Pareto Legal

Pareto Legal is a growth marketing agency that helps injury law firms triple their revenues with digital advertising, conversion rate optimization and analytics.

CEO & Co-Founder

Pareto PPC

Pareto PPC is a boutique ad agency specializing in digital strategy, paid media optimization and analytics.

Krasno, Krasno & Onwudinjo

Oversee marketing and client intake departments for Pennsylvania's best-rated Workers' Compensation & Social Security Disability law firm

Advisory Board Member

Chief Marketing Officer

eBay Enterprise Marketing Solutions (formerly e-Dialog)

Led a team of 15+ digital marketers across 3 offices and oversaw paid search strategies for the agency’s premier clients, including kate spade new york, Sallie Mae, GNC, Calvin Klein & Stuart Weitzman.

Director of Paid Search

Manager, Paid Search

Senior Associate, Paid Search

Adworthy

Developed and executed online marketing strategies

Reported to C-suite, simplifying web data into concise information that was actionable and relevant to business goals

Worked alongside in-house developers and DBAs, testing and providing feedback on proprietary web analytics software

Sr. Digital Marketing Analyst

I was responsible for day-to-day management of several clients' Google AdWords accounts, maximizing ROI of paid search initiatives, identifying new online revenue opportunities, and increasing clients’ paid and organic search visibility

Audited and analyzed clients’ Google AdWords accounts that collectively totaled over $350MM in ad spend

Sent clients detailed weekly and monthly reports that offered insight into underperforming campaign elements and new revenue opportunities

Digital Marketing Analyst

Performed administrative duties to support Adworthy’s search marketing team

Aided search team’s execution of paid search initiatives

Worked side-by-side with search team to develop, expand, and manage search engine optimization efforts, maximizing the volume of qualified visitors to our clients’ websites

Analyzed client websites and provided recommendations for overall site improvement

Digital Marketing Intern

At Pareto Legal, we help law firms scale their revenues and ROI through data-driven digital advertising, conversion rate optimization, and analytics.

My co-founder and I launched Pareto Legal after leading marketing, intake and operations for a major Philadelphia-based injury law firm - where we helped grow the firm from 7 to 8 figures in under three years. Before that, we spent nearly a decade at eBay’s marketing solutions division, managing $250M+ in annual ad spend for national brands. That experience taught us how to build scalable marketing systems - now we apply that knowledge exclusively to the legal industry.

We’re not your typical agency: we combine the analytical and executional rigor of a Fortune 500 marketing team with firsthand experience inside a plaintiff’s firm. Our approach is grounded in ROI, not fluff - because we’ve sat on your side of the table.

If your firm is serious about growing your digital caseload profitably, I’d love to connect. Reach me directly at bo@paretoppc.com or book a call at https://legal.paretoppc.com/contact

Bo Royal

They say imitation is the greatest form of flattery. 

I say it’s competitors paying Google every time someone searches 𝘺𝘰𝘶𝘳 name. 😏

I help law firms increase their digital ad revenue and ROI.

We’re hiring a PPC Director.

This is a senior, U.S.-based player-coach role leading all things paid media - Google Ads, LSAs, Paid Social, YouTube, Display/Programmatic, and OTT/CTV - for law firms nationwide.

If you’re a data-driven performance marketer who knows how to lead a team, manage multi-million-dollar ad budgets, build systems, and turn chaos into clean, scalable acquisition - you’ll want to take a look.

We need someone who:

✅ Has 10+ years in PPC and 5+ years leading teams
✅ Has deep specialization in law firm advertising (5+ years required)
✅ Can lead PPC strategy, coach a team, and jump into the weeds as needed
✅ Adept at CRO, attribution, and conversion tracking

This role is built with a fast path to VP-level leadership.

If you or someone you know fits the profile, here’s the full posting (which includes compensation details) - happy to connect directly.

For anyone managing Google Ads who wants to remain relevant (and employed) going into 2026:

Despite all the new campaign types and Google’s force-fed AI slop, the marketing fundamentals are still the only thing that matter.

It’s easy to get swept up in the hype - every week there’s another SearchEngineLand headline, another “PMax breakthrough,” another PPC "influencer" celebrating full automation, broad-match-everything, and Gemini-generated ad copy.

But the operators who are quietly winning aren’t doing any of that.

They’re still blending thoughtful manual targeting and bidding with real marketing fundamentals.

