LSEO Case Study / Legal / Integrated Search + AI + Paid Media
How LSEO Helped JPP Law Grow Organic Clicks 173%, Earn 11K+ AI Mentions, and Generate 1.53K Google Ads Leads
An eight-year digital partnership evolved from a website, SEO and paid-media reset into an integrated growth system spanning organic search, GEO/AEO, first-party AI visibility measurement, Google Ads, and Meta advertising.
Google Search Console, Aug. 2025 → Aug. 2026
LSEO AI, Jan. 1 → Sept. 14, 2026
April 2018 → Sept. 13, 2026
About 72% below the pre-LSEO $200 benchmark
Case Study at a Glance
A long-term partnership that kept evolving as discovery changed.
JPP Law — the Law Offices of Jason P. Provinzano, LLC — focuses on bankruptcy and personal injury and serves clients across Northeastern and Central Pennsylvania. LSEO has worked with the firm since 2018, when the relationship began with a website rebuild and a reset of SEO, paid search and social media. The program now extends into GEO, AEO and first-party AI visibility measurement.
- Client
- JPP Law
- Industry
- Bankruptcy + Personal Injury Law
- Primary Market
- Wilkes-Barre + Pennsylvania
- Partnership
- Since 2018
- Core Services
- SEO, GEO / AEO, AI Search, Google Ads, Meta Ads
- Original Scope
- Website redesign, SEO, PPC and social media
- AI Measurement
- LSEO AI first-party visibility tracking
- Primary Objective
- Turn search visibility into qualified legal demand
01 / The Challenge
The first problem was lead generation. The next problem was staying ahead of how people search.
When JPP Law came to LSEO in 2018, the firm had an outdated, non-responsive website and an underperforming lead-generation partner. The immediate need was straightforward: improve the digital foundation, attract better prospects, and lower acquisition cost.
LSEO rebuilt the site in WordPress with search and conversion best practices embedded into the architecture, then took over SEO, paid search and social media. The original case study documented a major early turnaround: more than 60 new leads per month, cost per lead falling from roughly $200 to $50, and 300% total business growth.
Eight years later, the challenge is broader. Prospective clients still search Google, but they also ask full questions, rely on AI-generated answers, and move between organic results, local results, paid media and conversational discovery. JPP Law needed a program capable of competing across all of them without losing sight of the core business outcome: qualified leads.
“The quality of leads has greatly improved… They produce exceptional results quickly and are in constant communication.”Jason P. Provinzano / Owner and Attorney, Law Offices of Jason P. Provinzano, LLC
02 / The Strategy
Build one discovery system across search, AI, and paid demand.
JPP Law's program evolved in layers. Each channel has a different job, but the strategy is shared: earn authority organically, become answer-ready for modern search, and capture high-intent demand when prospects are ready to act.
Rebuild the Foundation
LSEO replaced the outdated website with a responsive WordPress experience designed around technical SEO, structured content, conversion paths, and the needs of bankruptcy and personal-injury prospects.
Own Commercial + Question Intent
The SEO program targets both high-value local legal searches and the detailed questions people ask before contacting a lawyer. The result is visibility across bottom-funnel terms and answer-style searches.
Extend SEO Into GEO + AEO
LSEO treats AI search as a measurable discovery layer. LSEO AI tracks mentions, referral visitors, engine-by-engine visibility, and trend performance rather than assuming Google rankings automatically translate into AI exposure.
Capture Demand With Paid Media
Google Ads focuses on high-intent legal searches where prospects are actively looking for help. Meta adds another paid acquisition layer, with lead campaigns optimized independently from the search account.
03 / SEO + AEO Performance
Organic discovery expanded sharply — especially beyond branded searches.
Google Search Console shows a clear year-over-year lift in clicks and impressions. Just as important, the query data shows that JPP Law is being discovered for bankruptcy, legal and question-based searches — not simply by people who already know the firm's name.
Monthly Organic Clicks
Google Search Console actuals. Complete calendar months only.
Answer-Ready Search Behavior
Question-led content is earning meaningful search visibility.
Among the top 1,000 Search Console queries, 139 begin with conversational question patterns such as “how,” “what,” “can,” “is,” or “who.” Forty of those queries averaged page-one positions across the 16-month export, including 14 that averaged Top 3 positions.
Commercial Search Examples
SEMrush confirms visibility for high-intent legal searches.
Source: supplied SEMrush U.S. organic positions snapshot, June 2026. Examples above use rows labeled Organic rather than Local Pack or other SERP-feature position types.
Content Assets Producing Organic Demand
Useful answers create entry points before a prospect is ready to call.
| Content Asset | Clicks | Impressions | Avg. Position |
|---|---|---|---|
| Summer Travel Plans: How Bankruptcy Can Impact Your Finances | 325 | 22,254 | 4.42 |
| Can You Have a Debit Card If You Declare Bankruptcy? | 213 | 10,312 | 3.96 |
| Can I Keep My House in Chapter 7 Bankruptcy? | 202 | 7,126 | 7.10 |
| Pennsylvania Bankruptcy Exemptions: What Can I Keep? | 146 | 11,898 | 7.34 |
| Chapter 7 Bankruptcy Timeline: Filing to Discharge in Pennsylvania | 129 | 7,597 | 9.27 |
| Can I Keep My Car If I File Chapter 7 Bankruptcy? | 123 | 6,812 | 8.43 |
Source: Google Search Console Pages export, last 16 months through Sept. 12, 2026. Page-level totals reflect the full export period, not a single month.
