Camp Lejeune Water Contamination
How a Southeast PI Firm Scaled Camp Lejeune Intake by 340%
A mid-size personal injury firm in Charlotte, NC partnered with Mass Tort Agency to overhaul their Camp Lejeune plaintiff acquisition strategy. Within six months, they transformed a struggling single-channel campaign into a multi-channel engine that delivered 180 signed retainers.
340%
Lead Growth
Increase in qualified Camp Lejeune leads
4.2x
ROI
Return on campaign investment
180
Retainers
Signed retainers in 6 months
$412
Cost Per Retainer
Average cost to acquire a signed case
The Challenge
The firm had been running Camp Lejeune campaigns in-house for eight months with disappointing results. Their single Google Ads campaign generated roughly 22 qualified leads per month at a cost of $340 per lead, and only 12% of those leads converted to signed retainers.
The managing partner recognized the Camp Lejeune litigation represented a significant revenue opportunity, but the firm lacked the marketing infrastructure and intake processes to acquire claimants at scale. Competitors with larger budgets were dominating search results, and the firm's cost-per-acquisition made the campaign barely break even.
They needed a partner who could build a scalable acquisition system — not just run ads, but fundamentally improve lead quality and conversion across the entire funnel.
The Strategy
Mass Tort Agency developed a three-pronged strategy focused on channel diversification, intake optimization, and geographic targeting.
Channel Diversification
We expanded beyond Google Ads to include Facebook and Instagram campaigns, programmatic display targeting veteran communities, and connected TV placements in high-concentration DMAs across the Southeast. Each channel was optimized for the Camp Lejeune claimant profile.
Intake Optimization
We redesigned the intake workflow with structured screening questions, trained the firm's intake staff on Camp Lejeune qualification criteria, and implemented warm transfer protocols so leads reached an attorney within 90 seconds of form submission.
Geographic Targeting
Using veteran population data and water contamination exposure maps, we focused spend on the 15 zip codes with the highest concentration of eligible claimants — maximizing lead quality while minimizing wasted ad spend.
Execution Timeline
Audit & Strategy
Comprehensive analysis of existing campaigns, intake workflow audit, and competitor landscape review. Developed multi-channel acquisition strategy.
Campaign Launch
Deployed PPC and social campaigns with Camp Lejeune-specific creative. Implemented new intake screening protocols with the firm's team.
Programmatic Expansion
Added programmatic display and connected TV targeting veterans in high-exposure zip codes across the Southeast. Lead volume doubled.
Conversion Optimization
Refined intake scripts and landing pages based on early data. Lead-to-retainer rate increased from 18% to 27%.
Scale & Broadcast
Introduced broadcast media in key DMAs. Scaled monthly spend to $38K as unit economics proved out. Retainer volume hit 30/month.
Steady State
Campaign reached optimal performance with 340% lead growth over baseline. Firm onboarded additional intake staff to handle volume.
Results
| Metric | Before | After |
|---|---|---|
| Monthly Qualified Leads | 22 | 97 |
| Lead-to-Retainer Rate | 12% | 31% |
| Monthly Retainers Signed | 2-3 | 30 |
| Cost Per Qualified Lead | $340 | $128 |
| Active Channels | 1 (PPC) | 4 (PPC, Social, Programmatic, Broadcast) |
| Monthly Ad Spend | $7,500 | $38,000 |
“Mass Tort Agency didn't just bring us more leads — they completely transformed how we approach Camp Lejeune intake. The quality of claimants we receive now is night and day compared to what we were getting on our own. Our retainer conversion rate nearly tripled, and we had to hire two additional intake coordinators to keep up with volume.”
David Harrington
Managing Partner, Harrington & Cole LLP — Charlotte, NC
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