Mass tort ads: search and video by lawsuit, with platform and lead rules checked

Mass tort ads reach people who used a product and may qualify for a lawsuit, in a window that can open and close quickly. We run Google and Microsoft search ads and YouTube video by lawsuit, in your firm’s own accounts, with the platform rules for drug and health content checked first. We judge them by signed clients who passed your qualifying criteria, counted in your own records, never by raw calls or form fills.

The channels

What do Google and Meta limit for mass tort ads?

Google treats naming a drug differently in ad text and in keywords. In the US you may use prescription drug names in ad text and landing pages without certification, but you must be certified by Google to keyword-target those drug names. So before we bid on “[drug] lawsuit,” we check whether your account has the certification, and we plan campaigns around what is allowed. For health content, Personal health content is a sensitive interest category. Google’s definition includes disabilities and invasive medical procedures. Ads that fall in it can’t use advertiser-curated audiences.

Meta also limits forms. Without Meta’s prior written permission, lead ad forms can’t ask about criminal or arrest history, bankruptcy or debt, health or disabilities, insurance details, or government ID numbers such as Social Security numbers. So a lawsuit form asks for contact details only, and the qualifying questions are asked on the call.

Which searches should mass tort ads block?

Block the searches that cannot become clients before they spend money. We apply a shared negative list on day one, read the search-terms report every week for the first month, and keep adding. A term that led to a signed client is never blocked.

Should mass tort use Local Services Ads or search?

Search, pages and AI answers carry the work. Local Services Ads are rarely a fit, because mass tort searches are national and tied to a product, not to a place. Search controls the message and the keywords, which matters for each named lawsuit and for Spanish where the product is sold. A good intake team matters even more here, because calls from qualified people are scarce. See Google search ads.

What can we say about the viewer?

Very little. Meta ads can’t assert or imply that the viewer has a personal attribute, including a health condition, disability, vulnerable financial status or criminal record. Meta’s own ‘not allowed’ examples include ‘Are you bankrupt?’ and ‘Are you a convicted felon?’. Our ads describe the lawsuit and the product, never the viewer. Platforms receive a click ID, a neutral stage name and a time, never a diagnosis, a drug history or a name. Results are matched to signed clients in your records.

How are the campaigns organized?

By lawsuit, then by the question the person is asking.

One campaign per lawsuit means the budget follows your firm’s decision, not the other way round.

Where does the docket fit?

The docket is how we decide when to start and stop. On 2026-10-01, the court’s report listed 204,977 actions pending in 162 MDLs, so the field is crowded and concentrated, and the MDL tracker shows which dockets are growing. A growing docket usually means rising ad costs. A flat one may no longer accept new claims. Your firm decides which litigation to advertise; we show the court’s count.

What are the rules on leads, referrals and fee-sharing?

State bars treat these differently, so your attorney decides. A few verified points show why we keep it simple. In New York, Paying a platform to contact users who agreed to share their details is a permitted lead payment if it recommends no lawyer, uses neutral disclosed criteria, and fees ignore retention. And a New York opinion found that Paying a percentage of a fee to a nonlawyer bidding platform breaks Rule 5.4(a). Google’s own Local Services policy is blunt: local services advertisers “cannot sell or pass leads to other businesses”. This is not legal advice. See can lawyers pay for leads and lawyer advertising rules by state. Some states also have their own laws on ads about prescription drugs and medical devices: see the state laws on drug and device ads. Before you or a vendor calls or texts someone who filled in a web form, read what federal consent rules ask for.

Why won’t Probative run lead-generation brands?

Because it would put our interest against yours. We do not sell leads, own lead-generation sites or take a share of fees. The ads run in your accounts, your attorney approves every one, and the fee is a set monthly amount by budget level (see pricing). That is consistent with our mass tort overview, and our standard explains how we report.

How do we measure it?

The count is the signed client: someone who signed your fee agreement, passed your qualifying criteria, and is tied to a named lawsuit in your records. Most callers do not qualify, so calls and forms are never the result. The early signal is a screened caller who meets the criteria, and a booked consultation counts only as an early signal. The monthly report shows each channel by lawsuit, with the cost per signed, qualified client once a line has enough clients to read. The organic side is on mass tort SEO and AI search. See also Google Ads, intake monitoring, signed-case reporting and cost per signed case.

Vendor quotes in this field vary widely: compare them with the published mass tort lead prices before you sign.

What this means for your firm

• Campaigns follow the lawsuits your firm chooses, and stop when you stop.
• Drug and health rules are checked before any keyword is bought.
• Results are signed, qualified clients in your own records, and no leads are sold.

Start with a free video review of your current mass tort campaigns.