Paid social reaches families before they search. It has to do so with care.
Facebook and Instagram can put accurate, calm education in front of parents who do not yet know what questions to ask. They also restrict health-related targeting and prohibit creative that implies knowledge of a person's medical situation, and those restrictions are the right ones. We run paid social as an educational channel, measured to the screened inquiry, inside the rules.
How we run it
Broad, educational, non-presumptive
Creative explains what a birth injury review involves, why medical records matter, what families can ask their care team, and when speaking with an attorney may be appropriate. It never asserts that the viewer's child has a condition or that a hospital made a mistake, and it never uses distressing imagery of children.
Targeting that does not touch health
Audiences are built on geography and broad demographics, never on health interests, condition signals or lists derived from inquiry data. We do not build custom or lookalike audiences from form submissions that contain medical context.
Measurement without leakage
Conversion events carry an event identifier and stage only. Form responses, condition fields and narratives never enter the pixel, the Conversions API or any audience. We do not use server-side tracking to route around platform restrictions.
A creative testing matrix
Hook, format (static, carousel, video), educational depth, call to action and landing page are tested in controlled combinations with a documented hypothesis, a primary metric (cost per screened inquiry) and guardrails (complaint rate, inquiry quality). Every asset is logged with its compliance review and its result.
What we report
- Spend, reach, inquiries, contacted, screened and signed by campaign and creative.
- Creative library with approval status, test results and retirement decisions.
- Policy review log: what was reviewed, what was changed, and why.
Paid social is not the first channel for every birth injury firm. Where intake capacity is limited or search demand is unserved, we will recommend sequencing search and intake first. Spend is launched only with written approval.
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.