Is ChatGPT advertising your next big marketing win? Gyi and Conrad lay out what ChatGPT seems to be offering thus far, and then give you an inside look at what their own agencies have seen in their ad experiments on the platform. 

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It sounds great to advertise on ChatGPT, right? Their pay-per-click price is a tiny fraction of Google’s, and you want to be the first in your market to jump in and take advantage of this new, fresh advertising territory… right? RIGHT? Well, hold your horses, dear lawyer. Let’s join Gyi and Conrad in taking a deeply scrutinizing look at what ChatGPT is offering and what you’re likely to get out of it at this point in the game. 

Later, to help you get an even better view of the situation, the guys share the nitty gritty details of the results of their own experimentation with ChatGPT advertising. 

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We're heading back to Vista Consulting Team's "A Seat at the Table" event for one of the best conversations Conrad and Gyi had there, and it’s been sitting in the vault for a reason. Josh Porte, Partner and M&A Attorney at Holland & Knight, joins the guys to break down the ethics and mechanics of MSO deals, and with private equity continuing to move into law firms, this one's more relevant now than when it was recorded.

Josh co-leads Holland & Knight's legal services transactions team and works both sides of these deals, buyers and sellers. He breaks down Rule 5.4 and Rule 5.3, the two rules that actually shape how an MSO can be structured and how money is allowed to move between the MSO and the law firm; plus transfer pricing, AI-native law firm structures, rollover equity instead of non-competes, and how EBITDA multiples drive valuation. Whether or not you're interested in dancing with the PE people, Josh makes the case for running your firm as if it's always ready to be sold.

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On the road again…

A special thanks to our supportive sponsors: Juvo Leads, Lawmatics, CallRail, Eve, and ALPS Insurance!

Waffling between a couple of lead management tools? Think you should just make your own? Let’s see what the pros (aka, Guy and Conrad Sam) think. Oh, and you bet we’re gonna make fun of Avvo. 

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First, if you haven’t thought through your firm’s need for lead management software, you might be behind in the grand scheme of things. But, never fear—Gyi and Conrad are here to talk you through how to suss out your CRM essentials and make a smart, business-building software choice. And, let’s take a particular moment to examine whether you can vibe code your way to a high quality solution. 

Later, y’all know we love poking holes in survey data reports, so let’s do it again! Today’s victim is the 2026 Law Firm Growth Report from Avvo. The guys pick apart the bad and even graciously give a little credit where credit is due. The bottom line: don’t assume these surveys are the end all be all of, well, anything. 

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The 2026 Lunch Hour Legal Marketing Summit has come to an end, but boy, oh boy, did we capture some great questions in our live episode recording at the Acme Feed & Seed! To rub the FOMO in a little deeper for all those who skipped this year’s event, we have a special taste of the energy and thought-provoking inquiries we discussed on stage in Nashville to a packed and sweaty group of lawyers and in-house marketers.

Gyi and Conrad tackle the news events of the week before going straight to some heated (literally) Q&A with our guests. If you missed the event, the outpouring of photos and accolades on social media are fantastic, but they still don’t quite capture the energy that we felt in that room with our special community. It was a magical week filled with mythical creatures and t-shirt cannon assaults. You just had to be there.

Chapters

00:00 – Intro: Sweating in Nashville

01:12 – News: AI Watermarks & Google Slop Detection

02:50 – News: Google AI Overviews Pulling from Listicle Sites

05:14 – Summit Recap: Highlights & Giving New Voices the Stage

06:12 – Summit Recap: The Endorsed Sponsor Model & Kicking Out Vendors

07:20 – Summit Recap: Ignite Talks & the Casey Byrus Award

08:36 – Summit Recap: Sasquatch, a Mermaid, and the T-Shirt Cannon Incident

09:09 – Audience Q&A: DIY Ways to Measure Brand Awareness

16:28 – Audience Q&A: Dipping a Toe into Brand Advertising (Meta, Reddit)

24:52 – Audience Q&A: Getting Authentic Google Reviews & Avoiding Silent Review Issues

31:58 – Audience Q&A: Getting Involved in Reddit Discussions Without Getting Banned

37:58 – Audience Q&A: Where First Dollars Go for Direct Response

39:40 – Audience Q&A: Agentic AI & SEO — Promise and Risk

48:01 – Audience Q&A: LinkedIn's Role in Legal Marketing

53:03 – Audience Q&A: Marketing Spend & Satellite Office Rent in the P&L

54:40 – Audience Q&A: Breaking into the Bilingual/Hispanic Market

59:19 – Outro & Sign-Off

We’re long overdue for a classic Gyi and Conrad mess-around. Let’s poke fun at Scorpion’s new AI marketing guide, shall we? Later, the guys highlight your juicy LinkedIn comments about discount pricing in the personal injury market.

