What does Probative do?

We run SEO and AI search, and search and social ads, for law firms. That means local SEO, your Google Business Profile, practice pages in English and Spanish, and being named in AI answers; plus Google and Microsoft search ads, Local Services Ads, Meta, YouTube and ads in ChatGPT. Every Monday you see what each signed case cost, counted from your own records.

What does "AI-first" mean here?

It means we build for how people now find a lawyer: in AI answers from ChatGPT, Google, Gemini, Perplexity and Copilot, as well as in search and maps. Our work is what gets a firm named there. It does not mean software runs your ads; people plan, write and check the work, and your attorney approves every ad.

What counts as a signed case?

A client who signed your engagement agreement, recorded in your own case system and counted once. For practices outside personal injury, it means a retained client. Our full definitions are public in The Probative Standard.

A flat monthly fee, published for every service and package and set by the ad spend we manage. Never a percentage of your ad spend, never a price per lead or per case, and no markup: you pay Google, Microsoft and Meta directly. 90 days, then month to month on 30 days' notice. +3% at month 13.

Who owns the accounts?

You do, from day one: your ad accounts, Business Profile, call tracking, website and data. If you leave, you get a full export within 2 business days.

Do you promise rankings, leads or cases?

No. Nobody can honestly promise a ranking, a mention in AI answers or a number of cases. We promise the work, published prices, and a weekly report from your own records that shows whether it is paying off.

Which states and practices do you work with?

Every state and DC, and every practice: personal injury, criminal defense, family, estate planning, employment, lemon law and immigration. We check each state’s lawyer-advertising rules during setup. We are a marketing firm, not a law firm, and we give no legal advice.

We open booking in January 2027. Join the waitlist and we will write to you first. Everything we publish, from the state rules library to the guides, is free to use today.

AI-first SEO and ads for law firms.

Know which dollars sign cases.

We get your firm named in AI answers and found in search, and we run the ads that win the click. Then, every Monday, you see what each signed case cost, counted from your own records.

Join the waitlist See every price

Booking from January 2027. Every price and every service is already published.

What we do

01SEO and AI search. Local SEO, your Google Business Profile, pages in English and Spanish, named in AI answers.
02Ads, search and social. Google and Microsoft, Local Services Ads, Meta, YouTube and ChatGPT.

The deal, in writing

Price: Published. Google + SEO is $8,750 a month at ad spend up to $15k; every service has its own number.
Fee: Flat. Never a percentage of ad spend, never per lead or per case, no markup.
Accounts: Yours: ad accounts, Business Profile, call tracking, website and data.
Term: Leave any month after the first 90 days, on 30 days’ notice.

Our principal’s record, outside Probative

$50M+ a year of legal ad spend, planned and measured
about 15 times return on ad spend, whole account
150+ personal-injury firms’ media, run by our principal

The record, and how to read it

Every practice · Personal injury · Criminal defense · Family · Estate planning · Employment · Lemon law · Immigration

Exhibit A

An agency reported 600 calls. 570 lasted under two seconds.Source 1

An injury firm · one month, as its agency reported it

570under two seconds

30real calls

A two-second call isn’t a lead. We don’t count it.

We count signed cases: clients who signed your agreement, matched to your own case list. Calls, clicks and forms are steps on the way, never the result.

How we count: The Probative Standard

Most agencies are paid on your spend, not your cases.

So we rewrote the deal. One flat fee, every price published, results from your records, and you can leave.

90 days, then month to month on 30 days' notice. +3% at month 13.

Typical agency terms

Old term: ~~A percentage of your ad spend~~

Our term: One flat fee
Old term: ~~Prices by quote~~

Our term: Every price published
Old term: ~~Clicks and calls~~

Our term: Signed cases from your records
Old term: ~~A 12-month lock-in~~

Our term: Leave any month after 90 days
Old term: ~~Agency-owned accounts~~

Our term: You own everything

SEO and AI search, plus ads. All judged on signed cases.

Two pillars, one number. Most firms want Google and SEO, so that is our anchor package. Buy one service or all of them; every one comes with the Monday report.

01 · SEO and AI search

02 · Ads, search and social

What each signed case cost Every Monday · from your own records

Comes with both: websites and landing pages, legal content in English and Spanish, intake monitoring and a fractional CMO.

4 in 10 people would ask ChatGPT to find a lawyer. Does it name you?Source 2

We fix what AI reads about your firm, then show you how often it names you, every month, in English and Spanish, next to the firms it names instead.

About 1 in 4: legal searches on Google now show an AI answer, and those answers cut clicks on the top result by about 58%.Sources 3,4
The top source: AI answers cite for local results is the Google Business Profile, at 28.63% of citations.Source 5
Since August 31, 2026: law firms can advertise inside ChatGPT. We run those ads too.Source 6

Get a free AI check

Exhibit B

An injury firm

Illustrative

Question: Who’s a good car accident lawyer near me?

Three firms come up often:

Your firm
Another firm, name hidden
Another firm, name hidden

What it read

Business Profile
Reviews
Your website
Directories

Every Monday: what each signed case cost, from your own records.

