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Hey, real quick, before we dive in, if you've got a brand or marketing tool that marketers need to know about, sponsor the show here at Perpetual Traffic. Perpetual Traffic puts you in front of thousands of seasoned marketers, CMOs and agency owners. So head on over to perpetualtraffic.com to apply to be a sponsor of this show. The core of this It's a digital marketing case study. We wanted car accident leads that turned into signed cases. The value of a case is worth anywhere between 30 to $90,000. They were collecting a ton of space. Bam. We made some even further refinements and the result is a reliable acquisition system that allowed them to confidently scale $184 million in settlements. Here's how Google and Meta really sort of work. You're listening to Perpetual Traffic. We all know this as marketers and business owners. That growth is amazing. Until something breaks or some catastrophic event, heaven forbid should ever happen to your business. And I don't mean just your ad campaigns going sideways. Maybe a client slips on a wet floor or a shipment suddenly goes missing, or a contractor gets hurt, or an employee gets hurt. Suddenly the thing you've been building can take a huge financial hit, maybe one that you worry might take down the company. And you should always be thinking about that as the business owner. Most people don't think about business insurance until after something goes wrong, when it's already too expensive or it's too late. That's why we're big fans of what Next insurance is doing. Business insurance is so important for any business, whether you're online or offline, and they've basically taken the pain out of business insurance. It's 100% online, ridiculously fast, and designed specifically for small businesses. You answer just a few questions and Next tells you exactly what coverage you need. No phone calls, no waiting, no holding the line for the next representative. Just fast, affordable production that actually has your back when things go sideways. Policies start for as little as $29 a month. Don't wait for a crisis to remind you you're not covered. Get protected in minutes@nextinsurance.com perpetual that's nextinsurance.com forward slash perpetual. Hello and welcome to the Perpetual Traffic podcast. This is your host, Ralph burns, founder and CEO of Tier 11. And today is part two of our three part series on this case study, which is a landmark case study for us. It's been four plus years in the making. 2022 to 2026. Yeah, about four years and incredible amount of knowledge. I think that's in here that you're going to be able to glean whether or not you are a personal injury lawyer, whether you're a law firm, whether you're a service based business, whether lead gen business, digital products business. A lot of the things here you can pull out of this and use in your business or send to your team. 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 perpetualtraffic.com YouTube. I'll also leave links in the show notes for part one, which did go through steps one through three. And just as a refresher, what those steps were, number one step was get the tier 11 data suite installed, which is basically get some kind of level of measurement 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 in which to get the results. So we did that in step one. Step two was we deployed the signed case maximizer framework, which is a combination of traffic strategies with creative. And then we also did on step three, we deployed the digital strategy Velocity engine, which is all about understanding the avatars. There's very two very distinct avatars in this case. One in which an individual is right after an accident or in the throes of actually at an accident or maybe within the first few hours after a car accident. And then the second one is somebody who's having recurring symptoms sort of coming up a little bit later on 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 this space in general is highly competitive, if you're not familiar with it. But we paid over $800 for one click on this. And we'll leave links in the show notes to a YouTube series where we go through this even more in depth in our first year or so working with this firm out of Michigan. And we actually did pay well over $800 for one click. And the reason that we did that is that the value of a case for them is worth 30, 40, 50, $60,000. On average, the value of a case is worth anywhere between 30 to $90,000. The average settlement is in that range. And so the law firm actually takes about 30% of that depends on what the state is. There's all kinds of different variations. This is in the state of Michigan. So we know fairly well what the worth of a case is. It's about between 30 and $90,000. There can be much higher, there can be much less. We are really targeting very specific avatar here, which is a car accident. 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 you get in a car accident with an Amazon truck, for example, that could be millions of dollars in settlement. 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. How this works is when you enlist the services of a competent personal injury lawyer and you've been in an accident and it's not your fault, it's somebody else's fault. Usually an insurance company is not going to give you a whole lot of money if you are insured, which hopefully you are in your automobile accident. If you sustain any sort of injuries, they're going to try and give you the minimum. And that's why you get a personal inj lawyer involved. A really good one. This is a really good personal injury law practice in Michigan. Mike Morse Law is the name of the practice. Worked with them for years here. The point is this, is that we really feel like we're doing great work for the individuals who are the recipients of these settlements. And that's why we do this. And when we do that and help that firm achieve their vision, we achieve our vision as an organization inside 211. Anyway, at the core of this, it's a digital marketing case study. 