Episode 778: How We Turned $25K into $184M in Personal Injury Settlements

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The right digital marketing strategy can turn high-cost clicks into millions in revenue. We want to help your business achieve this and more!

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Today, we continue our review of a real-world personal injury law firm case study where we transformed a modest ad spend into over $184 million in settlements. We didn’t just buy media; we built a strategic, multi-channel system that generated outstanding results.

I’ll walk you through the specific steps we took, from installing tracking software to optimizing the site post-click. The game-changer was refining the landing pages and ad creatives, improving conversion rates, and building a cohesive Google and Meta strategy. Consequently, we achieved a significant drop in cost per signed case and a massive increase in qualified leads.

If you’re serious about scaling your business, whether in legal services or other services, this three-part series will help you refine your approach to paid media in 2026 and beyond.

In this episode you’ll learn:

  • How installing proper tracking boosts lead generation
  • The role of creative optimization in reducing costs and increasing quality leads
  • How multi-step forms and mobile optimization boost conversion rates
  • Combining Google and Meta ads to increase brand awareness and lower costs
  • How to strategically balance traffic channels for better ad performance
  • The importance of refining your landing pages for a better post-click experience
  • Why understanding your customer avatars is crucial for successful ad campaigns
  • The impact of real-time conversion metrics on optimizing your campaign strategy
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READ THE TRANSCRIPT:

How We Turned $25K into $184M in Personal Injury Settlements

00:00:00:00 – 00:00:00:22
Ralph
the core of this,

00:00:00:22 – 00:00:02:05
Ralph
a digital marketing case study.

00:00:02:05 – 00:00:02:18
Ralph
We wanted

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Ralph
car accident leads

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Ralph
that turn in assigned cases.

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Ralph
value of a case is worth anywhere between 30 and $90,000.

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Ralph
they were collecting a ton of spam,

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Ralph
We made some even further refinements

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Ralph
And the result is a really reliable acquisition system,

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Ralph
that allowed them to confidently scale

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Ralph
$184 million in settlements.

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Ralph
here’s how Google and Meta really sort of work.

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Ralph
Hello, and welcome to the Perpetual Traffic Podcast. This is your host, Ralph Burns, founder and CEO of tier 11.

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Ralph
And today is part two of our three part series on this case study, which is a landmark case study.

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Ralph
For us, it’s been four plus years in the making, 2022, 2026 yeah, about four years

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Ralph
and an incredible amount of knowledge.

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Ralph
I think that’s in here that you’re going to be able to glean

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Ralph
whether or not you are a personal injury lawyer, whether you’re a law firm, whether you’re a service based business, lead gen business, digital products business.

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Ralph
A lot of the things here you can pull out of this and use in your business or send to your team.

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Ralph
This is one of the biggest case studies we’ve ever done. It spans, like I said, four years with a lot of data. We’ve boiled this down into what was originally it was 200 slides. So we’ve now boiled this down into, far less than that. But I highly encourage, if you are listening to this, to check this out over on our Perpetual Traffic YouTube channel, which is perpetual traffic.com/youtube, I’ll also leave links in the show notes for part one, which did go through steps

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Ralph
one through three.

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Ralph
And just as a refresher, what those steps were, number one step was

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Ralph
get the tier 11 data suite installed, which is basically get

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Ralph
some kind of level of measurement

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Ralph
installed on your site in order to measure these things without any level of measurement, you are not going to be able to feed the algorithm the right type of data

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Ralph
in which to get the results.

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Ralph
So we did that in step one. Step two was we deployed the second case maximizer framework,

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Ralph
which is a combination of traffic strategies with creative.

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Ralph
And then we also did on step three we deployed

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Ralph
the digital strategy Velocity Engine which is all about understanding the avatars.

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Ralph
It’s very two very distinct avatars in this case, one in which

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Ralph
an individual is

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Ralph
right after an accident or in the throes of actually at an accident or maybe within the first few hours

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Ralph
after a car accident.

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Ralph
And then the second one is,

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Ralph
somebody who’s having recurring symptoms sort of coming up

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Ralph
a little bit later on

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Ralph
and now needs to seek the advice of a competent personal injury lawyer. And that’s what we’re really trying to do here is,

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Ralph
this space in general is highly competitive. If you’re not familiar with it.

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Ralph
We paid over $800 for one.

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Ralph
Click

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Ralph
on this and we’ll leave links in the show notes to a YouTube series where we go through this even more in-depth. And our first year or so

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Ralph
working with this firm out of Michigan,

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Ralph
and

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Ralph
we actually did pay well over $800 for one click. And the reason why we did that

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Ralph
is that

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Ralph
the value of a case for them is worth

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Ralph
30, 40, 50, $60,000.

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Ralph
On average

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Ralph
value of a case is worth anywhere between 30 and $90,000.

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Ralph
The average settlement is in that range.

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Ralph
And so the law firm actually takes about 30% of that. It depends on what the state is, all kinds of different variations. This is in the state of Michigan.

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Ralph
So we know fairly well what the worth of the case is about between 30 and $90,000.

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Ralph
There can be much higher. There can be much less.

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Ralph
We’re really targeting

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Ralph
very specific avatar here, which is a car accident.

