Jorge Argota | 10 yrs · Florida law firm PPC

82% of Florida law firms track clicks. Not signed cases.

A single trucking click in Miami-Dade runs over $800. Most agencies spend it on people who will never hire you.

Get PPC projections or call (941) 626-9198
Free projection · No contracts · Response within 1 business day
5.0 · 25 Google reviews
G Google Partner Certified ✓ LSA Google Screened § FL Bar Rule 4-7 reviewed 10 Years Florida legal media
Built on the tools your firm actually uses · Case tracking, not vanity dashboards
The 3-platform system

Most firms run Google alone and leave 30 to 60% of reachable case volume on the table.

The system runs Google Ads, Local Service Ads, and Microsoft Advertising as a unified 75/25 split. Google gets 75% for scale. Microsoft gets 25% because the same legal keywords cost 30 to 60% less and reach a 45+ desktop demographic with higher net worth and higher policy limits. LSA runs on top for trust.

Google Search PPC
Search · Performance Max
75%
of total budget
CPC: $50 to $500+ · trucking up to $800 in Miami

The volume workhorse. Best for high value queries where the search itself signals case complexity: trucking accidents, medical malpractice, federal criminal charges. Mobile first, urgent intent.

  • Mobile first, urgent, intent-heavy queries
  • Performance Max for branded terms only
  • Search only for cold practice-area queries
  • Offline conversion upload for signed-case bidding
Local Service Ads
Google Screened · Pay per lead
Per lead
trust layer
Pay per valid lead · disputable · not per click

Appears above paid search. The Google Screened badge builds trust before the prospect reads a single word of the ad. Best for immediate calls across any practice area. Percy outranks Morgan and Morgan here.

  • Dispute bad leads for automatic credit
  • Speed of response is the #1 ranking factor
  • Review recency keeps you in the top 3
  • Merged with Google Business Profile reviews
Microsoft Advertising
Bing · Edge · Outlook
25%
of total budget
CPC: $60 to $180 · 30 to 60% cheaper

The margin play. Same keywords, a 45+ desktop demographic with higher net worth and higher policy limits. 73% homeowners. Fewer firms bidding. Cleaner auctions.

  • $100K / $300K+ policy limits on average
  • Higher value uninsured motorist coverage
  • Exact match always wins overlapping auctions
  • Audience Network OFF on day one
Case studies · Florida firms

From a $500 starting budget to outranking Morgan and Morgan.

Same system, different practice areas. Percy Martinez sits above Morgan and Morgan in Miami LSAs for medical malpractice. Jorge L. Flores took the Kendall Map Pack in 5 months after adding the Microsoft 25% split.

Live Miami LSA · Flagship
Percy Martinez P.A. · Miami · Medical Malpractice · 10 yr engagement

$500 budget to 287 leads in 5 weeks.

Started against firms spending $50,000 a month on TV. Tight keyword groups, 5,000+ negative list on day one, and offline conversion upload from Clio to Google Ads. Every click traced to a signed retainer. Percy now ranks above Morgan and Morgan in Hialeah LSAs for personal injury and medical malpractice.

Growth · 36 mo
+483%
Organic traffic, GSC verified
Speed · 5 wks
287
Leads, Q1 launch window
Volume · 16 mo
16.3K
Qualified organic clicks
CPSC drop · Q1
−62%
$4,800 to $1,820
Read the Percy Martinez case study
Live · Active engagement
Jorge L. Flores P.A. · Kendall · Medical Malpractice · Since 2024

Added Microsoft. CPSC dropped 47% in 60 days.

Was running Google only and paying $3,100 per signed case. Added Microsoft Advertising at a 25% budget split with the Audience Network turned off. Same keywords, older desktop demographic, higher policy limits. Cost per signed case dropped to $1,640 within 60 days. Top of the Map Pack for Kendall medical malpractice within 5 months.

CPSC · 60 days
−47%
$3,100 to $1,640
Ranking · 5 mo
#1
Kendall Map Pack
Microsoft
$1,150
CPSC standalone, MS only
Audience
73%
Homeowner leads, MS Audience
Read the Flores case study
Aggregate results · 10 years

Ten years of Florida law firm PPC. Here’s the sum total.

