Birth injury marketing for firms that screen hard and sign carefully.
The firms that do this work well accept a small fraction of the families who contact them, after records review and expert consultation, months after the first call. Marketing that is built for volume works against that discipline. Ours is built for it.
Most birth injury searches are not looking for a lawyer. The budget has to know the difference.
A parent searching a diagnosis is asking a medical question. A parent asking whether what happened was preventable is asking a different one. A parent searching for an attorney in their state is asking a third. Treating all three as one keyword list is how birth injury campaigns waste money and, worse, pressure families who were not looking for a law firm.
| Intent class | Example searches | How we treat it |
|---|---|---|
| Medical information | what is HIE · cerebral palsy causes · brachial plexus newborn | Excluded from paid search by default. Served by educational content, if the firm publishes it, with no presumptive call to action. |
| Preventability | was my baby's brain injury preventable · delayed c-section brain damage · fetal monitoring mistakes | Eligible for search with accurate, non-presumptive copy and a landing page that explains how a review works before it asks for anything. |
| Legal process | birth injury lawsuit · birth injury statute of limitations [state] · medical records for malpractice | Core search intent. Landing pages answer the process question first; state-specific pages only where the firm is licensed and the content is reviewed. |
| Attorney selection | birth injury lawyer [city] · best cerebral palsy attorney · HIE lawyer near me | Highest-intent, most contested and most expensive. Won on page quality, response time and proof, not on bid alone. |
Example queries are illustrative of intent classes. Actual keyword sets are built from your Search Console, Keyword Planner and query reports, and reviewed against your screening criteria before launch.
Cost per lead is a vanity number in birth injury. Cost per signed case is the only one that reconciles.
The pipeline between a paid click and a retainer has at least five stages, and the drop at each one is larger than in any other plaintiff practice. A vendor who halves your cost per lead while halving the share that survives screening has improved nothing except the number they show you.
We instrument every stage from the first touch, define each stage in writing with your intake and attorney team, and report cost per screened inquiry and cost per signed case by channel. When the model shows that attorney review capacity, not spend, is the binding constraint, we say so, because scaling spend into a review bottleneck produces slower callbacks and angrier families, not more cases.
Read: why cost per lead misleadsStage names are agreed with your team during onboarding and written into the data dictionary. Conversion rates between stages are yours; we never substitute industry averages we did not measure.
Search leads. Content compounds. Social educates. Intake decides.
Google Ads: intent-segmented search
Separate campaigns for preventability, legal-process and attorney-selection intent, with medical-information queries excluded, state-level structure matched to licensure, call and form conversions imported with stage outcomes, and bids managed to cost per screened inquiry rather than cost per lead.
Search campaigns →SEO and content: the compounding asset
Practice pages that answer the process question, condition explainers that are medically reviewed and honest about causation, state pages only where reviewed, and a technical foundation built to be cited by search engines and AI assistants. Organic birth injury traffic is slow to earn and very hard to displace.
SEO and content →Meta: educational demand, inside the rules
Paid social reaches families before they search, but health-related targeting and personal-attribute claims are restricted and should be. We run educational creative to broad audiences, never imply knowledge of a child's condition, and never send form responses or condition fields to the platform.
Paid social →Intake: where cases are won or lost
Speed to lead with after-hours coverage, a medically literate first conversation that gathers what review needs without interrogating a grieving parent, written screening criteria, records-request workflow and a pipeline that records every stage. Marketing cannot fix a phone nobody answers.
Intake systems →Built inside the rules, because families and bar counsel are both reading.
No presumptive copy
Ads and landing pages never assert that a specific reader's child was injured by negligence. Every claim about preventability is conditional and reviewed. A diagnosis is never presented as proof.
No health data in ad platforms
Conversion events carry stage outcomes and campaign identifiers only. Condition fields, narratives and medical details never enter pixel payloads, conversion APIs or audience lists, and we do not use server-side tracking to route around platform restrictions.
Attorney advertising rules
Copy is written to your state's advertising rules, disclaimers are built into templates, and no engagement involves fee sharing, referral payments or ownership of your inquiries. Your ad accounts and data stay in your name.
Straight answers.
Can you guarantee a number of signed birth injury cases?
No, and anyone who does is pricing in your disappointment. We agree on stage definitions, forecast ranges from your own historical data and our campaign models, state the assumptions, and report against them monthly. Forecasts are revised as real conversion data accumulates.
How is this different from buying birth injury leads?
Purchased leads are typically generated by someone else's creative, under someone else's disclosures, and often sold to more than one firm. We build your acquisition system in your accounts, under your name, with your screening criteria, and every inquiry is yours alone. You own the asset when the engagement ends.
We are licensed in two states. Can you run nationally?
We run where you can practice or have a documented co-counsel arrangement, and we structure campaigns and content by state so that nothing implies you handle matters where you cannot. National expansion is a licensing and operations decision before it is a marketing one; we will help you model it honestly.
How long before this produces signed cases?
Search campaigns produce inquiries within weeks of launch. Screened inquiries that become signed cases follow your review timeline, which in birth injury is typically months. We report leading indicators (screened inquiries, records requested) so you can judge the system long before the retainers reconcile.
What do you need from us to start?
Access to existing ad accounts and analytics, your intake process as it actually runs today, your screening criteria in writing (or a session to write them), and a named owner for the weekly review. A strategy session establishes all four.
Start with a diagnosis, not a proposal.
A strategy session is a working review of your current acquisition: where inquiries come from, where they leak, and what a signed case actually costs you today. You leave with findings whether or not we work together.