Founder, Ad Hoc Digital
Santiago Alvarez
Founder of Ad Hoc Digital. Since 2022 he has worked only with law firms, and he leads the strategy on every account we run.
In short
Santiago Alvarez founded Ad Hoc Digital in 2022 with one focus: getting law firms that do good work in front of the clients who need them. The agency has worked only with law firms ever since.
He leads strategy and works directly with every client. That means the person who decides where your ad budget goes is the same person on your weekly call, not an account manager reading from someone else's notes.
He writes our guides on what marketing costs, Local Services Ads versus Google Ads, and how firms get named in ChatGPT and Google's AI answers.
Background
He was headed for law school.
Santiago came to legal marketing from the law side, not the agency side.
His path was a business law and marketing degree, with a full ride to law school lined up. He kept coming back to marketing and business, so in his spare time he started meeting lawyers for coffee and listening to how their firms actually got clients.
He heard the same story again and again. These lawyers were good at the law, and their marketing wasn't working. Many were watching lawyers they considered less skilled grow faster, simply because those firms were easier to find.
That gap is the reason Ad Hoc Digital exists. He founded it in 2022 to work only with law firms, and it has not taken on any other kind of client since.
How he works with firms
Direct, regular, and in the numbers.
What clients describe, in their own words, is a working relationship, not a monthly report.
Many clients meet with him every week, usually over video. On those calls he goes through what came in, what signed, what is costing too much, and what changes next. Changes get approved by the firm before they go live.
He treats the ad budget as the firm's money, because it is. Ad spend goes straight to Google or Meta on the firm's own card, and the firm owns its accounts. If a channel isn't paying for itself, he says so.
He is also candid about fit. If a firm's intake can't keep up, or a channel isn't right for the practice or the market, he'll say that on the first call rather than sell it anyway.
What he writes about
The decisions that move a firm's ad spend.
His guides cover the questions owners ask on almost every first call.
How much law firm marketing really costs, and what drives cost per lead and cost per signed case. When Local Services Ads beat Google search ads, and when they don't. How AI tools like ChatGPT decide which firms to recommend, and what a firm can do about it.
He also writes the practice pages for personal injury, criminal and DUI defense, employment, medical malpractice, business, intellectual property, tax, and civil and commercial litigation, where most of the work is paid search, Local Services Ads and referral strategy.
On your account
What Santiago does for client firms.
The work in one list, next to what client firms say about working with us.
- Leads strategy on every client account
- Plans and oversees AI search, Local Services Ads, Google Ads and Facebook and Instagram ads
- Meets with clients regularly, many of them weekly
- Sets ad budgets with each firm and checks them against signed cases
- Runs the first consultation call with firms considering us
“In just two weeks, Santiago was able to generate eight new paying clients for our firm.”
“Santiago has a sharp knowledge of ins-and-outs of Google advertising (if you've ever tried it yourself, you know how complicated it can be).”
“He meets with me via zoom weekly, updates me on our progress and strategizes to maximize our growth within our budget.”
“He treats our advertising budget like his own money in looking at the types of campaigns we should do.”
Real results
Results from this side of the work.
A few results from accounts where Santiago leads the strategy. Each one names the channel that drove it.
$13,500
Had tried SEO, PPC, social, lead vendors, nothing worked. 12 days with us turned it around.
Read the full story$10,875 Generated In Just The First Week.$10,875
From zero online presence to first client signed in 24 hours, on $300 in ad spend.
Read the full story$1.5 Million From a Niche No One Was Targeting.$1.5M
A $1.5 million rideshare accident settlement from a campaign nobody else in the market was running.
Read the full story50 to 100 Extra Calls a Month, From ChatGPT.+50 to 100 Calls
A family law firm now showing up first in ChatGPT. It has added 50 to 100 calls a month over the last three months, and they're signing a lot of them.
Read the full storyIdentifying details are anonymized to protect our clients. Individual result, not a promise or prediction of any specific outcome for your firm.
Guides and pages
What Santiago has written.
Each one is checked against the platforms' and regulators' own pages on the date it was last updated.
Practice-area pages
- Marketing for personal injury law firms
- Marketing for criminal defense law firms
- Marketing for DUI defense law firms
- Marketing for employment law firms
- Marketing for medical malpractice law firms
- Marketing for business and corporate law firms
- Marketing for intellectual property law firms
- Marketing for civil litigation law firms
- Marketing for commercial litigation law firms
- Marketing for tax law firms
Who you work with
The founders you work with.
Santiago works alongside Charlotte Thompson. We work with law firms across the US and Canada, and also in Australia and the UK.
Want to talk it through?
Book a free 30-minute call. Tell us how cases come in today, and we'll tell you straight what we'd change, and whether we can help.