Fractional CMO for personal injury firms. More signed cases, with faster intake and a known cost per case.
Accident victims often call two or three firms the same day. The firm that answers first and asks the right questions usually signs the case. We track every inquiry to a signed contingency agreement, cut response time, move budget to the case types worth most to you, and report cost per signed case weekly.
Where personal injury marketing loses cases.
On contingency, you fund every case before you see a fee. A gap in any of the seven dimensions shows up months later as a thin docket.
- Problem 01Marketing strategy
You pay about the same for a fender-bender as for a trucking case.
A soft-tissue claim with no treatment and a trucking wreck with surgery can cost about the same to generate. Without a case-value target, the docket fills with matters that barely cover what it took to sign them. Set the case mix first. Then buy leads.
Marketing strategy for law firms - Problem 02Marketing data
You track cost per lead, and nobody tracks cost per signed case.
Say you spend $40,000 a month and sign 20 cases. That's $2,000 a case. Most firms can't run that math, because ad data and case management never meet. So the cheapest channel looks best, even when it signs nothing.
- Problem 03Funnel friction and CRO
Intake calls back in an hour, after the client signed elsewhere.
Speed decides who gets the case. Every missed weekend call or slow web form reply hands a contingency fee to the firm down the street. Set the rule: a live person on every call, and a callback on every form within five minutes.
- Problem 04Marketing process
Referring attorneys and past clients send cases, and nobody tracks them.
Some of your best cases come from other lawyers and former clients. With no system for staying in touch or tracking co-counsel fee splits, that flow runs on memory and dries up quietly. Put every referral source on a list with a date for the next touch.
- Problem 05Marketing team
Intake is staffed like reception instead of like sales.
The newest hire answers with no script. They take a message on a serious case and skip the qualifying questions. Nobody reviews the recordings. Intake needs a script, a scorecard and weekly coaching from someone who listens to the calls.
In-house, agency or fractional CMO for a law firm - Problem 06Marketing technology
Your LSAs, call tracking and case software run separately.
Local Services Ads charge per lead. Call tracking logs the source. Case software records the signing. Until the three connect, you can't dispute bad LSA leads or see which ads produce signed cases.
- Problem 07Marketing communication
Your ads say what every injury firm in town says.
Gavels, 'we fight for you' and a phone number on a billboard all blur together. Inside your bar's rules you can still say who you help and what happens after they call. That is what a prospect remembers at 2 a.m.
How the Marketing Impact OS runs in a personal injury firm.
We follow the case from the first search to the settlement check. Every channel gets graded on what it signs.
- 01
Weeks 1 and 2
Inspect
We pull a year of signed cases and fees by source. We listen to intake calls, test your after-hours response, and review your LSA, Google Ads and Avvo profiles.
The dashboard puts spend, leads, signed cases and fees side by side for each source. It marks exactly where good cases slip away.
What you getA dashboard of signed cases, fees and cost per signed case by source.
Marketing Impact OSPersonal injury firmInspectMarketing attributionLast 90 days vs the 90 beforeAd spend$89,560+12%Signed cases53+8%Cost per signed case$1,690+4%Est. fees$546,500+9%Source Spend Leads Signed Est. fees Cost per case Google Ads $45,000 300 18 $180,000 $2,500 Local Services Ads $14,160 120 12 $114,000 $1,180 SEO $12,000 140 10 $105,000 $1,200 Referrals $0 40 9 $121,500 $0 Meta $18,400 210 4 $26,000 $4,600 Total $89,560 810 53 $546,500 $1,690 - 02
Weeks 3 and 4
Ideate
We set a target case mix by type and value. Then we rank fixes by the signed cases each one should add.
Common ones are faster intake, a routine for disputing LSA leads, pages by injury type, and a plan for referring attorneys and past clients.
What you getA target case mix and a ranked list of fixes, each with its expected signed cases.