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Ralph
We also would get truck accidents. We would also get motorcycle accidents. Those are highly competitive keyword phrases that everybody is bidding on. Because we know

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Ralph
you get in a car accident with an Amazon truck, for example,

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Ralph
that could be millions of dollars in settlement.

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Ralph
But the bread and butter of this is really is car accident attorney and car accident cases. And so that’s what we were targeting.

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Ralph
how this works is

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Ralph
when you enlist the services of a competent personal injury lawyer and you’ve been in an accident. It’s not your fault.

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Ralph
It’s somebody else’s fault.

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Ralph
Usually your insurance company is not going to give you a whole lot of money.

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Ralph
if you are insured, which hopefully you are

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Ralph
and your automobile accident if you sustained any sort of injuries, they’re going to try and give you the minimum. And that’s why you get a personal injury lawyer

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Ralph
involved, a really good one.

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Ralph
This is a really good,

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Ralph
personal injury law practice

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Ralph
in Michigan. Mike Moore’s law is the name of the practice.

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Ralph
I worked for them for years here. The point is, this is that

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Ralph
we really feel like we’re doing,

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Ralph
great work for the individuals who are the recipients of these settlements. And that’s why we do this.

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Ralph
And when we do that

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Ralph
and help that firm achieve their vision, we achieve our vision as an organization.

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Ralph
Site. 211

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Ralph
anyway, at

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Ralph
the core of this, it’s a digital marketing case study.

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Ralph
So let’s get right into it. We went through the first three steps and I’m going to screen share here. Like I said,

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Ralph
if you’re walking the dog or

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Ralph
you are at the gym or you’re,

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Ralph
driving and listening to this

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Ralph
stuff, I know a lot of people do.

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Ralph
And whenever I meet people that,

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Ralph
do listen to the research, that’s usually while they’re driving

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Ralph
on a commute, just like how I started.

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Ralph
It’s how I actually got into this business. Is listening to podcasts on my way in

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Ralph
for a 2.5 hour commute? That was one way

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Ralph
from Cape Cod up to,

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Ralph
Cambridge, which was an absolute nightmare.

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Ralph
Thank God I don’t have to do that

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Ralph
anymore. So anyway, so this is over on our YouTube channel,

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Ralph
perpetual traffic.com/youtube. Let’s get right into the presentation.

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Ralph
All right. So our next step here is to optimize after the click. So

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Ralph
50 to 60% of the effectiveness of your ads is how well

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Ralph
your site

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Ralph
captures that traffic

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Ralph
and

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Ralph
optimization after the click, or ATC, as we call it.

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Ralph
We also have a CRO division, our conversion rate optimization division. Within tier 11.

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Ralph
We do do that as a separate service.

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Ralph
We didn’t actually use that service with this particular client because with any client we always look after the click. We are not just media buyers and creative strategists. We

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Ralph
look at everything any way that we can to possibly

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Ralph
improve the conversion rates and improve the results that we’re trying for on our front end traffic and

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Ralph
data

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Ralph
and creative.

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Ralph
All the things we talked about in part one here, anything that we can do after the click

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Ralph
as part of our overall service, whether or not the client actually does it or not.

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Ralph
We then advise them and you’ll see sort of step by step, how we actually did this

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Ralph
with this individual site. So

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Ralph
whether it’s just they by just media buying or they buy creative,

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Ralph
we always look at after the click

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Ralph
and we do the deep dive avatar research obviously, which we discussed in

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Ralph
step number two and three.

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Ralph
And during that point in time, we realized that we did have two very distinct avatars. One that was

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Ralph
very geared towards Google and one that was very geared towards

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Ralph
Meta or Facebook at the time, which is now obviously meta. So if you’re looking at the screen here, we actually show you

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Ralph
the tier 11 conversion engine or the pie log conversion engine system.

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Ralph
It’s to do with creative traffic. After the click all tied together by data. And we’re going to be talking about this gear right here, which is after the click

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Ralph
here in this step.

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Ralph
So this is what the old version of the website looks like.

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Ralph
If you’re looking at this, I’ll sort of explain it to you. It’s

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Ralph
sort of a clunky looking,

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Ralph
site. And it did the job,

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Ralph
certainly, but it had sort of these odd sort of four sections to it.

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Ralph
And this is obviously on desktop, also show you the mobile version of it.

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Ralph
And there was no phone number that was displayed on the top. A call banner doesn’t really stand out.

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Ralph
They use five different font sizes,

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Ralph
five different fonts. Very confusing. So it’s there’s a lot it’s very busy.

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Ralph
So there was no description field in the form. You don’t really know exactly what’s going to happen once you

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Ralph
find out now which is their call to action.

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Ralph
Sort of a

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Ralph
sketchy,

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Ralph
call to action button.

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Ralph
So don’t really know what the problem is.

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Ralph
And we also had four fields which

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Ralph
would lend itself to

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Ralph
gathering a lot of spam leads, which we didn’t want. We wanted

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Ralph
car accident leads that turn in assigned cases.

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Ralph
And that’s what

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Ralph
a personal injury law firm.

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Ralph
That’s what law firms really care about, is sign cases.

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Ralph
Not just leads, not just phone calls.

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Ralph
So you can see here, like the site didn’t really look

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Ralph
all that great. It was functional. Like I said, not to disparage,

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Ralph
the site itself.

