LSEO Case Study / Legal / Integrated Search + AI + Paid Media
How LSEO Helped Moran Law Group Grow Organic Clicks 5.4X, Reach 24K+ AI Mentions, and Generate $3M+ From Google Ads
A long-term search partnership evolved into an integrated growth system spanning SEO, Generative Engine Optimization, first-party AI visibility measurement, Mention Engine authority building, Google Ads, and Meta advertising.
Google Search Console, Aug. 2025 → Aug. 2026
LSEO AI, Jan. 1 → Sept. 11, 2026
Since Nov. 2021
Approximately $240 per lead
Case Study at a Glance
A long-term partnership built to evolve with search.
The Moran Law Group is a Scranton-based personal injury law firm serving clients across Northeastern Pennsylvania. The firm's website reports more than $250 million recovered for injury victims and more than 50 years of combined legal experience. LSEO has worked with Moran since 2018, expanding the relationship as search moved from traditional rankings to AI-generated answers and recommendations.
- Client
- The Moran Law Group
- Industry
- Personal Injury Law
- Market
- Scranton + Northeastern Pennsylvania
- Partnership
- Since 2018
- Core Services
- SEO, GEO / AI Search, Paid Media
- Paid Search
- Google Ads since November 2021
- AI Authority Program
- Mention Engine since January 2026
- Primary Objective
- Capture high-intent demand wherever prospects search
01 / The Challenge
Strong brand. Strong reputation. A changing discovery journey.
Moran did not need a generic “more traffic” strategy. The firm needed to stay visible as prospective clients began moving between Google, conversational search, AI recommendations, and paid media.
By summer 2025, Google Search Console showed organic performance that was relatively flat. Monthly clicks from May through August ranged from 143 to 180, while the site's average position during August was approximately 25.2. The firm had authority and name recognition, but many non-branded questions and commercial legal searches still represented untapped discovery opportunities.
At the same time, the search experience itself was changing. A prospective client might still search Google for a “Scranton personal injury lawyer,” but that same person could also ask an AI engine who the best local firms are, how long a case typically takes, who pays legal fees, or whether a settlement offer is fair.
02 / The Strategy
Build authority around the questions that create consideration.
Because Moran and LSEO had already worked together for years, the 2026 evolution was not an agency reset. It was a shift in the playbook: make the firm's expertise easier to discover, easier to cite, and easier to convert across every major search surface.
Question-Led SEO
LSEO expanded the content strategy around the real questions injured people ask — settlement value, case timing, legal fees, difficult-to-prove injuries, and other high-intent concerns — while continuing on-page and technical SEO work.
GEO + AI Measurement
LSEO treated AI visibility as its own measurable layer. LSEO AI tracks mentions, cited pages, referral visitors, visibility trends, and performance across major AI answer engines rather than assuming traditional rankings automatically translate into AI visibility.
Third-Party Validation
Beginning in January 2026, LSEO used Mention Engine to build relevant third-party brand mentions and authority signals designed to strengthen the external validation layer AI engines use when comparing and recommending businesses.
Channel-Specific Paid Media
Google Ads remained the performance channel for capturing immediate legal demand. Meta was used primarily for awareness through short-form video, with a limited lead-generation test rather than forcing both platforms into the same acquisition role.
03 / SEO Performance
From relatively flat discovery to sustained question-driven growth.
The SEO lift was not a one-day spike. As new question-led guides began publishing in early 2026, Search Console shows a durable step-change in monthly organic clicks, impressions, and average position.
Monthly Organic Clicks
Google Search Console actuals. Full months through August 2026.
Content That Captured Real Questions
Answering specific legal questions created new search entry points.
The strongest evidence is page-level. Several guides published in early 2026 quickly became meaningful organic landing pages, often ranking on the first page for the underlying questions.
| Question-Led Page | Clicks | Impressions | Avg. Position |
|---|---|---|---|
| What Are the Signs of a Good Settlement Offer? | 1,808 | 214,579 | 3.29 |
| Who Gets Paid First in a Personal Injury Settlement? | 333 | 29,787 | 4.70 |
| Is It Better to Have an Attorney or a Lawyer? | 244 | 42,721 | 3.79 |
| How Long Do Most Personal Injury Cases Take to Settle? | 199 | 24,791 | 6.21 |
| What Injuries Are Hard to Prove? | 174 | 89,663 | 3.50 |
| Who Pays Legal Fees in a Personal Injury Claim? | 171 | 31,233 | 5.79 |
Source: Google Search Console Pages export, last 16 months through September 8, 2026. Page-level totals reflect the full export period, not a single calendar month.
04 / GEO + AI Search Performance
AI visibility became measurable — and actionable.
LSEO AI tracks Moran's visibility across major AI answer engines, while Mention Engine gives the campaign a way to build the third-party validation signals that matter when AI systems compare and recommend local businesses.
