Argota Marketing · Personal injury marketing · United States
Personal injury marketing for firms that want to buy cases, not clicks.
Argota Marketing handles digital marketing for attorneys. We have competed at the highest levels directly against Morgan & Morgan in markets they spend seven figures a year defending. The same system runs for personal injury and med mal firms across the United States, capped at 50 firms, one per metro.
- Ranked above Morgan & Morgan in Hialeah Local Service Ads.
- Built bilingual campaigns in three Hispanic dialects, not not translated by Google.
- Every client owns the website, the ad accounts, and the data.
SEO, AEO, paid, web, and reputation.
Five disciplines, one operator, one tracking spine. Every campaign on every pillar is reverse engineered from the signed retainer back to the source, so cost per signed case stays visible by channel and by case type. Bilingual capability layers on top where the market warrants it, but the pillars below are the system itself.
SEO.
Google organic, the local pack, and the Map Pack. Built on 30 to 50 micro monopoly pages instead of head term fights nobody wins without billboard money. Each page owns a specific suburb plus a specific accident type, runs on schema and content the firm owns outright, and compounds month over month instead of resetting every billing cycle. Bidding on “personal injury lawyer” in a top 20 metro is the wrong unit. Owning forty smaller terms is the right one.
AEO & GEO.
Honest take: AEO and GEO are basically modern SEO. The discipline is the same. The work is to get the firm cited as an authoritative answer. The surfaces just changed. We list it as its own pillar because firms are actively searching for “AEO” and “GEO” as separate services, not because the work splits cleanly from SEO. The actual work is entity authority (SameAs schema bridging the firm’s website, state bar profile, LinkedIn, Google Business Profile), citation velocity (extractable facts AI can retrieve), and settlement logic hubs (specific verdicts and how they were calculated) so Bing, ChatGPT, Perplexity, Google AI Overviews, Gemini, and Claude cite the firm inside the answer instead of listing it below. More on GEO for law firms →
Paid advertising.
Google Ads, Local Service Ads, paid social. Every dollar tracked from click through call through signed retainer, in accounts the firm owns from day one. The math is the same on every pillar but it shows up fastest here. A $200,000 med mal case generating $66,000 in fees that costs $9,000 to acquire is a 14 cents on the dollar buy. If a channel does not produce signed contracts in 90 days, it gets cut, regardless of how good the lead volume looks.
Web design & development.
The site is the conversion engine for every other pillar. Built for speed (Core Web Vitals in the green), built for intake (response targets under five minutes, SMS automations, call tracking integrated), and built so the firm owns every line of code, every page, every form. No leased platforms, no proprietary builders, no agency lock in. If the engagement ends, the firm keeps the website running without missing a click.
Reputation management.
Reviews are the single biggest factor in whether a prospect calls the firm at all, and most firms treat them as an afterthought. The work here is review velocity (steady inbound flow, not bursts), response on every review good or bad, Google Business Profile optimization, review removal where a review violates platform policy, and quarterly audit of competitor review health so the firm knows where it stands in its own market. Without this pillar the other four pillars deliver clicks the firm cannot convert.
What our clients say.
Managing partners currently retained on the system. No paid placements, no affiliate links. Each one ran the tracking spine for at least 90 days before deciding the math worked.
Cross-referenced on the platform listed on each card. Full review profiles linked from the results section.
Google · LinkedInJorge rebuilt our Kendall Map Pack presence from nothing to number one in five months on a fraction of what the billboard firms in our market spend. The difference is he understood the cases. He had sat in on intake calls.
Our Spanish campaigns were hemorrhaging money with Google Translate copy. Jorge rebuilt them in proper Cuban for Hialeah and Venezuelan for Doral. Cost per lead dropped 50%, and the calls actually sign now.
Every other agency wanted monthly retainers for strategy. Jorge sent us a cost per signed case dashboard the first week. If the numbers did not work he said so. I had never had that conversation with a marketing person before.
Jorge rebuilt our Kendall Map Pack presence from nothing to number one in five months on a fraction of what the billboard firms in our market spend. The difference is he understood the cases. He had sat in on intake calls.
Our Spanish campaigns were hemorrhaging money with Google Translate copy. Jorge rebuilt them in proper Cuban for Hialeah and Venezuelan for Doral. Cost per lead dropped 50%, and the calls actually sign now.
Every other agency wanted monthly retainers for strategy. Jorge sent us a cost per signed case dashboard the first week. If the numbers did not work he said so. I had never had that conversation with a marketing person before.
Six pieces from the field notes.
Operator level reading. The way the math actually breaks down inside a working PI firm. Each piece is pulled from work we have run on real cases, in real markets, for real fee revenue. See how PI agencies stack up →
PI marketing budget allocation.
How the marketing budget breaks across paid, organic, and intake for a PI firm. The percentages that hold, the ones that lie, and what to fix first.
Is local SEO worth it for PI attorneys?
2026 PI search data on click distribution, cost per signed case via local SEO, and the markets where the math no longer works at all.
