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Kate Schenkel: Turning Clicks Into Cases With Smart Keywords and Smarter Intake
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About Kate Schenkel: Kate Schenkel is a Paid Search master, Google and Meta expert, speaker, and mentor to young legal marketers. Since 2016, Kate has been pushing paid search in the legal industry to the absolute limit. She’s been trusted with 8-figure marketing budgets and delivered. No one on earth knows how to better maximize ROI while keeping low costs per case for law firms. As a founding partner, Kate builds, manages, and optimizes all the paid search campaigns for Very Decent Marketer. Outside of her professional life, Kate enjoys hiking with her dogs, catching a Broadway show, and kitchen dance parties.
In this episode, Ted and Kate Schenkel discuss:
- The evolving landscape of PPC strategies for personal injury law firms
- The importance of data transparency and CRM integration in legal marketing
- Navigating keyword matching, budget efficiency, and Google Ads mechanics
- Challenges and solutions in lead intake, follow-up, and case conversion
Key Takeaways:
- Daily analysis of the search terms report in Google Ads is critical because it allows marketers to eliminate irrelevant or low-converting queries, refine keyword targeting, and ensure budgets are being spent only on traffic with the highest potential to generate quality conversions.
- Using long-tail keyword strategies can level the playing field by enabling smaller law firms with tighter budgets to compete against firms spending significantly more on PPC, as these specific and intent-rich terms often convert better and cost less.
- Marketing campaigns are only as strong as the data feedback loop, and firms unwilling to share detailed lead conversion metrics or CRM access severely limit their ability to optimize campaigns toward actual signed cases and meaningful ROI.
- No amount of high-quality leads can drive results without a reliable intake process, which is why building an in-house virtual intake team became a non-negotiable necessity to ensure leads are followed up consistently, efficiently, and with enough persistence to convert them into clients.
"The easiest and best thing you can do to just spend your money better is be in the search terms report every single day." — Kate Schenkel
Connect with Kate Schenkel:
Website: https://verydecentmarketer.com/
LinkedIn: https://www.linkedin.com/in/kate-schenkel/
Traffic to Leads Information and links
JuvoLeads.com contact page: https://juvoleads.com/contact/
JuvoLeads website: https://juvoleads.com/
Connect with show host Ted DeBettencort: [email protected]
Ideas or guests for the show: [email protected]
Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.
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