Be the firm the assistant names.
the assistant names
Immigration questions are long, multi-step and frightening, which is exactly the kind of thing people now ask an AI assistant before they ask a lawyer. We help immigration firms show up in that conversation — through paid placement where the platform allows it, and through the answer engine work that earns the mention when it does not — with our ChatGPT ads team.
Tell us a little about your brand and we'll be in touch within 24 hours to lock in a time.
FOUR WORKSTREAMS
Four workstreams behind visibility inside AI answers.
inside AI answers
Eligibility handled honestly, paid placement run where legal advertising is permitted, the organic answer-engine work that does the heavy lifting, and intake measurement that survives a channel with no click.
Eligibility and ad policy
Campaign build and buying
Answer engine visibility
Intake and measurement
Start with what the platform actually permits.
Legal services sit in the sensitive tier of OpenAI's advertising rules, and the rules keep moving. OpenAI stopped categorically blocking ads near medical, legal and financial advice in April, though sensitive conversations remain off limits and eligibility has changed four times since March. Search Engine Land notes the policy page still reads restrictively for legal advice and representation while the changelog is more permissive.
So the first job is not campaign structure, it is a clear answer on whether your firm and your messaging can run right now, and what changes if the policy shifts again. We put that in writing before anyone budgets for it, and we will tell you when the answer is no.
- Written eligibility review of your firm, offers and creative
- Policy changes tracked, with a note when your position changes
- Messaging built to comply with bar advertising rules as well
- A plan for the demand that runs on other channels meanwhile
1bn
weekly active ChatGPT users OpenAI reports, 20% with commercial intent
Case by case
how legal-services advertising is treated under OpenAI's rules
Run it like a real channel, not an experiment.
Where placement is permitted, the mechanics are familiar: ads appear only for logged-in adult users on the free tiers, they are labelled, and they do not change the assistant's answer. The self-serve platform opened to all advertisers in May 2026, so this is now a channel you can plan rather than a waiting list.
We build around real immigration matters — family petitions, employment visas, naturalisation, removal defence, asylum — because the person asking is describing a situation, not typing a keyword. Language matters more here than in most verticals, and campaigns are structured so consultation quality is visible per matter type rather than buried in one blended number.
- Campaigns structured by matter type, not by practice-area menu
- Creative and landing pages written for the situation described
- Multi-language coverage where your firm can genuinely serve it
- Spend paced deliberately while the channel is young
May 2026
when the ChatGPT self-serve ad platform opened to all advertisers
41.9%
of consumers say they would use ChatGPT to research which lawyer to hire
Paid placement is half the job at most.
The assistant recommends before it advertises, and that recommendation is where most of the value sits. In the AI Legal Consumer Report 2026, 96% of respondents said they trust AI platforms to recommend a good law firm and 84% would not trust a firm that does not appear in AI results. Being absent is now a signal in itself.
Earning those mentions is content and reputation work: clear pages that answer real immigration questions in plain language, consistent firm data, attorney credentials that machines can read, reviews, and citations from sources the models already trust. It is measurable, too — MagnifyLab tracked 68,400 AI-referred sessions across 50 firms and found monthly LLM referrals grew 8.4x, with ChatGPT driving 89.7% of trackable AI traffic.
- Question-led content mapped to the matters you want
- Attorney, firm and review data structured for machine reading
- Presence built on the third-party sources models cite
- AI mentions and referrals tracked month over month
96%
of surveyed consumers trust AI platforms to recommend a law firm
89.7%
of trackable AI referral traffic to law firm sites came from ChatGPT
Count consultations that became matters.
AI-sourced enquiries arrive warmer and stranger than search leads. People have already had a long conversation about their situation, so they call asking about your firm specifically, often without a referring click. 92.4% of legal consumers research their issue before contacting an attorney, and AI has made that research much longer.
We instrument what can be instrumented — call measurement, intake questions, form fields, referral data where it exists — and we are straightforward about the rest: some of this channel is measured by asking the caller. Reporting is on consultations booked and matters signed by practice area, not impressions.