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, if walking the dog or you are at the gym or you're driving and listening to this, I know a lot of people do. Whenever I meet people that do listen to professional traffic, it's usually while they're driving or on a commute. Just like how I started. It's how I actually got into this business is listening to podcasts on my way in for a two and a half hour commute. That was one way from Cape Cod up to Cambridge, which was an absolute nightmare. Thank God I don't have to do that anymore. So anyway, so this is over on our YouTube channel, perpetual traffic.com forward/YouTube. Let's get right into the presentation. All right, so our next step Here is to optimize after the click. So 50 to 60% of the effectiveness of your ads is how well your site captures that traffic. And optimization after the click, or ATC as we call it. We also have a CRO division or a conversion rate optimization division within tier 11. We do do that as a separate service. We didn't actually use that service with this particular client because with any client we always look after click. We are not just media buyers and creative strategists. We look at everything any way that we can to possibly improve the conversion rates and improve the results that we're trying for on our front end. Traffic and data and creative. All the things we talked about in part one here, anything that we can do after the click as part of our overall service, whether or not the client actually does it or not, we then advise them and you'll see sort of step by step how we actually did this with this individual site. So whether it's just the buy, just media buying or they buy creative, we always look at after the click. And we do the deep dive avatar research obviously, which we discussed in step number two and three. And during that point in time we realized that we did have two very distinct avatars. One that was very geared towards Google and one that was very geared towards Meta or Facebook at the time, which is now obviously meta. So if you're looking at the screen here, we actually show you the tier 11 conversion engine or the PI Law conversion engine system has 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 here in this step. So this is what the old version of the website looked like. If you're looking at this, I'll sort of explain it to you. It's sort of a clunky looking site and it did the job certainly. But it had sort of these odd sort of four sections to it. And this is obviously on desktop. We'll also show you the mobile version of it. And there was no phone number that was displayed on the top. A call banner doesn't really stand out. They use five different font sizes, five different fonts, very confusing. So it's, there's a lot, it's very busy. So there was no description field in the form. You don't really know exactly what's going to happen once you find out now which is their call to action, sort of a sketchy call to action button. So don't really know what the problem is. And we also had Four fields which would lend itself to gathering a lot of spam leads which we didn't want. We wanted car accident leads that turned into signed cases. And that's what a personal injury law firm, that's what law firms really care about is signed cases, not just leads, not just phone calls. So you can see here like the site didn't really look all that great. It was functional. Like I said not to disparage the site itself. It did have a lot of things that we felt that we could really work work on on the mobile site. You'll actually see this over on the presentation that I'm doing over on our YouTube channel, by the way. Forward slash YouTube. Check that out once again. You had sort of these four weird sections. You had sort of the call now button at the top, which was actually sort of better. No phone number was displayed in the top. The copy was a bit confusing. The form design, we really felt it wasn't really sophisticated at this point because we have got a lot of experience in personal injury law. This did not fit the best practices that we normally will advocate for for a form. And we also realized that because a lot of their traffic was mobile, especially on Google, they were collecting a ton of spam and it was just sort of a confusing design. So anyway, those are the two older versions. The new version, however, we removed a lot of this reader confusion as much as much as we possibly could with a much cleaner design that organizes the to follow sort of the natural eye movements. You can see here obviously you've got the branding on the top, you've got the phone little the phone icon, you've got the phone number itself. The headline is filled with more emotive ad copy. Copywriting injured in a car accident. Question mark. Very simple. Get compensation for the pain and suffering you've experienced. You also have another call to action right in the middle. The phone number is absolutely. You can't miss it. It's unmissable. As Ali has said many times. Who leads our PI law fir a division here inside tier 11. And it gives the reader or the viewer a reason and an urgent reason to act. Now. So much cleaner design on the desktop and you can just sort of see as we sort of highlight