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

Just because a law firm spends $1M/month on Google Ads doesn’t mean it’s doing it well. 💸

Earlier this year, we audited the ad account of a large PI firm with an 8-figure annual digital ad budget.

Here’s what we found 👇

🔍 TARGETING PROBLEMS

📉 $532,000+ spent YTD on non-converting search terms
📉 $144,000+ wasted on duplicated keywords across campaigns

The culprit?

Overreliance on broad match keywords and a passive approach to negative keyword management.

The fix:

 ➡️ Shift more budget to exact and phrase match
 ➡️ Build a robust and proactive negative keyword strategy
 ➡️ Reintroduce broad match intentionally in separate campaigns with tighter budget controls

🏗️ STRUCTURAL PROBLEMS

The account wasn’t built to scale:

 ❌ Budget wasn’t aligned with high-performing geographies or practice areas
 ❌ Ad groups were filled with generic ads that didn't match the keyword intent
 ❌ Most paid traffic landed on generic pages (like the homepage) instead of high-converting landing pages

The fix:

 ➡️ Realign budget to high-value search intent
 ➡️ Build tailored ads and landing pages per practice area/geography
 ➡️ Add social proof (reviews, settlements, testimonials) to boost engagement and conversions

📉 TRACKING PROBLEMS

Conversion tracking was misleading and inflated.

❌ All phone calls counted as conversions (even hang-ups)
❌ Form submissions were double-counted
❌ Live chat leads weren’t tracked at all

The result?

The agency was optimizing for form submissions - one of the lowest-quality lead types for PI firms.

The fix:

 ✔️ Count only qualified calls (new callers, 2+ minutes)
 ✔️ Remove duplicate form tracking
 ✔️ Add live chat submissions as a conversion event
 ✔️ Shift optimization toward real outcomes (i.e. offline conversions)

🔌 INTEGRATION GAP

There was no integration between their ad platforms and CRM (HubSpot).

That means:

❗No feedback loop
❗No closed-loop attribution
❗No signal back to the algorithm about which leads turned into clients

The fix:

 ➡️ Integrate Google Ads and Meta with HubSpot
 ➡️ Push qualified leads and signed cases back into the platforms
 ➡️ Force the ad algorithms to optimize for cases instead of junk leads

The takeaway:

Big budgets don’t guarantee smart execution.

The fundamentals still matter regardless of your budget:

✅ Clean targeting
✅ Strategic campaign structure
✅ Accurate tracking
✅ CRM integration

The moral of the story?

Goliath might be bigger than you, but that doesn’t mean he’s smarter.

Don’t assume the big firms are doing it better.

#lawfirmmarketing #googleads #ppc #legalmarketing #digitaladvertising #conversiontracking #attribution #plaintifflawyers #paretolegal

Bo Royal

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

⭐ Most law firms firms don’t get enough Google reviews for one simple reason: 

They don't ask.

And when they do ask, it’s usually the wrong way.

Here’s how to ask for reviews the right way, and actually get them:

🔹 Ask at the right moment -> Right after a positive survey, a win, settlement, or when the client thanks you.

🔹 Make it easy -> Send a direct Google review link, don’t make them search.

🔹 Personalize it -> A quick note from the attorney or paralegal they worked with goes much further than a generic request.

🔹 Automate it -> Trigger a polite email or text when a case closes. Higher response, less manual chasing.

🔹 Keep it compliant -> No cash, no gifts, just frame it as helping others find the right lawyer.

Reviews don’t just build credibility, they drive local rankings and lead flow. 

Luckily, most firms are leaving that growth on the table.

Don't be like most law firms.

#LawFirmMarketing #GoogleReviews #LawFirmGrowth 
#ClientAcquisition #LegalMarketing #LawFirms #ParetoLegal

Too many law firms are botching Google Ads due to broken conversion tracking.

Here’s what I see far too often:

1. Law firm Google Ads campaigns are optimizing for the wrong events, like landing page views or low-quality form fills.

2. This results in Google’s algorithm being trained with bad data signals.

3. Which consequently kills your Google Ads ROI.

Instead, law firms need to focus on tracking meaningful actions, like phone calls over 2 minutes, to ensure campaigns are optimized for real results.

Get conversion tracking right, and you’ll transform your Google Ads investment for maximum impact.

#GoogleAds #LawFirmMarketing #DigitalMarketing #PPC 
#LegalMarketing #ConversionTracking #ParetoLegal

⚖️ Not every call is a case.

