Jacob Malherbe

The Short Version

I've spent the last 15 years running performance advertising for service-based businesses. Mass Tort Ad Agency (formerly X Social Media LLC) has deployed more than $250 million in cumulative ad spend across 600+ law firms and 100+ mass tort campaigns. PlatinumProfile is what happens when that playbook gets engineered for new home-service contractors — at 1/10th the cost.

How I Got Here

I started running Facebook ads for plaintiff law firms in the early 2010s, back when it was still a quiet channel. The category exploded. Mass tort marketing turned into one of the most competitive paid-advertising verticals on the internet — and we got very good at it.

Along the way I wrote A Lawyer's Guide to Mass Torts, which is now a standard reference for plaintiff attorneys learning how to source claimants efficiently. I've also built or co-built a portfolio of legal-tech and marketing-tech products under the MTAA umbrella, including CloudIntake (mass tort intake), TortIntel, SettleCase, and TortDrip.

Why PlatinumProfile?

The honest answer: I kept getting calls from contractors. A friend's brother who started a roofing company. A neighbor's husband who became a pool guy after getting laid off. A landscaper at a backyard barbecue. The story was always the same — they were great at their trade, but completely lost on marketing. They'd get quoted $4,000 for a website, $250/month for review software, $50/month for rank tracking, and they'd quit before they started.

So I built the platform I'd want if I were starting an HVAC business tomorrow. Same playbook we use for law firms. Same engineering rigor. Same focus on what actually generates phone calls. Priced where a one-truck operator can afford it.

What I Believe About Marketing

• Local first. If you're a contractor, Google Maps is worth more than Google Search. The Map Pack is where the phone calls come from.
• Reviews compound. Going from 5 reviews to 50 isn't 10× better — it's closer to 100× better. Every contractor should be asking every customer, every time.
• Slow is smooth, smooth is fast. Most contractors quit marketing in month three. The ones who win do the same five things every week for two years.
• Software should reduce decisions, not add them. A new contractor doesn't need 47 features. They need to know what to do this Monday morning.
• Be findable, not loud. When a homeowner has a leaking pipe, they Google it. Your job is to be the first name they see and the easiest one to call.

What I Don't Do

I'm not a contractor. I've never installed a water heater or pulled permits or unclogged a drain. What I am is a marketer who's spent 15 years figuring out how to make phones ring for service businesses. PlatinumProfile is the system, not the trade. You bring the truck and the toolkit — we bring the front door on Google.

Outside of Work

I'm based in Winter Garden, Florida, with my wife Rose. We're active in our local community and care a lot about main-street businesses staying competitive. Most of what I build is some version of that idea: tools that level the playing field for owner-operators against the venture-funded incumbents.

Get in Touch

The fastest way to talk to me is to build your free preview — I read everything that comes in through the intake form, and I personally watch the first 90 days of every new account. You can also reach the parent company at masstortadagency.com or follow PlatinumProfile on Facebook.