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Ralph
It did have a lot of things that we felt that we could really work on on the mobile site. You’ll actually see this over,

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Ralph
on the presentation that I’m doing over on our YouTube channel,

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Ralph
by the way, professional traffic.com/youtube.

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Ralph
Check that out. Once again, you had sort of these four weird sections.

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Ralph
You had sort of the call now button at the top, which,

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Ralph
was actually sort of better.

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Ralph
No phone number was displayed in the top. The copy was a bit confusing.

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Ralph
The form design, we really felt it wasn’t,

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Ralph
really sophisticated at this point because we have got a lot of experience and personal injury law.

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Ralph
This did not

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Ralph
fit the best practices that we normally,

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Ralph
will advocate for, for a form.

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Ralph
And we also realized that because a lot of their traffic was mobile, especially on Google,

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Ralph
they were collecting a ton of spam,

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Ralph
and it was just sort of a confusing design. So anyway, those are the two older versions,

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Ralph
the new version. However,

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Ralph
we removed a lot of this reader confusion as much

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Ralph
as much as we possibly could,

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Ralph
with a much cleaner design that organizes the content to follow sort of the natural eye movements you can see here.

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Ralph
Obviously you’ve got the branding on the top, you’ve got the phone a little the phone icon,

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Ralph
you’ve got the phone number itself. The headline is filled with more emotive ad copy copywriting, engineering, a car accident question mark. Very simple.

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Ralph
Get compensation for the pain and suffering you’ve experienced.

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Ralph
You also have another call to action right in the middle.

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Ralph
The phone number is absolutely. You can’t miss it. It’s unmissable.

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Ralph
As Ali has said many times. Who leads RPA law firm

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Ralph
Division here inside 211.

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Ralph
And it gives the reader or the viewer

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Ralph
a reason and an urgent reason to act. Now, so much cleaner design on the desktop

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Ralph
and you can just sort of see as we sort of highlight the individual components of it, it’s it’s not this sort of fragmented four part design.

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Ralph
So you can see here sort of the older version of the newer version,

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Ralph
the left hand side

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Ralph
has has a lot going on way busier. The right hand side has just far more

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Ralph
clean. It’s also got the Google reviews. It’s got some

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Ralph
social proof there. It’s got

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Ralph
a very easily it doesn’t have a YouTube video on it,

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Ralph
which often times people will click on a YouTube video.

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Ralph
This is a believe either a Vimeo or a Wistia video, if I’m not mistaken.

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Ralph
And it’s summarizes the case in which, you know, there’s an individual that talks about how the Mike Morris law firm actually helped him out. So

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Ralph
this is I wouldn’t say this is a standardized template that we use. We’ve since updated it since this new version.

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Ralph
This was one of the versions that we used

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Ralph
in 22 and 23, and have since revised it into 24 and 25. But you can see by just looking at the two,

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Ralph
there’s a big, big difference between the two of them.

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Ralph
There’s also a change in the phone number here. So we could track our ads specifically. So

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Ralph
desktop that’s sort of some of the,

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Ralph
the basics that we did after the click.

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Ralph
Over on mobile, this is what the new version looked like. So this mobile version

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Ralph
was much cleaner.

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Ralph
You can see at the top there’s a click here to call Us Now button.

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Ralph
There’s sort of the the money

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Ralph
headline right in the middle. Injured in a car accident all in the same font. Once again bolded get compensation for the pain and suffering you’ve experienced.

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Ralph
Also has a picture of the principle in the business right at the bottom there. It’s got the Google reviews.

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Ralph
It’s got the Start my free case evaluation. That’s sort of a pop up. Once you click, it

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Ralph
actually pops up and opens into a field

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Ralph
that has some spam blockers in there to avoid a lot of the spam leads that we’re getting.

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Ralph
And it’s got some branding. Like I said,

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Ralph
the brand here really is the principal sort of

00:12:03:20 – 00:12:07:10
Ralph
name, and likeness, and we wanted to make sure that that all showed up

00:12:07:10 – 00:12:10:23
Ralph
on the average phone, whether it’s an iPhone or whether it’s,

00:12:11:01 – 00:12:12:01
Ralph
a Google phone.

00:12:12:01 – 00:12:17:09
Ralph
The point is this is that there’s a much cleaner design on the mobile side, and you can kind of see them here.

00:12:17:11 – 00:12:20:22
Ralph
Once again, if you’re listening to this, I’m trying to sort of describe it to you.

00:12:21:00 – 00:12:24:17
Ralph
Make sure that you do check this out over perpetual traffic.com/youtube.

00:12:24:17 – 00:12:28:09
Ralph
The old version is much, much busier. You see them side by side here.

00:12:28:09 – 00:12:31:01
Ralph
You’ve got the form which does not pop up.

00:12:31:01 – 00:12:37:01
Ralph
we love multi-step forms just in general. Type form was one of the original ones that did this,

00:12:37:01 – 00:12:41:20
Ralph
where you would actually answer maybe 1 or 2 questions or email first, and then you would get name and

00:12:41:20 – 00:12:42:23
Ralph
you would collect,

00:12:43:19 – 00:12:47:02
Ralph
type form was one of the forms that we first really started,

00:12:47:04 – 00:12:48:07
Ralph
liking doing this.

