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California injury marketing playbook: the rules, the channels and the Spanish plan

A tick-box plan for personal injury firms that advertise in California: SB 37 basics, where to show up, answering in Spanish and counting signed clients.

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What is this for?

A working plan for personal injury firms that advertise in California: the rules in plain words, where to show up, how to answer in Spanish and how to measure. Tick each step your firm already has in place; the tool counts the ticks in your browser and lists what is left, in order.

Three rules to keep in front of you. The required name and city must be conspicuously displayed, or intelligible if spoken (§6157.2(b)). Whoever pays for an ad must keep a true copy for one year (§6159.1). A referral service must be certified by the State Bar of California (§6155(a)(1)). The detail and the sources are in the SB 37 guide and the California advertising rules. This is marketing guidance, not legal advice.

Rules first

Where to show up

Answer and measure

The California data behind the plan

How fast to answer

In the Probative benchmarks, 2025–2026, 55–70% of signed clients had signed within an hour of the inquiry, and 85–100% by the end of the same day. The benchmarks are not broken out by state, so these figures are not specific to California. Use the speed-to-sign checklist for the first hours.

How was this built?

What it covers. Ten steps in three groups for personal injury firms that advertise in California: rules first, where to show up, and answering and measuring, with links to the California rules, court filings and Spanish-demand data.

Method. The rule lines restate registered primary sources (the California Business and Professions Code sections cited on the SB 37 guide). The tool counts your ticks in the browser and lists the unticked steps as fixes. Nothing you tick is stored or sent.

Limits. A plan, not a compliance review. Rules change, and an ad can raise questions this list does not cover. It is marketing guidance, not legal advice.

Related

Questions people ask

Is this a legal review of my ads?

No. It is a marketing plan with the main California rules in plain words and links to the sources. Your own counsel decides whether an ad can run.

Do the benchmark figures on this page come from California?

The Probative benchmarks are not broken out by state, so the figures on this page are not specific to California.

Where do I start?

With the rules group, because an ad that breaks a rule costs more than one that is slow to start. Then the steps for showing up, then answering in Spanish and counting signed clients.

Sources

  1. SB 37 and law firm marketing in CaliforniaAccessed October 28, 2026
  2. California lawyer advertising rulesAccessed October 28, 2026
  3. Probative benchmarks, 2025–2026: how each figure is made and protectedAccessed October 26, 2026

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What the review covers

The review scores six areas out of 100 points: Google profile 20, website 20, content 15, paid ads 15, intake 20 and compliance 10. It uses public information only: no logins and no call to your phone lines. It can’t see what each client costs you or which ads brought signed clients. Delivered within 2 business days.

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We use what you send to make your review and to send a few short follow-up emails (unsubscribe any time). We also tell Google, Microsoft and Meta which of our ads worked, with the ad you clicked (if any) and a hashed copy of your email (a code the platform can still match to you). Never sold; you can opt out. Privacy policy · Prefer to talk? Phone answered 24 hours, 7 days: (323) 489-5686

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Your free review: It covers your Google listing, website, phone and ads, from public information.

Step 2 of 2. Where should we send the video for your site?

We use this to send your video and to reply to you.

We use what you send to reply and to send a few short follow-up emails (unsubscribe any time). To learn which of our ads work, we tell Google, Microsoft and Meta that a request came in, with the ad you clicked (if any) and a hashed copy of your email and phone (a code the platforms can still match to you), never your message. Never sold, never added to lists. Global Privacy Control or an email to us turns this off. By sending this form you agree to our privacy policy.

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How we checked this page

Sources
3 sources 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
What it covers
The open data and rules named on this page. It shows what they say; it never says an ad passes or fails, and it is not legal advice.
Found a mistake?
Email hello@probativegrowth.com. Every fix goes in our corrections log.