the individual components of it. It's not this sort of fragmented four part design. So you can see here sort of the older version and the newer version, the left hand side has a lot going on way busier. The right hand side has just far more clean. It's also got the Google reviews, it's got Some social proof. It's got a very easily. It doesn't have a YouTube video on it, which oftentimes people will click on a YouTube video. This is, I believe, either a Vimeo or a Wistia video, if I'm not mistaken. And it summarizes the case in which, you know, there's an individual that talks about how the Mike Morse law firm actually helped him out. So this is, I wouldn't say this is a standardized template that we use. We've since updated it since this new version. This was one of the versions that we used in 22 and 23 and have since revised it into 24 and 25. Wait. My marketing manager finally convinced me to run a wild experiment in this episode. Because we want to prove what the conversion engine can do for your brand. We are giving away three of our $10,000 deep dive audits for free. We're going to look at your creative, your media buying, your actual business metrics to find exactly where your growth is stalled. This is two weeks of our best work, but we only have three spots. So go to tier11.com forward/audit right now. Fill out the form and let's see how we can scale your business. You can see by just looking at the two, there's a big, big difference between the two of them. There's also a change in the phone number here so we could track our ads specifically. So desktop. That's sort of some of the basics that we did after the click over on mobile. This is what the new version looked like. So this mobile version was much cleaner. You can see at the top there's a click here to call us now button. There's sort of the money 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. Also has a picture of the principal in the business right at the bottom there. It's got the goo Google reviews, it's got the start my free case evaluation. That's sort of a pop up. Once you click, it actually pops up and opens into a field that has some spam blockers in there to avoid a lot of the spam leads that we're getting. And it's got some branding. Like I said, the brand here really is the principal sort of name and likeness. And we wanted to make sure that that all showed up on the average phone, whether it's an iPhone or whether it's a Google phone. The point is this, is that this is a much cleaner Design on the mobile side and you can kind of see them here. Once again, if you're listening to this, I'm trying to sort of describe it to you. Make sure that you do check this out over@perpetualtraffic.com YouTube the old version, much, much busier. You see them side by side. Here you've got the form which does not pop up. We love multi step forms just in general. Typeform was one of the forms that we first really started liking doing this 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. Keep in mind that's the call to action here. It's not find out now, it's start my free case evaluation. The first step is typically is name or email or email first and then they click next goes to name, click next address, phone number, all the information that you put in there. We try to make it a multi step form because we want to make sure that we don't get a bunch of spam leads. One of the biggest parts to this is also we hugely improved the site speed now just by minifying a lot of the images, just by cleaning up a lot of this on the back end, we were able to increase performance here by five fold. Their their site was actually scored a 15 prior to us working with it. And when we did this, this reevaluation of where we were sending most of the Google and the meta traffic, 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 and you can see that performance, accessibility, best practices and SEO are all really, really high. SEO getting an 83 which we didn't really even mean to do. We weren't doing SEO for these guys. But by virtue of the fact that we made the page so much more usable, it enhanced its SEO value. So you can see the results here on our after the click that you can see the first one on the top. This is for the old version of the page. We split test versus the new version of the page. So we did a very fairly extensive test here. This is about $25,000 in spend. We separated off a certain amount of ad spend that we were spending on this particular client and then we measured what is the signed case amount. You can see, although we were getting a $3,500 signed case which is well below the $5,000, keep in mind 5,000 do was the top that they wanted to pay, they would pay up to that for a signed case. The new page was significantly better. New landing page. This is for non brand, for auto accidents specifically. So this is primarily the Google test that we did for the Google page. You can see the cost per signed case went from $3400 down to $1500. So a very significant decrease. So we actually stopped the test once we hit about 20 or $25,000 and we just pushed all the new traff the new landing page. So this is after we had done three other steps. We didn't do this first had to set up the tracking, had to obviously do your creative avatar research. You had to set up the traffic in the right way. All of this is really how the conversion engine kind of works together. And the last improvement was icing on the cake. You lower the CPA or in this particular case cpl, which is a cost per signed case or cost per signed case or CPL sc, which is cost per signed case. You can see there was a significant difference here. So all right, step five was what we've been doing now in 2025. So continued optimization in 2025 and this is kind of hot off the press here. 