Robison Lemon Law Group was founded in January 2018 by Emma Robison, a consumer protection attorney specializing in California’s Lemon Law. As a solo practitioner launching a new firm, Emma needed to rapidly build a case pipeline in a competitive market.
In March 2018, just two months after opening her doors, Emma partnered with Pareto Legal to create an omni-channel digital strategy that could deliver immediate, profitable case volume.
Before working with Pareto Legal, Robison Lemon Law Group faced the universal challenge of every startup law firm: zero brand recognition and no existing case pipeline.
As a solo practitioner with no marketing team, Emma needed a partner who could not only generate leads but also help build the operational infrastructure to handle them. The firm lacked:
“I needed results fast, but I also needed them to be sustainable. I couldn’t afford to waste money testing strategies that wouldn’t work.”
— Emma Robison, Founder & Managing Partner, Robison Lemon Law Group
The Pareto Legal team conducted comprehensive keyword research using Google Ads Keyword Planner, SEMRush, and Ahrefs to identify high-value opportunities across the entire customer journey. We targeted top-of-funnel searches like “spark plug issues” to capture early-stage prospects, while also bidding on bottom-funnel terms like “best lemon law attorney near me.” Additionally, we deployed Google’s Dynamic Search Ads with Target CPA automation to discover profitable long-tail keywords that traditional research wouldn’t surface, enabling the firm to capture market share from established competitors.
Rather than guessing which states to target, we conducted state-by-state keyword research to identify markets with the most attractive cost-per-clicks and conversion potential. Using Google Keyword Planner data, we prioritized geographic testing based on profitability metrics, not just volume. This approach allowed us to expand into new states confidently and hit cost-per-case targets from day one, systematically scaling the firm’s footprint without wasting budget on underperforming markets.
Recognizing that lead generation is worthless without proper intake systems, we built the operational foundation to handle rapid growth. We implemented CallRail for call tracking and attribution, created client questionnaires for both website and phone intake to pre-qualify leads instantly, deployed Intaker for automated live chat on the website, and partnered with Answering Legal for call overflow management. This infrastructure enabled Emma to scale from solo practitioner to managing significant case volume without operational bottlenecks or hiring delays.
I’ve worked with Pareto PPC for three years and I could not be happier with the results. Their attention to detail and ability to organize large amounts of data allows them to promote your business in both creative and cost-effective ways. They also truly care about your business and its success, which lends to a great support system to help you along the way.
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