Hoglund Advertising & Analytics
A Marketing Company For Law Firms
FREE ANALYSIS!
Legal Marketing
Strategies & Solutions
Our expert team of attorneys and analysts specializes in creating digital advertising campaigns that get clients in your office. By running search ads on networks like Google and Bing, we’re able to target people actively searching to hire lawyers like you. Here’s how it works: we get your firm’s ad to the top of Google’s search results page—people see it, click it, and schedule an appointment. You retain more clients and increase your revenue—we quantify everything to maximize your ROI.
We create text ads and landing pages designed to get your law firm to the top of Google’s search results page whenever people search, for example, “work comp attorney near me”.
We use location targeting to run ads only in the best zip codes, cities, or counties surrounding your firm.
From week to week, we fine tune our key word bidding strategy and location targeting so you’re getting the best bang for your buck.
Searchers click your ad, visit your landing page, and see everything your law firm has to offer.
Visitors schedule a consultation with your staff and you retain more clients. We track appointments set as a result of your ads so you can quantify ROI.
“In my 28 years of legal marketing experience, I have personally witnessed the sharp decline of print advertising and the simultaneous, exponential growth of online advertising. Now more than ever, law firms must consider their digital presence.”
– Robert Hoglund
Most of the law firms we represent dedicate the bulk of their budgets to PPC campaigns month after month. Why? Because it works. Our campaigns drive fact-based returns on marketing investment and are designed to scale alongside your firm. We tailor each campaign to the law firm behind it, ensuring that the quantity of leads generated won’t surpass your budget or intake capacity.
Unlike ‘big box’ advertising agencies, we report on more than the amount of calls, clicks or impressions our clients receive. We track the performance of PPC campaigns by the number of client appointments set or clients retained, because we know that clicks alone don’t pay your bills.
A vast majority of law firms that Hoglund Advertising & Analytics represent have fallen into one of two marketing quagmires before reaching out to us. Either they missed the boat on developing an online strategy as print was drying up, or they had tried past agencies with a PPC program that didn’t provide an ROI or intelligible reporting.
In both instances, we’re able to take a comprehensive look at a client’s existing digital presence and integrate an online strategy that best fits their unique situation. As we firmly believe that showing is better than telling, we highly encourage you to reach out to any of our law firm partners and hear it from them: we know how implement online marketing strategies that work.
Month-to-month terms & no start-up costs.
Fixed terms (typically ranging from 6 months to 1 year).
Many bigger agencies know a good share of new clients will try to cancel within 1-3 months. They use fixed terms to contract around this ‘problem’ instead of standing behind their services.
Attorney owned & operated. Over $5,000,000 in legal PPC R&D.
Lack of legal understanding
Your practice area is complex-so is creating a practice-specific advertising campaign. It requires attention to detail, legal knowledge, and terms of art. At the very least, ask for references from law firm clients.
Geographical exclusivity within your practice area.
No geographical exclusivity
Bigger agencies often work with clients and their clients’ competitors simultaneously. A conflict of interest is one of the biggest issues to avoid in Law. Shouldn’t your advertiser play by the same rules? If an agency claims to give you exclusivity, get it in writing.
Meaningful reporting on appointments set or clients retained.
Reporting no more than the amount of clicks, impressions, or calls you receive.
A digital marketing agency that does not track metrics like appointments set or clients retained is not transparent. This type of reporting does not let you understand your ROI.
A long list of law firm success stories.
Few or no reliable law firm case studies or referrals.
A case study is reasonably reliable if the ad agency couples the study with names and contact information associated with the law firm behind it.
Granular zip code, city & county targeting based on local demographics.
Default broad targeting without consideration
Effective location targeting involves strategic decision making that should be informed by a client’s local market. This requires time, thought, and case-by-case analyses- if you cast your net too wide, you will not be maximizing your returns.
Premier Google Partner certification.
No google certification.
Google distinguishes that top 2% of agencies as Premier Google Partners. Google assesses many factors including revenue generated, ad quality, and longevity of client relationships in making this determination.
Reasonable fees & no surprises
Confusing fee structures that range upwards of 55% of your ad spend.
An ad agency should be transparent as to how much of your monthly ad budget goes to their fee vs. the actual cost of advertising space. Anything less is unacceptable.
Services a la carte.
Bundled marketing platforms.
The biggest ‘rope-a-dope’ in legal digital marketing. What is worse than getting stuck in a fixed term? Getting stuck in a fixed term while paying for everything you do not need.
In addition to PPC, we consult on all other aspects of digital marketing, including: Search Engine Optimization (SEO), Google My Business (GMB) listings, and web design. Each of these digital marketing components plays a distinct role in creating a solid digital marketing strategy that maximizes online lead generation. In most competitive markets, we see law firms fiercely competing on all fronts.
As discussed above, SEO determines organic ad rank. While the top PPC ads appear above the top organic search listings, SEO becomes increasingly important whenever a firm’s monthly PPC budget is limited or depleted. In a nutshell, proper SEO involves creating a high-quality, fast, and well-coded website with rich content relevant to the searches you’re targeting (e.g. “parenting time attorney Melbourne”). It’s important to note that SEO has no bearing on PPC ad rank; nonetheless, organic presence must be considered when crafting a comprehensive digital strategy that fits your competitive landscape.
Local Service Ads, or LSAs, give a local consumer the most valuable and relevant information about your business. This geographically specific ad comes complete with a landing page listing your hours, practice areas, and contact information. Unlike the original Google Ads, LSAs are priced as “Pay Per Lead”, so you’re only paying for valid, potential clients.
Often overlooked, Google My Business (GMB) is an important component of any law firm’s digital marketing strategy. GMB listings are free and appear (if properly listed) when a potential client searches for your business or a similar business on Google search or maps.
Most law firms have a Google My Business listing. However, the information isn’t always accurate or up to date. As people frequently rely on GMB listings to quickly find contact information for nearby businesses, it’s critical to keep your listing accurate. With most GMB listings, a little optimization can go a long way.
Minnesota Office: 628 Lexington Pkwy N Saint Paul, MN 55104.
Hoglund Advertising & Analytics, LLC is a marketing and advertising service provider. This website is for informational purposes only and should not be interpreted as legal advice. Past client results do not guarantee similar outcomes.
Copyright © 2025 Hoglund Advertising & Analytics, LLC. All rights reserved.