Employment firm: priority claims, structured qualification and faster review

Results as reported by our founder, from the firm’s own records; rounded. Anonymized. This is work our founder led before founding Probative; the firm’s own teams also contributed.

The starting problem

Scaling a stalled paid-search program. A boutique, plaintiff-side employment practice was spending about $60K a month on advertising. Inquiry volume was high, but too many inquiries were low-fit cases, and attorney review was slow, which matters in a practice where filing deadlines can be short (EEOC).

What we changed

1. Focused targeting on priority claim types. Spend moved to the claim types the firm most wanted to take.

2. Added structured qualification forms. Forms asked the questions that decide fit up front, so attorneys saw a consistent summary of each inquiry.

3. Established weekly marketing-to-intake feedback. Marketing and intake met every week to review which inquiries qualified and signed, and targeting was adjusted from what they found.

The program ran on Google Search, SEO and remarketing. Remarketing ran only within each platform’s policies, and no Customer Match or look-alike audiences were built from client lists.

The results

• Cost per signed case: $6,000 → $3,000 (−50%).
• Signed cases: 10 → 20 a month at comparable spend (+100%).
• Projected fee-value return on ad spend: 3× → 5×.
• Annual firm revenue: $2M → $3.5M (+75%). This is the firm’s total revenue. Many factors contributed to it, and it is not revenue we claim to have caused.
• Other wins: qualified-inquiry share 30% → 50%; median attorney-review turnaround 48 → 12 hours; more consistent intake reporting.
• Engagement: 18 months.

The figures are as reported by our founder from the firm’s own records, rounded. We don’t publish the firm’s name, location or dates.

How it was measured

Signed cases were counted from the firm’s own case records, not from platform reports, and compared on the same basis before and after. Spend came from the ad accounts the firm owned. Projected fee-value return on ad spend is the projected attorney-fee value of signed cases divided by ad spend. Percentages are computed from the figures above and rounded. Today the same measurement runs every week in our Monday report, under The Probative Standard and our method for reporting results.

What this means for your firm

High inquiry volume isn’t the goal in employment law; fit is. Target the claims you want, ask the deciding questions first, and get attorney eyes on good cases fast. The practice detail is on our employment law page.