Competing in the Most Expensive Legal Market
Personal injury is the most competitive and expensive practice area in legal marketing. CPCs regularly exceed $100-$500. But the payoff is enormous: a single signed case can be worth $10,000-$500,000+ in fees. Here’s how to compete effectively.
Google Ads Strategy
PI Google Ads requires surgical precision. Target specific case types: “car accident lawyer,” “truck accident attorney,” “slip and fall lawyer.” Use negative keywords aggressively to filter out unqualified clicks. Create dedicated landing pages for each case type with strong intake forms.
Local Service Ads
“Google Screened” badge for attorneys builds instant trust. LSAs charge per lead (not per click), making cost management easier. For personal injury, LSAs often deliver the lowest cost per signed case of any advertising channel.
SEO for Personal Injury
Organic PI rankings are worth millions annually. Create comprehensive content for every case type: car accidents, truck accidents, motorcycle accidents, premises liability, medical malpractice, product liability. Location-specific pages targeting “[case type] lawyer [city]” capture local searches.
Intake Optimization
Generating leads is only half the battle. Speed to contact dramatically impacts sign rates. Respond to web leads within 60 seconds. Offer 24/7 intake through answering services. Follow up with unconverted leads through automated email sequences.
