Operator dispatches from inside personal-injury lead acquisition.
What I actually saw running paid acquisition for personal-injury and mass-tort firms over the last six years — with numbers, dates, platforms, and the boring operational detail that's hard to come by anywhere else.
- No. 01Operator postmortemMay 16, 2026 · 11 min
The seven figures I spent on PI ads in 2024 — what worked, what didn't.
$3.8M across Google, Meta, TikTok, OTT and Microsoft for personal-injury and mass-tort firms. The platforms that compounded, the platforms that broke, and what we're doing differently in 2026.
Read the dispatch - No. 02Field repairMay 14, 2026 · 9 min
Why my Meta CPM doubled the week iOS 17 dropped, and how we rebuilt the funnel.
Link Tracking Protection shipped on a Tuesday. By Friday our Meta CPL was up 87% and the model was blind. Here's what broke and the three changes that put us back to baseline in six weeks.
Read the dispatch - No. 03Proprietary tacticMay 10, 2026 · 8 min
The intake-call script that took our boutique buyer from 6% to 14% signed-case rate.
Same leads, same firm, same case mix. Different first eight seconds. A field test across 1,200 calls in Q3 of last year that more than doubled signed-case rate without changing supply.
Read the dispatch - No. 04Cross-disciplineMay 3, 2026 · 10 min
Camp Lejeune, talc, AFFF — what the mass-tort cycle taught us about MVA supply.
Four years buying media for plaintiff-side mass tort campaigns produced a different operating manual than anyone running pure MVA ever sees. Five lessons that transferred cleanly, and one that didn't.
Read the dispatch - No. 05Channel deep-diveApril 22, 2026 · 10 min
What I learned shipping $418K of CTV inventory for PI firms in 2024.
Connected TV looked indefensible until it didn't. Eight months on the buying side of Vibe, MNTN, and a sliver of NBCU direct — what the CPL chart hides, how to model branded-search lift, and the one operational rule that matters more than creative.
Read the dispatch - No. 06Tactical playbookApril 10, 2026 · 9 min
The LSA reviews flywheel — from 0 to 30 verified, week by week.
Google's Local Services Ads rebuilt their auction in March 2024 and the single biggest variable became verified reviews. The first 30 are worth more than the next 300. Here's the eleven-week field test that took an Atlanta PI firm from 0 reviews to 31, position from 4.4 to 1.6, and CPL down 18%.
Read the dispatch - No. 07OpinionMarch 26, 2026 · 7 min
Why I'm done with programmatic display for plaintiff-side, after three years and $148K of trying.
DV360, StackAdapt, every contextual segment under the sun. Eleven signed cases on $148K of spend. The math doesn't work for PI firms and I'm finally tired of pretending it might. Here's why, with the receipts.
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