeguchi, Inc.
10 · Get started
Start with the Digital Growth Audit.
It’s free. I look at your firm the way a new marketing director would in their first month, and you get written findings and a 20-minute call to walk through them. The findings are yours to use whether or not you hire me.
Rather talk first? Send me a message below. Tell me a little about your firm and I’ll reply personally. If I’m not the right person, or your market is already taken, I’ll say so.
Prefer email? Write to me at joey@joeyikeguchi.com and I’ll come back to you.