# Mass tort marketing

> Mass tort marketing guide with tort search costs, timing by litigation stage, lead qualification, and cost per signed case adjusted for fallout.

By the Superpractice team. Updated 2026-10-28. Canonical page: https://superpractice.com/mass-tort-marketing

## How is Superpractice different from traditional marketing companies?

Traditional marketing companies hand you leads. Superpractice is a client acquisition operating system, with AI agents working alongside your team and your surviving cases traced to their source.

|  | Traditional marketing company | Superpractice |
|---|---|---|
| What you get | A service and a monthly report | An AI-native platform, with a team of AI agents and human experts |
| Who works the leads | Your team, once the agency hands them over | AI agents work alongside your team to call, text and book every inquiry, day or night |
| What you see | Clicks, leads and rankings in a monthly report | Full attribution data, including qualified leads and live surviving cases and fees, by tort, after fallout |
| How the channels run | Separate vendors for ads, SEO and the website | One system, run by AI and experts, with one set of numbers |
| AI search | Rarely measured | Clients from ChatGPT, Perplexity, Gemini and Claude, tracked |
| Where you work | Their dashboard and a monthly call | The platform, or ChatGPT, Claude and any MCP-compatible tool |
| Commitment | Annual contracts are common | Month-to-month, with no setup fee |
| Switching | Start over with a new vendor | Live in about 5 business days, or tracking added over your current agency first |

- **146,443+** New client opportunities delivered for our clients.
- **$23,000,000+** Attributed revenue generated for law firms using Superpractice.
- **Month-to-month** No long-term contracts, starting at $997 a month.

_Actual results over specific result windows, anonymized by practice area. Prior results do not guarantee a similar outcome._ [See all results](https://superpractice.com/results)

## Superpractice solutions for mass tort firms

The channels are familiar. The way they work together is not. Each solution below is a result firms come to Superpractice for.

- [Predictable client acquisition](https://superpractice.com/solutions/predictable-client-acquisition). A steady flow of qualified claimants.
- [Turn leads into clients](https://superpractice.com/solutions/lead-conversion). More qualified claimants signed.
- [Marketing ROI](https://superpractice.com/solutions/marketing-roi). Cost per surviving case, not per signature.
- [Get found online](https://superpractice.com/solutions/get-found-online). Found on Google and recommended by AI.
- [A website that ranks](https://superpractice.com/solutions/website). A site that turns visitors into clients.
- [Never miss a call](https://superpractice.com/solutions/missed-calls). Every call answered, nights and weekends.
- [Lead follow-up](https://superpractice.com/solutions/lead-follow-up). Leads that stay warm until they sign.

Mass tort marketing finds people harmed by the same product or exposure, screens them against the litigation’s criteria and signs them before deadlines close. This page covers what tort searches cost, when to enter a litigation, which channels reach claimants, and how to measure [cost per case](https://superpractice.com/blog/client-acquisition-cost) after fallout. Superpractice runs this work for firms and traces each signed client to its source, while the firm’s team owns every conversation with claimants.

## What does a click cost in mass torts?

Search clicks for most tort names are cheap. In our October 2026 data, average click costs on lawsuit searches ran from $2.59 to $46.67, against $121 to $579 for common injury searches. Demand is concentrated in a few torts, and many sit near 1,000 searches a month.

| Search term | Monthly searches | Avg. cost per click |
|---|---|---|
| ozempic lawsuit | 27,100 | $12.26 |
| depo provera lawsuit | 18,100 | $9.28 |
| camp lejeune lawsuit | 8,100 | $2.59 |
| roundup lawsuit | 8,100 | $9.27 |
| social media addiction lawsuit | 2,400 | $19.06 |
| talcum powder lawsuit | 1,900 | $46.67 |
| afff lawsuit | 1,600 | $2.86 |
| pfas lawsuit | 1,300 | $3.51 |
| hair relaxer lawsuit | 1,000 | $8.58 |
| paraquat lawsuit | 1,000 | $16.10 |
| video game addiction lawsuit | 1,000 | $18.14 |
| mass tort lawyer | 390 | $62.40 |

_Google Ads keyword data, US national averages, collected October 2026._

These are national estimates. In mass torts the click is cheap and the surviving case is expensive, because most claimants are not searching and many who sign later fail screening. Budget from cost per surviving case, not cost per click.

