From referrals only to a $2M sales pipeline.
Cogent Law Group is a boutique firm serving high-growth companies and regulated industries: fintech, cannabis, blockchain, corporate and regulatory law. They had the expertise. What they needed was a growth system that didn’t depend on referrals or on attorneys doing marketing between billable hours.
- Client
- Cogent Law Group
- Industry
- Boutique law firm
- Practice areas
- Fintech, cannabis, blockchain, corporate, regulatory
- Services
- Outreach, paid ads, webinars, content & SEO, operations, fractional team
Results at a glance
What Cogent’s partners say.
Jessica is a true growth partner. In just six months, she built a client acquisition system that generated more leads than we had ever secured on our own. She understands our industry, anticipates our needs, and consistently delivers results that directly impact our bottom line. Her AI-driven outreach has also created opportunities without relying on word of mouth. She’s professional, responsive, and a pleasure to work with. I couldn’t recommend her more highly.
I’ve worked with Jessica and Market Movers now for about one year, and she has increased lead production 10-fold. She answers the phone when you call, she’s professional, and helps me with deals in the large six-seven figures. She’s a major asset, we are lucky to have her on the team.
Great attorneys. Unpredictable growth.
Content went out when someone had time. Leads arrived in bursts. The attorneys were carrying marketing, intake and follow-up on top of client work.
Cogent wanted one cohesive system: stronger visibility in their practice areas, a reliable flow of qualified leads, cleaner operations, and a team accountable for running it all, measured against revenue.
One growth system, five parts.
Client acquisition & paid ads
Cold email to curated lists of founders, fintechs, banks, blockchain companies and cannabis operators. Paid ads aimed at senior executives. Landing pages backed by a free guide for each practice area, so trust started before the first call.
Webinars
Topic strategy, registration pages, speaker prep, promotion across social, email and outreach, live hosting and follow-up sequences. Webinars became a repeatable source of new client relationships every month.
Content & SEO
Weekly thought leadership on LinkedIn, Facebook and Instagram, weekly SEO blog posts and newsletters, plus the complete website copy and keyword structure behind every practice page.
Operations
CRM setup, intake workflows, a pipeline for each lead source, and email nurture flows, so every lead got a fast, consistent follow-up.
A fractional team
Marketing, business development, intake, billing and admin support, so the attorneys stayed on billable work while the system ran.
2026 so far · Jan 1 – Sep 23
This year we added a paid engine on top of the system: Meta ads that fill Cogent’s webinars, and, since September 1, Google Search ads for the firm’s fintech practice. Here’s what $12,308 in ad spend has done so far.
Webinars to build the pipeline. Search to catch buyers.
Most of the budget (89%) fills webinars through Meta. A small Google Search budget (11%), live since September 1, catches companies already looking for a fintech lawyer. Each step shows how many people moved on from the step before.
Webinars · Meta · $11,011
- Ad impressionsMeta
- Link clicksMeta1.5% of impressions
- Landing page viewsMeta95% of clicks
- Webinar leadsMeta pixel20% of page views
- ClientsFrom webinars$26,614 in revenue · 2.4×
Fintech search · Google Ads · $1,298 · first month
- Ad impressionsGoogle Search
- ClicksSite visits4.5% of impressions
- ConversionsForm or call7.5% of clicks · $17.30 each
- Paying clientsCogent billing$17,000 paid · 13.1×
In their first month, the fintech search ads brought in two companies that paid $17,000 within weeks, on $1,298 in Google spend. Webinar clients add $26,614 on $11,011, a 2.4× return that keeps growing as clients are billed.
Revenue is what clients paid Cogent, from the firm’s billing system and quarterly reports. Webinar revenue counts 11 clients from the Q1–Q2 reports and Q3 billing. Google Search ads launched on September 1, 2026.
Nearly half of discovery calls become clients.
In the second quarter Cogent had 70 new inquiries, 51 booked calls and 25 new clients. Qualified leads and fast follow-up put every source at or above the industry norm.
- Referral from attorney10 hired from 11 calls 91%
- Referral partner2 hired from 3 calls 67%
- Webinar4 hired from 8 calls 50%
- AI search1 hired from 2 calls 50%
- Website7 hired from 27 calls 26%
Benchmarks: law firms typically hire from 25–35% of discovery calls, 20–30% from website leads and 60–80% from attorney referrals. Source: Cogent’s Q2 2026 quarterly report.
18 webinars in nine months.
Hover or tap a bar for its ad spend, link clicks and cost per lead. Each webinar adds up its Meta campaigns (capture, awareness and remarketing), for $11,011 in ad spend and 8,955 link clicks in total. Leads are Meta pixel lead events. Striped bars (Sep 28, Oct 7 and Oct 14) were still being promoted on September 23.
Who saw the ads
Cogent serves companies nationwide, so the webinar ads run across the country, and most of the people they reach are in the middle of their careers.
Want a system like Cogent’s?
Bring your practice areas and your goals. Leave with a plan for the pipeline behind them.
Visible on every channel, in a single month.
Webinar promotion and regular posting keep Cogent in front of its market between events. One month of Instagram, Facebook and LinkedIn: