1. Executive Summary
In the second quarter of 2025, Memetic Consulting strategically revamped PPC (Pay-Per-Click) campaigns targeting prominent class action and mass tort litigations. Specifically, we focused on two major active cases:
- Class Action / Mass Tort 1 – Chemical Hair Relaxer
- Class Action / Mass Tort 2 – Bard PowerPort.
Our goal was clear: reverse rising acquisition costs and stagnant lead volumes.
The results were exceptional: lead volumes significantly surged, with Chemical Hair Relaxer leads increasing by 250% and Bard PowerPort leads rising nearly 600% from March to May.
Simultaneously, we achieved a cost-per-conversion reduction of over 80% across both campaigns, highlighting the success and scalability of the implemented strategies.
2. Background and Objectives
At the outset of 2025, Memetic Consulting identified notable inefficiencies in existing PPC campaigns for our two selected class action and mass tort verticals:
- Inconsistent Lead Generation: Despite a consistent $5,000 monthly budget, lead generation was highly erratic and unsustainable for long-term growth.
- Rising Conversion Costs: Costs per conversion rose alarmingly, peaking at $392 per lead in February for the Bard PowerPort campaign.
- Limited Engagement Channels: Leads were predominantly generated via a limited set of conversion methods, notably missing opportunities to capture engagement through chats and GA forms, suggesting poor landing page integration.
To rectify these challenges, Memetic Consulting implemented a strategic pivot that involved:
- Comprehensive Conversion Tracking: Enhanced tracking systems to capture a broader spectrum of user engagement points, including phone calls, live chats and thank-you pages.
- More precise Campaign Segmentation: Segmented PPC campaigns into distinct funnels based on user intent, delineating between informational searches and those ready to pursue legal actions.
- Enhanced Creative Messaging: Revitalized ad creatives and copy with powerful, urgency-driven messaging, bolstered by credible and compelling legal outcomes.
- Automated CPA Bidding: Transitioned from manual bidding to an automated CPA bidding approach, enabling algorithm-driven prioritization of high-performing user segments.
The overarching objective was to optimize and diversify lead acquisition channels, significantly reduce lead costs, and ensure maximum return on investment from the existing marketing budget.
3. Methodology
Structural Enhancements
- Intent-Based Keyword Targeting: Clearly defined keyword groups based on distinct user search intentions, such as direct lawsuit sign-ups versus preliminary research inquiries.
- Landing Page Optimization: Established split testing environments to enhance GA form visibility and stimulate interactive chat features.
- Automated Bidding Strategies: Adopted Target CPA bidding algorithms to adjust bids for optimal performance and cost efficiency dynamically.
Enhanced Engagement Channels
- Multi-Channel Conversion: Integrated diverse conversion points, including dynamic call tracking, proactive chat initiation, and streamlined GA form completions.
- Optimized User Experience: Redesigned thank-you pages to eliminate redundancy and promote higher user engagement and actionable tracking.
Strategic Creative Development
- Emotionally Driven Messaging: Leveraged outcome-focused language in ad content, prompting immediate action and communicating user eligibility for legal claims.
- Data-Driven Ad Testing: Systematically executed A/B testing for ad headlines and callouts, emphasizing recent successful settlements and accessible legal assistance.
4. Results
Class Action / Mass Tort 1 – Chemical Hair Relaxer
| Month | Spend | Leads | Cost per Conversion |
|---|---|---|---|
| Jan | $4,864.10 | 38 | $128.00 |
| Feb | $4,322.18 | 30 | $144.07 |
| Mar | $4,448.96 | 33 | $134.82 |
| Apr | $4,955.39 | 109 | $45.46 |
| May | $1,819.85 | 116 | $15.69 |
Highlights:
- Tripled lead volume from March to May.
- Dramatic 88% reduction in conversion costs.
- Broad diversification of lead acquisition across calls, chat interactions, and GA forms.
Class Action / Mass Tort 2 – Bard PowerPort
| Month | Spend | Leads | Cost per Conversion |
| Jan | $5,098.28 | 13 | $392.18 |
| Feb | $3,299.62 | 9 | $366.62 |
| Mar | $4,521.65 | 19 | $237.98 |
| Apr | $5,369.43 | 118 | $45.50 |
| May | $3,086.71 | 132 | $23.38 |
Highlights:
- Lead volume skyrocketed from 19 in March to 132 in May.
- Achieved over 90% reduction in the cost per lead.
- Significant expansion of lead channels, notably through calls, chat conversions, and enhanced landing page interactions.
5. Key Takeaways
- Intent Segmentation and Conversion Diversity: By clearly segmenting user intent and providing multiple engagement points, campaigns became more resilient and capable of uncovering high-performing audience segments.
- CPA-Based Automated Bidding Efficiency: Transitioning to CPA-focused bidding enabled more targeted and efficient spending, optimizing performance toward high-value user actions rather than mere clicks.
- Compelling Creative Messaging: The strategic refinement of ad messaging, utilizing emotional and credible appeals, significantly enhanced user engagement and conversion rates.
- Proven Scalability: The success of this approach within these targeted campaigns indicates strong scalability potential across various active and emerging mass tort and class action categories, such as Camp Lejeune water contamination, NEC baby formula litigation, Ozempic-related cases, AFFF firefighting foam exposure, talcum powder ovarian cancer claims, and Roundup/glyphosate lawsuits.
Moving forward, Memetic Consulting intends to systematically apply these tested methodologies across all current and future mass tort and class action campaigns, ensuring consistent performance improvements and cost efficiency across our litigation marketing efforts.