The small PI firm digital marketing playbook.
A 90 day quick start protocol for solo and small PI firms. Auto accident and slip and fall economics, lead source mix, and where to stop wasting money.
Building a predictable PI lead pipeline.
What makes a PI pipeline produce signed retainers month over month instead of stacking up unqualified calls. The intake side most firms get wrong.
Morgan & Morgan advertising spend, broken down.
What the billboard firms actually spend on PI advertising, where the gaps are, and how a smaller firm wins on micro monopolies the giants do not defend.
How to get a law firm in ChatGPT search results.
The entity confidence problem most firms have, why NAP consistency matters more than ever, and the schema that actually moves citation rate.
No flat number on this page. The arbitrage math depends on the market.
A single number on a national PI page would be a lie. The ranges below are where engagements typically land. The three questions below them are what every firm should ask the current agency before signing anywhere — including with us.
Strategy, content, and SEO. Ad spend is separate and managed transparently in the firm’s own accounts. Building the micro monopoly foundation. Owning a suburb, a set of accident types, and the organic content that compounds over time. Expect six to twelve months before organic produces cases at scale, with early wins from Local Service Ads in the first 90 days.
Ad spend always separate. Always in accounts the firm owns.
The full system. Organic at scale across all case types, content built for AI search visibility, dedicated landing pages for every micro monopoly, and the tracking spine connecting every channel to signed retainers. Multi-market coverage with metro specific strategy, bilingual where the market warrants, and quarterly cost per signed case reporting at the practice area level.
Ad spend always separate. Tracking spine included.
Three questions for the current agency before switching.
- What is my cost per signed case by case type for the last six months? If they cannot answer in numbers, they are reporting clicks and calling them cases.
- Do I own my website, my ad accounts, and my content? If any answer is no, the firm is renting its own marketing infrastructure and loses it the day the engagement ends.
- Show me the real links you have built in the last 90 days. If the answer is “proprietary network,” that usually means a private blog network that Google penalizes once it catches them. Ask to see the actual domains.
Before you switch agencies.
Six questions PI firms in the United States tend to ask before signing on. Anything missing, call 941 626 9198.
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No. The system was built inside a Florida med mal practice, which is where the proof lives. The math of case acquisition arbitrage is the same in Dallas, Atlanta, Phoenix, Chicago, or any U.S. metro with high CPC PI competition. We currently work with firms across multiple states. The roster is capped at 50 firms nationally, one per practice area per metro, so no two clients ever compete with each other on our work.
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Wrong question. The right one is cost per signed case by case type. A $200,000 med mal case generating $66,000 in fees that costs $9,000 to acquire is a 14 cents on the dollar buy regardless of whether the firm is in Miami or Minneapolis. Most U.S. PI firms we audit are spending $15K to $80K a month with no idea what their actual cost per signed case is. That is the problem to fix first.
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A micro monopoly is a dedicated landing page targeting a specific accident type in a specific area. Instead of competing for “[city] personal injury lawyer” at $300+ per click, the firm builds a page for a specific suburb plus a specific accident type at a fraction of the CPC and three to four times the conversion rate. Own 30 to 50 of these and total case volume rivals firms spending ten times the budget on billboards.
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Under five minutes. Google Ads retargeting is restricted on injury terms, so the page has to convert on the first visit because the visitor cannot be chased with follow up ads. Conversion rate drops sharply after a five minute delay, and a meaningful share of leads never respond at all. Automated SMS within 60 seconds plus a human callback under five minutes is the minimum viable intake speed for PI in any U.S. market.
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Yes. Every engagement is structured so the firm owns the website, ad accounts, content, tracking data, and case source history from day one. When the engagement ends, the firm keeps all of it. This is the opposite of leased platform agencies (Scorpion, FindLaw, and similar) where the firm loses its marketing infrastructure the day it stops paying. Ownership is nonnegotiable.
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Not on the head term auction. Bidding against a billboard advertiser on the highest volume keyword is financial suicide for any firm not spending nine figures a year. The win comes from micro monopolies the national firms do not bother defending. Specific suburbs, specific accident types, specific Spanish speaking communities. That is how Percy Martinez ended up ranked above Morgan & Morgan on Hialeah Local Service Ads on a fraction of the spend, and the playbook ports to any U.S. metro where the giants are casting a generic net.
Send your practice mix, your metro, and your current spend.
Send the practice mix, the metro, and the current monthly spend. The arbitrage math gets run against the firm’s actual situation. If the metro is open under the roster cap and the numbers work, that gets said. If they do not, that gets said too.
- Free arbitrage report. Returned within 48 hours. Cost per signed case projected against the firm’s actual market and case mix.
- State bar compliant. Every campaign reviewed for the applicable state bar advertising rules before launch.
- 100% client owned assets. Domain, website, code, ad accounts, content, tracking data. The firm keeps everything if the engagement ends.
Numbers within 48 hours · Bar advertising reviewed · 100% client owned assets