00:12:48:07 – 00:12:59:10
Ralph
And we’ve since incorporated it into all the different CRMs that we use, where maybe the first field in the form, once you actually click start my free case evaluation,

00:12:59:10 – 00:13:05:00
Ralph
keep in mind that’s the call to action here. It’s not find out now it’s start my free case evaluation.

00:13:05:00 – 00:13:08:14
Ralph
The first step is typically is name or email or email first.

00:13:08:14 – 00:13:10:12
Ralph
And then they click next

00:13:10:12 – 00:13:19:23
Ralph
goes to name click next address phone number. All the information that you put in there. And we try to make it a multi-step form because we want to make sure that we don’t get

00:13:19:23 – 00:13:21:08
Ralph
a bunch of spam leads.

00:13:21:08 – 00:13:25:08
Ralph
One of the biggest parts of this is also we hugely improve the site speed

00:13:25:08 – 00:13:33:14
Ralph
now just by modifying a lot of the images, just by cleaning up a lot of this on the back end, we are able to increase performance here

00:13:33:14 – 00:13:34:09
Ralph
by

00:13:34:09 – 00:13:36:09
Ralph
five fold there.

00:13:36:11 – 00:13:37:20
Ralph
Their site was actually,

00:13:37:20 – 00:13:42:04
Ralph
a score of 15 prior to us working with it. And

00:13:42:04 – 00:13:47:12
Ralph
when we did this, this reevaluation of where we were sending most of the Google and the meta traffic,

00:13:47:12 – 00:13:54:03
Ralph
their performance was now a 98. This is very easy to use. This is a free tool that you can use through Google. Just look up Google Webmaster Tools

00:13:54:03 – 00:13:55:18
Ralph
and you can see the performance,

00:13:55:18 – 00:14:02:07
Ralph
accessibility, best practices in SEO are all really, really high SEO getting an 83, which we didn’t really even mean to do.

00:14:02:07 – 00:14:04:03
Ralph
We weren’t doing SEO for these guys, but

00:14:04:03 – 00:14:07:10
Ralph
by virtue of the fact that we made the page so much more usable,

00:14:07:10 – 00:14:09:03
Ralph
it enhanced its SEO value.

00:14:09:05 – 00:14:11:03
Ralph
So you can see the results here.

00:14:11:03 – 00:14:11:19
Ralph
On

00:14:11:19 – 00:14:13:09
Ralph
our after the click that

00:14:13:09 – 00:14:15:04
Ralph
you can see the first

00:14:15:04 – 00:14:17:02
Ralph
one on the top. This is

00:14:17:02 – 00:14:21:14
Ralph
for the old version of the page. We split test

00:14:21:14 – 00:14:24:05
Ralph
versus the new version of the page. So

00:14:24:05 – 00:14:25:07
Ralph
we did a very

00:14:25:07 – 00:14:33:15
Ralph
fairly extensive test here. This is about $25,000 in span. We separated off a certain amount of ad spend that we were spending on this particular client.

00:14:33:15 – 00:14:38:00
Ralph
And then we measured what is the signed case amount. And you can see,

00:14:38:01 – 00:14:45:15
Ralph
although we were getting a $3,500 sign case, which is well below the $5,000. Keep in mind, $5,000 was

00:14:45:15 – 00:14:47:11
Ralph
the top that they wanted to pay.

00:14:47:11 – 00:14:50:12
Ralph
They would pay up to that for assigned case.

00:14:50:12 – 00:14:53:02
Ralph
The new page was significantly better.

00:14:53:02 – 00:14:54:09
Ralph
New landing page.

00:14:54:09 – 00:14:57:19
Ralph
This is for non brand for auto accident specifically.

00:14:57:21 – 00:15:05:03
Ralph
So this is primarily the Google test that we did for the Google page. You can see the cost per sign case went from $3,400

00:15:05:03 – 00:15:09:20
Ralph
down to $1,500. So a very significant decrease.

00:15:09:20 – 00:15:14:03
Ralph
So we actually stopped the test once we hit about 20 or $25,000.

00:15:14:03 – 00:15:17:01
Ralph
And we just pushed all the new traffic over to

00:15:17:01 – 00:15:21:12
Ralph
the new landing page. So this is after we had done three other steps.

00:15:21:12 – 00:15:22:17
Ralph
We didn’t do this. First,

00:15:22:17 – 00:15:24:03
Ralph
had to set up the tracking,

00:15:24:03 – 00:15:25:00
Ralph
had to

00:15:25:00 – 00:15:30:07
Ralph
obviously do your creative avatar research. You had to set up the traffic in the right way.

00:15:30:07 – 00:15:34:09
Ralph
All of this is really how the conversion engine kind of works together. And the last

00:15:34:09 – 00:15:38:10
Ralph
improvement was icing on the cake, leaving lower the CPA

00:15:38:10 – 00:15:44:06
Ralph
or in this particular case, CPA, which is a cost per sign case or cost per sign case or

00:15:44:06 – 00:15:45:11
Ralph
CPC.

00:15:45:13 – 00:15:47:18
Ralph
Oftentimes it’s it’s referred to.

00:15:48:16 – 00:15:52:12
Ralph
or CPSC which is

00:15:52:12 – 00:15:54:09
Ralph
cost per signed case.

