- Citable expertise
- LinkedIn with judgement
- Measurable pipeline
Industries · Professional, financial and B2B
Professional services marketing for firms that sell trust
We deliver professional services marketing for law firms, tax and accounting practices, wealth managers, insurers and consultancies: your firm on the shortlist when a client researches on Google, LinkedIn or an AI assistant, and every valuable conversation tracked through to the proposal.
Personal reply, No obligation, English, Español
Context
How clients choose a firm in 2026
In 2026, someone who needs a lawyer, a tax adviser, a wealth manager or a B2B supplier starts in three places: a trusted recommendation, a Google search and, increasingly, a question to an AI assistant. Professional services marketing means your firm is well explained in all three. AI Overviews have been live in Spain since March 2025 and AI Mode in Spanish since October 2025, so a tax question may be answered before anyone visits a website.
When comparing, clients look less at fees than at evidence of judgement: who signs the articles, what partners post on LinkedIn, where the firm appears in the press, and whether someone will handle the matter in their language.
The decision is rarely made by one person or in one day, and the cycle can run for months. So we plan visibility, authority and first response together through a digital strategy, following our method.
In depth
AI assistants shape the client's shortlist
AI assistants already help choose advisers and B2B suppliers: the client describes the situation, asks what to look for and receives an answer citing a few sources. If your firm is not among them, you never find out. That presence is earned through content and reputation; it cannot be bought.
Google states there are no special requirements for AI Overviews or AI Mode: a page must be indexed and eligible to show with a snippet. Its systems run several related searches at once, which favours firms that cover a subject in depth. That is the work of GEO, explained in what GEO is.
ChatGPT, Claude and Perplexity use their own crawlers: blocking GPTBot only opts you out of training, but blocking OAI-SearchBot removes you from ChatGPT search. We also check your CDN because, since 1 July 2025, Cloudflare has blocked known AI crawlers by default and asks new domains to choose. Nobody can guarantee a recommendation; see how to appear in ChatGPT.
In depth
Expert content that AI can cite
The content that works in professional services is the content only your firm can write: a genuine view on real situations, signed by the person who practises. Google names this non-commodity content, first-hand and expert, as the most influential long-term factor in AI search.
We turn what partners know into pieces that open with the answer, follow with the reasoning and carry a named author: a note on how a reform affects a specific type of company or an honest comparison of two structures. A content marketing plan adds a calendar, internal review and native versions in your clients' languages.
We do not mass-produce pages for every query variation: Google treats that as scaled low-value content and, since May 2026, its spam policies cover AI responses too. AI helps us research; judgement and sign-off belong to people. Beyond your site, digital PR pitches your experts to trade media.
In depth
LinkedIn: ads in your experts' own voice
In professional services people hire people, not logos, and LinkedIn advertising can build on that. Thought Leader Ads let you sponsor posts from individual members, such as partners, executives or specialists, so their analysis reaches decision-makers under their own name.
The format works when there is something worth saying: publish organically first, then sponsor the posts that earned interest. LinkedIn's BrandLink places video ads before publisher and creator content. We run this within paid social.
As of October 2026, ads inside AI Overviews run in only twelve English-language markets, not including Spain, and exclude sensitive sectors such as finance. ChatGPT has shown ads in Spain since 24 August 2026, contextual and only on its Free and Go plans, as our ChatGPT ads guide sets out. The Gemini app, Claude and Perplexity carry no advertising.
In depth
Long cycles: how we measure B2B marketing
When a sale takes months, counting clicks tells you little. We measure qualified conversations, proposals sent and clients won by channel, in your CRM. Visibility in search, on LinkedIn and in AI answers is a leading indicator, not the result.
The foundation is consent-aware analytics: Consent Mode v2, enhanced conversions and events that tell a download apart from a meeting request. Marketing automation keeps each contact's source in the CRM, so months later you know which channel opened the relationship.
For AI visibility, since 31 August 2026 Search Console has reported impressions in AI Overviews and AI Mode (no clicks or CTR), and Bing Webmaster Tools shows citations in Copilot. Because last-click misleads over long cycles, marketing measurement compares attribution, incrementality tests and CRM data.
Industry challenges
The challenges of marketing a professional firm
Referrals are no longer enough
A referred client looks you up before calling. A dated website and empty profiles weaken the referral.
Knowledge that never leaves the firm
Partners know a great deal and publish little, because billable time comes first. The firm stays invisible to search engines and AI assistants.
Long cycles, several decision-makers
Months can pass between the first search and the engagement, and several people have a say.
Services that are hard to tell apart
Every firm claims to be approachable, rigorous and specialised. Standing out takes positioning: who you serve and how you work.
International clients, different terms
Foreign residents and overseas companies search in English or German, with concepts from their own legal system. That takes international SEO and native writing.
Key channels
The channels that matter in professional and B2B services
Six surfaces concentrate discovery, validation and decision; their weight varies by firm.
Google and its AI answers
Searches by problem and by type of adviser, with AI Overviews and AI Mode live in Spain. Won with complete service pages and expert content.
AI assistants
ChatGPT, Gemini, Copilot, Claude and Perplexity, where clients ask for criteria and candidates. You get in with citable content and unblocked crawlers.
LinkedIn
Where people are vetted: partner profiles, posts with a point of view and Thought Leader Ads to extend their reach.
