Compliant birth injury ad creative: what works inside the rules, and why the rules are on your side.

The constraints, stated plainly

• Platform targeting. Google restricts personalized advertising based on health conditions; Meta prohibits ads that assert or imply personal attributes, including medical conditions, and restricts health-related targeting. In practice: no condition-based audiences, no lookalikes built from inquiry data, no copy that says or implies "your child has…".
• Attorney advertising. States differ, but the common requirements are an "attorney advertising" label where mandated, no guarantees or predictions of outcome, no misleading comparisons, and accurate statements about results. Case results require context, and some states restrict them outright.
• Medical honesty. A diagnosis is not negligence. Creative that says "if your baby has cerebral palsy, the hospital made a mistake" is false, prohibited, and the single most reliable generator of unscreenable inquiries.

Patterns to retire

• Second-person diagnosis: "Your baby's HIE was preventable."
• Settlement figures as bait: large numbers without the context, the jurisdiction or the fact that most inquiries are not cases.
• Countdowns and deadline threats: "Time is running out to file." Limitations periods are real and vary by state; they are stated on a reviewed page, not shouted in an ad.
• Distressing imagery of infants, NICUs or grieving parents. It performs on engagement metrics and poisons everything downstream.
• Fake specificity: "Families in [city] are receiving compensation." If it is not measured and attributable, it is not a claim you can make.

What to write instead

Educational creative in the first person plural, addressed to anyone, that explains something true and useful and offers a next step without pressure. Five themes carry most of the work:

1. What a review actually involves. Records, timelines, independent medical opinion. Families respond to being told the truth about the process.
2. Why records matter and how to get them. Practical, concrete, no legal conclusion.
3. Questions to ask your care team. Positions the firm as a source of clarity rather than accusation.
4. When talking to an attorney may be appropriate. Conditional, honest, with the explicit statement that many situations do not involve negligence.
5. Who we are and how we work. Named attorneys, real credentials, the firm's actual process, the disclosures up front.

Landing pages carry the disclosure

Every ad lands on a page that repeats the same promise the ad made, carries the attorney advertising disclosures required in that state, explains how a review works before asking for anything, and asks for the minimum: name, contact, state, a general reason. No diagnosis fields on the first screen, no document uploads, no implied acceptance. The form's consent text is versioned and stored with the inquiry.

Measurement without leakage

Conversion events carry an event identifier and a stage, nothing else. Creative performance is judged on cost per screened inquiry and the complaint rate, never on clicks or form fills. A creative that lowers cost per inquiry and raises the share screened out is retired, whatever its click-through rate.

The testing matrix

Hook × format × depth × call to action × landing page, tested in controlled pairs with a written hypothesis, a primary metric (cost per screened inquiry) and guardrails (complaint rate, inquiry quality, policy flags). Every asset is logged with its approval, its compliance review, its result and its retirement decision. The library of what was tried is worth more than any single winner; it is the thing a competitor cannot copy in thirty days.