00:15:54:09 – 00:15:56:20
Ralph
You can see there was a significant difference here. So.

00:15:56:20 – 00:16:03:22
Ralph
All right. Step five was what we’ve been doing now in 2025. So continued optimization in 2025.

00:16:03:22 – 00:16:06:10
Ralph
And this is kind of hot off the press here.

00:16:06:10 – 00:16:13:10
Ralph
And let’s get right into a lot of the things that we did. This was so most of the stuff that we talked about up until this point was really through

00:16:13:10 – 00:16:17:00
Ralph
22, late 22 minute 22 into 23 and into

00:16:17:00 – 00:16:18:01
Ralph
2024.

00:16:18:06 – 00:16:22:19
Ralph
We were really just scaling up what we were already doing. We were obviously we’re inserting

00:16:22:19 – 00:16:25:22
Ralph
more and more creative. In 2025,

00:16:25:22 – 00:16:29:07
Ralph
things started to change bit. And if you’ve been listening to this show for any

00:16:29:07 – 00:16:35:09
Ralph
number of episodes, you realize that Meta Andromeda was a big deal in 2025,

00:16:35:09 – 00:16:36:10
Ralph
and

00:16:36:10 – 00:16:38:02
Ralph
this account was no different.

00:16:38:02 – 00:16:39:05
Ralph
And it certainly

00:16:39:05 – 00:16:46:17
Ralph
will affect the performance of personal injury law, even though a lot of our traffic was actually last click coming from Google.

00:16:46:19 – 00:16:51:20
Ralph
Meta then became sort of a feeder to Google, especially in 2025,

00:16:51:20 – 00:16:57:21
Ralph
to create top of funnel awareness, create top of funnel consideration, and then get Google to get the last click

00:16:57:21 – 00:17:01:05
Ralph
for that branded search for Mike Moore’s Law

00:17:01:05 – 00:17:04:18
Ralph
personal injury law attorney, Michigan, Detroit, whatever it is,

00:17:04:18 – 00:17:08:04
Ralph
car accident, attorney Detroit,

00:17:09:00 – 00:17:11:19
Ralph
all those sorts of very high value keywords.

00:17:11:19 – 00:17:15:02
Ralph
What we really wanted is when we were to create the branding on meta

00:17:15:02 – 00:17:19:23
Ralph
and then scoop up the brand traffic over on Google, and you’ll see exactly how we did that here.

00:17:19:23 – 00:17:20:12
Ralph
So

00:17:20:12 – 00:17:26:23
Ralph
in 2025, Google Ads performance was good. So we maintained a stable ad spend throughout 2025.

00:17:26:23 – 00:17:29:06
Ralph
So same ad spend.

00:17:29:06 – 00:17:32:08
Ralph
This is the key here. So this is why we don’t charge

00:17:32:08 – 00:17:33:14
Ralph
buy ad spend.

00:17:33:14 – 00:17:36:03
Ralph
We think that’s an outdated model. Now

00:17:36:04 – 00:17:41:16
Ralph
in some cases it is if especially if there’s a lot of seasonal fluctuations, there’s a tremendous amount of more work

00:17:41:16 – 00:17:45:21
Ralph
that’s done in season as opposed to off season. There’s really the exceptions to the rule.

00:17:45:21 – 00:17:49:09
Ralph
But in most cases, what we try to do is try to actually spend less

00:17:49:09 – 00:17:51:21
Ralph
if you can spend less and get more,

00:17:51:21 – 00:17:56:00
Ralph
that’s nirvana for us because your media efficiency ratio

00:17:56:00 – 00:17:57:17
Ralph
is that much more effective.

00:17:57:17 – 00:17:58:05
Ralph
So

00:17:58:05 – 00:18:05:05
Ralph
we maintain just about the same level of ad spend in 2025, as we did in 2024.

00:18:05:05 – 00:18:09:13
Ralph
We shifted some of the balance over to meta. Now it’s more

00:18:09:13 – 00:18:16:04
Ralph
60, 40, 70, 30 from Google to Meta, whereas before it was 99 to 1,

00:18:16:04 – 00:18:21:13
Ralph
really from Google to Meta. Now that has shifted. So we wanted to create some brand awareness.

00:18:21:13 – 00:18:22:05
Ralph
One can

00:18:22:05 – 00:18:27:09
Ralph
create some awareness of this law firm because obviously they’re doing really, really good work.

00:18:27:09 – 00:18:28:04
Ralph
But we

00:18:28:04 – 00:18:31:02
Ralph
we realized that this is a finite market.

00:18:31:02 – 00:18:36:13
Ralph
So you got to go after obviously you’ve got to continuously rejuvenate your ads, your ad copy

00:18:36:13 – 00:18:38:21
Ralph
and continue to sort of penetrate that market.

00:18:38:21 – 00:18:41:21
Ralph
But the point is, it’s like you reach a certain point where

00:18:41:21 – 00:18:43:23
Ralph
you can’t spend a whole lot more.

00:18:43:23 – 00:18:48:10
Ralph
We feel like in 2026 we can spend more, especially now with Andromeda.

00:18:48:10 – 00:18:51:01
Ralph
But we spent about the same. But,

00:18:51:03 – 00:18:53:16
Ralph
we increased our assigned cases,

00:18:53:18 – 00:18:55:22
Ralph
by 48%.