Mentions by AI Engine
Visibility is distributed across the answer ecosystem.
Total: 24,157 mentions. Source: LSEO AI dashboard, January 1 through September 11, 2026.
“Who are the top 5 personal injury law firms in Scranton, PA?”
Top Cited Pages
AI engines are citing both the brand and the question library.
Citation counts shown in the LSEO AI Top Cited Pages report supplied for this case study.
The Search + AI Convergence
The same content can win traditional rankings and become AI citation material.
Three of the question-led pages appear in both the Search Console performance data and LSEO AI's top-cited page report. That overlap is the clearest expression of LSEO's current search philosophy: create expert content that earns visibility in Google and gives AI systems useful, quotable evidence.
| Content Asset | Google Clicks | Avg. Google Position | Tracked AI Mentions |
|---|---|---|---|
| Who Gets Paid First in a Personal Injury Settlement? | 333 | 4.70 | 717 |
| How Long Do Most Personal Injury Cases Take to Settle? | 199 | 6.21 | 754 |
| Who Pays Legal Fees in a Personal Injury Claim? | 171 | 5.79 | 633 |
Google figures: Search Console Pages export, last 16 months through Sept. 8, 2026. AI citation counts: LSEO AI Top Cited Pages report supplied Sept. 11, 2026. These are separate measurement systems and are shown together to illustrate cross-channel visibility, not to imply identical attribution.
05 / Paid Media Performance
Use each paid channel for the job it does best.
LSEO began managing Moran's Google Ads in November 2021. Paid search served as the direct-response engine for high-intent legal demand, while Meta was used primarily to build familiarity through video and a smaller prospecting test.
Meta metrics reflect the campaign rows visible in the supplied Meta Ads Manager screenshot. The video campaign shows 622,525 ThruPlays on $8,433.10 in spend; the conversion campaign shows 30 website leads at $222.53 per lead.
06 / Why It Worked
The channels were connected by intent, not forced into one KPI.
Moran's results came from treating modern search as a connected discovery system: answer questions organically, build third-party authority for AI recommendation systems, measure AI visibility directly, and use paid media where immediate demand capture or brand reach makes sense.
Content followed the prospect.
The program moved beyond generic practice-area copy and created pages around specific questions people ask when deciding whether they need legal help. Those pages became meaningful Google landing pages and, in several cases, highly cited AI sources.
AI visibility was measured, not assumed.
LSEO AI made it possible to see which engines mentioned Moran, which pages were cited, how much traffic AI sent, and where the firm still lacked recommendation visibility. That turned GEO from a theory into an accountable workstream.
Paid media had clear channel roles.
Google Search captured active legal demand and produced measurable leads and revenue. Meta focused on familiarity and video reach, with a smaller prospecting test. Each platform was evaluated according to the role it was designed to play.
What Marketers Can Learn
Search strategy now extends beyond rankings.
A law firm can rank in Google and still lose consideration if AI engines do not recognize or recommend it. Traditional SEO and GEO increasingly need to be planned together.
Specific questions create durable discovery surfaces.
Question-led content gave Moran new ways to appear before a prospect searches directly for a law firm — and the same pages supplied material that AI systems could cite.
Third-party validation matters when recommendations replace lists of links.
Mention Engine gave the campaign a scalable way to strengthen Moran's presence beyond its own domain, supporting the external authority layer that recommendation-oriented AI search increasingly depends on.
Full-funnel does not mean every channel has the same KPI.
Search ads, organic content, AI visibility, and Meta video can work together without pretending that an impression, a citation, a click, and a qualified legal lead are equivalent outcomes.
Measurement & Data Integrity
Every major result is tied to a source and measurement period.
The case study intentionally separates first-party search data, LSEO's AI visibility measurements, ad-platform reporting, and client-reported revenue. No modeled revenue or hypothetical AI performance is presented as an actual result.
Last-16-month export from May 9, 2025 through Sept. 8, 2026. August year-over-year comparisons use complete August 2025 and August 2026 data.
Dashboard period Jan. 1 through Sept. 11, 2026. Current screenshot: 24,157 mentions, 589 referred visitors, and AI Visibility Score of 58, up 34%.
LSEO management began Nov. 2021. Aggregate figures supplied: approximately $85K spend, 354 leads, and more than $3M in tracked revenue.
Supplied campaign view shows 622,525 video ThruPlays and a limited conversion campaign producing 30 website leads at $222.53 each.
Case Study FAQs
Questions about the Moran Law Group engagement.
How long has Moran Law Group worked with LSEO?
How much did Moran's organic search performance improve?
How is Moran's AI visibility measured?
What role does Mention Engine play in the GEO strategy?
What results has Google Ads generated for Moran Law Group?
How does Meta advertising fit into the strategy?
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, first-party AI visibility intelligence, third-party brand authority, and performance media to build measurable discovery systems around the way customers search today.