- Intake script updated to capture how the caller found you
- Call measurement and form data unified by matter type
- Consultation-to-matter conversion reported, not just enquiries
- Honest labelling of what is measured and what is inferred
92.4%
of legal consumers research before contacting an attorney
8.4x
growth in monthly AI referral sessions across 50 tracked law firms
of surveyed consumers distrust a firm absent from AI results
would use ChatGPT to research which lawyer to hire
Eligibility read before any budget is committed
Ad accounts, content and tracking in your firm's name
We made the difference for those brands
Healthcare & regulated services
Retail & commerce
B2B software, fintech, insurance
Food & beverage
Consumer tech and platforms
B2B software, fintech, insurance
Apparel and lifestyle
Healthcare & regulated services
Consumer tech and platforms
Consumer tech and platforms
B2B software, fintech, insurance
Beauty, personal care & wellness
Beauty, personal care & wellness
Creative, content, arts & culture
Retail & commerce
B2B software, fintech, insurance
Travel & mobility
B2B software, fintech, insurance
B2B software, fintech, insurance
Travel & mobility
B2B software, fintech, insurance
Retail & commerce
Consumer tech and platforms
Retail & commerce
B2B software, fintech, insurance
Food & beverage
Healthcare & regulated services
Beauty, personal care & wellness
Consumer tech and platforms
Food & beverage
Travel & mobility
Travel & mobility
01 — The challenge
The consultation started long before the call.
An immigration client now arrives having spent an hour with an assistant, with a half-correct understanding of their category, a printed list of documents and a firm name they were given. Sometimes it is your firm. Usually it is not, and you never learn that the conversation happened at all.
Nothing in a standard marketing report shows this. Traffic looks flat, the paid account looks stable, and the pipeline quietly changes shape.
“They told us ChatGPT sent them. There's nothing in our analytics.”
The behaviour is already mainstream: Google leads attorney research at 71.9% but ChatGPT is second at 41.9%, up from 9% in 2023. A channel growing that fast deserves a plan rather than an anecdote.
02 — Our approach
Eligibility, then presence, then paid where it is allowed.
We start with a written eligibility read: whether your firm can advertise inside ChatGPT today given how OpenAI treats legal services, what your creative would need to avoid, and how your state bar's advertising rules apply on top. That answer decides the shape of the programme, and we would rather give you an unwelcome one early than sell a campaign that gets rejected.
In parallel we build the visibility that does not depend on the ad platform at all. Pages that answer the questions immigration clients actually ask, in plain language and in the languages you serve. Attorney credentials, firm data and reviews structured so machines can read them. Presence on the third-party sources these models lean on when they name a firm. This is the part that compounds.
Then paid placement runs where it is permitted, priced and paced as the young channel it is, alongside the search and social spend already carrying your caseload. Intake is updated so the front desk records how each caller found you, and reporting is on consultations and signed matters by practice area. Accounts, content and tracking stay in your firm's name.
03 — What we did
Six weeks to a defensible position in AI answers.
Eligibility and baseline, content and structured data, paid launch where permitted, then a monthly read on mentions, consultations and signed matters.
Weeks 1-2 / Baseline
What the assistants say about you now
We record how the major assistants answer the immigration questions that matter in your markets, which firms get named, and where your eligibility to advertise currently stands.
Weeks 2-5 / Content
Answers worth citing
Question-led pages on the matters you want, written with your attorneys, plus firm and credential data structured so machines can read it correctly.
Week 6 / Launch
Paid placement, where permitted
Campaigns go live against the matter types you want more of, with intake briefed and measurement in place before the first dollar is spent.
Ongoing / Measure
Mentions, consultations, matters
Monthly tracking of which assistants name you, what intake recorded, and how many consultations became signed matters by practice area.
WHAT YOU GET
Deliverables you keep, whatever happens next.
you keep
Ad accounts, content, structured data and reporting stay in your firm's name from day one.
AI visibility baseline
How assistants currently answer your key immigration questions, and which firms they name instead of yours.
Eligibility and channel plan
A written read on what your firm may advertise today, and where the rest of the budget should work meanwhile.
Question-led content
Pages answering the matters you want, written with your attorneys and in the languages your clients use.
Structured firm data
Attorney credentials, firm details and reviews marked up so machines read them the way you would explain them.
Intake and reporting setup
Call measurement, intake questions and reporting on consultations and signed matters by practice area.
Policy watch notes
A short written note whenever platform rules change your firm's position, with what we recommend doing about it.
HOW WE WORK
Operating standards, not promises.
Operating standards
Family and humanitarian practices
Petitions, adjustment and asylum work, where the client is researching in fear.
ExploreBusiness and employment immigration
Employer-side visas and compliance, with longer cycles and corporate buyers.
ExploreRemoval defence and appeals
Urgent, high-stakes matters where being findable in the moment decides the call.
Explore
Built on trust. Proven by results.
We partner with SMBs and Fortune 500 companies to deliver more than reach — we bring clarity, execution, and measurable outcomes. Every successful partnership starts with a strong culture fit and a shared drive to grow.
