San Francisco’s The Veen Firm has long been able to rely on a steady diet of attorney referrals and cold calls to bring in fresh leads for catastrophic-injury cases.

But about a year ago, Managing Attorney Miles Cooper noted a 20 to 30 percent drop in the volume of cold calls. While the decline was far from a threat to the firm’s survival — more than half the cases the firm takes come through attorney referrals — Cooper says he felt it was important enough to make some changes to the business model. In January, The Veen Firm added direct online advertising to its marketing budget, launching its first pay-per-click campaign.

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