Marketing Waste Campaign
ActiveLead generation through the Marketing Waste Calculator. Shows law firms where they're losing money on leads that never convert.
Campaign Brief
Direct-response lead generation campaign focused on exposing revenue loss caused by poor intake and conversion systems, not lack of marketing. Ads highlight the disconnect between marketing spend and actual case conversion, using strong visual metaphors (missed calls, leaking revenue, broken systems) to create urgency.
Core message: Most law firms don't have a marketing problem. They have an intake problem that is quietly costing them cases and revenue.
Marketing Waste Assessment
Google Ads, Meta Ads, LinkedIn Ads, Email
Booked 30-minute call
Immediate action, high-intent conversions
Target Audience
Law firm owners, partners, COOs, operations leaders
Personal injury and high-volume practice areas
Small to mid-sized (5-50 employees)
Active marketing spend (Google Ads, SEO, LSAs, paid media)
Pain Points Targeted
Missed calls
Low answer rates
Slow speed-to-lead
>15 minute response
Weak follow-up
Inconsistent process
Low conversion
Lead-to-case gaps
Assessment Covers
- Call handling and coverage
- Speed-to-lead
- Follow-up structure and persistence
- Intake process consistency
Traffic Sources
Meta Ads (Facebook + Instagram)
- Prospecting ads targeting law firm decision-makers
- Visual metaphors: missed calls, leaking revenue, broken systems
- CTA: Take the assessment
LinkedIn Ads
- Targeting attorneys, law firm owners, COOs, operations leaders
- Focus on marketing spend vs. intake conversion disconnect
- CTA: Take the assessment
Ad Creative
Landing Page
URL: attorneyassistant.com/lp/marketing-waste/
Form: Law Firm Marketing Waste Check (Results) — HubSpot form
Goal: User completes the short Marketing Waste assessment
Form Submission + System Actions
HubSpot
Contact created, added to Marketing Waste segment
Results Page
User sees assessment results + booking CTA
Email Sequence Triggered
User enters nurture sequence in HubSpot. Exits automatically when they book a meeting.
Booking Push
Results page drives to: marketing-waste-book-now/
Email Nurture Sequence
HubSpot Email Sequence
Cadence: Immediate, +3 business days, next Monday, +7 days then next Wednesday
Contact exits sequence automatically when they book a meeting.
Email 1 Immediate "You saw the problem... now what?" Preview: Most firms stop right here. That's the mistake.
Preview: Most firms stop right here. That's the mistake.
Email 2 +3 business days "This is happening in your firm today" Preview: And no one is catching it.
Preview: And no one is catching it.
Email 3 Next Monday "Monday check: how many calls got missed already?" Preview: It's probably more than you think.
Preview: It's probably more than you think.
Email 4 +7 days, then next Wednesday "Midweek check... or just keep wasting it" Preview: By Friday, you'll know exactly what this costs you.
Preview: By Friday, you'll know exactly what this costs you.
Primary Conversion
Booking Page: attorneyassistant.com/lp/marketing-waste-book-now/
Thank You Page: attorneyassistant.com/thank-you-booking/
Goal: Move the lead from assessment engagement to a booked 30-minute diagnostic call
Conversion Paths
- Results page CTA (immediate after assessment)
- Email sequence CTAs (Days 0, 1, 3, 5+)
Sequence Exit
User is automatically removed from the email nurture sequence as soon as they book a meeting