Breaking Through in the Midwest

How Hensley Legal Group Built Trust with Indiana’s Hispanic Community

John Hensley

The Challenge

The disconnect between
reach and relevance

John Hensley had the reach. Multiple office locations. A solid reputation across Indiana.

But his firm wasn’t connecting with one of the state’s fastest-growing audiences: Spanish-speaking personal injury clients.

Like many non-Hispanic firms, Hensley Legal Group faced a familiar barrier — bilingual systems weren’t in place, ads didn’t speak the right language (literally or culturally), and “translated” messaging missed the mark.

Before working with Abogados Now in February 2023, the firm had solid SEO and traditional marketing performance — but wasn’t running any paid ads on Meta or Google.

The result? A large, underserved audience was going untouched.

The Opportunity in Indiana

The data behind the opportunity

500,000+

Hispanics live in Indiana

42%

Growth of the state’s Hispanic population over the past decade

1 in 5

Households in cities like Indianapolis, Hammond, and Lafayette speak Spanish

Hispanic
Population

20.0%

Lake County

19.1%

Elkhart County

18.5%

Clinton County

17.6%

Cass County

This isn’t a niche. It’s the new majority — and reaching them requires more than translation.

The Solution

The Strategy: Localized, Bilingual, and Culturally On-Point

We launched a state-wide campaign targeting key Hispanic markets across Indiana:

Bilingual video ads

With Hispanic actors, focused on personal injury scenarios and family-oriented messaging.

Geo-targeted delivery

In cities like Evansville, Greenwood, Lafayette, Indianapolis, Muncie, and Hammond.

Spanish-language landing pages

Designed to convert mobile and social traffic.

Meta ads with message match

To ensure consistency from ad to intake.

Website hosting and optimization

To deliver a seamless Spanish-first experience.

Before vs. After

The Proof? It’s in the Pipeline

Spanish Leads/month

158

Cost Per Lead

$125

Signed Cases/month

What’s Next:

What’s Next: Scaling the Strategy

Hensley Legal Group’s visibility is rising — and we’re helping them ride the momentum:

New Meta campaigns using lookalike audiences based on retained Spanish-speaking clients.

Pinned headline testing in Google Ads for better ad relevance and control.

New creative formats to deepen engagement and expand reach.

With the right message in the right language — and in the right places — Hensley Legal Group is no longer just visible. They’re recognized, trusted, and growing in a market that was once out of reach.