482. $1,000 Cost Per Case on ChatGPT Ads: How Rankings.io's Beta Tests Beat Google PPC

PI firms are paying thousands per signed case on traditional paid search. Rankings.io’s early ChatGPT Ads tests have already produced an auto case at roughly $1,000—showing the unique economics of this new channel. Jessica Ford is Director of Paid Ads at Rankings.io, where she leads a team of legal-specialized advertisers and oversees paid advertising strategy across channels. With more than nine years of experience in digital advertising, she specializes in lead generation and helping businesses turn paid media into measurable growth. Her team began testing ChatGPT Ads for PI firms during OpenAI's early legal pilot, months before the platform formally updated its policy to allow legal advertising on a case-by-case basis. In this episode, Jessica joins Chris Dreyer to share what those early tests reveal about ChatGPT Ads for personal injury firms. They examine targeting controls, compliance problems, educational landing pages that convert above 5%, and the enormous range they see in cost per signed case. Jessica also compares ChatGPT's contextual ad model with Google's AI Max—and explains why one currently has a much stronger case for your next experimental ad dollar. You'll learn: What early ChatGPT Ads cost-per-case data reveals for personal injury firms. The targeting and bidding controls available inside ChatGPT's emerging ad platform. Which legal landing page formats reach 5%+ lead conversion rates. What keeps PI ads from spending—and the compliance issues triggering disapprovals. Where ChatGPT Ads and Google's AI Max fit into a PI firm's paid search budget. If you want to be one of the first law firms with ChatGPT ads, then visit rankings.io/services/chatgpt-ads/ Like what you hear? Hit Subscribe! We do this every week. If you want to keep learning from the best voices in PI, join us at PIMCON 2026. Buy your tickets now! Subscribe to our newsletter and get the freshest news every Monday: newsletter.rankings.io Get Social! Personal Injury Mastermind w/ Chris Dreyer powered by Rankings.io is on Instagram | YouTube | TikTok