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

Our agencies help law firms and other businesses that want to scale their digital ad revenue and ROI.

My co-founder (Jake) and I met 10 years ago at eBay's marketing solutions division, where we led large teams of digital marketing experts and analytics specialists that oversaw $250M+ in annual advertising budget for our clients. Some of the large clients we worked with included: Aeropostale, Alex & Ani, BCBG, bebe, Calvin Klein, Dr. Marten's, GNC, JACK SPADE, kate spade new york, Nixon, Perricone MD, Sallie Mae, Serta & Stuart Weitzman. Long story short, our experiences at eBay taught us what it takes to bring brands to 9+ figures in online ad revenue. 

Today, we own and operate 2 "sibling" agencies: Pareto Legal & Pareto PPC. Both agencies leverage our experience and expertise that we developed working for fortune 1000 brands and in-house as CMO & COO at a large Philadelphia-based injury law firm (a firm that we were able to scale from 7-figures to 8-figures in under 3 years).

If you are looking to increase your PPC revenue, ROI or both, please contact me directly at bo@paretoppc.com or book a time on my calendar: https://calendly.com/pareto-ppc

Many lawyers and law firm marketers think that the 🔑 to getting more clients is by investing more and more into marketing and advertising. 

They think that by spending thousands and thousands of dollars on pay-per-click, TV ads, SEO, a new website, etc., they’ll get more cases. 

And to some extent, that may be true.

But I see too many law firms today put the cart before the horse and neglect a very critical component of their marketing effort: intake.

Law firms need to prioritize getting their intake system optimized BEFORE they start spending a ton of money on an SEO agency or a TV or billboard campaign.

The reason for that is because if you have a high-performing intake system, you’ll have a very strong conversion rate on the leads that come in.

If you have a higher conversion rate on the leads you bring in, that will equate to a lower client acquisition cost for your firm overall.

For example, would you rather pay $10,000 for 100 leads per month at a 10% conversion rate, or pay $7,000 for 60 leads a month at a 30% conversion rate? 

Let’s look at the numbers more closely...

In scenario 1 you're investing $10,000 / month to generate 100 leads, but you’re only able to convert at a rate of 10%, which equates to 10 signed cases a month and brings your cost per case to $1,000.

In scenario 2, you’re investing 30% less budget at $7,000, but because your conversion rate is 2X higher than scenario 1, you’re able to convert the 60 leads you generated into 12 cases, bringing your cost per case to $583, a 40% lower client acquisition cost.

TLDR: if your law firm is looking to go into growth mode, don’t make the same mistake that we’ve seen other law firms make and neglect your intake effort. 

It could end up costing your firm thousands (if not millions) in lost revenue and profit.

#intake #legalmarketing #lawfirm #marketing #advertising

Bo Royal

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

3 warning signs your law firm is working with the wrong marketing agency: 
 
⛔ Your agency claims ownership of your firm's website and marketing campaigns. 
 
⛔ Your agency only reports on traffic and leads, and is incapable of telling you how many cases their work actually drove for your firm. 
 
⛔ Your marketing agency does not specialize in law firms and legal marketing. 
 
What are other warning signs? Let me know in the comments.👇 
 
#lawfirm #legalmarketing #marketingagency #digitalmarketing #ppc #seo #cro

Why is specialization in legal marketing important for a marketing agency?

How can digital marketing benefit law firms?

Want to avoid burning a hole in your law firm’s digital advertising pocket?  
 
Then beware of these default Google Ads settings and features: 
 
⛔ Mobile app inventory on Google Display Network 
 
This is the ultimate bottom-of-the-barrel, 98%+ bounce rate garbage traffic that you can purchase through Google. Good news is that you can still (for now) omit these placements by manually adding placement exclusions in Google Ads Editor. 
 
⛔ Presence and interest location targeting 
 
When this setting is turned on, it’s basically your law firm telling Google "geographically target anyone you want so long as they show the slightest shred of interest in my targeted location". 
 
Translation: this can lead to a ton of ad budget being spent outside of your target geographic market. 
 
The fix? Select the 'Presence' location targeting option when setting up new campaigns. 
 
Last year, we audited a law firm’s Google account that was spending nearly $20,000/month outside of their target market, and all we needed to do was change the location settings of their ad campaigns to ensure that 100% of their budget was focused in the right locations.  
 
⛔ Optimized targeting 
 
If your law firm’s Google Ads campaigns have optimized targeting turned on, it will enable Google to serve your display ads to any user they want despite the age, gender, household income, affinity, in-market or custom intent audiences that you've already specified you want to target. 
 
Not good for law firms that are trying to be responsible with their prospecting investments. 
 
⛔ Auto-apply recommendations 
 
This gives Google the keys to make a multitude of changes to your account. 
 
I don't need to explain why that's an issue, especially if you're not keeping a close eye on what they're changing. 
 
In the Google Ads UI, go to Recommendations > Auto-Apply > Manage and then deselect every auto-apply option. 
____________________________________ 
 
By avoiding these settings, you'll maintain more control of your law firm’s advertising budget and messaging, giving your firm the best possible chance at getting a positive ROI on your Google Ads investment. 💰 
 
#legalmarketing #lawfirm #ppc #digitaladvertising #googleads

Taplio

Bo Royal's Linkedin Analytics

Bo Royal

What is Bo talking about?

Who is engaging with Bo

Bo Royal's Best Posts (last 30 days)

Want to drive more opportunities from LinkedIn?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Bo Royal's Linkedin Analytics

Bo Royal

What is Bo talking about?

Who is engaging with Bo

Bo Royal's Best Posts .css-qqfgvy{font-size:var(--chakra-fontSizes-md);}(last 30 days)

Want to drive more opportunities from LinkedIn?

Bo Royal's Linkedin Analytics

Bo Royal's Best Posts (last 30 days)