00:19:08:22 – 00:19:15:21
Ralph
So in 2025, for a high intent acquisition at scale, we got 793 signed cases.

00:19:15:21 – 00:19:18:19
Ralph
That’s year to date through the end of the year of 2025,

00:19:18:19 – 00:19:30:20
Ralph
$2.5 million of Google ad spend, with about a little bit less than $3,000 cost per sign case. Now, remember, back in 20 2223, we were getting $1,500,

00:19:30:22 – 00:19:32:07
Ralph
cases. So

00:19:32:07 – 00:19:34:21
Ralph
this is just a natural evolution in the market.

00:19:34:21 – 00:19:35:07
Ralph
When

00:19:35:07 – 00:19:37:19
Ralph
other competitors see us advertising,

00:19:37:19 – 00:19:44:20
Ralph
they enter into the market. All the prices and the CPM sort of rise over time. And this is just sort of a natural evolution. But keep in mind,

00:19:44:20 – 00:19:50:17
Ralph
if you back all this out, $5,000 or less per sign case is very successful, very lucrative.

00:19:50:17 – 00:19:54:13
Ralph
So we got consistent case volumes through multiple reporting windows.

00:19:54:15 – 00:19:56:17
Ralph
They did have a change in CRM.

00:19:56:19 – 00:20:00:19
Ralph
So we switched over a lot of our tracking into the Salesforce

00:20:00:19 – 00:20:01:20
Ralph
CRM.

00:20:01:20 – 00:20:14:05
Ralph
And then we restructured some of our branded and our non-branded campaigns in order to optimize and reduce our spend, like get more out of our current spend. So we reduced spend,

00:20:19:13 – 00:20:23:17
Ralph
But cut 48% more

00:20:23:17 – 00:20:24:14
Ralph
cases.

00:20:24:14 – 00:20:25:06
Ralph
So

00:20:25:06 – 00:20:26:01
Ralph
that

00:20:26:01 – 00:20:28:02
Ralph
is a result that we really want.

00:20:28:02 – 00:20:36:12
Ralph
So that way we could keep the CPA well below or the cost per sign case really low under that $3,000 mark and continue to scale up.

00:20:36:12 – 00:20:37:10
Ralph
So this,

00:20:37:10 – 00:20:42:17
Ralph
continuous flow of high intent, qualified traffic created a lot of brand visibility

00:20:42:17 – 00:20:45:15
Ralph
and created a lot of very competitive,

00:20:45:17 – 00:20:46:10
Ralph
searches.

00:20:46:10 – 00:20:50:21
Ralph
And we started to get more and more of impressions, share

00:20:50:21 – 00:20:53:05
Ralph
for those high intent

00:20:53:05 – 00:20:55:14
Ralph
searches. And a high intent search

00:20:55:14 – 00:21:09:07
Ralph
is something like car accident, attorney Detroit car accident, lawyer Dearborn, those sorts of things branded search growth worse was supported by the full funnel as well. Branded search growth is basically people that are searching for

00:21:09:07 – 00:21:10:10
Ralph
Mike Moore’s law

00:21:10:10 – 00:21:12:05
Ralph
as as the case may be.

00:21:12:05 – 00:21:16:01
Ralph
So what differentiates this performance is not just traffic volume,

00:21:16:01 – 00:21:20:07
Ralph
it’s the quality of the traffic. And we built systems that attracted

00:21:20:07 – 00:21:22:03
Ralph
high intent prospects,

00:21:22:03 – 00:21:26:17
Ralph
strengthening the brand visibility and very competitive markets,

00:21:26:17 – 00:21:33:21
Ralph
and consistently converted those qualified inquiries into actual signed cases. And we showed you how we did that.

00:21:33:21 – 00:21:35:22
Ralph
We made some even further refinements

00:21:35:22 – 00:21:37:16
Ralph
on the site itself

00:21:37:16 – 00:21:40:05
Ralph
to increase and enhance conversion.

00:21:40:09 – 00:21:43:03
Ralph
And the result is a really reliable acquisition system,

00:21:43:03 – 00:21:47:14
Ralph
the conversion engine, p law conversion engine case system

00:21:47:14 – 00:21:49:18
Ralph
that allowed them to confidently scale and

00:21:49:18 – 00:21:52:16
Ralph
for our media buyers and all in his team to confidently scale.

00:21:52:16 – 00:21:55:02
Ralph
So here’s how Google and Meta really sort of work.

00:21:55:02 – 00:21:56:14
Ralph
So the performance engine

00:21:56:14 – 00:21:58:02
Ralph
or the conversion

00:21:58:02 – 00:21:59:17
Ralph
engine system

00:21:59:17 – 00:22:01:03
Ralph
is really is about

00:22:01:03 – 00:22:06:04
Ralph
getting the channels to work together, the traffic channels to work together

00:22:06:04 – 00:22:07:04
Ralph
in harmony,

00:22:07:04 – 00:22:09:02
Ralph
as well as the creative

00:22:09:02 – 00:22:16:07
Ralph
keep consistency in the creative, both in your Google Ads as well as your meta ads and whatever other channels we do programmatic now

00:22:16:07 – 00:22:19:02
Ralph
we do a ton of email and social media.