One page, every channel, English and Spanish on their own lines. Checked against your case list, so the number holds up in a partners’ meeting.

Exhibit C

Monday report · An injury firm · One month

Illustrative

Cost per signed case

$4,000

30 signed cases from $120,000 of ads

Matched to your case list

By channel and language

Google search · English $4,500
Google search · Spanish $4,600
Local Services · English $2,800

Under 5 signed cases, no cost is shown.

See the full sample report

Every practice area, from day one.

Injury leads our examples because injury firms spend the most on ads. Outside injury, a signed case means a retained client, and sensitive practices keep their clients’ details out of ad platforms.

Every price published. Every account in your name.

Flat monthly fees, set by the ad spend we manage. Shown here at up to $15k a month; the pricing page has every band and every single service. Start with the $3,000 measurement study if you want your own numbers first.

Most firms start here
Google + SEO

$8,750 a month

With ad spend up to $15k a month

Google and Microsoft search ads · Local Services Ads with our growth system · SEO and AI search
Search

$3,750 a month

With ad spend up to $15k a month

Google and Microsoft search ads · Local Services Ads with our growth system · Intake monitoring (20 graded calls)
Full Ads

$6,500 a month

With ad spend up to $15k a month

Search plus Meta and YouTube · Spanish · Two on/off tests a year
Full Service

$11,500 a month

With ad spend up to $15k a month

Full Ads plus SEO and AI search · Local SEO and Google Business Profile

Flat fees, never a share of ad spend
Leave any month after 90 days
You own every account

Every service and price

Our principal has run this at scale, at other companies.

Exhibit D

$50M+

a year of legal ad spend, planned and measured
about 15 times ^*

return on ad spend, whole account
150+

injury firms

40%+

A large plaintiff firm with $50M+ in annual ad spend: 40%+ more signed cases and cost per signed case down by more than a third.

Our principal has led planning and measurement for $50M+ a year in legal ad spend at about 15x return on ad spend, run media for 150+ personal-injury firms, and scaled a legal-services brand from launch to eight figures.

* Return on ad spend: the expected attorney-fee value of signed cases divided by ad spend, across the whole account.

Work our principal has led outside Probative, at other companies. These are not Probative client results. Employers and clients are not named, and figures are rounded down.

The full record

Questions firms ask

What does Probative do?: We run SEO and AI search, and search and social ads, for law firms. That means local SEO, your Google Business Profile, practice pages in English and Spanish, and being named in AI answers; plus Google and Microsoft search ads, Local Services Ads, Meta, YouTube and ads in ChatGPT. Every Monday you see what each signed case cost, counted from your own records.
What does "AI-first" mean here?: It means we build for how people now find a lawyer: in AI answers from ChatGPT, Google, Gemini, Perplexity and Copilot, as well as in search and maps. Our work is what gets a firm named there. It does not mean software runs your ads; people plan, write and check the work, and your attorney approves every ad.
What counts as a signed case?: A client who signed your engagement agreement, recorded in your own case system and counted once. For practices outside personal injury, it means a retained client. Our full definitions are public in The Probative Standard.
How do you charge?: A flat monthly fee, published for every service and package and set by the ad spend we manage. Never a percentage of your ad spend, never a price per lead or per case, and no markup: you pay Google, Microsoft and Meta directly. 90 days, then month to month on 30 days' notice. +3% at month 13.
Who owns the accounts?: You do, from day one: your ad accounts, Business Profile, call tracking, website and data. If you leave, you get a full export within 2 business days.
Do you promise rankings, leads or cases?: No. Nobody can honestly promise a ranking, a mention in AI answers or a number of cases. We promise the work, published prices, and a weekly report from your own records that shows whether it is paying off.
Which states and practices do you work with?: Every state and DC, and every practice: personal injury, criminal defense, family, estate planning, employment, lemon law and immigration. We check each state’s lawyer-advertising rules during setup. We are a marketing firm, not a law firm, and we give no legal advice.
Can we start now?: We open booking in January 2027. Join the waitlist and we will write to you first. Everything we publish, from the state rules library to the guides, is free to use today.

Sources

Personal Injury Marketing Minute, episode 75: a Florida injury-firm marketing director on an agency’s call reports · Accessed October 23, 2026
iLawyerMarketing, what online sources people use to research and find attorneys in 2026 (vendor survey) · Accessed October 23, 2026
Ahrefs, which queries trigger AI Overviews (23.6% of legal queries) · Accessed October 23, 2026
Ahrefs, AI Overviews reduce clicks on the top result (about 58%) · Accessed October 23, 2026
BrightLocal, local AI visibility study (Business Profile as the top cited local source, 28.63%) · Accessed October 23, 2026
LawLytics, ChatGPT ads for lawyers (open to legal advertisers since August 31, 2026) · Accessed October 23, 2026

Start with your own numbers.

Get named in AI answers. Win the click in ads. Know which dollars sign cases.