Q1 2026 OKRs for Axley were presented by Sebastian during the [1] meeting. Two objectives were identified, both centered on aligning lead generation with the firm's actual capacity and repositioning the Waukesha family law practice upmarket.
A key theme from the meeting discussion: Axley has practice areas at different capacity levels, and blindly driving leads to all of them wastes budget and can overwhelm attorneys who are already fully booked. Smart bidding requires knowing both the value of a case (LTV) and which practice areas have room to take on new clients.
Shift the positioning and targeting of the Waukesha family law practice away from general/volume leads toward higher-value cases (e.g., complex asset division, high-net-worth divorce).
Key Results:
- Define target case profile and average case value for Waukesha family law
- Revise ad copy, landing pages, and keyword targeting to reflect premium positioning
- Track lead quality signals (case type, estimated value) to confirm repositioning is attracting the right inquiries
Drive leads only to practice areas that have attorney bandwidth to take on new clients. Pause or reduce promotion for practice areas at or near capacity to avoid wasted spend and client experience issues.
Key Results:
- Establish a capacity tracking mechanism (e.g., monthly check-in with Axley contacts) to know which practice areas are open vs. full
- Calculate a target CPA per practice area based on average case value and close rate
- Pause active campaigns for any practice area confirmed at max capacity; reallocate budget to open areas
- Track lead volume and CPA by practice area in reporting
Mark's guidance during the meeting emphasized two principles directly applicable to Axley:
Know the economics. A $196 CPA is justifiable if the average client generates $72k/year in revenue. Without knowing case values by practice area, it's impossible to set rational bid targets or evaluate ROI.
Don't promote what you can't deliver. Sending leads to a practice area that's already full creates a bad client experience and wastes budget. Capacity awareness should actively inform campaign decisions.
These principles make Axley a good candidate for a more structured capacity-and-CPA framework across all practice areas — not just family law.