Building a growth engine around
signed cases.
How FaasHaus helped a NJ Personal Injury Firm evolve from fragmented marketing and limited business-level visibility into an integrated, multi-channel acquisition program.
Client identity withheld. Current figures are approximate and describe this engagement, not a forecast for other firms. Early digital leads and current signed cases are separate measures.
Activity was visible.
Business impact wasn’t.
The firm was already investing in marketing. Historical reporting emphasized website visits, website activity, channel metrics, and broadly defined “leads.” It was much harder to connect that activity to the cases the firm actually signed.
The first task was to understand the system: which marketing created qualified opportunities, which opportunities became cases, and where the next dollar should go.
More leads weren’t the goal.
More signed cases were.
Reliable signed-case reporting was not available for the period before FaasHaus took over. This case study makes no before-and-after claim about signed-case growth, revenue, or ROAS.
Give the media
room to learn.
The inherited Google Ads account contained 54 campaigns, organized around six campaigns or pillars per location. Budgets and learning were spread across a fragmented structure, with slow traction.
We simplified the architecture, consolidated budget and data, updated geographic targeting, and reallocated spend away from underperforming locations. Call tracking helped make the resulting activity more useful.
54 campaigns
Fragmented budgets → limited learning → slow traction
Consolidated structure
Denser data → intentional allocation → ongoing optimization
Supporting work included Local Services Ads transfer, direct billing and account ownership improvements, geographic/ZIP targeting, and account imagery and setup. These were foundations for operating the program—not the business outcome.
A rebuild first.
Then traction.
April and May were the transition and rebuild period. May’s dip is part of the story. The following months showed stronger digital lead volume and lower average cost per lead.
Early digital cost per lead
Average CPL · dollars · bars start at $0
39% lower average CPL
Early digital lead volume
Reported leads · shared scale from 0 to 140
These are early digital lead indicators, not signed cases. CPL compares the supplied Jan–Mar and May–Sep averages; the percentage is rounded. Reporting year was not supplied. These figures are not presented as a like-for-like comparison with today’s broader acquisition program.
What happens
after the click?
Improving media exposed opportunities farther down the journey. Form submissions rose from 21 in June to 35 in July, 48 in August, and 66 in September. But a larger form count did not automatically mean better opportunities for the firm.
Generic intake information and spam made quality harder to assess. The work expanded into better intake questions, case-type qualification, step-based form experiences, landing-page optimization, and improved Meta lead experiences.
- 01Ad
- 02Landing page
- 03Form / call
- 04Intake
- 05Qualification
- 06Signed case
We don’t stop at the ad click.
The question became whether each interaction gave prospective clients a clearer next step—and gave intake the information needed to assess the opportunity.
The scope grew with
the next constraint.
Since 2024, our growth partnership has expanded across disciplines. These are layers of an evolving partnership, not a dated sequence of isolated handoffs.
- 01
Foundation
Search, Local Services Ads, tracking, and campaign structure.
- 02
Conversion
Landing pages, forms, UX, qualification, and intake.
- 03
Expansion
Meta, YouTube, and CTV alongside the search program.
- 04
Brand and reach
Radio, programmatic audio, billboards, outdoor, and local digital signage.
- 05
Measurement
Signed cases, cost per signed case, channel contribution, and budget allocation.
Many channels.
One business objective.
Demand & presence
- Google Search
- Local Services Ads
- Meta
- YouTube
- CTV
- Radio
- Programmatic audio
- Billboards / OOH
- Local digital signage
Conversion & qualification
Landing pages → Forms & calls → Intake → Qualification
Signed case
Measured at the program level.
Across the system: analytics, attribution, conversion optimization, media strategy, and budget allocation.
The channels contribute to the broader acquisition system. This diagram does not assign every signed case to a specific ad channel or imply complete attribution.
The dashboard changed
because the question changed.
“How many leads did marketing generate?” became “What does it cost us to acquire a signed case?” Clicks, traffic, and raw lead counts still inform decisions. They are inputs, not the final measure of success.
Today, the broader acquisition program generates approximately 70 signed cases per month at roughly $1,200 per signed case, while supporting a more diversified media presence across New Jersey.
Approximate current program figures supplied for this case study. A specific reporting window and the costs included in cost per signed case were not supplied. These figures do not establish historical signed-case growth or channel-level attribution.
A different way
to run growth.
Growth rarely has
one permanent bottleneck.
First, campaign architecture needed attention. Then budget allocation and measurement. Better media exposed the next opportunities in landing experiences and intake. The expanding program brought new questions about channel diversification.
Our role moved with the constraint—across media, technology, UX, analytics, strategy, and conversion—without requiring the firm to find another vendor each time the problem crossed disciplines.
Find the constraint. Fix it.
Measure what matters.
Then find the next constraint.
What’s constraining
your firm’s growth?
If you’re investing heavily in marketing but can’t clearly connect that investment to signed cases, the answer may not be another campaign. Let’s find the constraint.
Request an initial strategic conversation about your firm’s acquisition system.