Probative is an AI-first SEO and ads agency for law firms. We help firms show up and get named in search and AI answers, win the click in ads, and know which dollars sign cases, counted in their own records every Monday. The work follows a published standard, so it is the same on day 400 as on day 1.
The name
Probative (PROH-buh-tiv) is the lawyers’ word for evidence that tends to prove a fact (Merriam-Webster). Every number we report has to pass that test. Probative, as in probative value. Not probate.
Why we exist
Firms pay for marketing in real dollars and are too often asked to take the results on trust: a report that counts calls, an agency that holds the accounts, a contract that holds the firm. Large firms solve this with their own analysts, who tie every call to a case file and test which spend really works. Most firms can’t staff that.
Probative gives firms that in-house discipline without the in-house team. We run the SEO and the ads, follow every dollar to the signed case in your own records, work in English and Spanish, and keep every account in your name.
The record
Our founder has led planning and measurement for $50M+ a year in legal ad spend at about 15x return on ad spend, run media for 150+ personal-injury firms, and scaled a legal-services brand from launch to eight figures.
Return on ad spend: the expected attorney-fee value of signed cases divided by ad spend, across the whole account. This is work our founder has led outside Probative, at other companies. Employers and clients are not named, and figures are rounded down. The full record, and how to read it, is on the founder’s record.
Faceless online. Present in the room.
We don’t publish our founder’s name or photo. The brand rests on a standard, not on one person. But you will know exactly who you’re working with: you speak with our founder on the first call, the name is on your contract, and our founder leads your quarterly reviews and comes to your office in any state for the kickoff, reviews and intake training. No visits are included in any package; in-person visits in any state are billed at cost, only with your written approval first.
How the work is done
Every account has the same roles, each filled by our founder or by a vetted specialist named by role in your contract:
- Founder: strategy, measurement sign-off, and the relationship with your partners.
- Search and social ads: Google, Microsoft, Local Services, Meta and YouTube.
- SEO and AI search: technical work, pages, your Business Profile and AI answers.
- Measurement: tracking, uploads and the Monday report.
- Intake quality: call grading and the Tuesday scorecard.
- Spanish: native writing and a second native review.
Software, including AI tools, helps us sort search terms, check copy against state rules and draft first versions. A person makes every decision and approves every change, and nothing goes to a platform or a client without that approval.
Our principles
- Count signed cases, not calls. A two-second call isn’t a lead.
- Show the math. Every number names its source, its period and its gaps.
- You own everything. Every account is in your name from day one.
- Log every change, with an undo step, within 24 hours.
- Say no when we can’t help. If we’re not the right fit, we’ll tell you.
What we won’t do
- Hold your accounts, or anything else, when you leave.
- Charge per case, per lead or a share of your legal fees, or mark up your ad spend.
- Promise cases, leads, rankings or mentions in AI answers.
- Aim ads at people using your client lists, or remarket to your visitors where a platform’s policy doesn’t allow it.
- Publish testimonials, reviews or results we haven’t earned.
- Use AI to write the Spanish we publish, or AI chatbots or voices to talk to your prospects.
- Contact your prospects, or buy, sell or route leads.
- Run consumer brands or lead funnels of our own.
Company facts
| Fact | Detail |
|---|---|
| Name | Probative |
| What we do | SEO, AI search and ads for law firms, judged on signed cases |
| Practices | Personal injury, criminal defense, family, estate planning, employment, lemon law, immigration |
| Where | Firms in every state, from day one |
| How we get paid | Flat, published fees from the firms we serve. No markup on ad spend. If a software company ever pays us a commission, we tell you in writing before you buy |
| Insurance | Listed here once our policies are bound, before our first paid engagement |
| Contact | hello@probativegrowth.com |
Probative is a marketing firm, not a law firm or lawyer referral service, and does not give legal advice.
See how we work, our published prices and our editorial policy.