00:22:19:02 – 00:22:23:19
Ralph
We do all the other individual channels. Point is, is you want consistent brand

00:22:23:19 – 00:22:27:00
Ralph
performance. You want consistent brand delivery

00:22:27:00 – 00:22:36:11
Ralph
to potential prospects. And we did that using Google Meta and this sort of performance ecosystem here. So Google captures the active demand.

00:22:36:11 – 00:22:38:19
Ralph
But meta strengthens the awareness

00:22:38:19 – 00:22:41:16
Ralph
in the branded visibility and the brand. Remember

00:22:41:16 – 00:22:45:22
Ralph
those roadside billboards that I showed in part one?

00:22:45:22 – 00:22:49:05
Ralph
Think about meta as delivering digital

00:22:49:05 – 00:22:52:16
Ralph
billboards, but not just the people who are just driving aimlessly by

00:22:52:16 – 00:22:54:15
Ralph
people who have either intent,

00:22:54:15 – 00:22:56:20
Ralph
or who have the propensity

00:22:56:20 – 00:22:58:19
Ralph
to fill out a form

00:22:58:19 – 00:22:59:17
Ralph
for

00:22:59:17 – 00:23:05:23
Ralph
a personal injury law, case study and more specifically, because Meta and Google know so much about you,

00:23:05:23 – 00:23:09:16
Ralph
specifically people who are at a higher propensity

00:23:09:16 – 00:23:11:00
Ralph
to have a car accident

00:23:11:00 – 00:23:13:09
Ralph
and enlist the services of this firm.

00:23:13:09 – 00:23:17:23
Ralph
So that’s how the two of them really work together. And it creates a balanced and scalable

00:23:17:23 – 00:23:21:07
Ralph
paid media ecosystem, which is exactly what we got here.

00:23:21:07 – 00:23:25:21
Ralph
So once again, like here is the 2025 results. We’ll kind of go through this once again.

00:23:25:21 – 00:23:32:20
Ralph
Like I said, these are the average settlement amounts based upon minor injury, moderate injury, severe injury maybe a life changing induced

00:23:32:20 – 00:23:33:15
Ralph
injury.

00:23:33:17 – 00:23:35:18
Ralph
I mean, heaven forbid something like that happens.

00:23:35:18 – 00:23:40:17
Ralph
Obviously it’s worth more. The average settlement amount is is more for a life changing

00:23:40:17 – 00:23:41:11
Ralph
injury.

00:23:41:11 – 00:23:45:00
Ralph
If it’s just, you know, minor whiplash, it might be a smaller amount.

00:23:45:00 – 00:23:50:21
Ralph
But on average we’re talking about you know, anywhere between 30 to $90,000 per settlement.

00:23:50:21 – 00:23:51:15
Ralph
So

00:23:51:15 – 00:23:54:12
Ralph
when we’re looking at these, if you can get

00:23:54:12 – 00:24:02:18
Ralph
cases where you are signing them at $3,000 and all you’re really doing is just going after minor injuries at $9,000,

00:24:02:18 – 00:24:06:23
Ralph
this is a case merger or marketing efficiency ratio, which is

00:24:06:23 – 00:24:08:21
Ralph
one of our marketing performance indicators.

00:24:08:21 – 00:24:10:14
Ralph
If you haven’t downloaded your spreadsheet,

00:24:10:14 – 00:24:14:11
Ralph
definitely do so over a tier 11.com/mpi.

00:24:14:11 – 00:24:16:08
Ralph
Download that spreadsheet, get that,

00:24:16:08 – 00:24:18:15
Ralph
understand all the marketing performance indicators.

00:24:18:15 – 00:24:23:13
Ralph
and merger or media efficiency ratio or marketing efficiency ratio, depending on who you talk to.

00:24:23:14 – 00:24:28:19
Ralph
Is revenue total revenue divided by total marketing or total media spend.

00:24:28:19 – 00:24:31:12
Ralph
And if you’re going after minor injuries, it’s about a three

00:24:31:12 – 00:24:32:00
Ralph
year

00:24:32:00 – 00:24:33:15
Ralph
moderate injuries or about

00:24:33:15 – 00:24:37:10
Ralph
anywhere between 50 and $60,000. It’s about a 16 year

00:24:37:10 – 00:24:39:22
Ralph
or a blended Roas. A lot of people are very

00:24:39:22 – 00:24:46:15
Ralph
infatuated with Roas. This account specifically is infatuated with Roas, sometimes to their detriment.

00:24:46:16 – 00:24:48:16
Ralph
But we look at this as blended Roas.

00:24:48:16 – 00:24:52:12
Ralph
That means all of the channels have all the channels working together to create

00:24:52:12 – 00:24:54:15
Ralph
the media efficiency ratio.

00:24:54:15 – 00:24:55:22
Ralph
That is

00:24:55:22 – 00:25:00:21
Ralph
economically sound for your business. And once again, this is settlement amounts. This isn’t what the

00:25:00:21 – 00:25:08:06
Ralph
the actual law firm keeps. This is just media efficiency ratio based upon settlement amounts. Severe injuries are 100,000 plus.

00:25:08:06 – 00:25:09:23
Ralph
It’s about a 33 ex

00:25:09:23 – 00:25:18:22
Ralph
media efficiency ratio or a blended Roas. About 33. Wouldn’t we all want to get that in life. And then obviously life changing injury is our 200 to

00:25:18:22 – 00:25:20:03
Ralph
multiple millions.

