Online Vs Traditional Advertising For Law Firms: Which Is Better?
In today’s competitive and costly legal landscape, law firms must make strategic decisions about where to allocate their marketing budget.
Updated: April 2026
Mateja Matic is the founder of Dominate Marketing, a specialist SEO and PPC agency serving personal injury and criminal defense law firms in the United States.
He started working in SEO and PPC at age 18 at a New Zealand agency serving local businesses, spent six years there, and founded Dominate Marketing in 2019.
After an early focus on automotive businesses, a referral to a Sydney law firm pulled him into legal marketing. Since then, he has worked with law firms across New Zealand, Australia, and the United States, including firms in California, New York, Texas, Colorado, and Arkansas.
His current focus is personal injury and criminal defense, the most competitive segments of legal search.
He is known for a specialization-over-breadth approach: working with a small number of firms at any time, handling the work himself rather than delegating to junior staff, and prioritising signed cases over vanity metrics.
Areas of Expertise
- Personal Injury Law Firm SEO
- Criminal Defense Law Firm SEO
- Legal Marketing Strategy
- Local SEO for Law Firms
- Google Business Profile Optimization for Attorneys
- Google Ads (PPC) for Law Firms
- Local Service Ads for Law Firms
- AI Search Optimization for Law Firms
- Generative Engine Optimization
Professional Background
- 2013-2019: SEO and PPC Specialist at NZ Agency
- 2020-present: Founder, Dominate Marketing
Speaking, Publications, and Media
Notable Client Results
- 80% increase in traffic and leads in 4 months with SEO for Criminal Defense Firm
- Page 1 rankings in 30 days for Colorado Personal Injury Firm
- Page 1 rankings in 60 days for Arkansas Personal Injury Firm
- 400% increase in traffic & leads after Google Penalty for California Auto Law firm
- 600% Increase In Leads From PPC for general practice law firm
- Scaled a fixed-fee prenup offer to over 200 qualified leads/month with SEO and PPC
Articles by Mateja Matic
Personal Injury Keywords for PPC
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How to Track & Measure ROI From Attorney SEO
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How to Use Content to Grow Your Law Firm’s SEO
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Law Firm SEO Vs PPC – Which Is Better?
When it comes to growing your law firm online, two strategies consistently dominate the conversation: Search Engine Optimization (SEO) and
Should Law Firms Use AI Content For SEO?
The legal landscape is increasingly competitive online, with law firms competing fiercely to rank higher in search results to attract
How Much Should Law Firms Spend on PPC?
Determining the right PPC budget for your law firm is one of the most critical decisions you’ll make in your
Local SEO Guide for Law Firms
Are you struggling to get your law firm noticed online in your local market? You’re not alone. Many law firms
Conversion Rate Optimization Basics For Law Firms
If you’re a law firm owner frustrated with spending money on marketing only to see minimal returns, you’re not alone.