Criminal defense lawyer marketing built around charge types
A generic "criminal lawyer" campaign mixes shoplifting, domestic violence, drug possession, theft and felony assault into one budget, and the cheapest clicks usually win. Vincere splits your marketing by charge type and court, so a DUI search, a probation violation search and a federal indictment search each land on a page written for that situation. That lets us fund the matters your firm prices well and wants more of, and pull back on low-fee charges that fill the calendar without moving revenue.
Geography matters just as much. Defense clients search by county and courthouse, and your ability to appear in a specific jurisdiction is a real selling point. We build location pages around the courts you actually practice in, not every city in the state. Your free plan shows local click costs, LSA competition and how crowded the map pack is for each charge type, then recommends where to launch first and what a retained case should cost.
Winning the late-night search
Arrests do not follow office hours. Paid search schedules, LSA availability settings and call routing all need to match when your prospects actually search. We set ad schedules so budget is live when bookings spike, route calls to a person rather than a voicemail box, and give after-hours callers a clear next step. For many defense firms, simply answering between 9 p.m. and 7 a.m. changes results more than any new ad channel.
Families searching late at night also want quick answers: how bail works, whether they can visit, what happens at arraignment. Clear, plainly written pages on those questions help your firm rank in search and get named in AI answers from ChatGPT or Google AI Overviews. They also build trust before the first call, which matters when someone is choosing a lawyer in a stressful moment and has never hired one before.
One partner, measured by retainers
Vincere is your single marketing partner. We connect the specialist teams for LSA, PPC, SEO, your website and any traditional media, and keep them on one plan and one set of numbers. You deal with one point of contact instead of juggling vendors who each claim credit for the same call. We handle coordination, reporting and the hard conversations about which channels are not pulling their weight.
Your client dashboard tracks spend by channel, calls, consultations booked and cost per retained case in real time. Defense firms often find that one charge type or one county produces most of their profitable retainers while another burns money on calls that never pay a fee. Seeing that in one place lets you shift budget quickly, which matters in a practice where demand can swing with local enforcement patterns.