00:25:20:03 – 00:25:21:21
Ralph
And that could be 66.

00:25:21:23 – 00:25:25:18
Ralph
Bur of 2000 thousands. And mur.

00:25:25:18 – 00:25:32:02
Ralph
So we take sort of an average of all of these. And when all comes on held debate some of these numbers and actually say they were higher

00:25:32:02 – 00:25:33:20
Ralph
than the ones that I’m showing here.

00:25:33:22 – 00:25:38:21
Ralph
But so in all of our results, all time results between 2022 and 2025,

00:25:38:21 – 00:25:43:21
Ralph
we signed directly attributable. I’m only looking at Google because

00:25:43:21 – 00:25:45:14
Ralph
we create the awareness,

00:25:45:14 – 00:25:46:14
Ralph
over on meta

00:25:46:14 – 00:25:51:23
Ralph
and Google gets the last click, gets the signed case, and I’m only using that data here.

00:25:51:23 – 00:25:53:22
Ralph
All you we’ll talk about how

00:25:53:22 – 00:25:56:03
Ralph
this number is actually sort of under

00:25:56:03 – 00:25:57:05
Ralph
estimating

00:25:57:05 – 00:26:02:10
Ralph
the value to the recipients of these settlements, as well as the value to the revenue for the

00:26:02:10 – 00:26:03:07
Ralph
for the law firm.

00:26:03:10 – 00:26:03:22
Ralph
But

00:26:03:22 – 00:26:06:18
Ralph
let’s just use these conservative numbers here. So 3000,

00:26:06:18 – 00:26:11:19
Ralph
about 3067 cases through Google at about a $60,000 average settlement

00:26:11:19 – 00:26:15:07
Ralph
equals $184 million in settlements.

00:26:15:09 – 00:26:19:09
Ralph
Let’s think about that for a second. This is life transforming

00:26:19:09 – 00:26:27:07
Ralph
money for over 3000 individuals, $184,000 in settlements. Think about the impact that has on their family,

00:26:27:07 – 00:26:29:19
Ralph
their future lives, their kids, college,

00:26:29:19 – 00:26:32:13
Ralph
all of these things like this is tremendously

00:26:32:13 – 00:26:36:00
Ralph
high impact work that these guys do here. Because

00:26:36:00 – 00:26:40:02
Ralph
once again, insurance companies is the reason why, like every other ad that you see

00:26:40:02 – 00:26:43:06
Ralph
when you’re watching the NFL is an insurance ad, because these guys have gobs of money.

00:26:43:06 – 00:26:45:01
Ralph
They just don’t want to give it out in settlements.

00:26:45:01 – 00:26:45:17
Ralph
So

00:26:45:17 – 00:26:47:00
Ralph
at 30%

00:26:47:00 – 00:26:53:00
Ralph
what this was worth 3000 signed cases through our work through Google. Last click. Keep in mind,

00:26:53:00 – 00:26:56:07
Ralph
hey, it was worth about $55 million,

00:26:56:07 – 00:26:58:07
Ralph
a little bit over $55 million

00:26:58:07 – 00:26:59:03
Ralph
in revenue

00:26:59:03 – 00:27:03:11
Ralph
for this firm due to our efforts and due to this system

00:27:03:11 – 00:27:05:22
Ralph
due to the tier 11

00:27:05:22 – 00:27:07:18
Ralph
law conversion

00:27:07:18 – 00:27:09:05
Ralph
engine system.

00:27:09:05 – 00:27:09:21
Ralph
So

00:27:09:21 – 00:27:15:17
Ralph
if you want to do the same sort of thing for your law firm or your business,

00:27:15:17 – 00:27:21:06
Ralph
check us out over at tier 11.com/apply. We would love to talk to you about

00:27:21:06 – 00:27:24:21
Ralph
how we can scale and grow your business and help you

00:27:24:21 – 00:27:26:02
Ralph
achieve your vision

00:27:26:02 – 00:27:27:05
Ralph
as an organization,

00:27:27:05 – 00:27:31:14
Ralph
and when we can help you do that, it helps us to achieve our vision

00:27:31:14 – 00:27:32:18
Ralph
as tier 11.

00:27:32:18 – 00:27:40:06
Ralph
So hope you enjoyed this week’s case study. Like I said, we’re going to have all of you who leads our personal Injury law performance team on

00:27:40:06 – 00:27:41:19
Ralph
on our next episode.

00:27:41:19 – 00:27:49:17
Ralph
Of course, if you really like this one, please leave us a rating and review wherever you listen to podcasts helps us get out to a wider audience. Teach people how to do this stuff the right way

00:27:49:17 – 00:27:55:08
Ralph
through metrics that matter i.e signed cases, not just leads and phone calls.

00:27:55:10 – 00:27:58:03
Ralph
Stuff that actually turns into business, metrics that matter

00:27:58:03 – 00:27:59:16
Ralph
and growth that scales.

00:27:59:16 – 00:28:02:12
Ralph
So on behalf of my amazing co-host Lauren Petrillo,

00:28:02:12 – 00:28:03:12
Ralph
until next show,

00:28:03:12 – 00:28:04:00
Ralph
see you.

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