Injury firm: case-type pages, signed-case data and Spanish intake

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 plateaued acquisition program. A midsize, regional plaintiff practice was spending about $150K a month on advertising. Its landing pages were generic, and nothing fed back which marketing leads became good signed cases, so the account couldn’t tell strong cases from weak ones.

What we changed

1. Built case-type-specific landing pages. Each major case type got its own page, written for the person searching for that kind of help.

2. Imported qualified and signed-case conversions. Qualified inquiries and signed cases were sent back to Google as conversions, so bidding could learn from case outcomes rather than raw leads (Google).

3. Launched coordinated Spanish campaigns and intake. Spanish ads and pages were matched to dedicated Spanish intake, so a Spanish-speaking caller reached someone who could help in Spanish (Google).

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

The results

• Cost per signed case: $7,500 → $5,000 (−33%).
• Signed cases: 20 → 30 a month at comparable spend (+50%).
• Projected fee-value return on ad spend: 3× → 5×.
• Annual firm revenue: $5M → $8M (+60%). 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-to-signed conversion 15% → 23%; improved local search visibility; dedicated Spanish intake.
• Engagement: 24 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

A plateau often means the account can’t see case quality. Give each case type its own page, send signed cases back to the platforms, and staff Spanish intake before you advertise in Spanish. The practice detail is on our personal injury page.