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While we can see some merit here and there, is too much of Scorpion’s Not All Ai is Created Equal: How to Evaluate AI for Law Firm Marketing guide just so-so? The guys talk through the elements of both its questions and recommendations to help you understand its hits and misses.  

Some personal injury lawyer in Indiana is pitching discount pricing to undercut competitors, but is that actually a good idea? His LinkedIn commenters aren’t impressed—stick around to get Gyi and Conrad’s take.

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Gyi's talking up Lawmatics' new toy, Conrad's still not letting AI anywhere near his intake desk, and somewhere in Iowa, Tim Semlroth is regretting ever asking a follow-up question. This month's Office Hours highlights reel pulls the best of three weeks together: Lawmatics unveils Merlin, a listener's 17-lawyer FAQ video project turns into a masterclass on feeding the machine, and the guys tackle the question every firm actually wants answered: how do you get more damn reviews? Multi-channel? Fine. Volume game? Also fine. 

Three episodes, one highlight reel, zero patience for mediocre chatbots.

Chapters

00:00  Cold Open: "The One-Yard Line"

00:54  Intro, FIFA Pool Win & Pasta Pandering

03:11  Lawmatics Unveils Merlin: New AI Features

07:52  Should AI Handle Frontline Intake?

12:11  "The Trade-Off Should Never Be Cost Effectiveness"

16:50  Speed AI: Catching the Cases You Dropped

20:22  Tim Semlroth's Question: Deploying 17 Lawyer FAQ Videos on YouTube

24:37  What Google's AI Actually Wants: Provider Bios & Pricing

28:10  Shorts, Thumbnails & Platform-Specific Editing

30:36  How Do I Get More Online Reviews?

35:21  The Volume Game: Getting Creative With Review Requests

38:37  Diversify Beyond Google: Yelp, Avvo & the Death of Hub-and-Spoke 

This week, outside the box comes in two flavors: a lawyer in a Bigfoot costume, and a firm that killed its entire legacy media budget and never looked back 

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Angel Reyes runs a Texas PI firm spending $50 million a year on marketing. All of it digital, none of it billboards, none of it legacy media. He killed that spend back in 2018 and never looked back. His take: brand loyalty in personal injury is mostly a myth. Clients aren't shopping for a name they trust, they're picking whoever calls them back first. 

Elliot Johnson runs that $50 million budget day to day, and his job is making sure the data underneath it can actually be trusted, with clean integrations, reliable reporting, and no leaks. He and Angel walk through cost per kept case versus cost per acquired case, why last-click attribution is a comfortable lie, and what happens when you try to model a customer journey that's more emotion than math.

Plus, two weeks out from the Summit: a thank-you to LHLM Summit video partner Bluphyre Media, whose "Bigfoot Lawyer" campaign is proof that thinking outside the box doesn't have to mean spending outside your means. Sometimes it just means putting a lawyer in a Sasquatch costume. 

-Want to hear more from our guests on this week’s episode? Then come join us in Nashville, August 11-13th, where Elliot and the Bigfoot Lawyer crew will be taking the stage and networking with our audience. Get your ticket before it’s too late: lunchhourlegalmarketing.com/registration

-Thank you to our incredible sponsors: Juvo Leads, Lawmatic, CallRail, and ALPS

Chapters

00:00 Webbed Toes and Chili Cook-Off Wins

01:04 What We're Covering This Week

01:54 Sasquatch Is Coming to Nashville: A Bluphyre Media Thank You

05:10 Meet Bluphyre Media: The Bigfoot Lawyer Campaign

09:55 ALPS Minute: One Job, Denise

11:31 What "Cost Per Case" Actually Means (Angel Reyes)

13:42 Data Hygiene Isn't Optional (Elliot Johnson)

14:56 Why Angel Killed Offline Media in 2018

22:50 The Multi-Touch Attribution Problem

24:59 Setting Growth Goals With Actual Data

33:02 White Label Lead Gens and the One-Third Problem

39:54 Private Equity, MSOs, and What's Coming for PI Firms

44:02 Final Thoughts and the Summit Send-Off

This election season is bringing a major hike in ad rates. What’s a lawyer to do? Later, service and gifts give every member of your law firm the opportunity to level up client experiences. 

