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For personal injury and mass tort firms

Your ads are buying phone calls. Not signed cases.

Paid media and tracking for firms where one signed case can be worth tens of thousands: campaigns that bid on the retainer your intake team signs, and tracking that keeps a caller’s injury details out of every ad platform.

Find where signed cases leak

No charge to take the diagnostic · A specific reply within two business days

What is at stake

What is at stake

Average cost per lead from search ads for accident and personal injury law, the highest of the legal practice areas measured.
$159.17
LocaliQ, 2024 · vendor data
Average Google Ads cost per click for attorneys and legal services.
$9.87
WordStream, 2026 · vendor data
Of law firms answered the phone when a secret shopper called with a new client inquiry.
40%
Clio, 2024 · vendor data

The problem

Three leaks between the click and the signed retainer.

Each one looks healthy inside the ad platform. That is why they survive.

  1. Leak 01

    The platform optimizes for the call, not the case.

    Smart bidding sees a call or a form fill and counts it a win. Most intake does not qualify: no injury, no liability, outside the statute, already represented. So bidding learns to buy more of exactly that, and cost per lead looks fine while the case count does not move.

  2. Leak 02

    The retainer is signed in a system the ads never hear from.

    Intake qualifies the lead in software such as Lead Docket, Litify, Filevine or Clio, and the retainer comes back signed days or weeks later. Google and Meta never learn which click became a client, so they cannot find more people like them.

  3. Leak 03

    Call tracking counts everything that rings.

    Short calls, spam, wrong numbers and existing clients asking about their case all land in the same lead count. The number the ad platform sees is inflated, and nothing ties the click that started a call to the case it became.

The fix

Bid on the signed case.

One conversion, defined by the firm, recorded by your intake system, and sent back to the ad platforms without the case details. Everything else is built around it.

  1. 01

    Define the conversion that pays

    A qualified intake or a signed retainer, recorded in the intake or case management system the firm already uses. Not a ring. Not a form fill.

  2. 02

    Carry the click to the case

    The Google or Meta click ID is captured with the call or form and written onto the intake record, so a case signed weeks later can still be matched to the ad that started it.

  3. 03

    Send the result back

    Qualified intakes and signed cases return to Google Ads as offline conversion imports and to Meta through the Conversions API, with no injury or case details attached.

  4. 04

    Run the campaigns against it

    Search, Local Services Ads, Meta and the landing pages behind TV, managed against cost per signed case, in accounts the firm owns.

The result

What you can see afterwards.

  • Cost per signed case, by campaign, instead of cost per call
  • Budget moving toward the campaigns that produce retainers, not rings
  • Ad platforms learning from people who became clients, not people who dialed
  • A field-level record of exactly what each platform receives, with injury and case details kept out
  • Every account, audience, tracking number and conversion owned by the firm

Straight answers

What we will not promise.

  • A number of signed cases or a cost per case before the campaigns have run.
  • Anything about case outcomes. We measure which clicks become signed cases; what happens to a case is the firm’s work.
  • Legal or ethics advice. Attorney advertising and bar rules are the firm’s responsibility and its counsel’s; we build inside the rules they set.
  • Percentage-of-spend pricing. Management is priced by scope.

Run your own number

What could bad data be costing you?

Illustrative only. This applies an industry-average estimate to your spend. It is not a measurement of your account; the diagnostic is where that starts.

Source: Forrester Consulting, 2019
$25,000
$1,000$250,000+
At 21¢ of every dollar, per month
$5,250
Per year
$63,000
Find your real number

No charge to take the diagnostic

Questions

What firms ask first.

  • Do you work with mass tort as well as single-event injury cases?

    Yes. The mechanics are the same wherever a case is signed after an ad click: define the qualified intake or signed case, carry the click ID onto the intake record, and send the result back to the platforms. Mass tort usually means longer qualification and more disqualified intake, which makes that feedback matter more, not less.

  • Our intake is handled by an outside call center. Does that work?

    It can. What matters is that someone records the outcome in a system that can export it or send it by API, and that the click ID survives the handoff. If it does not today, the diagnostic shows where it drops.

  • Do you advise on attorney advertising rules?

    No. We are not your ethics counsel. Bar rules on advertising, solicitation and disclaimers are the firm’s responsibility. We keep intake and case details out of browser tags, document exactly what each platform receives, and build to the rules the firm and its counsel set.

  • Which intake systems can send a signed case back?

    Intake and case management software such as Lead Docket, Litify, Filevine and Clio records the outcome. What matters is that the record can be exported or sent by API with the click ID attached, and that is checked before anything is promised.

  • What do you need from us to start?

    Access to the website, the ad accounts, the tag manager, the call tracking account and the intake or case management system that records a signed case, plus someone at the firm who owns the result.

  • How is it priced?

    The diagnostic costs nothing. After it, tracking work is a fixed scope and campaign management is priced by scope, never as a percentage of ad spend.

Start with the diagnostic

Find out where your signed cases leak.

Answer four short questions about your ads, your intake system and what is not adding up. You will see a practical route and the first fix before deciding whether to send us anything.

Find where signed cases leak

No charge to take the diagnostic · A specific reply within two business days