Injury-firm portfolio: one signed-case standard across 150+ firms

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

The starting problem

A mix of new launches and underperforming established programs. Across the portfolio, 150+ injury firms were served, not necessarily at the same time, with about $5M a month in ad spend across the comparable reporting cohort. Attribution, account structure and intake performance were inconsistent from one client to the next, so results couldn’t be compared and lessons didn’t travel.

What we changed

1. Standardized signed-case measurement. Every firm was measured the same way, on signed cases from its own records, so one firm’s results could be read against another’s.

2. Introduced repeatable account audits and testing procedures. Audits and tests followed the same procedure on every account, which made wasted spend faster to find.

3. Allocated budget using case economics rather than lead volume alone. Budget followed what cases were worth and what they cost, not just how many leads arrived.

The work ran on Google Search, Local Services Ads, SEO, Meta 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

• Blended cost per signed case: $5,000 → $3,500 (−30%).
• Signed cases: about 1,000 → 1,430 a month at comparable spend, for the measured cohort (+43%).
• Return on ad spend: not consistently tracked portfolio-wide, so we give no figure.
• Revenue growth: no defensible consolidated figure, because client revenue reporting was incomplete.
• Other wins: standardized dashboards, intake scorecards, repeatable launch procedures, Spanish campaign expansion, faster identification of wasted spend.
• Engagement: 36 months overseeing the portfolio; individual client tenure varied.

The figures are as reported by our founder from the firms’ own records, rounded. We don’t publish firm names, locations or dates.

How it was measured

Signed cases were counted from each firm’s own records for the measured cohort, not from platform reports, and compared on the same basis before and after. Where a figure couldn’t be stated defensibly across the portfolio, we left it out. 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

You can’t improve what you can’t compare. One definition of a signed case, applied the same way every week, is what turns an account audit into a decision. The practice detail is on our personal injury page.