Generating SSD Leads And Cases For Shook & Stone

WEBRIS built a full Facebook Ads creative and conversion engine for Shook & Stone focused on Workers’ Comp and SSD, allowing them to scale outside of expensive Google and lead vendors. The result was $47 SSD leads and $450 signed clients from a channel most law firms never unlock.

Shook & Stone operates in one of the most competitive legal markets in the country. Las Vegas is saturated with personal injury advertising, and Google Ads had become increasingly expensive for high-volume PI campaigns.

Rather than compete in overcrowded auctions, the firm wanted to open a new growth channel — one that would allow them to acquire clients at scale without relying on rising CPCs or third-party lead vendors.

Facebook Ads offered massive opportunity, but only if the creative problem could be solved.

Like most law firms, Shook & Stone did not have the internal bandwidth to:

• Write dozens of scripts
• Film videos constantly
• Edit creative
• Or test new angles every week

That’s where WEBRIS came in.

The Strategy

Instead of running generic PI ads, WEBRIS built a vertical-focused Facebook Ads engine for Shook & Stone targeting two highly profitable practice areas:

• Workers’ Compensation
• Social Security Disability (SSD)

These areas have:

• Lower competition than personal injury
• Longer case lifecycles
• And more predictable intake economics

Demand-Driven Video Creative

WEBRIS created a constant flow of video ads designed to look native inside Facebook and Instagram feeds.

Scripts were written around:

• Being injured at work
• Denied workers’ comp claims
• SSD applicants stuck in limbo
• Fear of losing income
• Confusion about rights

Instead of polished commercials, the ads used:

• Office staff
• Attorneys
• WEBRIS actors
• Selfie-style UGC videos
• Simple green screen and text overlays

This allowed Shook & Stone to publish 30+ new video ads per month without overwhelming the firm’s staff.

Structured Creative Testing

Every month, WEBRIS tested dozens of creative variations, including:

• “Injured at work?” vs “Denied workers’ comp?”
• Talking head vs selfie
• Family visuals vs workplace injury visuals
• Fear-based vs relief-based messaging
• “Check your eligibility” vs “Get your benefits”

Meta’s algorithm was allowed to decide which hooks, visuals, and messages converted best — creating a data-driven creative feedback loop.

Funnel Design

Instead of sending Facebook traffic to the firm’s website, WEBRIS used native lead forms to remove friction and increase volume.

This was especially effective for SSD and workers’ comp, where prospects often:

• Are on mobile
• Have limited patience
• And want to speak to someone immediately

The result was:

• One-tap form submissions
• Faster intake calls
• Higher contact rates

Copywriting That Qualified Leads

WEBRIS wrote ad copy that filtered for real cases:

• “If you were injured at work and your claim was denied…”
• “If Social Security already turned you down…”
• “If you’re missing paychecks because of your injury…”

This prevented junk leads and aligned Facebook traffic with Shook & Stone’s intake standards.

The Results

By combining:

• High-volume video creative
• Constant hook testing
• Native lead forms
• And qualification-driven copy

Shook & Stone achieved:

A scalable paid media system that produces consistent, high-quality cases without competing in oversaturated PI auctions.

Why This Worked

Shook & Stone didn’t win because of better targeting. They won because they had more and better creative than everyone else.

WEBRIS built the machine that allowed them to:

• Test faster
• Produce more
• And scale what works

That’s how Facebook Ads became one of Shook & Stone’s most profitable growth channels.

Want more signed cases using our proven Facebook Ads system? Book a free consultation to see if we’re a good fit to work together.

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