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Massive political ad spends are pushing expenses higher than ever in the lead-up to November 6, impacting your branded advertising economics both online and off. Do you need to make changes to your firm’s marketing campaigns? Should you take a break from branded advertising or push through? Conrad and Gyi debate tactical options to help you make informed decisions with your advertising budget. 

And, if you do decide to cut back on digital media buys, where are those extra marketing dollars going to go? A gift budget is an excellent way to help your team members get involved in marketing. The guys explain how gifting promotes a more thoughtful mindset, helping your team connect more deeply with clients and creating opportunities to build affinity for your law firm. 

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In This Episode

00:00 Intro & The Trophy Story

03:05 News: Election Ad Spend Record Highs

03:40 News: Local Positioning Lessons from a Roofer

05:35 News: Google Testing AI Summaries in Ads

06:19 News: Michigan Auto Law Campaign Shout-out

07:13 News: UChicago Law’s New AI Strategy

09:43 Should Lawyers Pause Ads During Mid-terms?

11:15 Strategy: Location-Specific Ad Planning

13:16 The Debate: Branding Consistency vs. Ad Spend

15:52 Direct Response vs. Brand Awareness

23:18 Employee Gifting Programs for Law Firms

27:10 Logistics: Using Gifting Platforms

28:32 The Power of Personalized Client Gifts

31:40 Incentivizing Employee Engagement

34:10 Operationalizing Marketing Efforts

38:34 Aligning Firm Growth with Staff Goals

Chris Earley runs a mid-sized personal injury law firm with an out-sized impact in Boston, one of the biggest, most competitive legal markets around, without trying to out-spend the giants. His approach: go narrow instead of broad. He calls it the centipede method, and it's exactly what it sounds like: hyperlocal radio, community sponsorships, a name he's leaned into hard, and a brand built on being different rather than being the biggest.

Conrad and Chris get into the tension between brand-building (the long game) and direct response (the "I need clients this month" game), why knowing your numbers matters more than knowing every marketing channel, and why Chris still runs PPC even with a strong brand. Plus: his favorite tools, and what it actually means to compete with yourself instead of everyone else.

Catch Chris live at the Lunch Hour Legal Marketing Summit, August 11-13 in Nashville.

-Connect with Chris on LinkedIn: https://www.linkedin.com/in/bostonpersonalinjurylawyer/

-Tickets! The LHLM Summit is just around the corner. Don't regret missing the best show in legal for 2026: lunchhourlegalmarketing.com/registration

-Thank you to the hippest sponsors on the proverbial block: CallRail, Lawmatics, Juvo Leads, and ALPS Lawyers Malpractice and Law Firm Insurance!

Chapters

00:00 – Introduction

00:54 – Intro: Meet Chris Earley, Competing Mid-Size in a Big Boston Market

02:15 – Being Different: Leaning Into the Earley Name and Authentic Branding

03:13 – Competing With Earley, Not Everyone Else

04:57 – The Centipede Method: Going Narrow and Deep Instead of Wide

06:36 – Hyperlocal Radio and the Local Content Flywheel

09:46 – Playing the Long Game: Brand Spend vs. Short-Term Cash Needs

11:20 – Know Your Numbers: The 80/20 Metrics That Matter

12:27 – Turning Off-Practice-Area Leads Into a Win

16:24 – The Weekly Email: Giving Value to "Competitors"

18:52 – Omni-Channel Marketing: Running PPC and Brand Together

20:22 – Favorite Tools: Speed AI, Lead Docket, and CallRail

On the fence about coming to the Lunch Hour Legal Marketing Summit? Gyi and Conrad would feel absolutely terrible if you missed out, but this episode will help get you there.

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Last Year’s Lunch Hour Legal Marketing Summit was ah-mazing. We had so many awesome attendees and speakers, and this year promises to be even better. To whet your appetite for even more delicious legal marketing tidbits, Gyi and Conrad highlight some of their favorite moments from the 2025 Summit, dishing out marketing trainwrecks, ways to recognize bad agency behavior, how to feed the AI machine, and more. We just know you’d love to be with us August 11-13 in Nashville. Sign up now! – Lunch Hour Legal Marketing Summit

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