Your CPL is fine. Your fundable-lead rate is the metric that matters.

A mature pre-settlement funding campaign in major-state markets typically runs $25–$50 CPL on PPC. We've held $29 CPL on the peak weeks of a recent NYC pre-settlement engagement and $28 combined CPL on a multi-brand Tampa/NY consolidation. But CPL alone is misleading in this vertical — the metric that actually matters is fundable-lead rate. A $40 CPL campaign with 60% fundable rate beats a $25 CPL campaign with 30% fundable rate every time.

Aggressively, at the keyword level, refreshed weekly. We build out a tight negative keyword list — workers comp variants, class action terms, mass tort terms, mesothelioma, BSA, Camp Lejeune, NEC, and dozens of others depending on what's trending — and audit the search terms report weekly to catch new variants. The goal is zero charge for clicks your underwriters categorically reject. We work with your team on what counts as fundable for your specific operation, because every funder draws the lines slightly differently.

We target only the states you're licensed to fund in, with explicit exclusions on everything else. For a 13-state operator we've run, the campaign targeting list runs precisely AZ, CA, FL, GA, LA, MA, NJ, NY, OR, PA, TX, VA, WA — no national presence, no broad-match radius. When your licensing changes (new state added, regulatory issue elsewhere), we update targeting the same week. We also handle cross-border leakage at the campaign level (someone in a non-target state who recently traveled through a target state will sometimes generate a click — we filter for it).

Yes. We've consolidated two consumer-facing legal funding brands into a single verified ad account with per-brand tracking — different ad copy, different landing pages, different CallRail tracking numbers, different HubSpot views, separate weekly reports. The advantage: shared learnings across the account (negative keywords, audience insights, conversion data) without the double-retainer expense of running two separate agencies. If you have brand-A and brand-B targeting different audiences or different states, we can architect it.

The honest answer: improving fundable rate is a 60–90 day project, not a week-one win. It depends on three things — (1) your intake team tagging leads in HubSpot within 24–48 hours of capture, (2) us feeding that fundable signal back to Google as a conversion event, and (3) Google's algorithm having enough fundable-tagged conversions (we'd want 50+ before it tunes meaningfully). After that window, you should see CPL hold or rise slightly while fundable rate climbs noticeably. The cost-per-funded-deal — which is what matters — improves materially.

Almost never. Attorney referrals and consumer-direct PPC reach completely different funnels — attorneys send you pre-qualified cases at retainer stage; PPC reaches plaintiffs themselves at the awareness stage. They actually complement each other: the consumer plaintiff who clicks your PPC ad today often becomes the attorney-referred funding application next month after their lawyer recommends you. We've never seen attorney pipelines cannibalized by PPC — only supplemented.

Yes. 30 days' notice to your current vendor. During that window we take ownership of Google Ads, GA4, GTM, CallRail, HubSpot — always in your name, never ours. We audit existing campaign structure (we typically find broken negative keyword lists, missing state exclusions, and zero fundable-rate feedback to the algorithm), inherit historical conversion data, and stage the rebuild. Day 31, we go live. No double-spend month. You keep every account if you ever leave us.

Standard timeline: 7–14 days from contract to first live spend. Day 1–4: account audits, ownership transfers, case-type and state targeting workshops with your team, GTM/CallRail/HubSpot integration. Day 5–9: campaign build, negative keyword construction, copy approvals, intake routing review. Day 10–14: advertiser verification cleared, campaigns launched at controlled spend to validate tracking before scaling budget. We won't ramp budget until we see fundable-tagged conversions flowing — too easy to misattribute the first month otherwise.