Matter No. 04 · Personal injury · Firm anonymized
Case study
Spending built around the cases that actually clear real money.
Personal injury is the most competitive, most expensive corner of legal marketing. Winning it means spending like you know what a signed case is worth.
The challenge
High cost per click, fierce competition, and a flood of low-value leads make it easy to burn budget fast. Volume looks like progress, but most of it never signs. When you trace leads to signed cases, the picture changes fast.
The approach
- 1
Define the high-value case.
Case type, injury severity, and liability clarity, then targeting built around that profile.
- 2
Rebuild spend around conversion, not clicks.
Budget moved toward the search terms most likely to produce a signed retainer, not just a form fill.
- 3
Cut the budget bleed.
Negative keywords, exclusions, and bid adjustments to stop paying for attention that was never going to sign.
Earned media on top of paid
A $2.6M jury verdict became a content asset and a credibility signal that amplified every paid dollar already in market. You can’t buy a verdict, and most competitors can’t replicate it.
The result
A pipeline measured in signed cases that pay the bills, not a dashboard full of leads that don’t.
In personal injury, the question isn’t how many leads. It’s how many of them sign.
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