Employment firm: a new practice launched on a narrow focus

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

Built from scratch. A new boutique plaintiff-side employment practice had no predictable acquisition channel, no established search visibility and no standardized intake process. Ad spend started from zero.

What we changed

1. Concentrated the launch on a narrow geography and priority claims. Rather than spreading a small budget thin, the launch focused on one area and the claims the firm most wanted.

2. Built conversion-focused service pages. Each priority claim got a service page built to turn a visit into a consultation request.

3. Standardized qualification, scheduling and follow-up. Every inquiry went through the same qualification questions, scheduling steps and follow-up, so the firm could see what was working from the first month.

The program ran on Google Search, local 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: none established before launch → $3,000 at scale.
• Signed cases: 0 → 15 a month.
• Projected fee-value return on ad spend: untracked → 4×.
• Annual revenue run rate: $0 → $2M. This is the firm’s total. Many factors contributed to it, and it is not revenue we claim to have caused.
• Other wins: median first response under 5 minutes; consistent monthly consultation volume; initial organic visibility for targeted local searches.
• Engagement: 15 months, with ad spend growing from zero to about $45K a month.

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. 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. A launch has no “before” to compare against, so we show where the program started and where it got to. 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

A new practice doesn’t need to be everywhere. Pick a narrow area and the claims you want, build pages that convert, and make intake the same every time. The practice detail is on our employment law page.