No. The media budget is separate, set and controlled by your firm, and paid to the platform. The CaseLoad Select fee covers the managed work, never the spend.
The ACTS Method · Target
Ads that findexactly whoyour definition names
Target is the managed paid-media pillar of the ACTS Method.It puts your firm in front of the clients your definition describes, when they search.The metric is never lead count.
Managed paid media for your firm
Paid demand, pointed at the work you want.
Target is the managed Google Ads and Local Services Ads work that puts your firm in front of the people your Desired Client and Matter Definition describes. Campaigns, landing pages, ongoing management, and reporting, all built from the same written definition the other pillars serve.
Paid media is the only pillar that bills you while it runs. That is why it is never pointed at a practice area. It is pointed at a person with a specific situation, searching for specific help, in the places your firm serves.
How the spend gets pointed
Definition first. Then the money moves.
Every engagement starts with the Desired Client and Matter Definition that Authority writes. The spend starts only once that definition is in place.
1
Definition
The Desired Client and Matter Definition names what the firm wants more of.
2
Channel choice
Google Ads or Local Services Ads, chosen for the matter and the market.
3
Matched landing paths
Campaign structure and landing pages built from the definition. Each landing page names the conditions a prospective client must meet.
4
The Screen
Every paid inquiry is organized into a lawyer-ready brief, banded against the same definition.
5
Signed matters
The lawyer decides what happens next. No paid channel skips the qualification.
Running ads before the definition is written means paying per click to answer questions it already settles. The pillar's work begins on day one. The spend begins when the definition is written, and no dollar goes to a platform until it is pointed at something written down.
What weak direction costs
Vague targeting shows up on the invoice.
Google charges more per click when the ad and its page do not match what the searcher wanted. A vague keyword and a general page cost more and convert less. The waste is priced into the platform.
The second cost is quieter. Ads built on price attract callers who lead with price. Ads built on a broad practice area attract inquiries the firm cannot serve well. What the firm advertises decides who calls. Weak direction wastes budget. Worse, it fills the phone with people who were never going to sign.
The metric is never lead count.
Paid and organic, side by side
Fast reach and slow growth, working together.
Paid demand
Starts immediately. Stops when the spend stops.
Organic visibility
Builds slowly, and keeps working after it does.
Target runs beside Capture so the firm has both at once. The reporting ties them together: with both channels running, the firm can see which one is bringing the inquiries it wants, and a quiet month reads as data.
Your budget stays yours
The monthly fee never includes media spend.
The platform receives
Your ad spend. You set it, you control it, and it goes to the platform. It can scale up, scale down, or pause, and the monthly fee does not change.
CaseLoad Select receives
One flat monthly fee, whether Target runs loud or runs quiet. Where paid demand does not serve the definition, we say so, and the other pillars carry the work. "Where appropriate" is a real commitment.
Test your readiness before you spend
Decide what to define before you spend on ads.
Paid media should amplify a clear position, not compensate for the absence of one. The Paid Search Readiness Worksheet walks eight decisions a small Ontario firm settles before it funds paid search. About ten minutes, one question per screen, nothing to prepare.
It gives you a written Paid Search Decision Brief. The full brief is yours on screen. Print it or save it. No account and no contact details. Your answers stay in this browser.
Included in the engagement
What the engagement covers.
Target covers the following managed work, reviewed and calibrated as your practice changes.
1Google Ads and Local Services Ads where appropriate
2Paid-search landing pages
3Campaign structure and ongoing management
4Attribution and performance reporting
Working inside the model
One pillar of four.
AuthorityMake the right clients recognize why the firm matters to them.
CaptureBuild the presence that helps the right clients find the firm.
TargetDirect paid demand toward the matters the firm wants more of.
ScreenOrganize inquiry context before lawyers select what happens next.
All four run at the same time, from the first month. That is the ACTS Method.
Questions about Target
Answers before the first dollar is spent.
No. Target runs where appropriate. If paid demand does not serve your definition, we say so, and the other pillars carry the work.
Google Ads charge per click and sit in the sponsored positions. Local Services Ads sit above them and charge per lead, so you pay when someone contacts the firm, not when they click. Where both fit, we run them together.
Through attribution and performance reporting tied to your definition. The report reads in inquiries, briefs, and matters signed.
No. Every paid inquiry goes through the same Screen as every other inquiry, organized and banded against the same definition. The lawyer decides what happens next.
The pillar's work begins on day one: campaign structure, tracking, and landing pages are built from your definition in the first weeks. The pillar's work begins on day one. The spend starts when the definition is in place.
A PPC agency optimizes for the platform's metrics. Target is pointed at your definition, and every inquiry it produces is screened against it. The ads, the intake, and the reporting read from the same page, which is what a standalone agency cannot offer.
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build the practice you want
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