On-demand Webinar: How to Bring Your Law Firm More Clients
Watch Our Webinar
read icon arrow
Get a Complimentary Marketing Plan for Your Law Firm
Schedule a Call
Book a Call

PPC for Personal Injury Lawyers: 8 Tips to Guarantee Success

Maximize your ROI with our comprehensive PPC guide designed specifically for personal injury lawyers.

14 min


May 19, 2023

Pay-per-click (PPC) is quickly becoming a go-to for personal injury lawyers in the digital age. With targeted outreach capabilities and measurable results, it makes perfect sense to invest time and resources into creating an effective strategy. 

However, because of its complexity, many PPC campaigns are not reaping their maximum potential returns. If you're looking to get the most out of your pay-per-click investments as a personal injury lawyer, these 8 tips will help ensure success!

What Is PPC for Personal Injury Attorneys?

PPC for personal injury attorneys is an effective tool for marketing and increasing a law firm's visibility. It is a method of paid advertising where businesses pay to have their ads appear at the top of search results when people are looking for services related to their legal needs.

With PPC, attorneys can reach potential clients faster and more often than through traditional avenues like television, radio, or print.

Pay-per-click ads can be an important aspect of a lawyer's comprehensive marketing plan. By choosing effective PPC strategies based on the area of law you specialize in, you'll get the most out of your ad budget and maximize your chances for success.

ppc for personal injury attorneys

PPC Ads Benefits for Personal Injury Attorneys

For personal injury attorneys, running a successful Pay Per Click (PPC) ad campaign can be a critical component for success. By leveraging PPC ads, personal injury attorneys can gain a variety of major benefits which includes:

  • Being able to quickly and efficiently reach potential clients with relevantly-targeted advertisements; 
  • Creating profitable lead generation through qualified leads; 
  • Increasing overall website visibility as well as visits; 
  • Improved return on investment (ROI); 
  • The ability to accurately measure campaign performance in order to maximize its efficiency. 

Strategically setting up and reviewing PPC campaigns on a regular basis can help you generate personal injury leads. The worth of these ads will be determined by how much budget you are willing to invest and if it is sufficient for bringing in the expected number of leads.

The placement of your PPC ad on Google's search results page is essential in determining its value—the higher up it sits, the more visible it becomes, increasing its chances of being seen and clicked. Take, for example, this search result:

ppc for personal injury law firms
Paid search results example

PPC ads are positioned at the top of search results. To find non-advertising content (organic results), people need to scroll past the ads and maps. Being closer to the top of the page renders PPC ads more visible, thus making it more likely that someone will click on them rather than scrolling further down.

8 Strategies for Personal Injury Law Firm PPC Ads to Generate Leads

Personal injury law firms should not miss out on the marketing potential of pay-per-click (PPC) advertising campaigns. Experienced legal marketers know that PPC, when done properly and strategically, can bring significant ROI for a firm. In order to maximize this return and have the greatest success with a PPC campaign for a personal injury law firm, there are 8 key strategies that should be put into practice.

— Сonduct Competitors' Research for Your PPC Campaign

If you already have an active search engine optimization (SEO) campaign for your law firm, it’s likely that you know some of the most desirable keyword phrases to reach your target audience. In case you don't, Google Ads has a convenient tool for researching other law firms seeking to place ads with those keywords.

The Ad Preview and Diagnosis Tool allows you to enter the desired keyword phrase, the city and zip code for your chosen audience, and device type— mobile and desktop. This will show which firms are advertising for each keyword in your region. Additionally, it’s a great way to understand how to write copy for your own ads.

Using tools like SEMRush, you can also see how competitors are bidding, estimate their ad spend, and how their campaigns are set up. Furthermore, look for competitors advertising near you when conducting searches about business-related terms. With software like SurferSEO, insights into rivals’ efforts can be obtained.

collect keywords for your ads campaigns
Screenshot is taken from Google Ads

— Create a Google Ads Account

Setting up Google Ads for law firms is an essential part of any digital marketing strategy. By leveraging the vast reach, segmentation capabilities, and analytics available through Google Ads, anyone can maximize their advertising efforts and get the most out of their budget.

