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The most expensive keyword inventory in legal, and the one where sloppy attribution costs the most. A soft-tissue claim and a catastrophic injury are not the same product, and a blended cost per lead hides the difference.
Case values in personal injury vary by an order of magnitude. A minor soft-tissue claim and a catastrophic injury or wrongful death matter sit in the same practice area and have almost nothing else in common — not what they are worth, not how long they take to sign, not who the competition is, and not what you can afford to pay to acquire one.
A single cost-per-lead figure across all of it is an average of things that should never have been averaged.
Which is why the first thing we do is separate them. Each case type gets its own campaigns, its own pages, its own target cost per signed case and its own reporting line. It is more work to run and it is the only way to see that one segment is subsidising another — or that a segment you assumed was profitable has not been for months.
Personal injury is the most contested vertical in legal marketing. The mix matters more here than anywhere.
Charged per lead rather than per click and positioned above everything else, LSAs are usually the most efficient acquisition available in personal injury — provided someone is actively disputing the leads that should not have been charged.
Accident-related searches carry heavy local intent, and proximity decides the map pack. Coverage has to be tracked across the metro rather than reported as one flattering average taken at your office.
Car, truck, motorcycle, rideshare, premises, wrongful death — each is a separate search with separate competitors. A single personal injury page competes for none of them.
The most expensive clicks in legal. Worth buying when the case type justifies it, and worth refusing when it does not — which requires knowing your numbers by segment before the budget is set.
The same five disciplines, weighted for this practice area.
Before any budget is committed, we establish what each case type is worth to your firm and what you can afford to pay to sign one. Everything downstream is judged against those targets rather than a blended average.
Pages and campaigns per accident type per market, so a wrongful death matter is never competing for budget with a minor collision at the same bid.
Instrumented and reported. In personal injury the first firm to answer very often signs the case, and minutes matter more here than in any other practice area.
Spanish-language search and social where the market justifies it. In many metros the English-only view of demand badly understates it.
Offline conversion imports so bidding optimises toward cases that actually signed, not toward the cheapest form fills.
Personal injury is the practice area where the gap between a lead and a case is widest, and where it closes fastest. People who have just been in a collision are frightened, often in pain, and frequently calling three firms in the same sitting. The one that answers wins a disproportionate share of them.
Which means the most expensive failure in a personal injury account usually is not the account. It is a call that rang out at six in the evening, a callback attempted the following morning, or an intake conversation that treated an urgent caller like an enquiry. We instrument that whole chain, because there is no point lowering cost per click while the end of the funnel leaks.
You can win the auction and still lose the case in the ninety seconds after the phone rings.
One number leads. The rest explains it.
Agencies that sign every firm in a metro end up running the same keywords for competing clients. It inflates both firms’ costs and it is quietly indefensible — you are paying an agency to bid against another of its own clients.
If your city is taken, we will say so on the first call rather than sell you a diluted version of the same service.
So we take one firm per practice area per market. Availability is genuinely limited, and that is a constraint on our growth as much as a promise to you.
Usually Local Service Ads, because they are charged per lead, sit above everything else, and carry the Google Screened badge that reassures a first-time caller. But inventory is limited and lead quality needs active disputing, so they rarely fill a firm's capacity alone. Organic and the map pack tend to produce the lowest cost per case over time, and paid search fills the gap while those build. The right mix is specific to your market and your case types.
It is the most contested vertical in legal, and a firm entering a major metro against established competitors on head terms alone will struggle. What remains genuinely winnable almost everywhere is specificity — particular accident types, particular suburbs, particular circumstances that larger firms cover with one generic page. That is a slower route with a much better cost per case, and it is the one we would recommend.
If you have the capacity to handle them, yes — separately, and with their own budget. The volume is far lower and the cost per lead far higher, so a catastrophic campaign inside a general personal injury budget gets starved by cheaper clicks the moment the two share a bid. Kept separate, it is often the most profitable segment a firm runs.
In many metros, yes, and the English-language search volume will not tell you. Where a significant share of the population searches in Spanish, English-only campaigns systematically understate the market and leave a less contested audience to whoever bothers to reach it. Doing it properly means genuine translated pages and Spanish-capable intake — running Spanish ads to an English intake line wastes the spend and the caller's time.
Carefully, and according to your state's rules. Most jurisdictions require a disclaimer making clear that past results do not predict future outcomes, and some restrict what may be published at all. Verdicts and settlements are among the most persuasive things a personal injury firm can show, so it is worth doing properly rather than avoiding — and final compliance sign-off stays with the firm.
No. This is the practice area where it would matter most, because the terms are the most expensive in legal and two clients bidding against each other would inflate both firms' costs while we took fees from both. One firm per market, and we will tell you on the first call if yours is taken.
Personal injury is the first practice area to close in any metro. A free growth plan tells you what your current cost per signed case actually is by case type, and whether we can still take your market.
Each has different economics, and a different plan.
Two different conversations. Pick the one that fits and we'll take you straight to the calendar.