Individual firm numbers are in the case studies above. These are the aggregate totals across every firm, every practice area, every market. The scale that makes the system work; the reason I can preload 5,000+ Florida-tested negatives on day one.

Career total · 2016 → 2026
$18M+
Florida legal ad spend managed. Across personal injury, medical malpractice, criminal defense, family, immigration, and employment practices. Every dollar tracked from Google Click ID to signed retainer in Clio or Filevine.
Tenure
10 yrs
Florida legal paid media, no other industry.
Since 2016 · Percy Martinez P.A.
Reach
140+
Florida firm ad accounts audited.
Google Ads MCC · access records
Breadth
5
Practice areas with live campaigns.
PI · Med Mal · Criminal · Family · Immigration
Geography
4
Florida metros with active campaigns.
Miami · Orlando · Tampa · Jacksonville
Annual ad spend managed 2016 → 2025
’16’17’18’19’20’21’22’23’24’25
The tracking pipeline

Click ID to signed retainer.

Legal cases take 7 to 90 days to sign. Google needs signal faster than that. The two-stage import keeps the algorithm bidding on keywords that produce retainers, not clicks.

1
Capture

Click lands.

Instant · day 0

Form fires or call rings. Google Click ID captured and locked to the lead for future value uploads.

Value signal $0
2
Qualify

Intake confirms fit.

Day 1 to 2

Proxy value sent to Google so bidding does not stall while the case goes through the 7 to 90 day signing process.

Value signal $500
3
Sign

Retainer signed.

Day 7 to 90

Real case fee uploaded. Google learns which clicks produced contracts and bids higher on those keywords.

Value signal $5K–$15K+
How it works CallRail → Clio / Filevine → Google Ads Three tools, one loop. Every click tied to a retainer.
In their words

Three Florida attorneys, one consistent observation.

Each came from a national agency with $5,000 retainers and dashboards full of clicks. Each describes the same thing: the moment the math actually started working, and what Jorge said when a campaign did not make sense.

10-year client · Percy Martinez P.A.

“Before Jorge, we were paying $5,000 a month to a national agency for a dashboard full of clicks and zero signed cases.”

What got me was he said no to a campaign I wanted to run. Said the math did not work at our budget and he would rather not take the fee than run something that was going to burn. Nobody had ever done that before. That is why he has been my marketing person for a decade.

PM
Percy Martinez, Esq.
Managing Partner · Percy Martinez P.A. · Miami
Client since 2016
Active client · Kendall

“I told him Microsoft Ads would never produce quality med mal leads. I was wrong.”

He showed me the math on a Google doc. Same keywords, 45+ demographic, 73% homeowners. I said fine, run it for 60 days. Cost per signed case dropped in the first month and I stopped second-guessing him.

JF
Jorge L. Flores, Esq.
Founder · Jorge L. Flores P.A. · Kendall
Since 2024
Active client · Fort Lauderdale

“My old agency had us running broad match ‘lawyer near me’ 24/7 pointed at the homepage.”

Jorge killed it in the first week. Rebuilt the campaigns by practice area, dayparted to our intake hours, put up landing pages that actually matched the ads. Lead quality doubled in a month. Nobody else operates this way.

RV
Roberto Vasquez, Esq.
Partner · Vasquez Law Group · Fort Lauderdale
Since 2023
The 90-day keyword audit

Every keyword reviewed against signed retainers. Every 90 days.

Most agencies skip this step because it needs case management data they do not have access to. Campaigns drift. Cost per signed case climbs. The audit cuts the keywords that produced clicks but no retainers.

The 90-day arc
01 Build · Wk 1-2 → 02 Launch · Wk 3 → 03 Track · Wk 4-8 → 04 Audit · Day 90 → 05 Refine · Q+Q
01

Build

Weeks 1 to 2

Practice-area ad groups with exact and phrase match. 5,000+ negative keyword list preloaded from 10 years of Florida legal data. Landing pages matched one-to-one with ad groups.

Deliverable
Campaign map · negative keyword list · landing page spec
02

Launch

Week 3

Google + LSA + Microsoft go live at the 75/25 budget split. Microsoft Audience Network off day one. Dayparting matched to your actual intake hours, not 24/7.

