About Caseload Marketing
The Law Firm Marketing Agency That Works With Law Firms Only
Caseload Marketing is a law firm marketing agency working with attorneys and law firms across the United States, and with nobody else. We run Meta ads and email marketing, including newsletters, for law firms, and we report all of it in one place so you can see what is actually producing cases.
Law firms only · Serving law firms nationwide
Law firms only
One industry, done properly
2 channels
Meta ads and email, run by one team
US-wide
Law firms served across the country
Weekly
A call with your team, every week
What Caseload Marketing is and how it works. Every figure on this site comes from a live account we run. Caseload Marketing is a DBA of Marino Media LLC.
Who we are
Who is behind Caseload Marketing?
Caseload Marketing started as a Meta ads shop for law firms, and that is still the engine of the law firm marketing agency you see today. We have spent years running paid social for some of the biggest law firms in the country, and our email and newsletter work exists because those ads kept producing leads that needed fast, consistent follow-up.
That focus is the whole offer. We are a law firm marketing agency, not a general marketing agency with a legal page. Every campaign, script, form and follow-up sequence we build is written for people in need of a lawyer and checked against attorney advertising rules before it runs.
Most firms cannot tell which ads turn into cases, and too many leads sit for hours before anyone calls. We built our offer to fix both from day one.
CMCarmine MarinoFounder, Caseload Marketing
Why does a law firm marketing agency only work with law firms?
Because the alternative is doing a dozen industries adequately. An agency that takes law firms, dentists, contractors and everyone else has to keep a dozen sets of offers, creative angles and advertising rules in its head at once. We picked one: law firms.
The creative is specific
An ad that works for someone who needs a lawyer today looks nothing like an ad for a home service or a retail sale. The hook, the tone and the first five seconds are all different, and we only have to be good at one of them.
The intake is specific
Every lead has to reach a legal intake team fast and arrive ready for the conversation that team already has. That is the only kind of follow-up we build.
The auction is specific
Legal services are among the most expensive audiences on Meta. Knowing what is already winning in legal advertising across the country is worth more than general paid social experience.
The rules are specific
Attorney advertising is governed by ABA Model Rule 7.1, Rule 7.2 and your own state bar. Legal advertising draws more scrutiny than most, and we build to it rather than around it.
We can compare accounts
Running only law firms means a cost per lead in one market tells us something useful about another. A general agency has nothing to compare against.
We say no
Businesses outside the legal industry ask, and we tell them we are the wrong agency. It costs us work and it is the reason the work we do take is good.
What does a law firm marketing agency actually run?
Two channels, one team, one report. Most firms start with Meta ads and add email and newsletters as the leads come in.
01
Meta ads
Facebook and Instagram lead generation, from research and scripts through to daily optimization inside Meta Ads Manager. This is where nearly every client starts.
02
Email & newsletters
Automatic follow-up for every new lead, plus a monthly newsletter written and sent for you, set up against Google’s sender guidelines so it reaches the inbox.
03
Our process
How all of it gets built: two starting points depending on whether your ad account is new or already spending, then one shared pattern.
How do we work with a firm?
Look first, build with you, report the same way every month whether the month was good or bad. Those three habits are most of what separates this law firm marketing agency from the one a firm just left.
We would rather explain a soft month than dress one up. A firm that only ever hears good news has no way to judge whether the agency is any good, and finds out the expensive way.
- We look before we quote. If you are already running ads, we audit the account and the intake first and give you the findings in writing, whether or not you hire us.
- You approve everything. Scripts, creative and ad copy come to you before anything is published.
- Your attorneys are in the videos. We write the scripts, your team films them. People hire an attorney they have seen.
- Budget follows signed cases. Not cheap leads. What your intake team tells us matters more than what the dashboard says.
- One report, every channel. Spend, leads, cost per lead and what intake did with them, in the same format every month.
- We say when something did not work. In the report, with what we think went wrong.
Law firms we run ads and newsletters for
New Jersey · New York · Pennsylvania · Florida · Georgia · Louisiana · South Carolina · Arizona
We do not publish client names. The results behind each of these markets are in the case studies.
Proof, not adjectives
Where can you see our results?
Most agencies show you a logo wall. We publish our case studies with the real lead numbers and the months that did not go well. New Jersey Law Firm alone has delivered more than 7,600 leads since August 2023, and its case study shows exactly how monthly leads changed when we rebuilt the account in April 2024.
Where we work
Where do we work?
Caseload Marketing is a remote law firm marketing agency working with law firms anywhere in the country. Meta ads and email are run and reviewed the same way whether your office is two miles away or two thousand.
What does change by location is the market: the competing firms, the cost of reaching someone who needs a lawyer, and the state bar rules your advertising has to satisfy. All three are part of the research before anything goes live.
- Single-office firms. One market, one budget, focused on the case types that are worth the most to you.
- Multi-office firms. Each location run and reported separately, so you can see which market is carrying the others.
