Maximizing Marketing ROI: Insights from The Advocates’ Lead Gen Manager, Payton Miller

Smarter marketing isn’t about doing more. It’s about knowing what actually works. That’s what Payton Miller, Lead Gen Manager at The Advocates, set out to uncover when he partnered with Tap In Digital.

Disclaimer: The opinions represented here are those of the individual and do not necessarily represent those of their current or former employer.

With a national law firm, a fragmented mix of digital and traditional campaigns, and complex market-by-market budgets, Payton was looking for clarity. What he

got was a better way to make decisions and better results.

In this interview with Ted Coxworth, Payton shares how he moved from flying blind to leading with data.

Watch the full interview below, or keep reading for five actionable takeaways every legal marketer can learn from The Advocates’ journey.

Key Takeaways

• Attribution clarity is a budget superpowerPayton needed to know which campaigns were driving leads, not just clicks. Tap In Digital’s media mix modeling gave him the confidence to shift spend where it mattered most.

  
  

• Traditional media isn’t off the table, but it needs proofWith Tap In’s modeling, Payton could finally see the true value of channels like YouTube versus TV and radio. That helped him reallocate spend from low-performing traditional efforts.

  
  

• Granular dashboards unlock smarter local decisionsWith different budgets by state, Payton needed a custom dashboard that let him isolate performance by market. He could compare Wyoming, Utah, and Arizona and act accordingly.

  
  

• Responsive, expert partners make all the difference“You guys are an all-star team,” Payton said of Tap In Digital’s support. Whether it was Facebook tracking issues or quick-turn reporting, he knew help was only a Teams message away.

  
  

• Ongoing insights lead to ongoing winsPayton didn’t stop at the first model. With monthly refreshes and ad hoc support, he’s been able to continually test, refine, and optimize The Advocates’ portfolio over time.

  
  

Turning Attribution into Action

Payton came to Tap In Digital with a big question: How do I get the most out of my budget while still driving high-quality leads?

Attribution was the missing link. Before Tap In Digital, traditional media spend like TV and radio felt like a black hole. It was expensive and hard to tie to actual case results. Once Tap In's media mix model was in place, Payton saw surprising truths about where his leads were really coming from.

"A lot of it was from non-marketing efforts and from our biz dev efforts. I knew that that was a large part of our business, but I didn't necessarily understand the extent of it."

From Impressions to Impact

Not all digital campaigns are created equal. Tap In Digital’s model helped Payton differentiate between upper-funnel campaigns that drove brand awareness and those that actually led to new clients.

This let him re-evaluate spend on YouTube and display. He realized they were performing better than expected and reduced waste on underperforming channels.

Dashboards That Match the Way You Work

For a national firm with multiple sites and ownership structures, viewing data holistically wasn’t enough. Tap In Digital built Payton a dashboard with filters by market and domain. He could compare Utah, Wyoming, and Arizona side by side and make faster decisions.

“Being able to see that view in a simple way for me to break out each market one by one made all the difference.”

A True Partnership

Payton didn’t just need reports. He needed a team that could help interpret the data, brainstorm strategy, and jump on a tracking issue with Facebook when needed.

“You go above and beyond. I feel like you want us to succeed, and I truly feel that.”

From Good Questions to Great Strategy

Whether it was testing programmatic vendors or identifying top-performing campaigns, Tap In Digital’s monthly reviews and rapid reporting gave Payton the insight and speed he needed to keep optimizing.

If you’re a legal marketer trying to bridge the gap between marketing activity and actual case results, this story is proof. The right tools and the right team can make all the difference.

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