Deliverable
3 platforms active · tracking pixels firing · first-week SQR
03

Track

Weeks 4 to 8

CallRail captures the Google Click ID on every call. Clio or Filevine marks qualified leads and signed retainers. Offline conversions upload daily. The algorithm starts learning.

Deliverable
Offline conversion pipeline · weekly signed-case report
04

Audit

Day 90

Every keyword reviewed against signed retainers. If a keyword produced clicks but no case, it gets cut. Typical cut rate is 15 to 25% of the original list, budget reallocated to the winners.

Deliverable
Full keyword audit report · kept / cut / scaled decisions
05

Refine

Quarter over quarter

The model learns your firm’s case-type mix. The audit repeats every quarter. The keyword list gets tighter, the CPC drops, the retainer volume compounds.

Deliverable
Monthly CPSC report by case type · 12 month trend view
Before & after · real account math

The same $8,000 budget. Two completely different outcomes.

This is what happens when a Florida law firm moves off a single-platform, broad-match setup onto the 3-platform system with offline conversion tracking and a 90-Day Keyword Audit. Same firm, same monthly spend, six months apart.

Before · Month 1

Google Ads only

Broad match on the homepage. Voicemail at 2am.

Monthly ad spend
Google Ads only
$8,000
Form fills + call volume
Undifferentiated leads
52
Cost per signed case
The only number that matters
$2,670
Signed retainers
Month 1 close
3
Budget → retainer conversion ~33%
~33% of spend produced a signed case. The rest went to tire-kickers, pro se searchers, and 2am voicemails.
After · Month 6

Google + LSA + Microsoft

Exact match by practice area. Click tracked to retainer.

Monthly ad spend
75/25 Google + Microsoft
$8,000
Form fills + call volume
Qualified by intake
43
Cost per signed case
After 90-Day Keyword Audit
$1,330
Signed retainers
Month 6 close
6
Budget → retainer conversion ~88%
~88% of spend aligned to keywords that produced actual retainers. The rest is being audited for cut at day 90.
CPSC change
−50%
$2,670 to $1,330 in 6 months
Retainers signed
+100%
3 to 6 per month, same budget
Saved per month
$8,040
Same revenue, half the cost

Composite based on typical Florida PI and med mal engagements. Represents Percy Martinez and Jorge L. Flores Q1 trajectories. Your results will vary by market and case type mix.

The agency comparison

Most agencies run Google only and track clicks.

Not because they are bad at marketing. Because they have never tied a dollar of ad spend to a signed retainer in a Florida law firm’s case management system. The difference shows up in the deliverable list.

Capability
Argota Marketing
Generic Agency
3-platform system
Google + LSA + Microsoft · 75/25 split
All 3 platforms, unified tracking
Google only, Microsoft ignored
Negative keyword moat
5,000+ preloaded day one
10 years of FL legal data
Smart Bidding figures it out over 6 mo
Offline conversion upload
Click ID to signed retainer
CallRail → Clio/Filevine → GAds
Reports form fills, not cases
Practice-area ad groups
Trucking ≠ DUI ≠ custody
One ad group per case type
Single ‘lawyer near me’ campaign
Dayparting to intake hours
No 2am voicemail clicks
Scheduled to actual staffing
24/7 default, no staffing check
90-Day Keyword Audit
Cut if no signed case in 90 days
Every quarter, data-driven cut
Never, relies on Smart Bidding
Ad account ownership
Google · LSA · Microsoft
Firm owns every account, day one
Agency holds accounts · vendor lock-in
Get PPC projections
Practice-area ad groups

Six practice areas. Six different economics.

Every practice area has its own keywords, its own intent, its own landing page. Trucking does not share a page with rideshare. DUI does not share a page with divorce. The algorithm learns faster when the campaigns match the cases.

Ad group theme
Target intent
Landing page focus
PI · Trucking / 18-Wheeler
Catastrophic injury · high policy limits
Federal trucking safety violations and black box evidence
PI · TBI / Brain Injury
Long-term care · high case value
Life care plans and specialist referrals
Criminal · DUI / Felony
Immediate retention · urgency
Arraignment timeline and license defense
Family · Custody / Divorce
Emotional · high research
Florida equitable distribution and parenting plans
Immigration · Removal Defense
Urgent · multilingual
Bond hearings and asylum timelines
Employment · Wrongful Termination
Desktop research · high value
EEOC filing deadlines and severance review

Each row runs as its own ad group with its own keyword list, its own budget cap, and its own landing page. Performance measured per ad group, not per campaign.