CASE STUDIES
Case studies
Website Portfolio
Video Ads
Static Ads
FAQ
Questions immigration firms ask us
Can immigration lawyers run ads inside ChatGPT today?
Possibly, and the honest answer depends on the week. OpenAI stopped categorically blocking ads near medical, legal and financial advice in April, but sensitive conversations stay off limits and eligibility has changed four times since March. We check your specific position, put it in writing, and build the rest of the programme so your growth never depends on one platform's policy.
Why does this matter for immigration specifically?
Because immigration questions suit assistants unusually well: multi-step, document-heavy, often asked in a second language, and asked at midnight. MagnifyLab's study of 68,400 AI-referred sessions across 50 firms found immigration among the practice areas leading AI-driven demand, with ChatGPT sending 89.7% of trackable AI traffic.
How do we get recommended when we cannot advertise?
By being the clearest, most credible answer available. Question-led pages written by your attorneys, credentials and reviews structured for machine reading, and presence on directories and publications these models cite. 96% of surveyed consumers say they trust AI to recommend a firm, so that mention is worth more than most ad impressions.
Is any of this compatible with bar advertising rules?
It has to be, and we treat that as a hard constraint rather than an afterthought. Claims, testimonials, specialisation language and disclaimers all get reviewed against your jurisdiction's rules before anything goes live, and your firm approves every piece. Where a tactic is common elsewhere but risky for lawyers, we leave it out and say why.
What does an AI-sourced enquiry look like?
Better informed and further along. The caller has usually spent a long time on their situation already — 92.4% of legal consumers research before contacting an attorney — so they arrive with a category in mind and specific questions. Intake needs to handle that conversation differently, which is part of what we set up.
How do you measure a channel with no click?
With a mix, and we label which is which. Referral data where the platform passes it, call measurement, an intake question that records how the caller found you, and monthly prompt testing that shows whether assistants name your firm. It is less tidy than paid search reporting, and pretending otherwise would not help you make decisions.
What budget makes sense to start?
Modest on the ad side and serious on the content side, which is the reverse of most channels. Paid placement is young enough that we pace it deliberately — even with a billion weekly ChatGPT users and 20% showing commercial intent — while the answer-engine work compounds and keeps paying after any single policy change.
Will this cannibalise our Google spend?
No, and we would flag it if we saw signs of it. Search demand for immigration help is still far larger, and the two channels reach people at different moments: search when they know what to type, assistants when they are still describing the problem. We report them separately so nothing takes credit twice.
Do you handle content in languages other than English?
Yes, where your firm can genuinely serve those clients. Assistants answer fluently across languages, which removes a barrier that always limited keyword search, and immigration is the practice area where that matters most. We work with native-speaking reviewers rather than machine translation.
What if the assistant says something wrong about immigration law?
It happens, and correcting the record is part of the work. Where a model repeats an outdated rule or misstates a process, the fix is clearer, better sourced, well-structured content plus corrections on the third-party sources it draws from. Firms that publish precise, current answers tend to become the correction.
How quickly do we see anything?
Paid placement, where eligible, produces enquiries within days. Being named organically takes longer — typically two to four months before prompt testing shows a consistent change. We show the prompt results monthly so movement is visible well before it shows up in signed matters.
Who writes the content?
Our writers, working from interviews with your attorneys, with every page reviewed and approved by the firm before publication. Immigration content that has not been through an attorney is a liability, and it also reads like it — which is precisely what stops a model treating it as authoritative.
How do we choose an agency for this work?
Ask what they will show you each month, and how they handle policy uncertainty. Anyone promising guaranteed ChatGPT placement for a law firm is describing a platform that does not exist. What you should expect is a written eligibility position, measurable prompt testing, and reporting on consultations rather than impressions.
Does this replace SEO for our firm?
It extends it. The same assets — clear answers, credentials, reviews, citations — win rankings and AI mentions together, which is why we run this with our SEO team rather than as a separate silo. Firms with strong organic foundations get AI visibility faster and more cheaply.
Can smaller immigration firms compete here?
This is the rare channel where they can. Assistants weigh clarity, specificity and credibility rather than ad budgets, so a focused firm that explains one category superbly can be named alongside national brands. ChatGPT usage for attorney research has grown more than 4.5x in three years, and most firms have not started. See how we approach immigration law marketing more broadly.
What happens in the first month?
Prompt baseline, eligibility read, content plan and intake review. You receive the recorded assistant answers for your key questions, a written position on advertising, and the publishing plan with matters ranked by value to your firm. Paid spend, if any, starts once measurement is in place.
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