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FOR LEGAL MARKETERS AND LAW FIRM PARTNERS
Navigate legal marketing and intake
together.
Coaching and free tools from real, world-class operators, for every part of law firm marketing and intake.
Our operators have worked inside
START WITH YOUR SIZE
Every size has its own playbook.
Which one is yours?
Size is the business, not the letterhead. Go by revenue or signed cases, whichever is bigger, and read the plan operators wrote for firms like yours.
Solo & boutiqueUnder $2M a year Growing firms$2M–$10M a year Scaling firms$10M–$50M a year Enterprise & PE$50M+ a year
Own your zip code.
Local dominance is the play: LSA, Google Business, review velocity, and the first hire you should make.
- Signed cases
- Under 25 a month
- Lawyers
- Usually 1–5
- Budget
- $2K to $15K a month
The playbook
Read the solo & boutique playbook - Own the zip code
- Run the referral calendar
- Fix intake before spend
- Buy small, measure honestly
- Make the first hire on purpose
Expand your market.
The messy middle. New markets on deck, a multi-channel mix to figure out, the first real marketing team to build.
- Signed cases
- 25–75 a month
- Lawyers
- Usually 6–20
- Budget
- $25K to $80K a month
The playbook
Read the growing firms playbook - Build the attribution spine first
- Audit the agency against signed cases
- Make the hire on purpose
- Enter the second market with a plan
- Set the operating cadence
Become the regional leader.
Big local to regional brand: TV planning, brand systems, multi-market attribution, the first CMO hire.
- Signed cases
- 75–300 a month
- Lawyers
- Usually 20–50
- Budget
- $80K to $400K a month
The playbook
Read the scaling firms playbook - Write the 24-month picture of the function
- Hire the CMO on a scorecard
- Design attribution across DMAs
- Enter TV with an operator who has run it
- Put marketing in the board pack
Platform the category.
Roll-up integration, category leadership, board-grade numbers, an exit-ready brand story.
- Signed cases
- 300+ a month
- Lawyers
- Usually 50+
- Budget
- $10M to $50M a year
The playbook
Read the enterprise & pe playbook - Put the category on the dashboard
- Run integration as a marketing workstream from day one
- Model the mix. Do not argue it
- Staff the verticals, not just the channels
- Build the diligence pack now
WHAT WE DO
We are not an agency.
We help you build world-class marketing and intake, at your size.
We never run your campaigns or sell media. We bring the people, the tools and the research so the team you already have can run marketing and intake like the best firms in the country.
Our offerings
Five ways to work with us. Start free, and add paid help when you need it.
- Offering 01 · Coaching
Private hours with the operators who run each channel.
An hour with an operator on the decision in front of you: the media plan, the intake numbers, the agency proposal, the hire.
- First hour free
- 4 one-hour credits a month
- Then $2,000 per firm, per month
- Offering 02 · Resources
Tools, guides and courses, free with your account.
Plan the budget, track every campaign and measure intake. Your work stays saved in your account.
Plus the UTM Builder, a ten-lesson budget course and more.
- Offering 03 · Audits
See exactly where your firm stands.
Free audits show where you stand, with the source next to every number. Deep audits go inside your ad accounts and your plan.
- Free Speed-to-Lead Audit
- Free reviews pace audit
- Deep audits from $1,950
- Offering 04 · Newsletter
The Monday Brief: what changed in legal marketing this week.
One email every Monday for firms buying marketing, and why each story matters to yours.
Built by Dan Jimmerson with an AI research desk. Every story sourced.
- Free, every Monday
- About 7 minutes to read
- Unsubscribe anytime
- Offering 05 · Fractional CMO
A fractional head of marketing, inside your firm.
One operator from the bench, embedded in your firm and running your marketing. Your agency keeps the account; the operator owns the plan.
- Owns the plan and the number
- Runs the weekly cadence
- Every seat is taken right now
NOT SURE WHAT TO BRING?
Questions we answer every week.
Bring yours, or start here.
Anything in marketing or intake is fair game, from one ad to next year’s whole budget. These are a few of the hours members book most, and an operator who works that lane.
- PAID SEARCH Erik Kullenberg
Running PPC and want a second opinion?
Book an hour with an operator who has run millions in paid search for law firms. Bring your account and your agency to the call. Leave with the list of what to change.
Book this hour, free - CREATIVE Paco Blanco
Need your creative audited?
Sit with an operator who has run national TV and digital creative at scale. Bring the spots and the ads. Get an honest read on what is working and what to cut.
