Bull Blockchain Law

Bull Blockchain Law is a law firm focused on cryptocurrency, blockchain, and fintech. Its clients are startups, funds, and financial services companies, and every lead is a consultation request that can become a high-value B2B engagement.

The Challenge

Legal search terms in crypto are expensive, and intent varies wildly behind the same keyword. A founder raising a round, a fund facing a regulatory question, and a retail investor with a small dispute can all type similar queries. A catch-all campaign cannot price those clicks differently, and it cannot tell the firm which practice areas its ad budget is actually feeding.

The Solution

• Rebuilt the account as one search campaign per practice area: startups, financial services, litigation, securities and regulatory compliance, hedge funds and private equity, DeFi, corporate and transactional, digital assets and emerging tech, and intellectual property
• Ran dedicated campaigns on the firm's core service queries, blockchain lawyer and smart contract attorney searches
• Gave each practice area its own budget so spend follows the areas that produce consultations, not the ones that produce clicks
• Maintained the structure across a partnership whose monthly performance history runs back to June 2023

The Results

Practice-area segmentation turned a single ad budget into thirteen separately accountable ones. Volume in this niche is thin by design: the firm serves high-value B2B clients, which justifies a premium cost per consultation, and the structure shows exactly which areas earn their spend.