Meaning:

They deeply understand their clients' business models, ICPs, offers, and value props.

They build strategy around those fundamentals; not whatever campaign type or feature Google is pushing this month.

They have the technical discipline to ensure conversion tracking is accurate, structured, and decision-worthy.

They aren’t loud.

They aren’t chasing shiny objects.

They’re just doing the real work - and consistently producing results because of it.

Law firms: your 2026 success is being decided right now...

..all based on how you build your forecast and budget.

As we close out the year, now’s the time to look beyond “how much” you’re spending and start asking where those dollars are actually driving growth.

Key questions every managing partner should be asking:

1. Which campaigns or channels actually generated qualified leads this year?

2. How much revenue did each case source produce (not just how many leads)?

3. Are we budgeting enough for retention and referral marketing, or just chasing new clients?

4. How many qualified leads do I need to hit my case acquisition target?

5. What intake conversion rate do I need maintain to hit my case acquisition target?

The best-performing firms don’t wait until January to plan. 

They analyze trends now, reallocate underperforming spend, and invest early in strategies that will compound next year, like SEO, intake automation, and brand positioning.

A law firm’s budget isn’t just a financial document, it’s a growth map. 

Treat it like one, and your 2026 numbers will look very different.

If you’re rethinking how your firm budgets for marketing and growth, let’s talk about how to turn forecasts into reality.

#LawFirmBudget #LawFirmGrowth #ParetoLegal #LawFirmMarketing #MarketingCampaign #LegalMarketing

If you only review one number before 2026, make it this one: cost per signed case.

Most firms track leads and impressions, but those don’t pay the bills.

Your cost per signed case (CPSC) tells you what really matters: how efficiently your marketing turns investment into revenue.

Here’s why it matters, and what to do about it:

It exposes inefficiency. If one channel brings cheaper leads but higher signing costs, you’re not optimizing, you’re overspending.

It aligns marketing with intake. You can’t calculate CPSC without clean data from both sides. This forces alignment between marketing and operations.

It guides next year’s budget. You’ll know exactly where to double down, and what to cut, instead of guessing in January.

It builds accountability. When you know your true cost per case, “busy” campaigns stop being acceptable. You start demanding results.

The firms that know their numbers now are the ones that start January with clarity and confidence, not guesswork.

Marketing metrics exist to make decisions easier. 

Start with cost per signed case, it will tell you more than any fancy dashboard ever could.

#LegalMarketing #LawFirmGrowth #LawFirmLead #LeadGeneration #ParetoLegal #LawFirmMarketing

Most law firms (and most agencies running their ads) have no idea which search terms are actually driving their best leads and cases.

We just wrapped an audit for a California-based law firm that is spending $750K/year on Google Ads and found that 0.08% of their search terms - 20 out of more than unique 25,000 searches that they had spent money on - were responsible for nearly half of all conversions (i.e. form fills, live chat leads and phone calls).

That’s the 80/20 principle in action. 

And yet…

Those search terms were scattered across 34 different campaigns and ad groups. Nothing about their campaign and ad group structure + use of match types and negative keywords allowed for precise control of budget, bidding, ad messaging and landing page experience for those "vital few" search terms.

Their conversion tracking was counting Google Business Profile clicks to their website as primary conversion events 😬

Their campaigns had no clear separation between research intent (e.g. "what is CA personal injury law" and hire intent (e.g. "personal injury attorney near me").

Their top county (LA) drove over one-third of conversions - but was lumped in with the entire state

The result?

Google had no consistent and reliable signal to optimize toward, and the firm had no control over where their money went.

If you’re running Google Ads for a law firm, remember:

✅ Optimize your ad campaigns to true lead indicators (calls, forms, chats)
✅ Segment campaigns by intent and geography
✅ Use your search term report to identify your breadwinners
✅ Ensure your campaign structure gives you the ability to control budget and double down on your winners (i.e. top performing search terms, demographics, etc.)

Because growth rarely comes from bigger budgets - it comes from tighter focus. 

Find your vital few. 
Scale those. 
Cut the rest.

#LawFirmMarketing #GoogleAds #PPC

Ask not what digital advertising can do for your law firm.

Ask what your law firm can do for your digital advertising.

Most firms get this backwards.

They assume “Google Ads doesn’t work” or “Meta Ads never produced cases for us.”