Frequently asked

Florida law firm PPC, answered.

The seven questions that come up on every discovery call, in the order they usually get asked. Pricing, structure, tracking, compliance, and conflicts.

Why run Microsoft Ads at all when Google has more volume?

Cost per signed case. Microsoft clicks run $60 to $180 vs $50 to $500+ on Google, with 73% homeowner demographics and higher policy limits. For medical malpractice, complex employment, and high-asset divorce, Microsoft often delivers the same leads at 30 to 60% cheaper.

The 75/25 split scales with Google while protecting margin with Microsoft. Same keywords, older desktop demographic, higher net worth.

What’s actually in the 5,000+ negative keyword list?

Ten years of Florida legal campaigns worth of negatives, pre-loaded on day one. Blocks “pro se,” “how to file,” “bar association,” “law school,” “salary,” “small claims,” “DIY lawsuit,” “legal aid,” “free template,” and hundreds more.

Most agencies let Google’s Smart Bidding figure this out over 6 months at your expense. The list ships before your campaigns launch.

How does offline conversion tracking actually work?

Every click gets a unique Google Click ID that follows the visitor through the form or call. CallRail captures the click ID on the call. When the intake team marks a lead “qualified” in Clio or Filevine, a $500 proxy value uploads back to Google Ads so bidding does not stall.

When the retainer is signed (day 7 to 90), the actual case fee uploads and Google learns what signed-case profiles look like in your market.

What is the 90-Day Keyword Audit?

Every 90 days, every keyword in every campaign gets reviewed against actual signed retainers from your case management system. If a keyword has not produced a signed case in 90 days, it gets cut. Typical outcome: 40% reduction in cost per signed case within the first quarter.

Most agencies never do this because it requires case management data most of them cannot access.

Why can’t I retarget visitors who looked at my PI page?

Google classifies PI, criminal defense, and family law as “Personal Hardship” sensitive categories. You cannot retarget visitors who viewed these practice-area pages. That means your landing page has to convert on the first visit, because you do not get a second chance to show that visitor an ad.

This is why practice-area-specific landing pages matter more than they do for non-sensitive categories.

Do I need a 24/7 intake team for LSA to work?

Yes, or an AI intake agent. Google measures LSA response time as the primary ranking factor. Responding within 2 minutes lifts conversion by 391%. Miss 3 calls or take longer than 15 minutes and you drop out of the top 3.

If you do not have overnight coverage, LSA gets scheduled only during intake hours and Google Ads phone extensions route elsewhere during off hours.

Will you work with a competing firm in my practice area?

No. One firm per practice area per metro. If I already run PI ads for a Miami firm, I will not take on another Miami PI firm. Two clients bidding against each other on the same keywords managed by the same person is a conflict and it will not run.

The clause is written into the engagement from day one.

Credentials · Third-party validated
G
Google Partner
Certified agency status
✓
LSA Google Screened
Background checked
§
FL Bar Rule 4-7
Compliant ad review
10
10 years
FL legal paid media
★
200+ reviews
5.0 star average · Percy
5.0 · 25 Google reviews

Send me your market and case type mix. I’ll run the math.

I’ll run the cost-per-click projections for your specific practice areas, show you the 75/25 Google to Microsoft split math, and tell you whether the cost per signed case works at your budget level. If it does not, I’ll say that too.

1

Your market

Which Florida metros, and which practice areas?

2

Current spend

What are you running now, across which platforms?

3

Intake reality

24/7 coverage, business hours only, or AI agent?

4

Case management

Clio, Filevine, Lawmatics, or something else?

Get PPC projections Or call (941) 626-9198
Response within 1 business day · No long-term contracts · Month to month after 90 days

About Jorge Argota. 10 years running paid media for Florida law firms across PI, criminal defense, family, immigration, and employment. Built campaigns that track from click to signed retainer at firms spending $5,000 to $50,000 per month. Google Partner certified, University of Miami BBA, bilingual English and Spanish. Read the full story.

Related pages: PI Marketing · Medical Malpractice · Law Firm SEO · AI Search Optimization · Review Management · All Results