One of the biggest mistakes intake teams make is treating every lead the same.

Strong intake isn’t just about answering the phone, it’s about asking the right questions.

Here’s why qualification matters:

🔹 Saves time: Unqualified leads get filtered before they ever hit a lawyer’s desk.

🔹 Improves client experience: Prospects get clear answers fast, no false hope, no wasted time.

🔹 Boosts marketing ROI: When you separate viable cases from noise, your true cost per signed case becomes clear.

 Best practices:

✅ Build a consistent script with the key qualifying questions
✅ Train intake to listen for case type, jurisdiction, and timelines
✅ Document every answer in your CRM so nothing slips through

Great intake teams don't just answer calls quickly and effectively.

They sign the right cases and protect the firm’s time and resources.

#LawFirmMarketing #ClientIntake #LawFirmGrowth #PILeads 
#LegalMarketingStrategy #ParetoLegal

Better data = better insights.

Better insights = better decisions.

Better decisions = better actions.

Better actions = better results.

The law firms that will grow the fastest over the next decade are the ones that are currently building and optimizing systems that capture, clean, and put their data in the hands of the right decision makers.

Data 𝘪𝘴 the strategy.

Lawyers and law firms, here's the blueprint for Google Ads success:

1. Start with accurate conversion tracking and the right campaign settings - without them, nothing else matters.

2. Segment campaigns by practice area + geo, and keep ad groups tightly themed (15–20 keywords).

3. Write and test ad copy that matches keyword intent and highlights what makes you different.

4. Use every ad asset available, and drive traffic to fast, mobile-optimized landing pages that effectively "sell" your firm.

These are the non-negotiables we rely on to get law firms cases at a viable acquisition cost.

Don’t let your Google Ads budget fall short.

#GoogleAds #LawFirmMarketing #PPC #LegalMarketing #ConversionTracking #Lawyers #LawFirms #PersonalInjury

Ron and Gyi are two of the sharpest, most respected thought leaders in the legal marketing space. The fact that I’m on this webinar means I’ve clearly tricked them into thinking I am too! :)

If you’re a law firm owner, managing partner, or marketer who’s been burned or feeling disillusioned by legal marketing agencies, don’t miss this webinar. 

We’ll share how to build win-win partnerships that actually drive real results and lasting impact.

Law Firm Fractional CMO and Marketing Strategist

Some of the top agencies in the industry?
They won't work with your firm. 

It's not because they can't help you. Or they're at capacity. They've just seen how things play out when there's...

-Misaligned expectations
-No internal buy-in
-Vague definitions of success
-Terrible intake that kills performance
-A rotating door of marketers and vendors

So...they pass. 

Doing great work doesn't matter if the relationship isn't set up to succeed. 

On September 30th, Bo and Gyi, two of the most respected agency founders I know, are joining me to talk about the other side of the agency equation. 

We'll go behind the scenes are share...

-What we look for when partnering with firms
-Why we walk away from poor-fit opportunities
-What healthy, high-performing partnerships require

If you're hiring an agency, questioning the one you're with, or just want to make sure the partnerships you're in is set up for mutual success—don't miss this one. 

Register here 👇🏼
https://lnkd.in/e7tQ5dGg

Most law firms treat marketing and intake like two separate worlds.

But a marketing strategy that ignores intake capacity is a strategy built to fail.

Here’s what happens when you scale ads or SEO without checking intake first:

Leads flood in.

Intake can’t keep up.

Cases slip away.

That’s not growth, that’s wasted budget.

The smartest firms design strategy around both:

✅ Match campaigns to bandwidth, high-value channels when intake is thin, volume campaigns when capacity is ready.

✅ Build intake into the plan, new spend = new staffing or process upgrades.

✅ Track cost per signed case, not just cost per lead.

Marketing strategy isn’t just about generating demand. It’s about making sure your firm can convert it.

When you think about growth for your law firm, do you start with marketing first or operations first?

Dear personal injury lawyers,

You’re wasting thousands of dollars every month on Google Ads without even realizing it.

Wrong match types.
Incorrect geo-targeting.
Junk leads. 
Broken tracking.
Poor lead-to-case attribution. 

We’ve seen it all.

That’s why we created The PI Law Firm Google Ads Playbook, a practical, no-fluff guide that shows how top firms run campaigns that actually sign cases, not just drive clicks.