But the truth is this: 𝐝𝐢𝐠𝐢𝐭𝐚𝐥 𝐚𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠 𝐰𝐨𝐫𝐤𝐬 𝐰𝐡𝐞𝐧 𝐭𝐡𝐞 𝒍𝒂𝒘 𝒇𝒊𝒓𝒎 𝐰𝐨𝐫𝐤𝐬.

If your positioning, messaging, landing pages, intake, tracking, and follow-up aren’t built to convert demand, no amount of ad spend will change your outcomes.

Digital advertising doesn’t fix foundational problems.

It exposes them.

If the firm can’t support the weight of new demand, no marketing channel or shiny new tactic will save you.

𝐆𝐨𝐨𝐠𝐥𝐞’𝐬 𝐥𝐚𝐭𝐞𝐬𝐭 𝐋𝐒𝐀 𝐮𝐩𝐝𝐚𝐭𝐞 𝐣𝐮𝐬𝐭 𝐩𝐮𝐭 𝐚𝐧 𝐞𝐯𝐞𝐧 𝐡𝐢𝐠𝐡𝐞𝐫 𝐩𝐫𝐞𝐦𝐢𝐮𝐦 𝐨𝐧 𝐬𝐩𝐞𝐞𝐝-𝐭𝐨-𝐥𝐞𝐚𝐝 𝐟𝐨𝐫 𝐥𝐚𝐰 𝐟𝐢𝐫𝐦𝐬.

Consumers can now use Google LSA's message feature to contact multiple firms at once (“Request multiple opinions”).

And message leads are moving to 𝐯𝐚𝐥𝐮𝐞-𝐛𝐚𝐬𝐞𝐝 𝐩𝐫𝐢𝐜𝐢𝐧𝐠 - cheaper if Google thinks the lead is low intent, more expensive if it’s high intent.

𝐅𝐫𝐨𝐦 𝐆𝐨𝐨𝐠𝐥𝐞’𝐬 𝐩𝐞𝐫𝐬𝐩𝐞𝐜𝐭𝐢𝐯𝐞:
This aligns with their goal to “better match advertiser value” - in other words, collect more engagement data, monetize intent more efficiently, and reward firms that convert quickly. (𝘓𝘢𝘺𝘮𝘢𝘯'𝘴 𝘵𝘦𝘳𝘮𝘴 / 𝘵𝘩𝘦 𝘤𝘺𝘯𝘪𝘤 𝘪𝘯 𝘮𝘦: 𝘮𝘰𝘳𝘦 𝘣𝘭𝘢𝘤𝘬 𝘣𝘰𝘹 𝘴𝘵𝘶𝘧𝘧 𝘵𝘰 𝘪𝘯𝘤𝘳𝘦𝘢𝘴𝘦 𝘴𝘩𝘢𝘳𝘦𝘩𝘰𝘭𝘥𝘦𝘳 𝘷𝘢𝘭𝘶𝘦)

𝐅𝐫𝐨𝐦 𝐭𝐡𝐞 𝐥𝐚𝐰 𝐟𝐢𝐫𝐦’𝐬 𝐩𝐞𝐫𝐬𝐩𝐞𝐜𝐭𝐢𝐯𝐞:
Not every lead is exclusive anymore. Some prospects will contact 5+ firms at once.

That means:
 
⚡ Speed-to-contact is everything.
⚡ Intake scripting and follow-up matter more than bid strategy or profile polish.
⚡ You’ll need to track exclusive vs shared leads separately.

𝐎𝐮𝐫 𝐭𝐚𝐤𝐞:

Don’t panic. 

Keep Message Leads on, monitor performance, and stay focused on what actually drives LSA ROI - earning great Google reviews on a consistent basis, answering fast, qualifying well, and following up faster (and better) than everyone else.

Had an excellent episode of the Pareto Legal Podcast yesterday with Tim McKey from Vista Consulting Team.

Vista works with 300+ law firms, so when Tim dropped this stat, it stopped me in my tracks:

👉 𝐓𝐨𝐩-𝐩𝐞𝐫𝐟𝐨𝐫𝐦𝐢𝐧𝐠 𝐟𝐢𝐫𝐦𝐬 𝐬𝐡𝐨𝐮𝐥𝐝 𝐛𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐭𝐢𝐧𝐠 93%+ 𝐨𝐟 𝐭𝐡𝐞𝐢𝐫 𝐰𝐚𝐧𝐭𝐞𝐝 𝐥𝐞𝐚𝐝𝐬.

