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THE BENCH · PAID SEARCH

Erik Kullenberg: Bring Erik
the hard questions.

Erik Kullenberg coaches paid search & acquisition efficiency.

Book your first hour with Erik, free Questions Erik answers
  • First hour free
  • Then $2,000 per firm, per month
  • Cancel anytime
Portrait of Erik Kullenberg

ERIK HAS WORKED WITH

Sweet James Accident Attorneys
Angel Reyes & Associates
Razor Rank
IBM

Marks identify organizations Erik has worked with or inside. Not endorsements.

ASK ERIK

Questions
Erik answers.

Bring one of these, or the one that has been sitting on your desk. Each one is a good hour.

  1. Why is our cost per signed case going up when cost per click is not? Book this hour, free
  2. How do we connect signed cases back to Google Ads? Book this hour, free
  3. What should a well-run paid search account look like for a firm our size? Book this hour, free
  4. Are Local Services Ads worth it in our market? Book this hour, free
  5. How much should a firm our size be spending on paid search? Book this hour, free

HAVE THESE ON HAND

  • Read-only access to the ad account, or the last 90 days of reports
  • Signed-case counts by month alongside spend
  • The agency invoice and what it says it covers

ABOUT ERIK

Meet
Erik Kullenberg.

One of the best paid search operators in personal injury.

Erik built his expertise where it matters most: inside a personal injury law firm. For ten years as Marketing Director and General Manager at Angel Reyes & Associates he owned every layer: the digital campaigns, the intake call center, hiring and training, and the CRM migration that modernized case management and revenue tracking.

Read Erik’s full storyShow less

That operating depth led to his closed-loop attribution system: intake and case-status data wired directly into Google Ads bidding, so the algorithm chased the queries that produced retained clients instead of call volume. Junk intakes returned zero. Qualified intakes returned tiered values by injury severity. Signed and serious-injury cases sent the strongest signals. Spend scaled, cost per acquisition held, and the firm grew.

He has since led paid search for Sweet James and The Law Offices of Daniel Kim, and in 2023 founded a Google Ads practice built on that system and, by design, limited to five firms at a time. He holds Google and Meta Ads certifications and is a Salesforce and Litify administrator. His work has helped deliver nearly 10,000 personal injury cases and more than $60M in fees for the firms he has served.

LinkedIn

  • ~10,000PI cases his work has helped deliver
  • $60M+in fees for the firms he has served
  • 10 yearsinside a PI firm before running an agency

WHY IT MATTERS FOR YOUR FIRM

Coach with Erik.
The first hour is free.

Most paid search advice comes from people who have never had to sign the case the click produced. Erik ran the call center and the CRM as well as the ad account, which is why his hour is about cost per signed case, not cost per click.

Erik KullenbergPAID SEARCH
First hour freethen $2,000 per firm, per month
  • Book Erik for your first hour, no charge
  • 4 credits a month: 4 one-hour sessions, any operator
  • Shared by everyone at your firm
  • Month-to-month, cancel anytime
Book your first hour with Erik, free

Already a member? Open the portal.

THE REST OF THE BENCH

Different question?
Different operator.

Your 4 hours a month work with anyone on the bench. Spend the next one with whoever has run that lane.

STRAIGHT ANSWERS

Before you book.

Is the first hour really free?

Yes. Create your account, book your first hour with any operator on the bench, and pay nothing for it. If Coaching is right for your firm, it is $2,000 per firm, per month after that, month-to-month, cancel anytime.

Can I really book any operator?

Yes. Each operator opens a set number of hours every month and members book against them. Pick the person whose experience matches the question in front of you. Availability is shown in the portal before you reserve.

Is this month-to-month?

Yes. There is no annual contract. Cancel anytime from the portal and your membership ends at the close of the billing month.

Do you run our marketing?

No, and that is the point. Firmatics never runs campaigns, sells media, or takes a cut of your spend, so the advice you get has no side. We coach and we grade. You and your team stay in control of the work.

YOUR FIRST HOUR IS FREE

Bring Erik the decision.
Your first hour is free.

Pick any operator on the bench and book an hour on the question in front of you. The first hour costs nothing. Coaching is $2,000 per firm, per month after that, month to month.

Book your free hour with an operator
Meet the operators first
  • Free account to book
  • First hour free
  • Cancel anytime