Here Is a Step-by-Step Guide to Creating a Successful Google Ads Campaign

  1. To get started, set up a Google Ads account.
  2. Then research keywords relevant to your business or product.
  3. Next, create ad groups related to those keywords and craft ads tailored to each ad group.
  4. From there, you can use various targeting options — like geographical location or demographic features — to refine whom your ad will be shown to.
  5. Finally, develop effective landing pages for when people click on your ad and keep track of performance with metrics such as clicks, impressions, and ROI so that you can make necessary adjustments if needed.

By following the steps outlined above, you’ll be well on your way toward mastering your own Google Ads strategies in no time!

google ads account for personal injury lawyer

— Set a Budget for Your Personal Injury Law Firms PPC Campaign

Budgeting for your personal injury law firm's PPC campaign is a critical aspect of a marketing plan. Without a proper budget, you may spend more than you can afford or not enough to get the desired results. 

Ad bidding is an effective way to get the most out of every dollar you spend on PPC campaigns. The idea behind ad bidding is that each time a searcher types a keyword related to your business, your ad will be triggered and bid for ranking on the search engine results page. This can be done manually or with automated software. 

When done correctly, it allows you to comprehend all keywords—— related to your PI topic and bid accordingly to achieve the maximum ROI. 

Unfortunately, PPC for PI can become quite expensive due to high competition and aggressive bidding dynamics, making budgeting even more important when launching these campaigns. A study conducted by Digital Insight Consulting reveals that PPC campaigns for PI averaged over $1,700 per month just to start, and could go as high as $3,000 per month depending on the budget. 

— Select the Right Personal Injury Attorney Keywords

It is important to conduct keyword research, as the right keywords can lead to greater placement on search engine sites. You should use words that accurately describe your goals, such as "personal injury attorneys near me" or "best-rated personal injury lawyers." 

Taking the time to properly identify and prioritize power keywords can provide many benefits, including increased clicks and traffic. Additionally, researching your competition's targeted keywords can be beneficial; you may want to mimic their strategies or introduce alternate keywords they may have overlooked.

check your competitors' ad campaigns
Screenshot is taken from Semrush

— Create Custom Landing Pages for Your Personal Injury PPC Ads

Creating custom landing pages for your personal injury PPC (pay-per-click) ads can be a great way to increase the chances of converting visitors into customers. By creating a page specifically designed for your ads and targeted at your potential customer base, you can optimize the user experience and encourage visitors to take action. 

Custom landing pages can be more in-depth than regular web pages, allowing you to include vital information about your services or relevant content related to the specialty of personal injury cases. 

Custom landing pages that answer visitors' questions, engage them with high-quality visuals, or provide specific calls-to-action are more likely to convert those visitors into paying customers. 

Therefore, by creating custom landing pages around your PPC ads, you could potentially see an increase in customer conversion rate and overall return on investment.

Personal injury landing page for PPC

— Use Campaign Segmentation for Personal Injury Lawyer Ads

Campaign segmentation is a powerful tool for personal injury lawyers that wish to reach more clients. It involves breaking up audiences into groups based on their shared characteristics. 

This way, personal injury lawyers can tailor their messaging and approach to each group for a better chance of success with more prospective clients

Knowing who your ideal client is, what they need, and how you can help them is key to differentiating your ads and creating a competitive edge when reaching a segmented audience. Doing this also reduces overall spending and direct costs due to the increased relevance of the ads being served up. 

Ultimately, campaign segmentation helps you create a smarter approach when advertising to potential clients, thereby saving money and attracting more people looking for legal help.

get more leads with personal injury attorney ppc
The screenshot is taken from Google Ads

— Use Ad Extensions as a Part of Your Personal Injury Lawyer PPC Ads

Ad extensions are a great way to elevate your personal injury lawyer PPC Ads. They give you the ability to provide more relevant information about your services within the ad itself, which helps to make it stand out from competitors. 

