Entering mass torts
Discuss your first campaign, criteria, budget and potential co-counsel directly with Jacob.
For new and established mass tort firms
Mass Tort Advertising for Plaintiff Law Firms
Content reviewed September 6, 2026 with Jacob Malherbe.
How we work
Mass Tort Ad Agency (MTAA), formerly X Social Media LLC, is the mass tort advertising agency that has run Facebook advertising for law firms since 2015. Founded by Jacob Malherbe, MTAA has managed $250M+ in Meta ad spend for 600+ law firms across 100+ mass torts and generated 2M+ leads. MTAA serves firms throughout the United States and a smaller group in Canada. Every campaign is exclusive to one firm, with transparent cost-plus-15% pricing and optional self-service intake.
Campaign pricing and your $25,000 budget
The minimum campaign budget is $25,000, including all fees, with no fixed spending timeline. Pricing is actual Facebook and Instagram ad spend plus a 15% management fee, a one-time $1,000 setup fee per tort, and $100 per signed retainer when CloudIntake is used. The management fee is earned only as advertising money is spent. Unspent client funds can be refunded at any time for any reason, after accounting for fees already earned or owed.
| Campaign minimum | $25,000 total, including all fees; no fixed spending timeline |
|---|---|
| Setup | $1,000 per tort, one time |
| Advertising management | Actual Meta ad spend plus 15%; fee earned as spend occurs |
| Optional CloudIntake | $100 per signed retainer |
| Client consulting | Included |
For example, $10,000 of actual Meta ad spend earns a $1,500 management fee. The campaign budget also covers setup and any applicable intake fees. This is an illustration of fees, not a prediction of lead volume or signed cases.
MTAA does not guarantee a cost per signed case. Review the live mass tort cost per signed case benchmarks and their methodology, then discuss your firm’s criteria and expected economics with Jacob.
From your criteria to a live campaign
Campaigns normally begin running within about three days after the firm supplies its qualification criteria and completes the required approvals. The attorney approves the disclaimer, images and landing page. If CloudIntake is used, the attorney also approves the question flow against the firm’s criteria. Timing depends on receiving those inputs and approvals.
Start by identifying the tort, the jurisdictions your firm accepts, the qualification criteria and whether your firm will handle intake. MTAA prepares the campaign assets and delivery setup for approval. When CloudIntake is selected, the approved funnel offers qualifying claimants the firm’s retainer and HIPAA authorization.
Exclusive campaigns and shared advertising experience
MTAA owns and operates the Meta ad accounts. Campaigns for the same tort can share a tort-specific pixel and benefit from accumulated campaign data. Each campaign directs leads to one law firm’s approved landing page. The firm’s leads, retainers and claimant relationships are exclusive to that firm; leads are not resold or shared with other firms.
The benefit is accumulated experience across campaigns for the same tort. It does not guarantee lower costs, qualification or a particular number of signed retainers. Your firm’s campaign remains a one-to-one relationship with its prospective claimants.
Choose CloudIntake or your own intake team
CloudIntake is an optional sister company partly owned by Jacob Malherbe. Its self-service intake applies the law firm’s approved qualification criteria. Claimants who qualify are offered the firm’s retainer and a HIPAA authorization to sign at the end of the funnel. Firms can instead use their own intake team and receive leads directly in their CRM.
The attorney controls the qualification criteria and approves the question flow. As one campaign-specific example, Jacob reports that about 10% of leads entering the social media addiction flow qualify to receive the retainer and HIPAA authorization. That is an example of one funnel, not a promised or universal qualification rate.
A signed claimant has passed the firm’s intake criteria and signed the retainer and HIPAA authorization. This does not mean medical records have been verified or that the case will survive further review. The law firm handles subsequent verification, and some signed claimants will not proceed.
See spend and remaining funds every hour
Before launch, the client receives a dashboard showing the campaign budget, actual ad spend, MTAA’s earned fee, cost per lead, cost per signed retainer, applicable intake costs and remaining funds. The dashboard updates automatically every hour from Facebook. When a firm uses its own intake, signed-retainer reporting depends on the outcomes supplied by that intake system.