Most firms aren’t even close though - and the reasons why were eye-opening.

Can’t wait to release this episode. It’s packed with gems. Stay tuned.

Think SEO is just about your website? Not anymore.

In this episode, I sat down with Rafi Arbel, founder of Market JD, Inc. to unpack how top firms optimize for Maps, organic search, and AI overviews to stay ahead.

Check out the full episode in the comments below.

#LawFirmSEO #LawFirmMarketing #LegalMarketing #LawFirmGrowth #ParetoLegal #LegalSEO

SEO is really about building credibility.

In this episode, I sat down with Rafi Arbel, founder of Market JD, Inc., to break down how content, site speed, and structure signal trust, not just to Google, but to your future clients.

Check out the full episode in the comments below.

#ParetoLegalPodcast #SEO #LawFirmSEO #LawFirmMarketing #LegalMarketing

If your firm's value propositions could just as easily sit on your competitors' websites, it’s not positioning.

It's wallpaper.

Most law firms sound the same. 

They talk about compassion, experience, and results, all important, but none unique. 

Real brand positioning isn’t about what you do. It’s about why someone should choose you instead of anyone else.

Here’s what strong brand positioning looks like:

- A clear audience. You can’t resonate with everyone. The firms that grow fastest know exactly who they serve best.

- A distinct voice. From your website copy to your intake calls, every message should sound unmistakably like your firm.

- Proof, not platitudes. “We fight for justice” is noise. “We’ve recovered over $1B for NY workers mistreated by large employers” is positioning.

- Consistency across channels. If your social content, ads, and website tell different stories, clients feel it.

The best firms don’t market harder, they market clearer. When your positioning is sharp, every dollar spent compounds faster.

Your brand isn’t your logo or tagline. It’s the gut feeling people have about your firm before they ever call you. 

Define it, or your market will do it for you.

Posting on social media isn’t a strategy, it’s a habit. And most firms confuse the two.

Social media can be one of the most powerful marketing tools for law firms, if it’s used intentionally. 

The problem? Too many firms post inconsistently, talk about themselves, and expect engagement to magically turn into clients.

The firms that actually see results approach social media like a growth channel, not a checkbox.

Here’s how they do it:

Start with positioning. Every post should reinforce why your firm exists and who it helps, not just what you do.

Share real insights, not slogans. Break down a recent case, explain a trending employment issue, or give a behind-the-scenes look at your team. That’s what builds trust.

Be consistent, not constant. Two high-quality posts a week beat five filler posts.

Be human.

Engage intentionally. Comment on other local or industry content. It’s networking, not just broadcasting.

Measure what matters. Track engagement from the right audience, not vanity likes from people who’ll never need your services.

When your content aligns with your brand story and audience pain points, social media becomes a credibility engine, not a time sink.

Visibility means nothing without strategy. 

Use your social presence to demonstrate authority, not chase algorithms.

#LawFirmMarketing #SocialMediaStrategy #LegalMarketing  #ContentThatConverts #LawFirmBranding #AuthorityBuilding

Most law firms treat marketing like a cost center.

The top-performing firms treat it like a growth system.

Here's the difference:

Firms that grow predictably don't just buy ads. 

They build integrated systems where every channel reinforces the next.

SEO feeds your LSAs. Reviews strengthen your PPC. Content nurtures referrals.

The firms stuck in plateau mode? They chase tactics without strategy.

They'll dump budget into Google Ads one quarter, pivot to billboards the next, then wonder why nothing compounds.

No attribution. No alignment. No accountability.

A real marketing strategy includes:
→ Goals tied to signed cases (not just "more leads")
→ Diversified channel mix
→ Intake systems that convert leads more efficiently than competitors
→ Data that connects marketing spend to revenue
→ Quarterly reviews to cut waste and scale what works

Marketing without strategy is just expensive noise.

Strategy without execution is a presentation deck filled with ideas that collect dust.

If your firm's marketing feels reactive or disconnected from real growth, it's time to build the system and execute.

#LegalMarketing #LawFirmGrowth #LawFirmMarketing #ParetoLegal #MarketingStrategy #LeadGeneration

The best firms start their marketing strategy with the end goal in mind.

Before setting your 2026 strategy, ask:

What does success look like? (More signed cases? Higher case value? Better referral flow?)

Which channels actually moved the needle this year? Double down there.

Where are you wasting time or money? Be ruthless about what’s not performing.

