What I have run, and why birth injury
I am Kevin Schwaner. I run point on every engagement, with team members behind me and AI systems doing a lot of the heavy lifting. My work is client acquisition for law firms: paid media, landing pages, intake, and the part most agencies never see, which is what happened to the inquiry after the form was submitted.
Most of my career has been high volume lead generation. I ran marketing at one of the largest auto warranty companies in the country, then moved into personal injury, where I have generated birth injury cases. This page is what I have actually run, so you can decide whether to spend half an hour on a call.
The channels are Google Ads and Meta. On one personal injury account I have managed $2,403,301 in Google Ads spend, continuously since 2020, with spend in every year and no gap. That figure was queried from the account rather than remembered, and the year-by-year breakdown is below.
Two further numbers matter more than the spend, and they are not on this page yet: how many inquiries that spend produced, and how many of those the firms actually retained. Both sit in platform data and CRM exports and are being reconciled. They go up here as exact figures, with the timeframe and the conversion rate between them, not as "thousands" and "hundreds". The results page tracks what is published and what is not.
- Google Ads spend managed, one personal injury account
- $2,403,3012020–2026, queried from the account on 25 August 2026
- Running that account continuously since
- 2020spend in every year through August 2026
I am not a lead broker and I do not sell leads. Everything I build is the firm's own acquisition system, in the firm's own accounts, under the firm's own name, and it keeps working if you stop paying me.
The account record
| Year | Spend | Coverage |
|---|---|---|
| 2020 | $212,170 | full year |
| 2021 | $509,442 | full year |
| 2022 | $448,494 | full year |
| 2023 | $372,803 | full year |
| 2024 | $361,426 | full year |
| 2025 | $317,868 | full year |
| 2026 | $181,098 | part year, to 25 August |
| Total | $2,403,301 | every year from 2020 to date |
The scope of that figure. Google Ads spend on one personal injury account. Not total spend across every account I have run, and it does not include Meta. Those numbers are absent because I have not verified them to the same standard; when I have, they will appear with their scope stated the same way.
How an engagement runs
| Phase | Length | What happens | What you hold afterwards |
|---|---|---|---|
| 0 · Diagnostic | 3 weeks | Market sizing from the county data, your current spend recomputed against cost per signed case, a screening capacity model | A written plan and a decision, sometimes the decision not to proceed. Credited in full against the first three months. |
| 1 · Instrumentation | Weeks 1–4 | Tracking rebuilt so every inquiry carries its source through to the case management system | A funnel you can audit |
| 2 · Build | Weeks 3–10 | Channel build, creative, landing pages, intake scripts, screening rubric | Assets in your accounts, under your name |
| 3 · Operate | Ongoing | Weekly optimisation against cost per signed case; monthly against cases surviving records review | A monthly report that opens with signed cases |
The seven service lines → · Three published bands → · Book a call →
Why birth injury
Most of my career was high volume lead generation. Auto warranty first, then personal injury. In those categories the work is a volume game, and better marketing mostly moves market share from one company to another.
Birth injury inverts that. Volume is small, case value is high, and most inquiries are not viable claims, so every part of the system has to be instrumented or the budget disappears into inquiries nobody can use. That is the specific problem I am good at, and it is why most agency playbooks fail here.
There is also something in this category that does not exist in the others. A significant number of families with a viable claim never speak to a lawyer at all, because they assume the window closed years ago. Reaching them is not taking share from another firm. It is work that produces cases that would not otherwise exist, for families who would not otherwise get help. That is worth building a firm around.
Where that leads on this site
- Cost per signed case, the metric the instrumentation exists to produce.
- Screening capacity, the ceiling that decides how much demand is worth buying.
- The acquisition playbook, the whole system written out.
- The market data, built for this category before I sold into it.
What I built for this practice area
Before selling into this category I built its market data, and published all of it.
- Counties with births, delivery capacity and legal capacity joined
- 3,144Census, County Business Patterns and CMS, joined at county level
- Hospitals audited for obstetric service status
- 4,658CMS Care Compare, 2024 reporting period
- Full-length publications, free, no email
- 8on-page HTML, not PDFs behind a form
- Free tools with visible arithmetic
- 7no email required for any of them
None of it is behind a form, and a competitor could run their own programme on it. Read it and judge the work directly: the county data · the library · the tools · how the data was built.
A clinical reviewer is the one capability I am adding, and it is not in place yet, the editorial standard records where that stands, and what the build refuses to publish without it.
Authorship & review
- Author
- Kevin Schwaner, Founder; Chief Marketing Officer. Credentials.
- Last reviewed
- Corrections
- Found an error? Tell me and it goes in the dated corrections log, whether or not it flatters me.