## What is mass tort marketing, and how is it different from personal injury marketing?

Mass tort marketing finds people harmed by the same drug, device, product or exposure, confirms they qualify, and signs them before filing deadlines close. Unlike personal injury, most of those people do not know they have a claim, so the work starts with awareness and ends with screening. The product name matters more than the firm’s brand.

A person hurt in a crash knows something happened and looks for a lawyer. A person who took a drug for years, or lived near a contaminated site, may only connect it to a diagnosis when an ad names the product and the illness. That changes every part of the plan.

- **Who starts the search.** Usually the ad, not the claimant. Awareness channels do the early work.
- **What decides a case.** Diagnosis, proof of use or exposure and dates, rather than fault at a scene.
- **Where volume comes from.** Social and TV first, then search once the litigation is in the news.
- **What can go wrong.** Clients who sign and later fail record review, which raises the real cost of every case that remains.

The firm’s own practice areas still matter. Many firms run mass torts beside a [personal injury](https://superpractice.com/personal-injury-law-firm-marketing) practice, and the two compete for the same [intake](https://superpractice.com/solutions/lead-conversion) staff.

## When should a firm enter a tort?

Timing shapes cost. Early in a litigation few people know to look, so claimants come through awareness channels and the science is still unsettled. As cases are consolidated, rulings land and settlement nears, awareness and competition rise together, and filing deadlines eventually close the window.

1. **Early filings.** Individual suits appear in different courts. Criteria are still forming.
2. **Consolidation.** Federal cases that share questions of fact can be transferred for coordinated pretrial proceedings by the Judicial Panel on Multidistrict Litigation under [28 U.S.C. § 1407](https://www.law.cornell.edu/uscode/text/28/1407).
3. **Expert rulings.** The court decides whether the plaintiffs’ scientific evidence is admitted. An exclusion can end a tort.
4. **Bellwether trials.** Early test trials help set settlement values for the rest of the inventory.
5. **Settlement and deadlines.** Registration and filing deadlines close the door to new claimants.

Attention shifts quickly. In our data, monthly searches for video game addiction lawsuit reached 4,400 in February 2026 and fell to 390 by September. Searches for social media addiction lawsuit rose from 390 in November 2025 to 4,400 in August 2026. Decide entry on capital, intake capacity and the strength of the litigation, not on headlines alone.

## Which channels sign mass tort claimants?

Meta and TV do most of the early work because they reach people who are not searching yet. Search becomes useful once a litigation is in the news and people type the product name with the word lawsuit. Referral and co-counsel relationships bring signed cases without running media at all.

- **Meta and Instagram.** Ads that name the product and the injury, with a short screening form and a consent record. Leads arrive as forms, so your team calls out, which needs its own staffing and response targets.
- **TV and connected TV.** Reach audiences who watch more television and prompt inbound calls. Harder to attribute, so use tracked numbers per spot or market.
- **Search.** Cheap clicks and limited volume early, rising with news coverage. Each tort needs its own [landing page](https://superpractice.com/solutions/website) with the criteria stated plainly.
- **AI assistants.** People ask ChatGPT or Perplexity whether they qualify for a lawsuit. A clear page per tort, with criteria and deadlines, gives those tools something accurate to cite.
- **Referrals and co-counsel.** Other firms sign claimants and refer them, or share the work under a written agreement.

Inbound calls from TV and outbound [follow-up](https://superpractice.com/solutions/lead-follow-up) on social form leads behave differently. Measure them separately, or a slow callback process will make a good channel look weak. See [Facebook ads for lawyers](https://superpractice.com/grow/facebook-ads-for-lawyers) for campaign detail.

