Bobby Steinbach: PPC Is a Bloodbath Now. Here’s How Law Firms Still Win

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs.

In this episode we welcome Bobby Steinbach, founder of Mean Pug Digital and former Director of Engineering at Morgan & Morgan. Bobby shares how seeing massive legal budgets paired with painfully undifferentiated marketing sparked Mean Pug, why brand matters more than ever as AI reshapes the SERP, and how firms should balance PPC, SEO, and referral networks across short, mid, and long-term horizons.

 

Key Talking Points

✅ From Startup to Morgan & Morgan to Mean Pug. Bobby and his co-founder Andrew were “poached” to run engineering and paid digital at Morgan & Morgan, where they saw enormous spend in legal paired with weak differentiation. That gap became Mean Pug. ✅ Why “Mean Pug” Works. The name polarizes. Some hate it, some love it. Either way, people remember it, which is the point in a market full of same-sounding brands. ✅ Legal Marketing in Late 2025. AI has crushed SERP CTR, changed how people discover firms, and forced everyone to reconsider channel mix and brand. ✅ Traditional Media Is Back When Budgets Expand. As more capital enters legal, firms revisit out-of-home and traditional buys for scale, even if attribution remains imperfect and often qualitative. ✅ PPC Spend Splits by Firm Size. ✅ The Portfolio Approach to Growth. Bobby frames marketing like investing. Short-term: PPC. Long-term: brand + SEO. Mid-term: building referral networks at scale with complementary firms. ✅ “SEO Is Dead” Is Mostly Marketers Talking. Bobby argues answer engines are still a small slice of total search and pull from the same ecosystem of content and authority that powers organic visibility. ✅ Brand Starts With a “Brand Bible”. Mean Pug often begins with a 35 to 40-page “brand bible” including visuals plus the critical intangibles: voice, promise, pillars, mission, slogans, and positioning. ✅ AI SEO Reality. Most AEO tactics are still evolving, but Bobby’s view is that classic SEO fundamentals transfer, with potential upside in making sites easier for LLMs to parse using structured information like schema. ✅ Authority Loops Beyond Links. Offline credibility and real-world signals matter. Sponsorships, alumni involvement, podcasts, and community participation create both brand lift and high-trust mentions that feed search ecosystems. ✅ Organic Social Is a Risk Tradeoff. TikTok fame can work, but only if you commit hard and accept polarizing outcomes. Many firms should keep organic social “clean and on-brand” so it never deters a prospect. ✅ Private Equity and Consolidation. For personal injury, outside capital changes competition fast. Bigger players push into smaller markets, PPC auctions get worse, and the pressure for growth can increase reliance on lead gen. The best defense is building a brand before the market gets crowded.

 

Quotes from Bobby Steinbach

📢 “We saw how much money was being allocated into legal, and how bad most firms are at creating differentiated brands.” 📢 “It’s always one of two things. That’s the worst name ever, or the best name ever. Either way, you remember us.” 📢 “SEO is dead is mostly marketers saying it. Where do you think answer engines pull results from?” 📢 “You wouldn’t put all your investments into high-risk stocks. Marketing needs the same portfolio approach.” 📢 “I’ll never post anything I’m not ready to be deposed on.” 📢 “If you wait until after outside money moves in, you’re already late. Carve out your brand now.”

 

Actionable Insights

📊 Build a Marketing Portfolio, Not a One-Channel Plan

• 0 to 3 months: PPC for immediate cases.
• 6 to 12 months: referral network building with complementary firms.
• 12+ months: brand + SEO compounding into lower CAC and defensibility.

🧠 Start With Differentiation

• Create a “brand bible” that locks in voice, promise, pillars, mission, and slogans.
• Use it as the baseline for every ad, landing page, email, and creative asset.

🧲 For Mid-Sized Firms, Avoid the PPC Bloodbath Where Possible

• Lean into LSA, local SEO, and organic if you can be selective and do not need massive spend allocation.
• Invest in channels that produce high-intent leads without auction-driven inflation.

🔗 Earn Better Authority Signals

• Go beyond directories. Build links and mentions competitors are not willing to work for: alumni podcasts, sponsorships, community involvement, and high-trust collaborations.