Here’s what you’ll get:

🔹 Tried-and-true campaign structure for case acquisition
🔹 Tips to eliminate wasted spend from common setup traps
🔹 Improve lead quality with smarter targeting
🔹 Fix hidden tracking and intake gaps
🔹 Recommendations on how to scale your ad budget

This is the same framework we use with high-performing PI firms, and it’s free.

Comment “Playbook” below and we’ll DM you the link.

#GoogleAds #LawFirms #LegalMarketing #ParetoLegal #Lawyers #LawFirmsGrowth

🚨 We’re Still Hiring: Operations Manager (Remote, U.S. Only)

Pareto Legal isn’t your average marketing agency.

We’re a team of problem-solving, status-quo-breaking, out-of-the-box-thinking, data-obsessed digital badasses helping law firms grow faster with smart strategy, world-class digital advertising and actionable analytics.

And as we scale, we’re looking for an Operations Manager to keep our business engine running fast, clean, and profitable.

This is not a back-office role.

You’ll be the conductor making sure the trains of our agency run on time: owning our operating rhythm, enforcing process excellence, and scaling the systems that connect dashboards → meetings → decisions → results.

🔑 What you’ll do:

1. Run our operating cadence (weekly, monthly, quarterly) with precision and accountability.

2. Own ClickUp structure, templates, automations and compliance

3. Keep our SOPs alive and breathing - turning confusion into checklists.

4. Partner with leadership to improve efficiency, predictability, and profitability.

5. Build and maintain the operational backbone that lets our team scale 

💡 You might be a fit if you’re:

✅ A proactive doer who loves making systems work in the real world.
✅ A ClickUp power user.
✅ A process junkie who lives for clarity, consistency, and clean data.
✅ An analytical problem solver who thrives on structure.

💰 Compensation & Perks:

-$60K–$80K base + up to $40K performance bonus tied to operating profit
-100% remote (U.S. only)
-Unlimited PTO and biannual company recharges 
-Growth path to Director of Operations / COO

If you’re ready to build scalable systems, enforce operational excellence, and make an immediate impact, we want to meet you.

 #Operations #Hiring #RemoteJobs #MarketingOps #ParetoLegal

Most PI law firms think digital ads are all about lead generation.

The reality: your campaigns are only as strong as your data, intake and operations.

On the Leadership in Law Podcast, I sat down with Marilyn Jenkins to share:

1. Why intake is the backbone of digital advertising success

2. How proper data infrastructure gives you much needed clarity to make increasingly better business and marketing decisions

3. The key to tracking cases back to your campaigns and fueling smarter growth

If you want marketing and advertising that scales in a predictable and sustainable way, this is where it starts.

#LawFirmMarketing #PersonalInjuryLaw #ClientIntake 
#LegalMarketingStrategy #LawFirmGrowth #PPCforLawyers

People try to put Pareto Legal in a box.

“Don’t you just do PPC? Aren’t you just a marketing agency?”

On the Leadership in Law Podcast with Marilyn Jenkins, I explained why there’s no way to separate business from marketing.

If we’re accountable to case acquisition (which every law firm marketing agency should be), we have to make sure:

Every lead is handled properly

The right qualification criteria are in place

Intake isn’t falling on attorneys after hours or weekends

This is why I stress intake from the very first conversation. 

Because the last thing any firm wants is to look at their P&La year later asking, “Where did that $100K, $200K, $500K go?”

When intake is aligned, your marketing dollars actually turn into cases.

#LawFirmMarketing #PersonalInjuryLaw #ClientIntake 
#LegalMarketingStrategy #LawFirmGrowth #PPCforLawyers

Lawyers and legal marketers:

If you want to flood your intake team with crap leads, it's as easy as flipping this switch!

#IYKYK

If your signed cases aren’t growing, your marketing dollars are wasted.

After reviewing hundreds of PI firm campaigns, I’ve seen a clear pattern:

The firms that grow don’t just spend more on ads - they measure and review the fundamentals consistently.

That means tracking signed cases by channel and practice area to see what’s really driving results.

Every. 
Single. 
Month.

If you’re not doing this, you’re flying blind on your firm’s growth.

Get disciplined about tracking these numbers monthly, and you’ll make smarter decisions that lead to more signed cases.

#LawFirmGrowth #MarketingStrategy #LegalMarketing #ROI #DataDriven

Running ads is never the first step.

At Pareto Legal, I start every engagement with the Pareto Score Assessment, a deep dive into a firm’s intake, goals, positioning, and expectations.

On the Leadership in Law Podcast with Marilyn Jenkins, I explained how this assessment acts as an “advertising readiness audit.” 