## Should you buy leads, build campaigns, or co-counsel?

Buying leads is the fastest start, building your own campaigns gives you control and data, and referral or co-counsel arrangements let you take part without carrying a whole docket. Many firms begin with one tort through one route and expand from there. The right choice depends on capital, intake capacity and whether you will litigate.

| Route | What you get | What to check |
|---|---|---|
| Buy leads | Volume quickly, with no ad accounts to run | Exclusivity, consent records, return terms, and how your state treats paying for leads |
| Build campaigns | Control of creative, criteria and data | Upfront media and creative cost, compliance review, and staff to work the leads |
| Refer or co-counsel | Cases without litigating the full inventory | Fee-sharing rules between firms, which vary by state, and written agreements disclosed to clients |

How a vendor is paid matters. [Rule 7.2](https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_7_2_advertising/) of the ABA Model Rules bars giving anything of value for recommending a lawyer, with exceptions that include the reasonable cost of advertising. States adopt their own versions and ethics opinions, so check yours before you sign a lead contract.

Shared leads are sold to several firms, which turns every claimant into a race. Exclusive leads cost more and should come with their own consent record. More on choosing sources in [lead generation for law firms](https://superpractice.com/grow/lead-generation-for-law-firms).

## What makes a mass tort lead qualified?

A qualified lead meets the tort’s criteria before your team invests time in it. That usually means a confirmed diagnosis, use of or exposure to the named product within the relevant window, a claim that is still timely in the person’s state, no existing lawyer, and documented consent to be contacted.

- **Injury.** The diagnosis the litigation covers, ideally one the person can document.
- **Use or exposure.** The specific product, how long, and roughly when.
- **Timing.** Dates that still fall inside the deadline for the person’s state.
- **Representation.** Not already signed with another firm for the same claim.
- **Consent.** A record of what the person agreed to, when, and on which form.

Screen in the form where you can and confirm in the first conversation. Give every lead that fails a criterion a reason code. Within weeks you can see which sources send people who never qualify, and stop paying for them.

## Why do signed cases fall out, and what does that do to real cost per case?

Some signed clients turn out not to qualify once medical and purchase records arrive, some stop responding, and some have also signed with another firm. Every case that falls out raises the real cost of the cases that remain. Plan budgets on cost per surviving case, not cost per signature.

| Share that falls out after signing | Cost per surviving case |
|---|---|
| None | $1,000 |
| 20 percent | $1,250 |
| 40 percent | $1,667 |
| 50 percent | $2,000 |

_The $1,000 figure is an example, not a benchmark._

Fallout differs by source. A source with cheap signatures and high fallout can cost more per filed case than an expensive one with clean records. Track the reason each case drops, whether missing diagnosis, no proof of use, lost contact or duplicate representation, so you can fix the screening or drop the source.

## How do you track spend to signed retainers and filed cases?

Give every claimant a source when they first respond, keep it attached through screening and signing, and record what happens after, through record review and filing. Then divide spend by surviving cases for each source and each tort. Reports that stop at signatures flatter the wrong sources.

1. Lead received, with source, campaign and consent record
2. Qualified against the tort’s criteria
3. Meeting held and retainer signed
4. Records confirmed
5. Case filed or registered

Superpractice runs campaigns and tracking as part of a firm’s plan and traces each signed client back to the channel, campaign and ad that produced it, with matter value and cost per signed client by source. Your team records how each matter progresses and owns every conversation with claimants. See how [attribution](https://superpractice.com/features/attribution) works.

## What compliance rules apply to mass tort marketing?

Three layers apply. Lawyer advertising rules govern what ads and landing pages say, consent rules govern how you call and text people who filled in a form, and ad platforms apply their own policies on top. Rules vary by state and change, so confirm yours with your state bar and counsel before launch.