Use the same reporting period and cost definitions when comparing campaigns. A low lead price is only one part of the picture: qualification, signing and later case review affect the number of cases the firm can ultimately pursue.
Campaign advice is included
Expanding an established firm
Add campaigns while using your own intake team or optional CloudIntake.
Investment groups
The same advertising, optional intake and included consulting for groups working through law firms.
Consulting is included for advertising clients. Jacob Malherbe helps law firms and investment groups discuss tort selection, campaign budgets, advertising experience and potential co-counsel relationships. Clients make their own legal, investment and co-counsel decisions.
We work equally with firms entering mass torts and established firms expanding their caseload. Private equity groups and hedge funds working with law firms, including Arizona firms, can discuss the same advertising and optional intake services. Information for investment groups.
Mass torts are the focus; related campaigns are welcome
MTAA accepts inquiries for all mass tort campaigns. The market page distinguishes campaigns currently running from paused activity; it is not a complete list of campaigns MTAA can launch.
We also run substantial medical malpractice, birth injury and storm damage campaigns. Advertising is managed exclusively on Facebook and Instagram.
Experience you can examine
Jacob founded the agency in 2015 and published The Facebook Effect for Lawyers in 2018 and A Lawyer’s Guide to Mass Torts in 2021. His experience includes $250M+ in managed Meta spend, 600+ law firms, 100+ mass torts and 2M+ leads.
Our named campaign case studies and attorney testimonials include work with Anne Andrews of Andrews & Thornton on opioid and Boy Scouts campaigns. MTAA’s role was advertising and claimant acquisition; the attorneys handled legal representation and negotiations. MTMP’s Anne Andrews biography documents her negotiating roles in both matters.
Questions before starting a campaign
Does MTAA guarantee a cost per signed case?
No. MTAA charges for actual advertising spend and disclosed fees. Cost per signed retainer varies with the campaign, competition, creative, qualification criteria and intake results. Benchmarks describe observed results and are not fixed-price offers or guarantees.
Do we have to use CloudIntake?
CloudIntake is an optional sister company partly owned by Jacob Malherbe. Its self-service intake applies the law firm’s approved qualification criteria. Claimants who qualify are offered the firm’s retainer and a HIPAA authorization to sign at the end of the funnel. Firms can instead use their own intake team and receive leads directly in their CRM.
What counts as a signed claimant?
A signed claimant has passed the firm’s intake criteria and signed the retainer and HIPAA authorization. This does not mean medical records have been verified or that the case will survive further review. The law firm handles subsequent verification, and some signed claimants will not proceed.
Are leads exclusive if campaigns share a pixel?
MTAA owns and operates the Meta ad accounts. Campaigns for the same tort can share a tort-specific pixel and benefit from accumulated campaign data. Each campaign directs leads to one law firm’s approved landing page. The firm’s leads, retainers and claimant relationships are exclusive to that firm; leads are not resold or shared with other firms.
How soon can our campaign launch?
Campaigns normally begin running within about three days after the firm supplies its qualification criteria and completes the required approvals. The attorney approves the disclaimer, images and landing page. If CloudIntake is used, the attorney also approves the question flow against the firm’s criteria. Timing depends on receiving those inputs and approvals.
What reporting will we receive?
Before launch, the client receives a dashboard showing the campaign budget, actual ad spend, MTAA’s earned fee, cost per lead, cost per signed retainer, applicable intake costs and remaining funds. The dashboard updates automatically every hour from Facebook. When a firm uses its own intake, signed-retainer reporting depends on the outcomes supplied by that intake system.
Can we stop and receive a refund?
Yes. Unspent funds remain the client’s money and may be refunded at any time for any reason, after accounting for fees already earned or owed. There is no fixed timeline for spending the campaign budget.
Have a question that is not here? Ask it and get an answer right now.
Want more signed clients for less spend?
Mass tort client acquisition since the 2010 BP oil spill, Meta advertising since 2015: $250M+ in managed Meta spend, 600+ firms, 100+ torts. Bring your tort; we'll tell you straight whether the economics work.
Book a Call with Jacob →Book a Call with Jacob Malherbe
Speak directly with the founder about your case type, criteria, budget and intake setup. Calls are with Jacob personally.
Book a Call with Jacob Malherbe