Do your systems support scale? Marketing without intake, CRM, and follow-up alignment is just noise.

When strategy leads, tactics work. When tactics lead, you burn out your team and your budget.

A marketing strategy isn’t about doing more, it’s about creating focus. 

Clarity compounds, and it’s what separates growing firms from busy ones.

If you’re refining your 2026 marketing strategy and want to align it with real growth goals, let’s talk about where to focus for the biggest impact.

#MarketingStrategy #LawFirmMarketing #ParetoLegal #LawFirm #LeadGeneration

Will Google rank you higher for attorney authorship credit as it pertains to website content? 

No one really knows.

In this episode, I sat down with Rafi Arbel, founder of Market JD, Inc., to discuss how small credibility signals, like bylines, can build trust with both Google and your audience.

Check out the full episode in the comments below.

#LawFirmSEO #LegalMarketing #LawFirmGrowth #LawFirmMarketing #SEO #ParetoLegal

Most firms train intake teams to answer questions. 

The best ones train them to build trust.

When a potential client reaches out, they’re not just looking for legal help. 

They’re anxious, uncertain, and trying to decide if they can trust you with their story.

And that decision is made long before you discuss fees or case strategy.

Here’s what the best-performing intake teams understand:

Tone matters more than words. Clients remember how you made them feel, not what you said. Calm confidence converts.

Credibility comes from clarity. Avoid jargon. Explain next steps clearly, it signals control and care.

Micro empathy wins macro trust. Simple phrases like “That sounds incredibly difficult” or “I understand why you’d be worried about that” validate emotion and open the door to commitment.

Intake isn’t admin, it’s your brand’s voice. Every interaction shapes your reputation more than your ads ever could.

Intake success isn’t just about speed. It’s about connection. 

Because people don’t hire the firm that answers first, they hire the one that listens best.

Great intake isn’t a script; it’s a skill. 

And it’s the most powerful conversion lever most firms never fully develop.

#LawFirmMarketing #ClientIntake #LegalIntakeStrategy #LawFirmGrowth #LegalMarketingTips #BuildTrustNotScripts

You can spend thousands on ads, but one authentic Google review can do more to convert a client than any campaign.

Here’s the problem: most law firms earn great client experiences but never capture them.

Your happiest clients are ready to advocate for you, they just need a simple, well-timed nudge.

The firms that consistently generate reviews do a few things differently:

Make it part of the process. Don’t leave it to chance. Build review requests into your case-closing workflow.

Ask while the experience is fresh. The best time to ask for a review is right after a positive resolution, not weeks later.

Personalize the message. A quick, sincere note from the attorney or intake manager beats a generic “please review us” email every time.

Follow up, respectfully. If a client doesn’t respond, a second reminder framed as appreciation (“Your feedback really helps our team grow”) works better than pressure.

Make it easy. Send a direct Google link. The fewer clicks, the more likely they’ll do it.

Firms that treat reviews as part of client care, not marketing, build credibility that compounds over time.

Your next five-star review is already earned. You just need to ask for it the right way, at the right time.

If you want to systemize how your firm collects and leverages reviews to attract more qualified clients, let’s connect, this is one small shift that drives big results.

#GoogleReviews #LawFirmGrowth #ParetoLegal #LawFirmMarketing

As you plan your firm's marketing for 2026, here's the question that matters most:

What makes your firm the obvious choice for your ideal client?

Not "experienced." Not "compassionate." Not "results-driven."

Every firm says that.

Real positioning is specific. It's owning a niche, a geography, a client type, or a unique approach that makes you memorable.

The firms winning in 2026 aren't trying to be everything to everyone. They're laser-focused on being the best option for someone specific.

Here's what strong positioning looks like:
→ You own a specific case type or client demographic
→ Your messaging speaks directly to that audience's pain points
→ Your marketing attracts right-fit clients and repels wrong-fit ones
→ Referral sources know exactly when to send you a case
→ Your intake team can explain your difference in one sentence

Weak positioning costs you in every channel. Your ads cost more. Your SEO doesn't realize its full potential. Your intake converts less.

Strong positioning makes everything easier.

Now's the time to get clear on who you serve and why they should choose you. Because in 2026, "we're a full-service firm" won't cut it anymore.

#LawFirmGrowth #LawFirmMarketing #LegalMarketing #MarketingStrategy #ParetoLegal #LawFirmLeadGeneration

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