By asking the right questions upfront, we uncover gaps, especially in intake, that must be fixed before growth tactics like PPC and paid social can actually pay off.

#LawFirmMarketing #PersonalInjuryLaw #ClientIntake
#LegalMarketingStrategy #LawFirmGrowth #LawFirmIntake #ParetoLegal

📱 Your law firm's prospective clients are on their phones. 

Are you ready to capture them?

For law firms, most potential clients aren’t waiting until they’re at a desktop. 

They’re searching for help in the moment, after an accident, at work, or during a crisis. 

If your website isn’t mobile-friendly, they leave before you even have a chance to answer.

Here’s what happens when your mobile experience falls short:

🔹 Leads bounce immediately: Slow load times, small text, or buttons that don’t work frustrate visitors. One bad experience and they click the next firm.

🔹 Calls and conversions drop: Without click-to-call or easy-to-fill forms, prospects don’t take the extra step. Every friction point is a lost case.

🔹 Search rankings suffer: Google’s mobile-first indexing favors sites that perform well on phones. Poor mobile usability = fewer people finding you online.

🔹 Brand perception suffers: A clunky mobile site signals “outdated” or “unprofessional,” reducing trust before a prospect even speaks to you.

How to fix it:

✅ Fast, clean, mobile-first design
✅ Large, clickable buttons and short, simple forms
✅ Prominent click-to-call and chat options
✅ Regular testing across devices and screen sizes

For law firms, mobile isn’t optional; it’s where cases are won or lost. 

The law firms that dominate their markets and capture clients quickly are the ones that prioritize the user experience on mobile devices.

#LawFirmMarketing #LawFirmGrowth #ClientAcquisition 
#LegalSEO #LawFirmIntake #DigitalMarketingForLawyers #ParetoLegal

If your PPC isn’t built around your firm’s data, you’re spending blindly.

Copying competitors or following trends won’t cut it. 

Here’s what happens:

Wasted spend → Ads hit people who won’t convert

Missed opportunities → Leads that match your intake slip through.

Plateaued growth → Campaigns max out without firm-specific tuning.

The fix? Tailor campaigns to your actual intake data:

Target keywords that convert

Match audiences to real client profiles

Align bids and budgets to cases that actually close

Test, refine, and track cost-per-case constantly

Firms that succeed treat PPC like a precision instrument, not a guessing game. Measured, tailored, and optimized, ads that actually scale and drive real results.

#LegalMarketing #LawFirmGrowth #PPCforLawyers #ClientIntake #DataDrivenMarketing #Attribution #ParetoLegal

Most firms measure marketing success with one question: where did this lead come from?

But here’s the problem, last-touch attribution only tells half the story.

Think about it:

A client Googles you after seeing a Facebook ad.

They click a retargeting ad two weeks later.

Then they finally call after reading reviews.

Was that “just a Google lead”? Or was it Facebook + reviews + retargeting working together?

The real value of a lead comes from looking past the first click:

✅ Channel mix: which campaigns (plural, not singular) helped drive the lead?

✅ Signed cases: not just inquiries.

✅ Case value: a $10k fender bender and a $1M truck case shouldn’t be counted the same.

When firms only credit the first touch, they underfund the channels that quietly drive the most profitable cases.

So let me ask you: how does your firm measure the true value of a lead?

#LegalMarketing #LawFirm #GoogleAds #LawFirmGrowth #LeadGeneration #LawFirmPPC

A lot of law firms think “more marketing” automatically means “better marketing.” 

It doesn’t.

Better marketing means starting with clear case goals by practice area so you can measure success the right way.

And then aligning your positioning with your marketing efforts. 

For example, if you want more medical malpractice cases but your homepage is centered on motor vehicle accidents, you’re creating dissonance that kills growth.

When your strategy and goals are aligned, that’s when marketing starts driving real impact.

#LawFirmMarketing #LegalStrategy #MarketingGoals #Lawyers
#DigitalMarketing #BusinessGrowth #LegalMarketing #ParetoLegal

Are you struggling to balance spending on marketing and hiring in your law firm? 

Join me and Leah Miller, MBA from Firmly Profits as she shares insights on intentional financial strategies for long-term growth in our latest Pareto Legal podcast episode. 

Check the full episode on Spotify and YouTube next Monday 10/06 at 10AM EST. 

#LawFirmMarketing #LawFirmBudget #LegalMarketing #LawFirmFinances #BudgetStrategy #LawFirmGrowth #Attorney

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