CASE STUDY | LEGAL • LAUNCH
Growth Acceleration: Lubin Pham + Caplin LLP’s Leap from Startup to Midsize Firm via Paid Search in a Year
Lubin Pham + Caplin LLP (LP+C) is a dynamic law firm solving disputes for home and business owners in California.
LP+C was built on the values of providing smart, aggressive, and effective legal representation for all of its clients. The firm is hyper-focused on the client experience and takes advantage of modern technology solutions to make the experience of working with their attorneys as convenient and effortless as possible.
We went from four guys practicing law to a team of 20 people in two years.
LUBIN PHAM + CAPLIN LLP
Seasoned attorneys Michael Lubin, Namson Pham, and Nicholas Caplin first met as colleagues, quickly became friends, and eventually business partners – after discovering their shared belief that clients were underserved by existing real estate and business law firms in California.
With the combined experience of representing hundreds of California home and business owners, a tech stack made up of the latest and greatest client management solutions, and armed with their vision for an unparalleled client experience – they were ready to save the world (or at least the entirety of the state they’re barred in)!
There was only one remaining problem left for them to solve; how to fill their sales pipeline. “We had an idea of what scaling looked like but weren’t sure how to do it.” Relying on professional referrals and their personal networks might produce enough client work to keep them afloat, but it was not a sustainable growth strategy.
That’s when they tapped Akorn for help.
As a new practice, LP+C needed to stand out from the crowd if they had any hope of reaching the thousands of potential clients seeking the legal services their firm offers.
The Akorn team first took some time to understand LP+C’s business goals, pain points, and where they saw themselves in the next one to three years. The learnings from this interview formed the basis of an exhaustive competitive analysis that outlined the opportunities and risks inherent in the market landscape.
Akorn then analyzed competitor keywords and creatives to identify exploitable gaps in competitor campaign strategies. From there, they developed a digital advertising roadmap using a phased campaign rollout designed to drive immediate impact, while simultaneously building momentum toward LP+C’s long term growth objectives. “Akorn didn’t just tell us that growth was possible, they gave us the blueprint.”
Cost Per Lead (CPL)
Despite only a week or two having passed since project kick-off, LP+C’s campaigns started driving qualified leads on launch day!
Akorn’s search marketing expertise had laid the groundwork for these campaigns by identifying keywords that drove an immediate impact for LP+C – as well as paving the way for their subsequent remarkable campaign performance, achieved primarily through ongoing optimizations.
By deploying a more targeted keyword strategy based on ongoing analysis, overall costs were reduced while ROI improved and lead volume increased. Cutting back on noisy, irrelevant keywords led to an expected increase in average cost-per-click (CPC). However, average cost-per-lead (CPL) decreased while conversion rates improved, as those captured audiences became more engaged. “We had targets for the number of cases we wanted, and we hit them every single time.”
Further, implementation of the strategies Akorn designed led to the campaign capturing the majority of Google’s search impression share (“market share” for keywords) and allowed them to dominate the search landscape, as an added bonus to brand awareness.
By partnering with Akorn, Lubin Pham + Caplin LLP was able to overcome the challenges of steep competition in their industry and achieve rapid growth. LP+C continues to partner with Akorn and their campaigns still dominate the search landscape. As their budgets have grown, LP+C has continued to flourish. “We average 16 new retainers a month and are constantly expanding, the biggest challenge right now is hiring.”
The results of the campaign demonstrate the effectiveness of Akorn’s approach and the impact it can have on businesses looking to increase leads, conversions, and growth. This case study serves as a testament to the benefits of working with a trusted digital advertising partner and the importance of developing a tailored strategy to meet the specific goals of a business.
When asked what advice they would give to other law firms looking for a digital agency, they simply stated, “Go to Akorn.” When pressed for concluding thoughts on the partnership, they added, “Do it. Listen to Akorn. Trust the process.”
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Frequently Asked Questions
Law firm digital marketing is a targeted, data-driven approach to reach and engage potential clients online. It uses various strategies like SEO (Search Engine Optimization), PPC (Pay Per Click) advertising, content marketing, social media marketing, and email marketing, all tailored specifically for law firms. The goal is to increase your firm’s online visibility, build credibility, attract more clients, and ultimately grow your practice.
Online marketing can provide numerous benefits for your law firm. It can increase your firm’s visibility, helping you reach a larger and more targeted audience. It can also establish your firm’s credibility through quality content, client testimonials, and positive online reviews. Additionally, digital marketing can help attract more clients by optimizing your online presence to appear in relevant searches.
Online marketing is measurable, meaning you can track your ROI and adjust your strategies based on what’s working and what isn’t.
A conversion rate is the percentage of visitors to your website or digital platform who take a desired action, such as filling out a contact form, downloading a resource, or booking a consultation. This metric is crucial for law firms because it directly correlates to the number of potential clients you’re attracting. A higher conversion rate means your marketing strategies are effective in persuading visitors to engage with your firm, increasing your chances of acquiring new clients.
In addition to our top-tier ad solutions, Akorn Media leverages search engine and social media platforms to capture leads actively seeking your services or those yet to realize their need. We maximize your visibility with compelling display ads and utilize tools like Google Analytics, Tag Manager, and Looker Studio for comprehensive campaign analytics. We also offer advertising optimization to ensure optimal ad performance through strategic media buys, A/B testing, and well-crafted landing pages.
At Akorn Media, we believe in transparent and consistent communication. You can expect regular updates about your campaign performance, including key metrics and insights. Our dedicated team is always just a call or email away to address your questions or concerns. We also conduct periodic reviews and strategy sessions to discuss progress, adjust tactics if necessary, and ensure your marketing objectives are being met.
Getting started with Akorn Media is easy. Simply reach out to us through our contact form, email, or by phone. We’ll set up an initial consultation to understand your firm’s goals and challenges. Based on this, we’ll create a tailored digital marketing strategy designed to deliver results for your firm. Our team will guide you through each step of the process, ensuring a smooth and successful journey toward achieving your marketing objectives.