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 22, late 22, mid 22, into 23 and into 2024. We were really just scaling up what we were already doing. We're obviously inserting more and more creative. In 2025 things started to change a bit. And if you've been listening to this show for any number of episodes, you realize that Meta Andromeda was a big deal in 2025 and this account was no different. And it certainly will affect the performance of personal injury law. Even though a lot of our traffic was actually last click coming from Google. Meta then became sort of a feeder to Google, especially in 2025 to create top of funnel awareness, top of funnel consideration and then get Google to get the last click for that branded search for Mike Morris. Law, personal injury law attorney, Michigan, Detroit, whatever it is, car accident attorney, Detroit. All those sorts of very high value keywords. What we really wanted is when we wanted to create the branding on Meta and then scoop up the brand traffic over on Google and you'll see exactly how we did that here. So in 2025 Google Ads performance was good. So we maintained a stable ad spend throughout 2025. So same ad spend. This is the key here, this is why we don't charge by ad spend. We think that's an outdated model. Now, in some cases it is, especially if there's a lot of seasonal fluctuations. There's a tremendous amount of more work that's done in season as opposed to off season. Those are really the exceptions to the rule. But in most cases, what we try to do is try to actually spend less. If you can spend less and get more, that's nirvana for us because your media efficiency ratio is that much more effective. Wait. My marketing manager finally convinced me to run a wild experiment in this episode. Because we want to prove what the conversion engine can do for your brand. We are giving away three of our $10,000 deep dive audits for free. We're going to look at your creative, your media buying, your actual business metrics to find exactly where you your growth is stalled. This is two weeks of our best work, but we only have three spots. So go to tier11.com forward/audit right now. Fill out the form and let's see how we can scale your business. So we maintained just about the same level of ad spend in 2025 as we did in 2024. We shifted some of the balance over to Meta. Now it's more 60, 40, 70, 30 from Google to Meta, whereas before it was 99 to 1. Really from Google to Meta. Now that has shifted. So we wanted to create some brand awareness, wanted to create some awareness of this law firm because obviously they're doing really, really good work. But we, we realized that this is a finite market, so you gotta go after. Obviously you've got to continuously rejuvenate your ads and your ad copy and continue to sort of penetrate that market. But the point is, is like you reach a certain point where you can't spend a whole lot more. We feel like in 2026 we can spend more, especially now with Andromeda, but we spent about the same. But we increased our signed cases by 48%. So in 2025, for a high intent acquisition at scale, we got 793 signed cases. That's year to date. Through the end of the year of 2025, $2.5 million of Google Ad spend with about a little bit less than $3,000 cost per signed case. Now, remember back in 2022, 23, we were getting $1,500 cases. So this is just a natural evolution in the market. When other competitors see us advertising, 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, if you back all this out, $5,000 or less per signed case is very successful, very lucrative. So we got consistent case volume through multiple reporting windows. They did have a change in CRM. So we switched over a lot of our tracking into the salesforce CRM 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, so we reduced spend but got 48% more cases. So that is a result that we really want. So that way we could keep the CPA well below or the cost per signed case really low under that $3,000 mark and continue to scale up. So this continuous flow of high intent qualified traffic created a lot of brand visibility and created a lot of very competitive searches. And we started to get more and more of impression share for those high intent searches. And a high intent search is something like car accident attorney, Detroit car accident lawyer, Dearborn, those sorts of things. Branded search growth was supported by the full funnel as well. Branded search growth is basically people that are searching for Mike Morse law, as the case may be. So what differentiates this performance is not just traffic volume, it's the quality of the traffic. And we built systems that attracted high intent prospects, strengthening the brand visibility in very competitive markets and consistently converted those qualified inquiries into actual signed cases. And we showed you how we did that. We made some even further refinements on the site itself to increase and enhance conversion. And the result is a reliable acquisition system, the conversion engine, PI Law conversion engine, case system that allowed them to confidently scale and for our media buyers and Ali and his team to confidently, confidently scale. So here's how Google and Meta really sort of work. So the performance engine or the conversion engine system is really is about getting the channels to work together, the traffic channels to work together in harmony as well as the creative. Keep consistency in the creative both in your Google Ads as well as your Meta ads and whatever other channels. We