Google Maps and professional directories
Your Google Business Profile weighs in local searches and, per Google's AI guide, helps you appear in its AI responses. Sector directories should match your website.
Media, events and podcasts
Opinion pieces, interviews, talks and webinars position your experts as a source and earn mentions.
Newsletter, email and WhatsApp
A newsletter sustains a long cycle, always with consent. WhatsApp, the most used network in Spain, suits first contact, and its policy lets a business use AI for its own enquiries.
Action plan
Our playbook for professional and B2B firms
Six workstreams, activated according to the firm and its starting point.
Positioning and roadmap
Who the firm serves and where it wants to be the reference, with quarterly priorities and a fractional CMO where there is no in-house team.
Visibility in AI answers
An audit of how assistants describe your firm today, crawler access, pages structured to be cited and tracking of key queries.
An expert editorial programme
Short interviews with partners that become signed articles, guides and briefings, reviewed by the firm.
Organic LinkedIn and Thought Leader Ads
An editorial line for partner profiles and sponsorship of the best-performing posts. The expert approves every text.
Presence in trade media
Expert comment and original data offered to journalists and specialist publications. Links earned, never bought.
An intake agent with human handover
An assistant on the website and WhatsApp that captures the matter, urgency and language, proposes a first meeting and hands over to the right person. It identifies itself as AI and gives no advice.
Customer journey
The client journey, step by step
Four moments, and what the client should find at each one.
Phase 01 / 04
Trigger
A regulatory change, an inspection, a transaction, a dispute or an unresponsive supplier. The first question goes to a colleague, Google or an AI assistant.
Phase 02 / 04
Research and shortlist
They read, narrow the options to two or three and check them on LinkedIn, in the media and on your site.
Phase 03 / 04
First conversation
They write, call or book a meeting, sometimes out of hours, and need a fast reply in their language with a concrete next step.
Phase 04 / 04
Proposal and relationship
The decision can take time and involve several people. Useful follow-up without pressure turns a first engagement into a long relationship and new referrals.
Key services
The services that move the needle
Generative Engine Optimization (GEO)
GEO so ChatGPT, Gemini, Claude, Perplexity and Copilot can find, understand and cite your brand, built on solid SEO.
Content Marketing & SEO Content
Expert content in English and Spanish that answers your customers, built to rank on Google and be cited by AI, with human editing on every piece.
Paid Social Advertising
Meta, TikTok, LinkedIn and Pinterest campaigns where creative does the targeting, built on clean signals and ad accounts you own.
Digital PR & Link Building
Links and brand mentions earned in real media: digital PR that builds your site's authority on Google and makes you a source AI assistants can cite.
Digital Strategy & Fractional CMO
Digital marketing strategy and fractional CMO leadership: a diagnosis, a channel and budget plan, and a growth system you can measure.
AI Agents & Chatbots
AI chatbots and voice agents that answer, qualify and book in several languages, disclose they are AI and hand over to a person.
Regulation
The rules that shape professional marketing
Applied by default; not a substitute for legal advice or your professional body's rules.
Advertising by regulated professions
Each professional body and financial regulator has its own advertising rules. Before publication we check every campaign against them with the firm's compliance lead or legal adviser.
A complete legal notice
Article 10 of Spain's LSSI-CE requires regulated professions to state on their website the professional body, the title and the registration number.
Commercial email and cookies
The LSSI-CE prohibits commercial email without prior request or consent, except to existing clients about similar services with an easy opt-out. No analytics or advertising cookies before consent (AEPD guide).
AI agents with human handover
Since 2 August 2026, Article 50 of the EU AI Act has required telling users they are talking to an AI. Spain's Law 10/2025, which basic services (finance among them) and large companies serving consumers must comply with by 28 December 2026, bars automated systems as the only customer-service channel.
FAQ
Frequently asked questions
What does professional services marketing include?
Everything that helps a prospective client find you, vet you and ask for a meeting: positioning, expert content signed by your professionals, visibility on Google and in AI answers, LinkedIn with Thought Leader Ads, media presence and measurement through to the CRM.
Do you work as a law firm marketing agency, and with accountants and advisers?
Yes. Whether you need a law firm marketing agency, an accountant marketing agency or a financial services marketing agency, the base is the same: demonstrable authority and a fast response. Advertising rules and decision cycles differ, and wealth management marketing adds discretion, so every plan starts from a diagnosis.
Are you also a B2B marketing agency for companies outside the professions?
Yes. Consultancies and business service providers share long cycles and several decision-makers, and as a B2B marketing agency we apply the same system. Software companies have their own tech and SaaS page.
Can my firm advertise inside AI answers?
As of October 2026, not inside Google's AI Overviews: those ads are not available in Spain and, where they exist, exclude finance. Standard search ads can still appear above or below the answer. ChatGPT has shown ads in Spain since August 2026, contextual and on its Free and Go plans; we review its category policies before proposing it. Organic presence is built through GEO.
How long does marketing take to show results for a firm?
It depends on your starting point and your clients' cycle. Technical fixes and campaigns can show within weeks; authority from content and media is built over months. We agree leading indicators at the outset and promise method and transparent measurement, not results.
Do you work with firms outside Mallorca and with international clients?
Yes. As a professional services marketing agency based in Palma de Mallorca, we work across Spain and internationally. For international clients we write native versions in each language, and the intake AI agent replies in those languages.
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