Español Join the waitlist
Menu Close

Results · Case studies

Case studies: work our founder led, in signed cases

Twelve anonymized case studies, each with the firm's own before and after: cost per signed case down 30% to 50% wherever there was a starting figure.

Results as reported by our founder, from each firm’s own records; rounded. Anonymized. This is work our founder led before founding Probative (one engagement, the large plaintiff firm, is ongoing); each firm’s own teams also contributed.

Twelve studies: a large plaintiff firm, a legal-services brand, an agency portfolio of 150+ injury firms, and nine firms in injury, lemon law, immigration and employment law. Each gives that firm’s own numbers, before and after, and the percentages are computed from them.

  • Cost per signed case fell 30% to 50% in the ten studies with a starting figure; in five of them it halved.
  • Signed cases grew 43% to 100% a month at comparable spend in the eight studies where spend held steady. Where spend grew, they grew faster: from 6 to 30 a month at one injury firm, and from 8 to 200 at the legal-services brand.
  • Launches from zero: a lemon-law practice reached 120 signed cases a month, and a new employment practice 15 a month.
  • Return on ad spend (fee value ÷ ad spend) went from 2×–3× to 4×–5× in the eight studies that tracked it before and after. At the large plaintiff firm it is about 15x across the whole account: the expected attorney-fee value of signed cases divided by ad spend.
  • Engagements ran 15 to 36 months, from launch budgets up to about $4M a month in ad spend at a single firm.

Revenue figures in the studies are each firm’s totals. Many factors contributed to them, and they are not revenue we claim to have caused.

The studies are listed below, the large programs first.

How to read these results

  • Signed cases, not leads. Every result is counted in signed cases (signed matters or engagements where that is the practice’s term) from the firm’s own records.
  • Each firm’s own numbers, rounded. We publish what our founder reports and can substantiate, and nothing beyond it. Every claim needs a reasonable basis before it is made (FTC), and the records are kept on file.
  • Audiences within the rules. No Customer Match or look-alike audiences were built from client lists; where remarketing ran, it ran only within each platform’s policies.
  • Not a promise. Past results don’t predict yours. We promise the work and the reporting.
  • Past work, labeled. This is not Probative client work. Future Probative client results will follow our published method.

See also our founder’s record and the ILLUSTRATIVE sample Monday report.

Results as reported by our founder, from each firm's own records; rounded. Anonymized: firms are not named.

Start with your own numbers.

Join the waitlist See every price

Booking from January 2027. Until then, everything we publish is free to use.

  1. Free video review

    A 90-second video on your public ads and search presence, made by a person, in 48 hours.

  2. The measurement study, $3,000

    Your numbers, from click to signed case, in 14 business days. 7-day refund; credited if you sign within 30 days.

  3. Choose your plan

    A package or single services, every one with a published price. You own every account.