You’ve found an emerging tort worth watching. When is it worth putting your firm’s name behind it?

It’s not a simple question to answer. Maybe you’ve been following the litigation for a while and believe your firm could help. Regardless, when you do start advertising, you want to hear from people who recognize their own experience in your message. You’ve paid to get their attention, and reaching your firm should be the easy part.

With #250, you can start advertising in selected markets and provide potential claimants with a simple, frictionless way to respond. Our direct response marketing tool connects your advertising to your existing intake:

• You choose which keywords you want to use for your campaign in certain markets

• Your ads include #250’s simple dial and keyword instructions

• We route those calls to your firm, as well as provide call records and data for you to use as you review your campaign

Have a tort in mind? #250 can help you start connecting with potential claimants while the market is still developing, before heavier advertising competition pushes your cost per lead higher. Tell us where you’re thinking of running ads, and we’ll help you find an available keyword to get calls going to the right people at your firm.

Why Can Cost per Lead Rise as a Tort Goes Mainstream?

As torts develop, they can quickly become a crowded advertising category. When more and more advertisers pursue the same audience, your firm may have a hard time standing out from the crowd. But even as you fight for calls, you also need to evaluate both the price of reaching people and the percentage who become useful inquiries if you want your investment to make sense. When media prices rise, your campaign needs a stronger response rate to maintain a cost per lead (CPL) that is acceptable for your firm.

But how fast do advertising dollars flood in after a tort goes mainstream or has a significant development in its litigation? Reuters reported that spending on television ads seeking paraquat claims rose from 160 thousand dollars in January and February of 2021 to over 800 thousand in March and April.

That advertising surge happened before a hearing on consolidating the lawsuits. So, before the finer details were even set in stone, advertisers were already increasing their marketing investment. For firms considering an emerging tort, waiting for a major milestone can mean launching long after other competitors have already expanded their campaigns. #250 can help you move early, test your message, and build a foundation before facing that level of competition.

How Competition Can Change Your CPL

In many forms of paid search, auction competition affects what you pay per click, along with factors such as ad quality and relevance. If click costs rise due to competition while your conversion rate stays flat, you’re paying more for each inquiry. Suppose your firm starts with a $15,000 monthly media budget for a tort campaign and increases its spending as the market becomes more competitive over time:

A tort going mainstream may lead to more inquiries. But without an existing lead base and understanding of the market, the rising costs can outpace solid inquiries. In this example, your firm is attracting more potential clients while paying twice as much for each inquiry. Conversion of leads becomes even more important, as the additional volume needs to produce enough qualified leads and signed clients to justify the larger budget.

What Can an Early Campaign Tell You About Lead Quality?

When you run early marketing campaigns before a tort enters the public consciousness, it gives you evidence to rely on before expanding your budget. Your ads and intake conversations can answer questions that matter when you look to make your next media buy:

• Message Clarity: What motivated callers to respond to your advertising? Did they understand the exposure or injury your firm is investigating? Starting early gives your firm time to refine the message while potentially benefiting from lower initial advertising costs.

• Screening Criteria: How many callers satisfy your firm’s initial criteria for the tort? What caused some to be ruled out? These results help you assess whether the campaign is reaching suitable prospects.

• Intake Completion: Are interested prospects dropping out of the intake process? If so, where? Review your missed calls, outstanding information requests, and unfinished screenings to identify the simplest fix. Prospects may need return calls, clearer instructions, or help providing documents to your team.

You don’t want to pay inflated advertising costs without understanding whether your ads reach suitable prospects or whether your intake process works well. With an early campaign, you can approach larger media buys knowing more about the people responding and the work needed to turn their interest into signed clients.

In typical campaigns, an incoming call, by itself, may not always tell your team which campaign brought that person to you. #250 helps make the first connection easier, giving interested prospects a simple way to reach your team and providing your firm with a record of the calls your advertising generates.

How Does #250 Help Turn Ad Spending into Solid Inquiries?

#250 is the direct-response marketing tool you need to give prospective claimants the path of least resistance toward reaching out. The instructions are crystal clear: dial #250 from your mobile cell phone and say the campaign keyword. #250 routes the call to your existing intake team and tracks the response, which also gives you a record of the inquiries and the campaign keyword each caller used.

