CASE STUDY:
Law Firm Marketing Case Study: $6M to Nearly $10M
How The Law Offices of Marc L. Shapiro, P.A., a personal injury law firm, replaced reactive marketing with a fractional CMO, full budget visibility, and accountability.
CLIENT
The Law Offices of Marc L. Shapiro,P.A.
INDUSTRY
Personal injury law, multiple locations
OUR ROLE
Fractional CMO
CHANNELS
Google Ads, Meta, billboards, broadcast and streaming TV
$6M to ~$10M
Revenue in two years
$70K to $40K
Google Ads spend per month, from the previous peak to the current average
Every 2 weeks
Leadership call on progress against defined KPIs
01
The Law Firm’s Marketing Problem
The Law Offices of Marc L. Shapiro, P.A., a regional personal injury law firm with multiple locations, had built its revenue base through basic marketing, referrals, and word of mouth. They had spend running across Google and Meta, but no unified strategy and no one accountable for the overall direction. The owner was making marketing decisions reactively, without a framework or clear KPIs.
Before Green Mo. came in, the firm had a marketing vendor who reported only to the CEO, shared nothing with the team, and claimed sole credit for results. The leadership team had no visibility, no budget tracking, and no way to verify what was actually working.
$70,000 on Google Ads in a single “busy month.” Signed cases did not increase. Only the bill did.
02
What Green Mo. Did as Fractional CMO
We did not come in as a vendor. We came in as part of the team.
A
Built visibility from zero
We started on the ground, literally organizing the storage room to understand what equipment and resources the firm had. We tracked every dollar of ad spend and questioned practices that could not be justified.
B
Connected marketing to signed cases
We installed a lead management system so the firm could finally connect marketing activity to signed cases, not just impressions and clicks.
C
Took ownership of the function
Unified strategy, budget allocation, vendor relationships, and quarterly planning. Annual planning looked beyond internal performance data to market conditions, legislative shifts, and competitive moves, with a reporting cadence the owner could use to lead with confidence.
D
Managed media buying, vendors and community presence
We managed media buying across every channel: Google Ads, Meta, billboards, broadcast TV and streaming TV. We negotiated TV placements directly with networks such as Comcast and ran streaming ads on platforms such as Netflix. We also vetted and A/B tested vendors, negotiated contracts, and managed branded materials. Through our network, we secured a founding sponsorship with FC Naples, establishing the firm as a visible community partner in the region.
03
Before and After
BEFORE
Reporting
One vendor reported only to the CEO and shared nothing with the team.
Budget
No budget tracking. No way to verify what was working.
Google Ads
$70,000 in one month, with no increase in signed cases.
Decisions
Reactive, based on a vendor’s unverifiable claims.
AFTER
Reporting
Bi-weekly leadership calls keep everyone aligned on defined KPIs.
Budget
Every dollar is tracked. The strategy is documented.
Google Ads
$40,000 per month on average, with a lower cost per click and stronger case retention.
Decisions
Planned a year ahead, with full budget visibility.
04
The Outcome
Over two years, the firm grew its revenue from $6 million to nearly $10 million.
More significantly, the owner moved from making reactive decisions based on a vendor’s unverifiable claims to having a clear strategy, full budget visibility, and a marketing function with consistent leadership and accountability.
05
What Made It Different
The previous vendor protected his position by withholding information. We did the opposite. We built systems so the owner always knew exactly what was happening and why. We treated the budget as our own, planned a year ahead instead of a month at a time, and showed up as a partner accountable to the long-term health of the business.
That is not a service. That is a different relationship entirely.
With the firm’s leadership team.
In the client’s words
“Green Mo. Marketing Solutions’ fractional Chief Marketing Officer service has been instrumental in our law firm’s growth, increasing our revenue from $6 million to nearly $10 million within two years. Their strategic marketing expertise and dedicated support have significantly enhanced our client acquisition and retention.”
Marc L Shapiro, ESQ.
The Law Offices of Marc L. Shapiro, P.A.