How do you set a law firm ad budget?

This Counsel Cast Chambers episode is with Ameet Khabra, founder of HopSkip Media, discussing how law firms should set advertising budgets using data rather than vague ranges.

She explains that SEO and PPC work best together and that marketing efforts should not be siloed, with consistent messaging and content remaining central. In reviewing ad reports, she highlights impressions as a key metric for spotting meaningful month-over-month declines, prompting actions like expanding keyword lists or adding channels such as Facebook, which she describes as opening the door while Google closes the sale.

For budgeting, she uses Google performance data (e.g., cost per click) cross-referenced with benchmarks (CTR and cost per acquisition), models expected outcomes at different spend levels, and considers competitors’ estimated spend to determine whether to compete directly or grow in phases tied to lead goals.

Ameet gives listeners actionable tips on:

• 00:00 Ad Budget Guesswork
• 00:52 SEO and PPC Together
• 01:47 Content and Unified Messaging
• 02:46 Reading Reports and Spotting Drops
• 03:49 Building a Realistic Budget

Connect with Ameet here:

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• www.hopskipmedia.com

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