do programmatic now we do a ton of email, we've done social media, we do all the other individual channels. Point is is you want consistent brand performance, you want consistent brand delivery to potential prospects. And we did that using Google Meta and this sort of performance ecosystem here. So Google captures the active demand, but Meta strengthens the awareness and the branded visibility in the brand. Remember those roadside billboards that I showed in part one? Think about Meta as delivering digital billboards, but not just to people who are just driving Aimlessly by people who have either intent or who have the propensity to fill out a form for a personal injury law case study. And more specifically because Meta and Google know so much about you, specifically people who are at a higher propensity to have a car accident and enlist the services of this firm. So that's how the two of them really work together. And it creates a balanced and scalable paid media ecosystem, which is exactly what we got here. So once again, like Here is the 2025 results. We'll kind of go through this once again. Like I said, these are the average settlement amounts based upon minor injury, moderate injury, severe injury, maybe a life changing injury. I mean, heaven forbid something like that happens. Obviously it's worth more. The average settlement amount is, is more for a life changing injury. If it's just, you know, minor whiplash, it might be a smaller amount. But on average we're talking about, you know, anywhere between 30 to $90,000 per settlement. So when we're looking at these, if you can get cases where you are signing them at $3,000 and all you're really doing is just going after Minor injuries at $9,000, this is a case MER or marketing efficiency ratio which is one of our marketing performance indicators. If you haven't downloaded your spreadsheet, definitely do so over at tier11.com MPI download that spreadsheet. Get that. Understand all the marketing performance indicators in MER or media efficiency ratio or marketing efficiency ratio depending on who you talk to is revenue, total revenue divided by total marketing or total media spend. And if you're going after minor injuries, it's about a 3. Mr. Moderate injuries are about anywhere between 50, $60,000. It's about a 16 MER or a blended ROAS. A lot of people are very infatuated with ROAS account. Specifically it's infatuated with ROAS, sometimes to their deb detriment. But we look at this as blended roas. That means all of the channels have all the channels working together to create the media efficiency ratio that is economically sound for your business. And once again, this is settlement amounts. This isn't what the the actual law firm keeps. This is just media efficiency ratio based upon settlement amounts. Severe injuries are 100,000 plus. It's about a 33x media efficiency ratio or blended ROAS about 33. Wouldn't we all want to get that in life? And then obviously life changing injuries are 200 to multiple millions and that could be 66 MER up to thousand thousands in MER. So we take sort of an average of all of these. And when Ollie comes on, he'll debate some of these numbers and actually say they were higher than the ones that I'm showing here. But so in all of our results, all time results between 2022 and 2025, we signed a directly attributable. I'm only looking at Google because we create the awareness over on Meta and Google gets the last click, gets the signed case and I'm only using that data here. Ollie will talk about how this number is actually sort of underestimating the value to the recipients of these settlements as well as the value to the revenue for the for the law firm. But let's just use these conservative numbers here. So 3,000, about 3,067 cases through Google at about a 60,000 thousand dollar average settlement equals $184 million in settlements. Let's think about that for a second. This is life transforming money for over 3,000 individuals. $184,000 in settlements. Think about the impact that has on their family, their future lives, their kids, college, all of these things. Like this is tremendously high impact work that these guys do here because once again, again, insurance companies is reason why like every other ad that you see when you're watching the NFL is an insurance ad because these guys have gobs of money, they just don't want to give it out in settlements. So at 30% what this was worth 3,000 signed cases through our work through Google last click. Keep in mind, hey, it was worth about $55 million, a little bit over $55 million in revenue for this firm due to our efforts and due to this system Due to the Tier 11 PI law conversion engine system. So if you want to do the same sort of thing for your law firm or your business, check us out over at tier11.com forward/apply. We would love to talk to you about how we can scale and grow your business and help you achieve your vision as an organization. And when we can help you do that, it helps us to achieve our vision as tier 11. So hope you enjoyed this week's case study. Like I said, we're going to have Ollie who leads our personal injury law performance team on on our next episode. Of course, if you really like this one, please leave us a rating and review wherever you listen to podcast helps us get out to a wider audience, teach people how to do this stuff the right way through metrics that matter, I. E. Signed cases, not just leads and phone calls, stuff that actually turns into business through metrics that matter. And growth that scales. So on behalf of my amazing co host, Lauren E. Petrulo. Till next show. See ya. You've been listening to Perpetual Traffic.