04 / GEO + AI Search Performance
JPP Law is now measurable across the AI answer ecosystem.
LSEO AI measures the firm's visibility directly across major AI engines. That matters because traditional rankings and AI visibility are related but not interchangeable: a brand can rank well in Google and still be absent from AI-generated recommendations and answers.
Mentions by AI Engine
JPP Law is appearing across multiple answer environments.
Total: 11,405 tracked mentions. Source: LSEO AI dashboard, January 1 through September 14, 2026.
Why This Matters
Visibility is no longer just a ranking position.
A law firm can now be discovered in several different ways: a blue-link search result, a local result, an AI Overview, a cited source in an answer, a brand mention inside ChatGPT, or a direct AI referral. LSEO's role is to measure and optimize those surfaces as parts of one discovery system.
The supplied AI screenshots do not include page-level citation data, so this case study does not claim that any specific Google-ranking page caused a specific AI mention count.
05 / Paid Media Performance
Paid search turned high-intent legal demand into a scalable lead engine.
LSEO has managed JPP Law's Google Ads since April 2018. The account has generated approximately 1.53K leads on $87,100 in spend at a cumulative $56.77 cost per lead — while the original relationship began with a prior-vendor benchmark of roughly $200 per lead.
Google Ads Keyword Performance
High-intent bankruptcy searches account for substantial lead volume.
| Keyword | Attributed Conversions | Cost / Conversion | Spend |
|---|---|---|---|
| bankruptcy chapter 13 | 356.24 | $49.66 | $17,690.37 |
| bankruptcy lawyer near me | 190.59 | $42.53 | $8,106.64 |
| legal aid near me | 98.00 | $46.64 | $4,570.55 |
| Jason Provinzano | 91.99 | $24.23 | $2,228.93 |
| [bankruptcy attorneys near me] | 42.00 | $51.89 | $2,179.57 |
| “bankruptcy lawyer Scranton PA” | 17.00 | $35.53 | $604.00 |
Google Ads uses attribution models that can produce fractional conversion counts. Figures above come directly from the supplied all-time keyword report.
Meta figures reflect only the campaign rows visible in the supplied Ads Manager screenshot through Sept. 13, 2026. They should not be treated as a complete account-level total unless the full export confirms the same scope.
06 / Why It Worked
The channels compound because they solve different parts of the same discovery problem.
Commercial intent stayed central.
JPP Law did not abandon bottom-funnel search while building content. Google Ads and commercial SEO continued capturing people actively looking for bankruptcy and legal help.
Useful answers widened the funnel.
Question-led bankruptcy content created new entry points before prospects were ready to choose a lawyer, building topical reach across informational and conversational search behavior.
AI became measurable, not theoretical.
LSEO AI made it possible to track whether the brand actually appears across answer engines, how visibility changes over time, and whether AI systems send visitors back to the site.
Measurement & Data Integrity
Every major result is tied to a source and measurement period.
This case study separates platform actuals, third-party ranking estimates, LSEO's first-party AI measurements, and historical case-study results. Where the supplied data has different scopes, the distinction is stated rather than blended into one number.
Last-16-month export covering May 13, 2025 through Sept. 12, 2026. August year-over-year comparisons use complete August 2025 and August 2026 data. Query/page counts reflect the supplied export period.
Supplied U.S. organic positions snapshot dated June 2026. Commercial ranking examples shown in this case study use rows explicitly labeled Organic.
Dashboard period Jan. 1 through Sept. 14, 2026. Supplied screenshots show 11,405 mentions, 171 AI-referred visitors, and an AI Visibility Score of 52, up 35%.
Account-level figures supplied for April 2018 through Sept. 13, 2026: $87,100 spend, approximately 1.53K leads, $56.77 CPA. Keyword report is a slightly narrower subset.
Case study uses only campaign rows visible in the supplied screenshot. The primary form-fill campaign shows 873 website leads at $45.94 each.
The prior published case study reported +60 new leads per month, cost per lead falling from $200 to $50, and 300% total business growth during the early phase of the engagement.
Case Study FAQs
Questions about the JPP Law engagement.
How long has JPP Law worked with LSEO?
How much has JPP Law's organic search performance improved recently?
How much AI visibility does JPP Law have?
What results has Google Ads generated for JPP Law?
How does the current Google Ads CPA compare with JPP Law's pre-LSEO performance?
What has Meta advertising generated?
Related LSEO Capabilities
The services behind the work.
Search Has More Than One Results Page Now
Can prospects find — and choose — your brand across Google, AI search, and paid media?
LSEO combines SEO, GEO/AEO, first-party AI visibility intelligence, and performance media to build measurable discovery systems around the way customers search today.