Results

Probative’s results

Probative has led planning and measurement for $50M+ a year in legal ad spend at about 15x projected return on ad spend, and run media for 200+ law firms.

Last checked October 24, 2026 by our data desk

$50M+

a year of legal ad spend, planned and measured
about 15 times ^*

projected return on ad spend, across the ad spend we led
200+

law firms whose media Probative has run

* Return on ad spend: the expected attorney-fee value of signed cases divided by ad spend, across the ad spend we led.

Firms are not named, and no places or dates are given. Figures are rounded down.

The numbers, exactly

Probative has led planning and measurement for $50M+ a year in legal ad spend at about 15x projected return on ad spend, and run media for 200+ law firms.

Return on ad spend: the expected attorney-fee value of signed cases divided by ad spend, across the ad spend we led.

Why projected fee value

Contingency practices (injury, workers’ comp, lemon law) value each signed case at projected fee value, because fees arrive months or years later. One survey put the average time to resolve an injury case at about 11.4 months (Nolo), and serious cases take longer. A return measured only on fees already collected would always describe spending from a year or more ago. So each signed case is valued at the attorney fee that similar cases at that firm have historically produced, and the total is divided by all the ad spend on the account, not a hand-picked part of it.

Hourly and flat-fee practices (immigration, family, estate planning, criminal defense, bankruptcy, business) count retained matters and fees billed.

Every case study, strongest results first

Probative’s results, case by case: what the work was, what changed, and a link to each full case study.

Client	What it was	What changed
Personal injuryFirm A, an injury firm	Injury firm ties its campaigns to signed cases and earns about 15x projected return on ad spend (case study)	Return on ad spend, Firm A’s whole account: about 15x Cost per signed case: −50% (cut in half, at comparable spend) Signed cases a month, at comparable spend: about +80%
Lemon lawNew practice	Lemon-law firm built from the ground up passes 100 signed cases a month (case study)	Signed cases a month: 0 → more than 100 (from launch) Cost per signed case: under $3,000 at scale (none before launch) Projected fee-value return on ad spend: 4× (before: untracked)
Lemon lawConsumer-side practice	Lemon-law firm screens for eligibility and automates its follow-up (case study)	Inquiries that were eligible: 35% → 60% (+25 points) Cost per signed case: $4,000 → $2,000 (−50%) Signed cases a month, at comparable spend: 20 → 40 (+100%)
ImmigrationBilingual practice	Immigration firm separates its services, leads with Spanish pages and follows up faster (case study)	Median first response: 45 minutes → 3 minutes (−42 minutes) Cost per signed matter: $2,000 → $1,000 (−50%) Signed matters a month, at comparable spend: 20 → 40 (+100%)
Personal injuryPlaintiff practice	Injury firm tightens its targeting and answers more of its calls (case study)	Calls answered: 60% → 90% (+30 points) Cost per signed case: $6,000 → $3,000 (−50%) Signed cases a month, at comparable spend: 10 → 20 (+100%)
Employment lawPlaintiff-side practice	Employment firm targets priority claims, screens inquiries and speeds up attorney review (case study)	Median attorney-review turnaround: 48 hours → 12 hours (−36 hours) Cost per signed case: $6,000 → $3,000 (−50%) Signed cases a month, at comparable spend: 10 → 20 (+100%)
Legal servicesLegal-services business	A legal-services launch cuts what each new client costs in half (case study)	Signed engagements a month: more than 20x (as spending grew; not a like-for-like comparison) Cost per signed engagement: −50% (during the initial paid launch, then at scale) Fee-value return on ad spend: 2× → 4× (doubled)
Personal injuryPlaintiff practice	Injury firm builds a second market and relies less on referrals (case study)	Signed cases a month: 6 → 30 (+400%; as spend about tripled) Cost per signed case: $5,000 → $3,000 (−40%) Projected fee-value return on ad spend: 2× → 4× (doubled)
Employment lawPlaintiff-side practice	Employment firm gives each claim type its own campaign, page and budget (case study)	Consultations attended: 60% → 80% (+20 points) Cost per signed case: $8,000 → $5,000 (−38%) Signed cases a month, at comparable spend: 15 → 24 (+60%)
Personal injuryPlaintiff practice	Injury firm adds case-type pages, sends signed cases back to Google and staffs Spanish intake (case study)	Qualified inquiries that signed: 15% → 23% (+8 points) Cost per signed case: $7,500 → $5,000 (−33%) Signed cases a month, at comparable spend: 20 → 30 (+50%)
Personal injuryPortfolio of injury firms	An injury-firm portfolio, all measured on one signed-case standard (case study)	Blended cost per signed case: −30% Signed cases a month, measured cohort, at comparable spend: about +40%
Employment lawNew plaintiff-side practice	New employment firm launches with a narrow focus (case study)	Signed cases a month: 0 → 15 (from launch) Cost per signed case: $3,000 at scale (none before launch) Projected fee-value return on ad spend: 4× (before: untracked)

Clients are not named. Figures come from each firm’s own records, rounded.

How to read it

Nothing is adjusted upward. Every figure comes from the firm’s own records and is rounded; the headline record is rounded down.
One method. Results follow The Probative Standard and the method on how we report.

Questions firms ask

Are these Probative’s results?

Yes. Each return figure is the expected attorney-fee value of signed cases divided by ad spend (the record: across the ad spend we led; a case study: that firm’s whole account), and every figure is rounded down.

What counts as a signed client in Probative’s results?

Every result is counted in signed clients: new clients who signed with the firm, taken from the firm’s own records rather than platform reports. Where a practice calls them matters or engagements, we count those.

How do you measure cost per signed client?

Total ad spend on the account divided by signed clients in the same period. Clicks, leads and calls come after, because only signed clients pay the firm.

How do you value fees against ad spend in different practices?

Return on ad spend is the expected attorney-fee value of signed clients divided by ad spend. Contingency practices (injury, workers’ comp, lemon law) value each signed case at projected fee value; hourly and flat-fee practices (immigration, family, estate planning, criminal defense, bankruptcy, business) count retained matters and fees billed.

Why aren’t clients named?

Client confidentiality. We name no firm, place or date, and we report each result from the firm’s own records with every figure rounded down.

How are the anonymized case studies reported?

Each one follows our published method: defined terms, the firm’s own records, rounded-down figures, and the firm’s written approval. See how we report results.

Sources

Nolo: how long a personal injury case takes (average 11.4 months)Accessed October 23, 2026

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How we checked this page

Sources: 1 source listed on this page, each with the date we read it.
Checked by: Our data desk, with a second person checking every number against its source (who does what).
Last checked: October 24, 2026
What it covers: Our record and anonymized case studies, rounded down. No client is named, and no figure is a promise of what your firm will get.
Found a mistake?: Email hello@probativegrowth.com. Every fix goes in our corrections log.