Practice Proof

Practice Proof is a specialist marketing agency working exclusively with law firms, covering brand, marketing, AI and technology under one senior team.

Its brand services cover positioning, messaging, visual identity and StoryBrand-based storytelling, while its marketing arm handles SEO, AEO, Google Ads, local SEO, content, video and social media aimed at both traditional search and AI-driven discovery. On the technology side, the agency builds AI strategy and implementation, custom GPTs trained on a firm’s own knowledge, automation and CRM systems, and client experience design. A growth pillar ties everything together through marketing strategy, analytics, conversion optimisation and quarterly success planning, with progress measured in qualified enquiries and matters rather than clicks.

Founded by Dan Toombs, a former practising lawyer with more than two decades of experience across Australia, North America and the UK, the agency works with a deliberately small number of firms, offering both single expert projects and full growth partnerships, all delivered on a fixed-fee basis by senior staff rather than account managers or junior teams.