Making that caller connection easier can help your firm get more out of the advertisements you’re already running. And when the same media budget produces more inquiries, your CPL falls. Here’s how #250 fits into your mass tort campaign:

1. Select Your Keyword and Coverage: You work with our team to check availability for a word or phrase relevant to your tort campaign and the markets you want to reach. Competing firms cannot license the #250 keyword in those markets concurrently with your campaign.
2. Put #250 Instructions Directly in Your Ads: Tell prospects to dial #250 and say your keyword across all advertisements associated with that campaign. No more 7- or 10-digit phone numbers for prospects to remember.
3. Route Calls to Your Team: #250 connects callers directly to the intake destination for your campaign.
4. Track Responses: Tracked, time-stamped call records give your team the information you need to make future advertising decisions, alongside your screening and signing outcomes.

Once calls begin reaching your intake, you can see whether the campaign is attracting people your firm can represent. Ads can generate plenty of interest but produce few suitable prospects. Others may bring in fewer calls, but lead to many more signed clients. #250 helps you decide which campaigns deserve more of your firm’s budget and attention.

How Does #250 Help Prospects Who Aren’t Ready to Talk?

Someone may hear your ad and recognize their own circumstances without being ready for an intake call. They could also simply be heading into work, hands on the wheel, and unable to type a long 10-digit number into their phone. Then several hours later, they remember the issue but have forgotten how to contact your firm. Whatever the case, minimizing caller friction by utilizing #250 for your early tort campaigns helps start the relationship between them and your firm.

Early in an emerging tort market, you may still be working out what information to provide in your ads and which audiences to target. Using #250 in a focused campaign gives people a simple way to reach out and request more information. Then, your firm can use those questions and intake results to refine your message before committing to a larger media budget or a broader rollout.

What Can Early Advertising Build Beyond Immediate Leads?

CPL tells you what you’re paying for inquiries. What it doesn’t tell you is whether people are beginning to recognize your firm’s name as an authority in the tort market. Early advertising while a tort market is still growing gives you an opportunity to become a familiar resource while potential claimants are still learning about the issue. You can use that head start to:

• Stay on the radar of interested parties who notice your ads but aren’t ready to contact a lawyer

• Begin gathering records and following up with prospective clients before a new campaign significantly increases your intake workload

• Turn initial questions from early callers into follow-up material and website content that help the next person looking for similar answers

A consistent #250 keyword and early marketing push can help prospects remember how to reach your firm when they decide to get in touch, whether it’s weeks or months later. Meanwhile, your team can continue working through inquiries you’ve already received and refine the campaign for the future. #250 can help you secure keyword exclusivity in your markets before other competitors join the scene and fight for name recognition.

Start Locally With #250 Before Committing to More

If you’re ready to try just one market, your #250 license can start there, too. #250 offers local and national keyword licensing, so your firm can match coverage to the markets where you plan to run your initial ads. With monthly billing options, you also have the ability to test the waters of the market without prepaying for a full year.

Targeted campaigns in local markets can give an emerging tort a place in your advertising plan without making it the center of your budget. As calls arrive, you can combine #250’s call records with your intake results and campaign spending to see:

• What the campaign costs, including advertising spots, #250 licensing, and intake

• How many qualified prospects and signed clients you receive in relation to spending

• Whether your cost per signed client matches what your firm is prepared to spend in this tort market

#250 gives your firm more data points to work with. Combined with your own intake results, these data points help you assess potential return on investment before committing more of your budget. Get involved while the tort is still emerging, then use the first ads’ outcomes to guide how far you expand your reach.

Start Your Emerging Tort Campaign With #250

Getting in on the ground floor of an emerging tort market can pay dividends, especially when you use consistent branding and messaging in your targeted markets. #250 gives that message a simple way to bring interested parties to your intake team, with coverage that neatly fits the marketing campaign you’re ready to run.

Whether you’re testing one local market or planning a national campaign, #250 can help you find the perfect keyword and get your response setup in place.