Marketing Impact OSPersonal injury firmIdeateThe plan, ranked by impactGains per month- 1Answer after-hours calls liveCalls after 6 pm go to voicemail today.+4 signed cases+$41,000 in fees
- 2Move $3,000 a month from Meta to LSALSA costs $1,180 per signed case. Meta costs $4,600.+2 signed cases+$21,000 in fees
- 3Cut Google Ads terms that never signGoogle Ads costs $2,500 per signed case.Save $2,500Same signed cases
- 4Ask every past client for a referralReferrals turn 9 of 40 leads into signed cases.+1 signed case+$10,000 in fees
If the plan holds+7 signed cases a month
- 1
- 03
From week 5, biggest leak first
Implement
We rebuild the biggest leak first. That usually means intake scripts and 24/7 coverage, call tracking tied to case software, and ads by case type.
Review requests to past clients follow your state bar's rules. Each task has an owner, a due week and a status.
What you getA work list of every fix with its owner, due week and status.
Marketing Impact OSPersonal injury firmImplementThe work2 of 4 done- Live answering after 6 pm and on weekendsIntake lead · Week 1Intake leadWeek 1Done
- Move $3,000 a month from Meta to LSAAgency · Week 1AgencyWeek 1Done
- Cut Google Ads terms that never signAgency · Week 3AgencyWeek 3In progress
- Referral ask at every closed matterCase managers · Week 6Case managersWeek 6Next
Monday check-in Every open task gets a status. A late one gets a new date and a reason.
- 04
Every week, with a review every 90 days
Iterate
Each week we read cost per signed case by channel and case type. Budget moves to what signs, and slow responses get flagged by name.
The loop runs until the docket matches your goal.
What you getA 90-day review of cost per signed case against your starting point, ending in the next decision.
Marketing Impact OSPersonal injury firmIterate90 days laterBefore → after- Cost per signed case$1,690$1,243−26%
- Signed cases5366+25%
- Ad spend$89,560$82,060−8%
Cost per signed case by monthZachary's reviewSigned cases went from 53 to 66 on $7,500 less spend. Cost per signed case fell from $1,690 to $1,243. Next: put $2,000 a month into SEO pages for your top two case types. SEO costs $1,200 per signed case.
The numbers we run your injury practice on.
- Signed cases by source
- Cost per signed case
- Speed to lead
- Lead-to-signed rate
- Average case value by channel
- LSA leads disputed and credited
The right level of help for where you are.
Injury firms with real ad spend usually choose the Fractional CMO Retainer, because cost per signed case moves week to week and needs someone senior watching it. Firms building an in-house intake and marketing team choose the Fractional Marketing Team. If you want the plan first, start with the four-week Marketing Impact Roadmap.
Compare all fractional CMO servicesBrands we have worked with
- Meesha Moulton Law
Frequently asked questions.
What is the best marketing for a personal injury law firm?
The mix that signs cases of the value you want at a cost you can carry. For most firms that means Google LSAs, search ads, local SEO, reviews and referral relationships. All of it depends on fast 24/7 intake. Intake speed matters more than which channel you pick.
How do you measure cost per signed case?
Take a channel's total spend for the month and divide it by the contingency agreements it produced. Say LSAs cost $12,000 and signed 8 cases: that's $1,500 a case. Call and form sources must flow into your case management system so each signed case keeps its source. We build that link first.
Are Google Local Services Ads worth it for injury lawyers?
They can be, if intake is fast and someone reviews every lead. LSAs charge per lead, so you pay for calls that never become cases unless you dispute the invalid ones. We follow each LSA lead to a signed case and dispute the ones that qualify for a credit.
Can you promise a certain number of cases?
No. Bar rules and honest practice both rule out guarantees, and case volume depends on things no marketer controls. We commit to a clear target, regular reports on signed cases and cost per case, and a written list of what we change when the numbers miss.
What does it cost to work with you?
Pricing depends on your ad spend, how many offices you run and how much weekly involvement you need. We quote after the assessment call. Ongoing work is month to month with no setup fees, so it has to earn the next month.
Where to next.
Start with your free Marketing Impact score.
It takes a few minutes. You get a score from 1 to 5 on each of the seven dimensions of your marketing and see where to start. If you’d rather talk first, book a free 30-minute call.