Brutal click costs
Broad PI keywords burn budget on soft-tissue claims, property-damage-only calls and people looking for their insurer's phone number.
Practice area marketing · USA & Canada
Personal Injury Lawyer Marketing
Personal injury is the most expensive, most competitive arena in legal marketing. We help PI firms out-market billboard budgets and lead-gen networks by investing every dollar against the cases that actually sign, and the ones worth the most.
What your future clients search
- personal injury lawyer near me
- car accident attorney [city]
- truck accident lawyer
- slip and fall lawyer
- wrongful death attorney
- dog bite lawyer
Example searches. Your audit maps the exact terms, volumes and click costs in your market.
The landscape
Why personal injury marketing is different
PI keywords are among the costliest in all of Google Ads, and you're bidding against TV-heavy firms, national lead sellers and every new firm in town. Because work is on contingency, one catastrophic injury case can fund months of marketing, so the goal isn't more leads. It's more of the right leads, answered fast.
Lead-seller competition
Aggregators resell the same prospect to several firms. Firms that rely on them race to the bottom on speed and price.
Uneven case quality
A rear-end fender-bender and a commercial-truck wrongful-death claim look identical in most agency reports.
Our playbook
How we grow personal injury firms
Every tactic is tied to call tracking and your case management system, so we can report cost per signed case by channel.
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01
Campaigns segmented by case value
Separate campaigns for auto, trucking, premises, wrongful death and other case types, each with its own bids and budget, based on what that case type is worth to your firm.
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02
Own the Map Pack and Local Services Ads
Google Screened ads and fully built Business Profiles for every office, with a steady review program, so you're the first call in the moments after an accident.
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03
Spanish and multilingual campaigns
Dedicated Spanish-language ads, landing pages and intake scripts for markets where your best clients search in Spanish first.
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04
Intake that never misses
24/7 answering and chat, sub-minute callbacks, and call scoring that separates real cases from noise so we can cut wasted spend.
Every call tracked
Call tracking and recording show which keyword, ad and page produced each inquiry.
Connected to your CRM
We integrate with intake and case management tools so signed cases flow back into reporting.
Cost per signed case
Monthly reporting on signed cases and fees by channel, not just clicks and rankings.
Market exclusivity
We work with one personal injury firm per market. Never your competitor too.
How much should a personal injury firm spend on marketing?
It depends on your market and case mix. Competitive metros often require a substantial monthly ad budget to compete for top positions. We size budgets around a target cost per signed case, not a flat number, and show you the math in your free audit.
Do you sell or share leads?
No. Every lead we generate belongs exclusively to your firm. We build your own pipeline under your own brand and ad accounts.
Can you focus only on high-value cases like trucking?
Yes. We can weight budget toward commercial vehicle, catastrophic injury and wrongful-death searches and use negative keywords and screening to filter out low-value inquiries.
Is personal injury open in your market?
We take one firm per practice area in each city. Request a free audit and we'll confirm availability within one business day.