Pay-per-click (PPC) advertising has long been a staple of legal marketing. It is a proven way to increase brand awareness, manage advertising spend and reach potential clients. But in today’s legal advertising landscape, particularly for class actions and mass torts, those advantages are coming at a steep cost.
As competition intensifies, PPC costs have surged, while returns have become increasingly difficult to sustain. Many firms are spending more each month, only to see fewer qualified leads and shrinking return on investment (ROI).
Top Class Actions’ Chief Operating Officer, Steve Williams, recently weighed in on the evolving role of PPC in legal marketing — and why TCA’s organic-first approach may offer a more cost-effective way for firms to connect with qualified plaintiffs.
The PPC problem: paying more for less
The economics of PPC in legal marketing have changed dramatically in recent years. Increased competition — driven in part by private equity–backed firms with large advertising budgets — has inflated keyword costs across nearly every legal vertical. While this trend is most visible in personal injury, class actions and mass torts are experiencing similar pressure.
For small and mid-sized firms, competing has become increasingly difficult.
Rising costs are only part of the challenge. PPC also presents issues around lead intent. Many leads originate from passive or surprise clicks, meaning users may not fully understand what participation in litigation involves or what is required after submitting a form.
As a result, firms often generate high volumes of low-intent leads and must invest significant time and labor to identify qualified prospects. When labor and follow-up costs are considered, the true cost of PPC extends well beyond ad spend.
Why organic-first wins
Organic-first marketing meets users at the moment when intent is highest — and action is most likely. Readers who find a class action or mass tort through organic means are actively researching lawsuits, settlements or legal options related to an issue they are already experiencing. They are actively seeking a solution.
That intent matters. When individuals invest time searching for answers, they are far more likely to follow through with intake and remain engaged throughout the process.
TCA’s organic model is designed to reach potential plaintiffs when they are ready to act. By providing credible information and setting appropriate expectations, organic engagement feels worthwhile rather than burdensome. The result is higher-quality leads driven by genuine interest.
The TCA advantage
In legal marketing, it is not about the number of leads — it is about the one that matters. Having a well-qualified lead is far more valuable than thousands of unvetted contacts. TCA helps your firm find the “Cinderella shoe” among hundreds of possibilities.
To make this possible, our team translates complex case theory and the real-world consequences of the situation into clear, digestible messaging. This allows consumers to quickly determine if they qualify to pursue action. We also design custom contact forms that prequalify leads as they come in, saving your intake team time and effort.
Once content and messaging are perfected and approved, they are delivered to our established audience of high-intent consumers — over 2 million monthly site visitors, 1 million newsletter subscribers and 440,000 active social media followers — ensuring your firm reaches the right people efficiently and at scale.
The smart shift: moving budget from PPC to proven channels
Platforms like Facebook, Google and Instagram make it seem simple to spend money and get leads — but “easy” doesn’t always mean effective. For many firms, PPC can deliver results, but it often comes at the cost of unpredictable ROI and low-intent contacts.
The key is strategic allocation. Every marketing budget should include some PPC spend, but the question is how much — and what it should be used for. Long-term campaigns or viral opportunities can justify a temporary PPC boost. For one-off class action cases, traditional PPC may not be the most efficient approach.
As the nation’s largest class action website, TCA provides a high-intent audience that converts. Firms can market specific campaigns at a predictable flat rate and trust our team to help you reach qualified, motivated plaintiffs.
Smarter plaintiff acquisition starts here
At its core, this isn’t just a marketing decision — it is a strategic one. Law firms today are asked to do everything: litigate complex cases, manage intake, oversee marketing and run a business. In reality, very few attorneys can successfully do all of that at the same time.
The question becomes one of focus. Do you want to spend your time chasing leads and managing ad spend — or fighting for your clients?
Top Class Actions allows firms to leverage proven marketing expertise while maintaining focus on what matters most: litigation and client advocacy. By connecting firms with high-intent plaintiffs at a predictable cost, TCA helps reduce acquisition expenses without sacrificing lead quality.
See how TCA can help lower your acquisition costs.
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