Book this hour, free - EXPANSION Blair Warner
Opening in a new state?
An hour with the operator who ran strategy for the largest personal injury firm in the country: which market next, how fast to grow, and what to do first.
Book this hour, free - INTAKE Hayden Haskins
Leads coming in, cases not signing?
An hour with an intake operator: your response times, scripts, and CRM stages, honestly measured. Fix the leaks before you buy more leads.
Book this hour, free - ATTRIBUTION Ivan Rodrigues
Not sure the numbers are real?
A data scientist who does attribution for a living looks at your intake and spend data and tells you which dollars actually sign cases.
Book this hour, free - BUDGET Dan Jimmerson
Planning next year’s spend?
Walk the plan with an operator who has built and defended firm marketing budgets for a living, before the partners meeting, not after.
Book this hour, free - AI IN YOUR MARKETING Dan Jimmerson
Want AI doing real work in your marketing?
An hour with an operator who builds and measures marketing with AI agents every day: where AI earns its place in your firm, where it does not yet, and what to put it on first.
Book this hour, free - AI SEARCH David Ryan
AI answers eating your organic?
An hour with the operator who lives in AI search and organic: where you show up, where you do not, and what to do this quarter.
Book this hour, free
I have been sold every marketing miracle in America. This is the first room where the people across the table had actually built the thing they were describing. I finally feel like we’re back in charge.
THE BENCH
World-class operators.
Every lane in legal marketing.
Paid search, Meta, TV, AI search, intake, brand, firm strategy, and the whole mix. Real operators who grow law firms, small and large, each in their own lane. Open a profile to see what an hour with them covers.
FROM THE LIBRARY
Your LSA account is moving.
Here is the checklist.
Google is folding Local Services Ads into Google Ads. Law firms move as soon as late 2026, with 14 days’ notice, and your performance history does not come with you. Here is what to save, what to decide, and how to judge LSA on signed cases after.
Start here
- Check that your ad schedule and your Google Business Profile hours line up with the hours someone actually answers the phone.
- Start saving your LSA reports and settings now.
- Confirm the firm, not only your agency, controls the account and the inbox that gets Google’s 14-day email.
COACHING · WHEN YOU WANT MORE HOURS
World-class operators in every marketing channel,
at your fingertips.
Live coaching for your firm. Every month you get 4 one-hour credits. Spend them on private sessions with any operator on the bench, the person who runs that channel for a living. Bring your marketing team, your agency, or just yourself. Your first hour is free.
4 creditsa month, shared by your firm
Any operatorpaid search, TV, intake, SEO, data, brand
Privateone to one, or bring your team
Any operator on the bench
$2,000per firm, per month
- Your first hour is free
- 4 one-hour sessions every month, any operator
- Shared by everyone at your firm
- Month-to-month, cancel anytime
- No campaigns run, no media sold, no side
STRAIGHT ANSWERS
What this is, in plain words.
What is Firmatics?
Coaching and free tools for law firm marketing, built by operators who have run marketing inside some of the largest law firms in the country. Read the Monday Brief and use the tool library free. Add Coaching when you want an operator on the phone.
Who is it for?
Legal marketers and law firm partners who buy marketing and want a straight answer from someone who has done it. We started in personal injury; the Brief and the tools apply to any consumer practice.
What do I get for free?
A free account gets you the Monday Brief every week, the free tools and guides (channel mix calculator, UTM builder, guides, courses and checklists), and your first coaching hour. No credit card.
How does Coaching work?
$2,000 per firm, per month gives your firm 4 one-hour credits. Book any operator on the bench, in private, for the question in front of you. Bring your team if you like. Month-to-month, cancel anytime.
Who are the operators?
Practitioners, each in their own lane, who have run that channel for real firms: firm strategy, AI in your marketing, paid search, TV and programmatic, AI search and organic, data and attribution, intake, brand. Every operator is vetted, and members rate every session.
Is it private?
Yes. Sessions are private to your firm. Nothing you share is sold, and no operator on the bench runs campaigns or sells media on the side.
Is the first hour really free?
Create your account, book your first hour with any operator on the bench, and pay nothing for it. Coaching is $2,000 per firm, per month after that, month-to-month.
FREE ACCOUNT
Start free.
Call the bench when it matters.
Create your free Firmatics account. It gets you the Monday Brief newsletter, the free tools and guides, and your first hour with an operator at no cost.
Or book your free hour with an operator- Free account
- No credit card
- Unsubscribe anytime