Employment law marketing for plaintiff and defense firms

Employment law is two businesses that share a name. Worker-side firms market to people who were fired, unpaid or mistreated, usually on contingency, with heavy screening and hard deadlines. Defense firms market to employers. We run SEO, AI search and ads for either side, or both, and judge the work on signed cases from your own records.

Worker-side firms: deadlines, screening and fee shifting

• Deadlines come first. A charge with the EEOC is generally due within 180 days, or 300 days where a state or local agency enforces a similar law (EEOC). Pages say so in the first lines, and intake asks for dates before anything else.
• Fee-shifting laws change the math. Under the Fair Labor Standards Act, a court “shall… allow a reasonable attorney’s fee to be paid by the defendant” when workers win (29 U.S.C. §216(b)), and Title VII lets a court award the prevailing party a reasonable attorney’s fee, including expert fees (42 U.S.C. §2000e-5(k)). Smaller claims can be worth taking, and your values should show it.
• Screening is heavy. Many callers don’t have a claim the firm can take. Qualified-lead cost matters as much as signed-case cost, and the report shows both.
• Job seekers flood the searches. “Employment” searches are mostly about jobs, so blocked terms matter more here than in almost any practice.
• Spanish matters for wage claims. Hispanic workers suffered 1,229 of the 5,070 US workplace deaths in 2024 (BLS), and wage-and-hour problems run through the same industries. Spanish pages and Spanish intake often decide these cases.

Defense firms: business search

• The buyer is a business owner or an HR leader, searching for help with an investigation, a charge response, a handbook or a wage audit.
• Microsoft search can favor business searchers. LinkedIn profile targeting by company, industry and job function works as a bid adjustment on Microsoft search campaigns (Microsoft).
• Content does the selling. Employers read guides on new laws and deadlines before they call. Original, accurate updates earn links and AI-answer citations.

Local Services and uploads

Google’s Local Services list includes a labor category (Google), which can suit worker-side firms. Uploads are standard by default: click ID, neutral stage, value band, time. Google’s customer data policy lists sensitive categories, including trade union membership, that can’t be used in enhanced conversions (Google); any use of hashed contact data waits for your counsel, client consent and your attorney’s sign-off.

Signed cases and values

A signed case is a worker who signed your engagement agreement, or, for defense, an employer that signed your engagement letter. Values come from your own fees by claim type, including fee awards and settlements, in a few bands. Signing takes time after heavy screening, so the qualified stage usually leads the bidding while signed cases follow.

Our two pillars for employment-law firms

What we never do for employment-law firms

• Promise that a caller “has a case.”
• Target workers by employer, union membership or any sensitive trait.
• Upload anything about a worker’s claim.
• Mix plaintiff and defense campaigns in one report line.