Embedded Files
Practice Areas I've Worked In
PI: Motor Vehicle Accidents | Cars, Trucking, Commercial, Motorcycles, Rideshare, Pedestrian, Bicyclists, Mass Transit
PI: Workers' Comp | General, Construction, Oil Rigs & Offshore/Maritime
PI: Premises Liability | General, Unsafe Property, Slip & Fall, Security Negligence, Environmental/Toxic Torts
PI: Medical Malpractice | Hospital Negligence, Surgical Errors, Birth Injury, Caretaker Negligence, Elder Abuse
Criminal: General | Crimes & Offenses Related to Drugs, Violence, Sex, Traffic
Criminal: White Collar | Fraud spanning Financial, Government, Healthcare, Mortgage, Securities/Investment; Federal Offenses; Computer & Cyber; Whistleblower Protection; RICO
Social Security | Social Security Disability Insurance (SSDI), & SSI
Veterans Affairs | VA Disability, Total Disability Individual Unemployability (TDIU), Burn Pits, & Camp Lejune
Individual Disability Insurance (IDI) | Long-Term Disability (LTD) & Short-Term Disability (STD)
Employee Retirement Income Security Act of 1974 (ERISA)
Tax Law | IRS Audits, Tax Issues, Tax Relief, & Tax Debt Settlements
Estate | Estate Planning, Wills, Trusts, Property Transfer & Probate Law
This case study is focused on the overhaul work I did for Alexander Shunnarah in the fall/winter of 2025. Obviously, ASTA (also known as ASIL) is a major SE firm with widespread name recognition. Currently, they are expanding to have a nationwide presence. An important part of that transition has been adopting an acquisition strategy that can work in new markets and doesn't rely as much on brand power or name recognition. The work I did at this firm allowed me to work closely with the legend himself for several months. I consider him a personal friend and one of my most recognizeable references.
NOTE: In order to remain compliant with my NDA and my client's wishes, I can only share the restructure performed on my public portfolio. At request, I can speak privately - to a certain degree - about changes to attribution, landing pages, or creative. Feel free to reach out through my contact page, LinkedIn, or the contact info found on my resume.
Context: I often go by Al at work
Audit
Audit
Key Findings
Extremely thin structure bidding only on < 10 exact match keywords that are broad in nature
Overreliance on branded PPC
Attribution leakage caused by flawed communication between CRMs, outdated workflows, and overlapping GTM strategies from different points in time
Stale, one-dimensional copy catering to too broad an audience
Restructure
Restructure
Complete Rebuild
Based on:
Practice area case value, including likely upfront investment
Search volume
CPC & competitive landscape
Likelihood to convert
Attorney & intake bandwidth
Branded vs Non-branded budget redistribution
Key Remediations
Key Remediations
"Ch-ch-ch-ch-changes" - David Bowie
Landing page redesign + generation of new landing pages for each practice area/campaign
Rebuild + backtesting of attribution pipeline across HubSpot, CallRail, LeadDocket, and FileVine
Ad copy revamp + new sitelinks with practice area-specific copy
Further integration of "Case Calculator" microsite
Restructure
Restructure
BEFORE
AFTER
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