Programmatic Ads
Highly targeted ads delivered to the right audience at the right time
Learn morePersonal Injury marketing
Personal injury marketing that survives the bidding war
PI is the single most contested category in paid search. The firms that win are not outspending — they are converting a higher share of the same clicks with faster intake and better case-type targeting.
The problem
What usually goes wrong
These are the problems we see most often in personal injury accounts before we take them over.
- Cost per click above $200 in competitive metros
- Referral and lead-broker leads with no attribution
- Intake teams losing signed cases to slow callbacks
The fix
How the engagement runs
Week 1
Audit
A full read of your current personal injury visibility: rankings, ad spend efficiency, tracking accuracy and the three competitors taking your calls.
Weeks 2–3
Foundation
Tracking fixed first. There is no point optimising against numbers that are wrong, and most accounts we inherit have broken conversion tracking.
Month 2+
Compound
SEO and content build the base while paid covers the gap. As organic rankings climb, paid spend gets reallocated rather than increased.
Ongoing
Report on jobs
Monthly reporting on booked work, not impressions. If the number is not moving, we say so and change the plan.
The niche
What makes personal injury different
Personal injury spend is judged on cost per signed case, not cost per lead, and that number takes months to stabilize because signed cases lag the click. Case types are not interchangeable — a trucking or premises claim is worth many times a minor soft-tissue rear-ender, so a cheaper lead can be the worse buy. You also compete with lead brokers and TV firms bidding the same terms, plus state bar rules on how you describe past results.
The metric that matters is cost per signed case, and it takes months to stabilise because signed cases lag the click. In the meantime you have to judge the campaign on the steps in between: signed retainers by case type, call answer rate, how many inquiries clear conflicts and your case criteria. A campaign that is buying more of the trucking and premises cases you want is working even before the fees arrive.
The checklist
What a well-run personal injury account has in place
If you are already working with an agency, this is a useful list to hold them to. If you are not, it is what we build first.
- Conversion tracking that ties a signed retainer — not a form fill — back to the campaign and case type
- After-hours call coverage that can qualify the matter and book a consultation, not just take a message
- Result content kept on pages your compliance reviewer has signed off, with the required disclaimers
- A weekly search-term review so broker-style and out-of-scope clicks become negative keywords
Channels
What we typically run for personal injury
Search Engine Optimization
More organic traffic that improves your search ranking
Learn morePPC Management
Paid campaigns managed against booked revenue, not clicks
Learn more
Questions
Personal Injury: common questions
Run your own if you can staff intake. Broker leads are sold to several firms, arrive with no context, and give you nothing you keep when you stop paying. Your own campaigns cost more per lead at the start and take a few months to tune, but you own the account, the data and the pages. Most firms end up running both, then cut broker spend as their own cost per signed case drops.
Track the steps in between. Signed retainers by case type is the first honest signal, and it lands within weeks rather than years. Below that, watch call answer rate, time to first callback, and how many enquiries clear conflicts and your case criteria. If signed cases per month and the mix of case types both improve, the campaign is working even though the fee revenue is two years out.
It depends on your state bar. Most allow it with disclaimers that prior results do not guarantee outcomes, and some require specific wording or restrict how prominently figures appear. Ad platforms apply their own review on top. We keep result claims on pages your compliance reviewer has signed off, and we avoid dollar figures in headlines and ad copy where the disclaimer cannot travel with the number.
Find out how we can help your business succeed.
Let's talk about your personal injury pipeline
Free audit, no obligation, and you keep the findings whether you work with us or not.
Free audit · No obligation · No long-term contract
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