How Probative works with law firms, on one page. Our Master Services Agreement has the full terms. If this page and a signed agreement ever differ, the signed agreement controls. Every price mentioned here is on the pricing page.
What we charge
- Four packages and a full menu, each at a flat, published price. Prices step with the ad spend we manage on Google, Microsoft, Local Services Ads, Meta and YouTube, in five bands measured as a three-month average. If your average moves into another band, we tell you first, in writing with the figures, and the new price starts the next month. Fees move down as well as up.
- You never pay more than the cheapest package that covers what you chose. There is a minimum monthly plan.
- Setup is one month’s fee, charged once and capped. The measurement study’s fee counts toward it.
- Extra offices and practice areas have their own monthly prices. Search and Google + SEO include up to 2 practice areas, Full Ads and Full Service up to 4, and from $100k of managed spend, every package covers unlimited practice areas. From $100k, our founder is also your head of growth at no extra fee.
- Never a percentage of your ad spend, never per lead, per case or per client, and never a share of your legal fees. Bar rules restrict paying a marketer that way (Texas Opinion 706), and the accountability belongs in these terms instead.
- You pay every platform directly. We never mark up, front or touch your media.
- Setup and month 1 are paid by bank transfer (ACH) when you sign. After that, by default, we invoice on the 25th and debit on the 1st. We never take payment from a client trust account.
- Monthly fees rise 3% a year, starting in month 13. Founding seats move to the list price in month 13, and the 3% starts in month 25.
- Taxes and travel. Any state or city tax on our services is added on top. No in-person visits are included in any package; visits in any state are billed at cost, with no markup, and only after you approve them in writing.
How long
- A 90-day first term, then month to month, for every service, SEO included.
- Either side can end a plan with 30 days’ written notice, effective at the end of the first 90 days or any time after.
- No exit fees, no buyouts and no long terms.
What you own
- Every account is yours, in your name and on your payment method: ads, Local Services Ads, Business Profile, analytics, call tracking, CRM, website and domains. Every ad runs under your own advertiser account. You can remove our access any day.
- The websites, pages, ads and content we make for you become yours when you pay for them. We keep our own tools, code and templates, and you get a permanent license to anything of ours built into your work.
Your attorney approves everything
- Your responsible attorney approves every ad, page, script and email in writing before it runs. Nothing is ever treated as approved by silence.
- Where your state requires a bar filing, we prepare it, and your attorney files and pays.
- We’re a marketing firm, not a law firm or a referral service. We never refer anyone to a lawyer, never sell leads and never contact your prospects. We give no legal advice.
What we promise, and what we don’t
- We promise the work and the reporting, on published service levels. When we miss one, you get a credit of 5% of that month’s fee, up to 20%, on your next invoice. Credits never depend on leads or case outcomes.
- We don’t promise a number of leads, cases, rankings or AI mentions. No one honestly can.
Your data
- We use your data only for your work. We never sell it, and we never put client information into consumer AI tools.
- We tell you within 48 hours of confirming a security incident that affects your data.
- We list every subprocessor and give you 30 days’ notice of any change.
- When you leave, you get your exports within 2 business days, and we finish certified deletion within 5.
The measurement study
- Fourteen business days on your own data, for one flat fee, prepaid.
- Not satisfied? Ask within 7 days of the readout and we refund the full fee.
- If you start a monthly plan with us within 30 days of the readout, the full fee is credited to your setup.
Keeping your agency
If you keep your current agency, we can measure its work instead, at one of three published prices set by the media we measure. We won’t offer to take over its work unless you ask in writing.
Founding seats
- Three seats only, at 25% off the monthly fee for 12 months, with the discount capped at a monthly amount on the card.
- In return, we may publish anonymized results after day 90, only with your written approval of the final text, and you join a feedback session each quarter.
- A review is never part of the deal.
If we disagree
We talk first, then mediate, then use binding arbitration under California law, by video or in your home county.
How we contact firms
When we email law firms about our services, we follow the CAN-SPAM Act: our real name, honest subject lines, our mailing address and an opt-out we honor within 10 business days (FTC). We don’t cold-call, text or use autodialers.