Every law firm's marketing does one of two jobs. It either captures people who are already searching for a lawyer, or it builds the firm's name so more people choose it before they search. Solo and new firms usually need the first. Growing firms need both.
Demand Capture: be there when they search
Demand Capture focuses on people already looking for help right now. Someone types "divorce lawyer Calgary" into Google. If your firm appears in the ads, the Map Pack or the organic results, you have a chance at that client. If not, you do not.
- Google Ads from $499 a month for immediate calls
- SEO with Google Business Profile and AI search foundation from $999 a month for steady growth
- Best for solo lawyers, new firms and firms testing a new practice area
Market Capture: become the obvious choice
Market Capture adds the channels that build familiarity before the search. Social ads, branding, video, content and PR make people recognize your firm, so when they do search, they look for you by name. Intake automation makes sure no lead is lost along the way.
- Everything in Demand Capture
- Meta and social ads, branding and video
- The full AI Discovery System with prompt and citation tracking
- AI intake and lead management
- From $2,000 a month, best for mid-size and growing firms
How to choose
Start with your capacity and your goals. If you can take more files tomorrow and need them quickly, start with Demand Capture through Google Ads. If you want lower cost per case over time, add SEO. If you have the team to handle growth and want to own your market rather than rent it, Market Capture is the stronger long-term play.
You can move between them
Many firms start with Demand Capture, prove the return and move to Market Capture once leads are consistent. Prices are starting points, and every plan is quoted around your practice area, city and competition.
