The central challenge? It can be incredibly difficult to pinpoint the exact characteristics of a potential claimant, especially over decades of potential exposure—unless, of course, you are using multiple layers of data and testing to identify and target.

To ensure efficient advertising efforts, Signal’s analytics team analyzed the law firm’s existing mesothelioma claimant data against our licensed consumer data set of U.S. adults to identify shared characteristics among mesothelioma sufferers and build a model to locate others. Signal further enhanced this model using publicly available data from the CDC.

These custom, modeled audiences served as the foundation of a six-month paid social media campaign on Facebook. Social media ads were supplemented with aggressive paid search campaigns on Google, Bing, and Yahoo, as well as a series of geo-targeted display campaigns serving mobile ads to people in and around mesothelioma treatment centers across the country. By tracking progress and cost-per-lead at every stage of the campaign across platforms, demographics, and creative types, we lowered the Facebook cost-per-case by 50%.

At the same time, this was a crowded market with many legal firms pursuing potential claimants. To combat this, Signal leveraged infographics, a Facebook resource page, and dozens of compelling messaging variations to help the firm develop trust with potential claimants and get a competitive edge.