Every injury ad says the same three words.

Everything a potential client sees before they call you: the commercial and its cutdowns, social and search ads, display and connected TV assets, landing page creative, and the review and referral material that turns past clients into new cases. It starts with the position underneath all of it, because producing assets from six different ideas is how a firm ends up feeling smaller than it is.

On qualified leads and signed cases, compared against what you were getting before. The category average is $284 per lead and $468 per signed case at a 7% lead-to-case rate, so those are the numbers we move against. Brand awareness and recall are reported where television is in the mix, but they never headline the report. If an idea is winning applause and losing money, we will tell you.

Not necessarily, and we will say so if the money is better spent elsewhere. Injury firms now put 31% of budget into Google Ads against 18% into television, and digital grew 34% from 2020 to 2024 while TV fell 8%. What most firms do need is video, because connected TV and social both run it. Produce once, cut for everywhere, and decide the broadcast question on its own merits.

It depends on whether production is included and at what scale. A positioning project with performance assets is a modest number; add a commercial shoot with real lawyers on camera and it rises considerably. We scope and price in stages so you can commission the position first and decide on production afterwards, rather than signing for everything before you have seen the idea.

Your firm does, outright. Raw footage, edit files, artwork, photography and usage rights are handed over, and nothing is held back as leverage. That is not universal in this industry, so it is worth asking any agency directly. If you leave, you can keep running and re-cutting everything we made without paying anyone for permission.

Every asset is reviewed against the rules of the states you are licensed in before it runs. Results carry the disclaimers your jurisdiction requires, client testimonials are handled the way your bar allows, and nothing implies a guaranteed outcome. Where a rule is ambiguous we raise it rather than deciding for you, and your firm approves every asset before release.

Wherever they are willing, yes. Real lawyers outperform actors in this category by a wide margin, because prospective clients are looking for someone they could imagine calling. Nobody has to be a natural performer — we coach on the day, shoot in short takes, and build the edit around what people say well rather than making them recite a script.

Mostly in where the work starts and how it is judged. A lot of legal creative begins with a format brief and ends with a delivery date. We begin with research into your market and your clients, produce everything from a single position, and read results on signed cases. If your current partner is doing that already, we will tell you so rather than pitch against work that is functioning.

Yes, and it works well. We build and test the assets, they buy the placements, and we agree upfront how success is read so nobody is grading their own homework. If you would rather one team did both, our paid search and paid social people can take the media on as well.

Research and positioning take about five weeks, production four to six more, so most firms are running new work inside a quarter. Performance assets can move faster than that — we often get new search and social creative live within three or four weeks while the larger production is still in planning, so the programme starts paying before the film airs.

We find out early and cheaply, which is the point of testing in variants. Ideas are tested with real clients before production, and once in market they run against each other rather than in isolation. If something underperforms we retire it quickly and produce further from what is winning. You will hear that assessment from us before you have to ask for it.

Yes, and it is often the highest-return work in the programme. Referrals already deliver 22% of the typical injury caseload, and the industry Net Promoter Score sits at 45 — the goodwill exists, most firms simply never ask for it in an organised way. We build review requests into your case-closing process and produce the client stories that make referral conversations easy.

Considerably. Reviews and video both feed local visibility, and a clearer message improves how every page reads. It matters because organic is the cheapest channel you have: injury leads cost $183 from SEO against $442 from Google Ads. Our SEO team uses the same position, so the two programmes reinforce each other rather than telling different stories.

Usually a dedicated page that continues the same sentence the ad started, because a general homepage asks the visitor to find their own way. Design for the phone: 88% of legal ad visits arrive on mobile and convert 32% better than desktop. Our web design team builds those pages from the same creative work.

Yes, and the position matters more when the media budget is smaller. A firm spending modestly cannot out-shout the market, so the only route is being memorable and specific. We scale the programme down cleanly: less production, tighter channel focus, the same research and the same standard of idea.

It should, and that is a conversation we have early. If a campaign promises that a lawyer calls you back the same day, the intake system has to make that true, or the best creative work in your market simply generates disappointed calls. We share the promise with your team before anything runs, help you write the answering script that follows from it, and flag where the experience a potential client gets does not match the one the ad described. The highest-performing injury firms we work with treat the phone as part of the campaign rather than as a separate department.

Yes. The same position drives the content on your website, the attorney biographies, the social posts your firm publishes and the material your team uses in the community. A single idea applied everywhere is what makes a mid-size law firm feel established, and it costs far less than commissioning each piece separately. Where that work is really search-led we bring in the content marketing team so the pages are built to be found as well as read.

A named creative director, a producer and a strategist, with one point of contact running the programme. You will meet them at the start, you can email them directly, and the same people are on set and in your review sessions. Your firm is not handed to a rotating queue after the contract is signed.

Usually within two to three weeks. Research begins immediately and nothing currently running needs to be switched off while it happens — your existing campaigns keep working throughout. If there is obvious waste in what is live today, we will point it out in the first fortnight rather than waiting for the new work.