Jacob Malherbe,

Founder and CEO of Mass Tort Ad Agency

Overview

Jacob Malherbe is an American entrepreneur and the founder and CEO of Mass Tort Ad Agency, a digital advertising and lead generation firm serving plaintiff law firms working in mass tort litigation. He is known for helping popularize Meta platform advertising, especially Facebook, for mass tort client acquisition beginning in 2013. (Mass Tort Ad Agency)

At A Glance

Founder and CEO of X Social Media (founded 2015), now Mass Tort Ad Agency (Inc.com)

Focus: performance marketing and lead generation for mass tort law firms (Mass Tort Ad Agency)

Inc. 5000 recognition: No. 159 (2020) (Inc.com)

What Jacob is Known For

Jacob’s work sits at the intersection of paid social advertising, lead qualification, and scalable marketing systems designed for high-volume, high-stakes legal campaigns. His approach emphasizes measurable performance, transparent reporting, and a victim-first orientation, connecting affected individuals with legal representation in complex litigation. (Inc.com)

How Did Jacob Pioneer Facebook Advertising for Mass Tort Law Firms?

Prior to 2013, SEO was a common primary channel for legal marketing. As search algorithms evolved and results became more volatile for competitive legal categories, Jacob shifted his focus to Facebook advertising in 2013 as a more direct and targetable way to reach potential claimants. Facebook’s segmentation capabilities enabled campaigns to be aligned with criteria relevant to specific mass tort scenarios, improving efficiency compared to broad search-based acquisition. (conductor.com)

Mass Tort Ad Agency, formerly X Social Media

Jacob founded X Social Media in 2015 in Winter Garden, Florida, with a dedicated focus on paid social advertising for mass tort law firms. (Inc.com)

Following a trademark dispute with X Corp, the company rebranded from X Social Media to Mass Tort Ad Agency. The rebrand was announced on September 23, 2025, and stated to be effective September 17, 2025. (PR Newswire)

Scale and operating model

Mass Tort Ad Agency describes its work as end-to-end performance marketing, including:

Hyper-targeted social ad campaigns on Meta platforms
Lead capture and system integration
Intake and screening workflows, coordinated with professional intake partners
Ongoing optimization and reporting

The agency reports $250 million-plus in Meta advertising spend since 2015, more than 2 million leads generated, and work across a network of 600-plus law firms and 100-plus mass tort campaigns. (Mass Tort Ad Agency)

Recognition

X Social Media (now Mass Tort Ad Agency) was recognized on the Inc. 5000 list in 2020, ranked No. 159.(Inc.com)

Publications

The Facebook Effect for Lawyers: Advertising for the Digital Age

A practical book on using Facebook advertising for legal client acquisition, published in 2018. (AbeBooks)

A Lawyer’s Guide to Mass Torts: Establish Your Legacy

A guide for attorneys building or expanding a mass tort practice, published November 9, 2021. (Amazon Germany)

Speaking and Industry Participation

Jacob is featured through the agency’s speaking and media presence, focused on mass tort advertising strategy, lead generation systems, and campaign scalability. (Mass Tort Ad Agency)

Philosophy and Approach

Jacob’s stated orientation emphasizes:

Ethical, transparent advertising
Measurable performance and clear reporting
Connecting harmed individuals with legal help, rather than chasing vanity metrics

This philosophy is reflected in the agency’s positioning and public materials. (Mass Tort Ad Agency)

frequently asked Quesitons

What does Jacob Malherbe do?

Jacob Malherbe is the founder and CEO of Mass Tort Ad Agency, a firm focused on performance marketing and lead generation for mass tort plaintiff law firms. (Inc.com)

What is Mass Tort Ad Agency, and what was it called before?

Mass Tort Ad Agency is the current brand name of the agency founded as X Social Media in 2015. The company rebranded following a trademark dispute with X Corp. (Inc.com)

When did the rebrand happen?

The rebrand was announced September 23, 2025, and described as effective September 17, 2025. (PR Newswire)

Why did the name change?

The change followed a trademark dispute and settlement connected to the use of the X name. (Reuters)

What is the agency’s core focus?

The agency focuses on paid social advertising systems designed to generate and qualify leads for mass tort campaigns, supported by optimization and reporting. (Mass Tort Ad Agency)

Sources and verification

Inc.com company profile (Inc. 5000 No. 159, 2020) (Inc.com)
PR Newswire rebrand announcement (effective September 17, 2025, announced September 23, 2025) (PR Newswire)
Reuters coverage confirming settlement and planned rebrand (PR Newswire)
MassTortAdAgency.com site statements on scope and reported scale (Mass Tort Ad Agency)
Publication dates (The Facebook Effect for Lawyers, 2018; A Lawyer’s Guide to Mass Torts, 2021) (AbeBooks)