Prepared for Wendy Pfau — Potter Padilla & Pfau | Tal Freibergs, Graphic Design + Marketing
This is a separate, optional path — a third-party, all-in-one platform called FirmPilot that combines paid ads (LSA, Performance Max, Search) with SEO, content, Google Business Profile management, and website optimization. Some of the tactics overlap with what's in my local SEO proposal — the difference is that FirmPilot brings an established track record and automated systems built specifically for running those tactics at scale, versus the hands-on, PPP-specific approach in my proposal. I'm presenting this so you have the option on the table, not as a recommendation over the other.
What This Is
FirmPilot is an automated digital marketing platform built for law firms, combining paid ads (Google Local Services Ads, Performance Max, and Search/PPC) with AI-driven SEO, content creation, Google Business Profile management, and website optimization — an all-in-one system rather than a single channel. The paid ads numbers below are the piece with hard figures from the discovery call; the firm's own case volume figures are estimates, not guarantees, and I'd want you to see verified client case studies before treating any of the projections below as reliable.
Recommended Campaign Setup
Based on the discovery call, FirmPilot's recommendation for PPP is targeted at Social Security Disability, Los Angeles/Southern California, flagged as a Tier 1 major metro, low-competition market.
Local Services Ads (LSA) work differently from the other two channels — they're designed to generate phone calls, not website clicks, and typically appear at the very top of Google search results with a "Google Screened" badge. You pay per qualified lead (a call or message), not per click.
Channel
Budget/Mo
Est. CPL
Est. Leads/Mo
Est. Cost/Case
Local Services Ads (LSA)
$2,000
$50
40.0
$67–$185
Performance Max
$999
$30
33.3
$40–$111
Search / PPC
$376
$84
4.5
$111–$313
Blended Total
$3,375
$43
~78
varies by ramp-up
Monthly Investment
I know spend commitments are a sensitive topic given past experience with marketing vendors — so here's exactly what this breaks down into, and where you have control over scaling it.
This isn't a flat agency retainer. It splits into three distinct pieces, and the entry point is lower than the number FirmPilot leads with:
FirmPilot platform base fee$4,250/mo
Ad spend (LSA + Performance Max + Search) — minimum viable$3,375/mo
My marketing management fee[TBD]
Floor to get started~$7,625/mo + management fee
FirmPilot's own recommendation for scaling this once it's proven out is closer to $10,000/mo all-in. That additional room is ad spend — scaling from the $3,375 minimum toward a higher budget as the campaign proves out — not a reduction anywhere else. The platform fee and my management fee stay fixed regardless of where ad spend lands; that's their suggested ceiling for firms in this market, not a Day 1 requirement. You'd be deciding how far above the floor to take the ad spend, and when.
Commitment: FirmPilot requires a 6-month contract. That applies to the $4,250/mo platform fee regardless of performance in the earlier months — worth weighing against the "mature algorithm" ramp-up mentioned above.
Included in the FirmPilot Base Fee
Campaign setup and management across LSA, Performance Max, and Search
Ongoing optimization and reporting on leads, cost-per-lead, and cost-per-case
What I'd Want Confirmed Before This Goes Further
Named, verifiable client case studies — ideally firms you or I could actually contact, not just the sales deck
Cancellation terms within the 6-month contract, and what happens to ad accounts/data if the engagement ends or isn't renewed
Clarification on the leads-vs-cases estimate range noted above, and what assumptions drive the "mature algorithm" numbers
SSD/SSDI-specific experience and results, not just general legal marketing
Next Step
Based on my discovery call with Justin, the natural next step is a direct call between you and Justin Hyde at FirmPilot — I can help set that up. I'd rather you hear the platform specifics straight from him and make your own call on fit, rather than me relaying secondhand.
Disclosure: If you move forward with FirmPilot, I would receive a referral commission from them. I'm flagging this upfront so you have the full picture before deciding — my goal is for you to have the best option for the firm, whether or not that's this one.