Built by people who have run acquisition inside law firms, not just sold it to them.
PI Marketing is the birth injury, medical malpractice and personal injury practice of the team behind WorkersComp Marketing, a specialized agency serving workers' compensation firms. We built this company because the acquisition discipline that works in workers' compensation, measurement to the signed case and intake fixed before spend is scaled, is even more necessary in birth injury, and almost no one applies it there.
The founder
Spencer Moeller founded WorkersComp Marketing after running acquisition from the inside: as marketing director for one of the largest workers' compensation firms in Los Angeles, responsible for its paid social, funnels, intake optimization, attribution and conversion tracking, and before that as marketing director at My Legal Academy, working with law firm owners across the country on growth strategy and lead generation. Earlier still he played professional soccer in Los Angeles, and he documents that path at spencermoeller.com.
Across those years the agency managed about $16.5 million in paid social spend inside live workers' compensation firms, generating roughly 219,000 injured-worker inquiries at about $75 each and driving about 21,000 signed cases at roughly $775 per signed case. Those are workers' compensation numbers, earned under real budgets with real intake teams, and they are the proof of the method rather than a forecast for any other practice area.
Why birth injury
Birth injury is the hardest acquisition problem in plaintiff law. Inquiry volumes are small, screening is strict, review is expensive, timelines are long, platform rules restrict how families can be reached, and the families themselves are frightened and deserve care. Most legal marketing treats it as another keyword list. We treat it as an operating system: intent-based search, reviewed content, educational social, medically literate intake and attribution that survives a long cycle, reported in signed cases.
What we believe
- Cost per lead lies; cost per signed case does not. Every report stops at the signed case, with the stage definitions printed on it.
- Fix the leaks first, scale second. Spend scaled into an intake bottleneck produces slower callbacks and angrier families, not more cases.
- Accuracy is a feature. A diagnosis is not negligence. Copy that pretends otherwise is both wrong and, eventually, expensive.
- Specialization is the product. One firm per market, in a small number of practice areas we understand deeply.
- Your assets stay yours. Accounts, data, content and inquiries are in your name. When an engagement ends, the system stays with you.
What we are not
We are not a law firm and we do not provide legal services or legal advice. We are not a lead broker: we do not sell, share or resell inquiries, and we do not take referral fees or a share of legal fees or recoveries. We are a marketing and growth consultancy, paid flat fees for services, with media spend kept separate and unmarked.
Related companies
WorkersComp Marketing serves workers' compensation firms exclusively. The two agencies share engineering, research and analytics practices, and nothing else: client data, campaigns and reporting are kept separate by business.
Start with a diagnosis, not a proposal.
A strategy session is a working review of your current acquisition: where inquiries come from, where they leak, and what a signed case actually costs you today. You leave with findings whether or not we work together.