- Firms in crowded metros. Campaigns built around the parts of the market your firm actually takes cases from.
- Firms expanding into a new county or state. Treated as its own test rather than folded into what is already working.
Which legal cases do we market for?
The case types below are some of the most popular we market for, not an exhaustive list. Our expertise is not limited to them, so if your firm handles other case types, ask us.
Car and auto accidents
The highest-volume case type on paid social, and the one where intake speed decides who signs the client.
Truck and commercial vehicle
Lower volume, higher value, and worth its own campaign and its own handling.
Motorcycle accidents
A distinct audience and a distinct message, which is why we run it separately rather than folding it into auto.
Slip, trip and fall
Premises cases turn on facts that need to be captured early, so qualification does more of the work here.
Rideshare, pedestrian and bicycle
Urban case types where the insurance question changes the value of the claim.
Wrongful death and catastrophic injury
A different tone, and routed to a person immediately rather than into a sequence.
Workers’ compensation
High-volume work with fees set by the state, where fast, accurate qualification protects your intake team’s time.
Nursing home abuse and neglect
The client is the family, so the creative is calmer and written for what they have seen.
Dog bites, medical malpractice, mass torts and other case types run the same way. Popular case types are covered in our law firm marketing guide.
What do we refuse to do?
A law firm marketing agency is easier to judge by what it refuses than by what it promises. These are ours.
We do not work outside the legal industry
Dentists, contractors, retailers. All real businesses, none of them ours. We refer them on rather than learn a new industry on a client’s budget.
We do not quote numbers we cannot show you
Every figure on this site comes from an account we run, and the case study behind it identifies the firm by its market and the months covered. We do not publish an industry average with our logo next to it.
We do not hide a bad month
It goes in the report with what we think went wrong. A firm that only ever hears good news has no way to judge whether its agency is any good.
We do not sell leads
The leads our campaigns produce belong to your firm and go into your CRM. They are not shared with another firm in your market, and we do not run a lead marketplace on the side.
We do not put words in your attorneys’ mouths
The scripts are written for your practice and your voice, and nothing is filmed or published until your firm has read it.
We do not promise case outcomes
We can talk about leads, cost per lead, reach and what intake did with it all. What a case is worth and whether it is won is your work, not our marketing claim.
About Caseload Marketing: FAQs
What attorneys ask us most about the law firm marketing agency behind the campaigns, before they get in touch.
What is Caseload Marketing?
Caseload Marketing is a law firm marketing agency working with attorneys and law firms across the United States, and with nobody else. We run two channels for law firms, Meta ads and email marketing including newsletters, and report them together so a firm can see what is producing cases.
Who is the legal entity behind Caseload Marketing?
Caseload Marketing is a DBA of Marino Media LLC, a New Jersey limited liability company. Contracts, invoices and legal notices are in the name of Marino Media LLC d/b/a Caseload Marketing. Our privacy policy and terms and conditions are published under that entity.
Who runs Caseload Marketing?
Carmine Marino is the founder. The team behind him covers media buying, creative and scriptwriting, newsletters and intake automation. Every account has one person you deal with directly rather than a rotating account manager.
Do you only work with law firms?
Yes, only. Businesses outside the legal industry do ask, and we tell them we are the wrong agency for them. Doing several industries well means keeping several sets of offers, creative angles and advertising rules straight at once, and we would rather be good at one.
Where are you based, and does it matter?
We work remotely with law firms anywhere in the United States. For Meta ads and email it makes no practical difference where we sit. What does matter is your market: the firms competing with you, what it costs to reach someone who needs a lawyer there, and the state bar rules your advertising has to satisfy. All three are researched before anything goes live.
What makes you different from a general marketing agency?
Focus and reporting. A law firm marketing agency builds everything for people in need of a lawyer rather than adapted from another industry, and we publish our results account by account, including the months that did not go well, instead of quoting industry averages nobody can check.
How many law firms do you work with?
Enough that every account still gets a weekly call, and not so many that it cannot. We would rather tell you that than quote a client count that makes us look bigger than we are. We do not publish client names, so each firm in the case studies is identified by its market instead.
Do you write the video scripts, or do we?
We write them, based on the research and on what is already working in legal advertising. Your attorneys film them and send us the footage, and we edit it into the formats that perform on Meta. It is the one part of the work your firm has to do and it is the part with the biggest effect on results.
What do you report, and how often?
A short call every week and a written report every month covering spend, leads, cost per lead, what your intake team did with the leads, creative performance, what we changed and what we are changing next. Same format every month, good or bad.
How do we get started?
Tell us whether your ad account is brand new or already spending. That is the first question any law firm marketing agency should ask. If it is already running, we audit it and give you the findings in writing, free, and you keep them whether or not you work with us.
Talk to the team
Tell us whether your ad account is brand new or already spending, and we will show you what the first step looks like for your firm. If you are already running ads, you keep the findings whether or not we work together.