**Advertising.** [Rule 7.1](https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_7_1_communication_concerning_a_lawyer_s_services/) of the ABA Model Rules bars false or misleading communications, which includes implying a payout is certain. [Rule 7.3](https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_7_3_direct_contact_with_prospective_clients/) restricts live person-to-person solicitation of people known to need legal help, which matters for any outreach that is not a response to someone who contacted you first.

**Calls and texts.** The federal [Telephone Consumer Protection Act](https://www.law.cornell.edu/uscode/text/47/227) restricts calls to cell phones made with an autodialer or a prerecorded voice unless the person gave prior express consent. Keep a consent record with every form lead, including the wording the person agreed to.

**Health information.** Screening collects medical details. Limit who can see them and how long you keep them. **Platforms.** Expect ad review on legal and health topics, and build that time into launch plans.

This is general information, not legal advice. Your state bar and counsel are the authority for your firm.

## How should mass tort marketing be priced?

Common models are a percentage of ad spend, a flat management fee, media at cost plus a markup, and a price per lead or per signed client. Each puts risk in a different place. Whatever the model, ask for spend, signed cases and surviving cases by source so you can compare across models.

| Model | How it works | What to ask |
|---|---|---|
| Percentage of spend | The fee rises with the media budget | Who decides when spend goes up |
| Flat fee | A fixed monthly fee for defined work | What is included and what costs extra |
| Cost plus markup | Media billed at cost plus a percentage | Who owns the ad accounts and the data |
| Per lead or per signed client | You pay for results as defined | How qualification, returns and exclusivity are defined, and how your state treats the payment |

Price per signature is not the same as price per surviving case. Ask any provider how fallout is handled before comparing quotes. Superpractice plans are listed on the [pricing page](https://superpractice.com/pricing).

## Frequently asked questions

### What is the difference between a mass tort and a class action?

In a class action, one case represents a group and the outcome binds its members. In a mass tort, each person keeps an individual claim, often coordinated with others for pretrial work, and damages are assessed person by person. That is why mass tort marketing has to find and sign each claimant individually.

### How much does it cost to sign a mass tort client?

It varies widely by tort, channel and stage of the litigation, and most published figures come from vendors. Build your own estimate from cost per click or per lead, your qualification rate and your expected fallout. Search clicks for many torts cost under $20 in our October 2026 data, but early in a litigation more claimants come through awareness channels where the math runs per lead.

### Can a personal injury firm start taking mass tort cases?

Many start by signing claimants and referring or co-counseling the cases with a firm that litigates them. That takes intake staff who can screen against detailed criteria, capital to fund media before cases pay, and fee arrangements that meet your state’s rules.

### How quickly do mass tort campaigns produce signed clients?

Social campaigns on a tort with clear criteria can produce leads within days of launch. Signatures follow once your team reaches the claimants and confirms the basic facts. Record review and filing take longer, so judge a campaign on early signals first and surviving cases later.

### Do mass tort ads need disclaimers?

The ABA model rule on advertising asks that every ad name at least one lawyer or firm responsible for its content, and states may add their own disclosure requirements. Statements about drugs or devices also must not mislead people about their health or their claim. Check your state bar’s rules for the exact wording.

### What happens to signed claimants if a tort fails?

If the court excludes the plaintiffs’ expert evidence or the litigation otherwise ends, signed claimants may have no case to pursue. Tell them plainly what happens next, and keep spend on each tort proportionate to that risk.

## Further reading

- [Employment law marketing](https://superpractice.com/employment-lawyer-marketing)
- [Personal injury marketing](https://superpractice.com/personal-injury-law-firm-marketing)
- [Workers’ compensation marketing](https://superpractice.com/workers-compensation-law-firm-marketing)
- [All practice areas](https://superpractice.com/law-firm-marketing)
- [Attribution, every signed client traced to its source](https://superpractice.com/features/attribution)
- [Facebook ads for lawyers](https://superpractice.com/grow/facebook-ads-for-lawyers)
- [Lead generation for law firms](https://superpractice.com/grow/lead-generation-for-law-firms)
- [Client acquisition cost](https://superpractice.com/blog/client-acquisition-cost)