The Law Offices of Daniele Johnson, LLC
190,840
480
$11.14
Growing a Family Law Practice With the Right Clients
The Law Offices of Daniele Johnson, a boutique family law firm in Marietta, Georgia, partnered with PPL Labs to grow its caseload in a measured, sustainable way. Led by attorney Daniele Johnson, who has practiced family law exclusively since 1999, the firm wanted a steady flow of qualified consultations from individuals and families across Cobb County and Metro Atlanta facing divorce, child custody, child support, and military divorce matters. The goal was to increase new client volume while keeping the personal, compassionate experience the firm is known for.
Building a Lead System That Reflects a Compassionate Practice
PPL Labs built an integrated strategy combining Meta advertising, CRM automation through aNinja, and organic social media. Lead generation campaigns on Facebook and Instagram reached prospects across Metro Atlanta, with targeting refined over time to focus on the communities that best matched the firm’s ideal client. Lead forms asked each prospect about their legal matter and how soon they needed help, so every inquiry reached the firm with useful context.
In aNinja, we built nurture and re-engagement sequences tailored to each prospect’s matter type and timeline, sent from the firm’s intake team. Instead of pressuring prospects, the messaging focused on education and reassurance and made it easy to book a consultation. Every touchpoint reflected the professional, supportive tone the firm wanted prospects to experience from the very first message.
To keep the firm’s team organized, we built a custom sales process workflow in aNinja that tracks every lead from first inquiry to signed client. Leads move through five stages, from Initial Contact to Retention, with statuses at each step showing exactly where a prospect stands. Statuses for budget concerns and unqualified prospects help the team qualify leads early, so their time goes to the consultations most likely to become clients.
Family Law Campaigns
For the Law Offices of Daniele Johnson, we built Meta lead generation campaigns around one principle: the right clients matter more than the most clients. Our initial campaign launched in March 2026 and quickly established a steady flow of inquiries from people seeking help with divorce, custody, child support, and military divorce matters. In July, we launched a refreshed campaign with updated creative and targeting focused on higher-income communities, bringing in fewer leads each week but a noticeably stronger fit for the firm.
335
$8.04
121,943
145
$88.30
68,897
The Results
Across roughly seven months of Meta advertising, the Law Offices of Daniele Johnson generated 480 leads and more than 190,000 impressions, with over 4,400 clicks at an average cost per click of about $1.20. The initial campaign delivered strong volume at an efficient $8.04 cost per lead, building awareness and filling the firm’s pipeline quickly. The refresh campaign shifted the focus to lead quality, and the firm’s team confirmed the change was working: fewer inquiries, but a higher share of prospects who matched the clients they serve best. With aNinja automations nurturing every lead by matter type and timeline, the firm now has a dependable system for turning interest into consultations.
Social Media Strategy
PPL Labs built an organic social media strategy around the questions prospective clients are already asking, from Georgia divorce FAQs to child custody and support, alongside testimonials and posts that put a human face on the practice. A cohesive visual style and supportive voice keep the firm’s page consistent with its paid campaigns, building trust before the first consultation.
Client Relationship
Our partnership with the Law Offices of Daniele Johnson continues to evolve as we refine campaigns around what matters most to the firm: qualified consultations and the clients behind them. By pairing targeted Meta advertising with thoughtful CRM nurturing and educational social content, we’ve helped build a marketing system that reflects the firm’s compassionate, professional approach at every stage. Together, we’re focused on sustainable growth that supports both the firm’s goals and the families it serves.
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