By using these extensions, you can expand your ads to include additional links that direct potential customers to specific pages on your website. These pages could contain additional information about the types of cases you handle, or detailed descriptions about how exactly you can help them. 

Learn More about Personal Injury Lawyer Marketing

How to Get Personal Injury Leads for Lawyers in 2023

Facebook Ads for Personal Injury Lawyers

45 Personal Injury Blog Topics: Captivating and Converting Potential Clients

On top of this, you can use location extensions to highlight the local offices where people can find you; this is especially important for personal injury lawyers as some services may be provided in person. 

With these extensions, you get even more chances for potential customers to take action and click on your ad - increasing visibility and engagement with your brand.

ad extensions for personal injury lawyer
The screenshot is taken from Google search results page

— Track Performance to Create a Successful PPC Campaign

When it comes to PPC campaigns, having the right metrics at your disposal is essential for you to be able to track performance. Different tools can give you insight into what parts of the campaigns are working and which areas need improvement. 

Some of the most useful metrics for tracking a PPC campaign include things like click-through rates, budget benchmarks, keyword performance data, and cost per acquisition. 

For example, if a certain set of keywords isn’t providing enough impressions or clicks relative to the cost associated with them then it might be wise to switch these out for more targeted phrases. 

Utilizing many of these metrics allows those running a PPC campaign to gain maximum ROI while minimizing overall expenses.

PPC campaign statistic for personal injury lawyers
The screenshot is taken from Google Ads

List of Most Expensive PPC Keywords for Personal Injury Attorneys

With other law firms entering into the PPC ad bidding market, competition can drive up the average cost of PPC ads. Here is a list of 50 of the most expensive keywords for personal injury lawyers:

Keyword Difficulty Volume CPC
personal injury accident attorneys 63 200 250
personal injury lawyer attorney 50 150 230
list of personal injury attorneys 44 30 210
personal injury website 5 40 205
a personal injury lawyer 56 40 200
biggest personal injury law firms 18 60 195
i need a personal injury lawyer 46 100 180
personal injuries attorneys 66 1000 170
accidental injury lawyers 55 30 165
personal accident lawyer 49 350 165

Accelerate Your Growth with Personal Injury PPC Services for Maximum Success

Personal injury law firm PPC ads have immense potential to produce quality leads, engage and impress prospects, and grow market share.

After reviewing these 8 strategic ways to dominate with successful personal injury law firm PPC ad initiatives, we hope you’re feeling inspired – the sky is the limit for those who choose to advertise through digital mediums.

And if you need a helping hand along the way, you can get a free consultation from a trused law firm SEO agency, Grow Law Firm. Our experienced law firm marketing specialists will provide comprehensive assistance with setting up and managing your campaigns to ensure that your goals are met and exceeded. 

So don’t wait — contact us today and get ready to realize the tremendous benefits of advertising in this dynamic age of online marketing! 

Calculate the Cost of Your Website
Please Fill All Fields to Get Your Result
Does your website need integrations with specific tools or systems:
Website Design & Development Fee*
Add ons**
*Please be aware that all provided estimates are preliminary and subject to refinement following an in-depth discussion about your project and a comprehensive gathering of your specific requirements.
**Connect with our SEO specialist to explore our ongoing packages designed to enhance your website's visibility and searchability, ultimately leading to an increase in customer engagement and conversion rates.
Request a Project
Looking to split the payment?
Pay for your website in 24 incremental payments (0% Finance)
Deposit $3,500
Monthly Payment (24 months)
Request a Project
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Marketing audit

Don't just wait for clients, attract them!

Get our FREE Marketing Audit to find bold new ways to boost your caseload.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
growth trend
Compare your practice INSTANTLY

Stay ahead of the competition!

Compare your law firm's performance to Local competitors with our instant assessment tool

  • red icon

    Get a clear picture of your firm's performance

  • red icon

    Boost your online presence

Compare my firm
growth chart