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Google Ads for Personal Injury Lawyers: How to Generate More Clients

personal injury lawyers

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If you’re a Personal Injury Lawyer looking to generate more clients for your firm or practice, then Google Ads should be playing a big part in your marketing strategy.

Google Ads (formerly Google Adwords) is one of the most powerful marketing tools out there today, helping businesses reach their target customers quickly and cost-effectively.

In this blog post, we are going to discuss how you can use Google Ads to help increase awareness and inquiries into your firm while generating more clients in the process.

We’ll also go over some key tips that will help ensure you get maximum ROI when utilizing this powerful platform.

Why Google Ads for Personal Injury Lawyers?

Google Ads is one of the most effective solutions for generating more potential clients for your law firm.

It is the world’s most powerful search engine. It is also, without a doubt, the most popular search engine platform.

Paid ads take up a lot of space in search engine results pages (SERPS). In fact, Google Ads are prominently shown on top of the SERPS. When Google Ads are used correctly, and in conjunction with SEO, the results are almost always promising.

How Does Google Ads Work?

Google Ads are a type of PPC Ad (pay-per-click advertising). In a nutshell, PPC advertising means advertisers will only be charged a certain fee every time a potential customer clicks on their ad. If no one clicks on your personal injury ads, then your law firm won’t be charged by Google.

How Effective are Google Ads for Personal Injury Lawyers

It all depends on how you can structure your ad campaign. Keywords like “lawyer” and “attorney” are very expensive. Using a long tail keyword like personal injury attorney is also very expensive. Your ad spend can quickly skyrocket if you don’t know what you’re doing.

To make the most out of your Google Ads Campaign and maximize your ROI, you need to set it up correctly, do extensive research, experiment, and apply the very best practices.

There’s a learning curve that you need to go through. But if you don’t have the time or patience, and if you can afford it, hiring a specialist is always a smart move.

How Much Does it Cost?

The typical cost of Google Ads varies depending on your industry, campaign targeting, and ad network. While the average CPC (Cost Per Click) for the Google Display Network is $1 or less, it ranges from $1 to $2 for the Google Search Network. The legal industry’s average for the Google Search Network is $6.75

But the personal injury niche is uber-competitive. The keyword ‘Personal Injury Lawyer,’ is an average value that can go north of $5o. It’s not unheard of for law firms to spend six figures per month on their PPC campaigns.

Setting Up Your Google Ads Account

The first step in creating a Google ad campaign is setting up your Google Ads Account. The process is straightforward. You’ll just need to provide basic details such as your email address and business website, answer a few questions about your goals as an advertiser, decide on where to display your ads and a budget, and then away you go. You can create a Google Ads Account here.

Best Practices

Running Google Ads requires a good chunk of time, money, and effort. To get the best results on your investment, make sure you follow these tried and tested best practices:

Research the Competition

There are tons of benefits to seeing what your competitors are doing. If what they’re doing is leading to something successful, there’s no need to reinvent the wheel. You can follow their framework and effectively eliminate all the pains of coming up with your own formula. There’s no shame in that. It’s a smart thing to do.

Doing extensive research on your competitors can also help you stand out from the pack. You can differentiate yourself by avoiding their mistakes and highlighting what makes you the better choice.

There are a lot of tools that can help you with competitor research. Ahrefs, SEMrush, and Ispionage are but a few tools that can give you a leg up on the competition.

Keep Your Ad Copy Simple

Any time you’re writing ad copy, you need to be clear and concise in how you describe your personal injury law practice. You need to be straightforward, and make sure that you’re following the guidelines provided by Google.

Because of the technical language involved, it can be difficult to keep it simple when writing copy for the personal injury niche. However, if you can identify the keywords that people will use to search for your services and use them strategically in your copy, you will have a good chance of succeeding with your campaign.

Also, a compelling call to action, or CTA, is a necessary component of effective ad copy. Ad viewers and potential customers will be more likely to click on your advertisement if you use action-based language, which will increase your click-through rate or CTR. This helps your ad perform better and increases conversions.

Keep in mind that Google will rank ads higher if they receive more clicks.


When determining your budget, you should think about which specific keywords or phrases you want to use, and understand that some of your choices may be a lot more competitive and end up being an expensive bid. The keyword ‘personal injury lawyer’ is a good example of a highly competitive and expensive keyword target.

To ease the burden on your budget, a good practice is to mix up your keyword targets with competitive keywords, and terms that will be less competitive and cheaper.

Create an Efficient Ad Schedule

Most practices, and most businesses, for that matter, prefer to run their ads on weekdays, which is why many law firms do it. An immigration or accounting lawyer, for instance, would probably do the majority of their business during regular business hours. Therefore, competition is typically higher on weekdays.

Personal injury attorneys will work 24/7. Personal injuries and accidents can happen any time of the week at any time of the day. Because of this, it might be a good idea to run your ads on the weekends or outside of normal business hours—plus, it will be less expensive. Alternatively, if your budget permits, think about running ads both during the week and on the weekends to determine which is more effective. Do some testing.

Use Negative Keywords

Negative keywords are a way to prevent your ad from appearing to people who search for or browse content containing those words.

With the help of negative keywords, you can stop your ads from appearing on searches that don’t fit your criteria and redirect your advertising budget to more pertinent queries rather than ones that will yield lower returns.

Remarketing List for Search Ads (RLSA)

Remarketing lists for search ads (RLSA) is a Google Ads feature that enables advertisers to customize their search campaigns based on whether a user has previously visited their website or app, and the pages that the user has viewed.

Leveraging this feature will allow you to effectively target more qualified and valuable users who are already aware of your websites. When properly implemented, RLSAs can lead to more effective ad spend management, higher conversion rates, and ultimately, higher ROI.


How do Google Ads Differ from SEO?

To help businesses reach their target customers, Google Ads and SEO are two separate digital marketing strategies. Google Ads is a type of paid advertising, in which businesses create ads that are shown to users based on their search queries and browsing habits. The goal of SEO, on the other hand, is to increase a website’s visibility in search engine results pages. SEO is a type of organic search marketing.

What are the key metrics that measure the success of your Google Ads?

Cost per click (CPC)

The amount you have to pay every time someone clicks on your ad.

Cost per mille (CPM)

The amount you have to pay when your ad appears to a thousand people. You calculate this by CPC by 1000.

Cost per acquisition (CPA)

This is the average cost to convert a client. You can calculate this by dividing the total cost conversions by the total number of conversions.

How Much Should Lawyers Spend on Google Ads?

Lawyers should spend as much money as they are comfortable with on Google Ads. But keep in mind that this is a PPC model. If you hire a digital marketing company to manage your Google Ads, you will also have to pay for keyword research, a lawyer landing page, ad design, and management.

Wrap Up

Google Ads for Personal Injury Lawyers is an effective way to bring in new clients and attract new business for your firm or practice. The tips in this article are some of the best ways to maximize your ROI on your ad campaign and generate potential leads.

Make no mistake about it, success with Google Ads requires time and effort. If you’re not able to make that commitment, then it’s best to leave it to the experts. But if you feel that you can do it on your own, then what you’ve learned in this article will send you off on the right track.

Joe Troyer
Joe Troyer

Joe Troyer is the Founder of Virtual Valley. He is leading expert in all things Internet Marketing: Pay Per Click Marketing, Search Engine Optimization, Google Business, Reputation Management, Landing Page Conversion, and Call Tracking.

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