Skip to main content ↓

Lisa recently hurt her back in a car accident and is out of work for a few months. She wants to seek compensation for her pain and suffering, so she’s looking for a personal injury attorney. Will Lisa find your personal injury law firm when she searches online?

If you don’t have a pay-per-click (PPC) advertising campaign in place, clients will likely miss your firm in the search results. PPC for personal injury attorneys is a great way to get your firm to appear at the top of the results and drive more qualified leads to your practice.

So, how can you start creating personal injury lawyer ads? Here are five tips:

  1. Conduct competitors research to see who you’re up against
  2. Use ad extensions to stand out from other law firms
  3. Create a custom landing page to keep leads focused
  4. Craft Google Local Services ads to attract more qualified clients
  5. Track your personal injury lawyer ads’ performance to make improvements

Don’t want to wait to launch your PPC campaign? Contact us online or call us today at 888-601-5359 to speak with a strategist about our PPC advertising services!

1. Conduct competitor research to see who you’re up against

With advertising for personal injury attorneys, you’re working in a highly competitive market. In fact, law firm keywords are among the most competitive and expensive keywords for Google Ads. The average cost per click (CPC) for a law-firm-related keyword is $55 per click.

That’s compared to an average CPC of $1-$2 for less competitive keywords.

With a lot of competition in the PPC landscape, you need to take time to conduct competitor research, so you can find ways to outperform your competition. Not only will this help you identify who you’re up against, but what they’re doing to earn the top ad spot.

law firm ppc ad 2

For example, when looking at your competition and their ads, you may find that none of the top-ranking ads use ad extensions (which we’ll talk about next). This missing feature could be an opportunity your personal injury law firm could take advantage of to outperform competitors.

However, when you do competitor research, don’t spend too much time investigating your competition.

It’s easy to get carried away and spend days combing through their website, ads, and keyword usage, but you don’t want to waste your time overanalyzing competitors. Get some basic information, take a few notes, and develop ideas on how to do better than your competitors.

Hear What It’s Like to Work With WebFX!

Five gold stars

“Our account manager and the WebFX team have the tools, tips, and tricks to provide solid analysis and actionable updates and content to our website. They are studying our industry to ensure we are all on the same page and growing our audience.”

Law Firm

2. Use ad extensions to stand out from other law firms

One of the best features you can add to your personal injury lawyer ads is ad extensions. Ad extensions enable you to provide your audience with helpful information that entices them to click.

You can use numerous ad extensions to enhance your ad, including:

  1. Sitelink extensions
  2. Callout extensions
  3. Structured snippet extensions
  4. Call extensions
  5. Message extensions
  6. Location extensions

ad extensions personal injury

The call extension is a great choice to use as a personal injury lawyer. This extension adds your phone number to your ad, making it easy for people to contact your firm immediately if you fit what they need.

Not to mention, ad extensions provide ad copy with more helpful information to searchers, which can result in more clicks and contacts for your law firm.

3. Create a custom landing page to keep leads focused

If you want to get the most from PPC for personal injury attorneys, you need to create a custom landing page for your PPC ad.

As a personal injury lawyer, you take cases for numerous personal injuries, from dog bites to pedestrian accidents. You want to ensure that your landing page focuses solely on the service featured in the ad.

That’s why a custom landing page is key to the success of your injury law firm advertising.

So, for example, if you run an ad on your wrongful death persecution services, you want your landing page to focus solely on those services and what you provide. Your landing page shouldn’t include information about workers’ compensation or catastrophic injury services.

Your custom landing page should include elements like:

4. Set up Google Local Services ads to attract qualified leads

When you do injury law firm advertising, you want to reach people in your local area looking to hire a lawyer. With Google Local Services ads, you can help your firm appear in searches for personal injury lawyers in your area.

Google Local Services ads appear at the top of search results and above standard PPC ads.

google local services personal injury

These ads show information about your firm that includes:

  • Name
  • Star rating
  • Hours
  • Years in business

When someone clicks on your Local Service ad, they can get even more information about your firm and the services you offer.

So, why opt to run Google Local Services ads?

Well, Google vets your law firm, which takes the guesswork out of the equation for clients. People don’t have to spend time looking at your qualifications to see if you’re trustworthy. By running Google Local Services ads and obtaining the Google Guaranteed badge, clients feel confident in choosing your firm.

BONUS READING: 5 Benefits of Google’s Local Service Ads

BONUS READING: Answers to Your Google Local Service Ads Questions

5. Track your personal injury lawyer ads’ performance to make improvements

When you’re putting in the time and effort to do PPC for personal injury attorneys, you want to ensure that you’re driving results with your ads. For the last tip on our list, we’re going to talk about tracking your ad performance.

Tracking ad performance makes it easy for you to keep tabs on your ad’s performance. You can use Google Analytics to get insight into your ads.

You can track metrics like:

By tracking these metrics, you can see if your ads underperform and identify areas of improvement to help them perform better.

Traffic attracted through PPC advertising yields 50% more conversions than organic advertising.

Are you leveraging PPC in your marketing efforts? Let’s get started.

View the Guide arrow right
cta62 img

Get help with PPC for personal injury attorneys

When you’re busy helping your clients win personal injury settlements, you may not have the time to dedicate to building a solid PPC strategy for your firm. That’s where the experts at WebFX can help.

We have over 28 years of experience in creating paid ads that drive results for our clients. In the past five years alone, we’ve driven over $6 billion in sales and over 24 million leads for our clients. You can feel confident we’ll help you obtain more new clients with your PPC ads.

Don’t believe us? Just check out our 1,100+ client testimonials that attest to the stellar work we do for our clients!

Ready to earn more clients for your personal injury law firm? Contact us online or call us today at 888-601-5359 to speak with a strategist about our PPC services!

Want to speak with an expert? Call us at 888-601-5359

CTA Expert

We Drive Results for Personal Injury Attorneys

  • Dedicated account manager backed by 500+ digital experts
  • Renowned for our communication and transparency

Get a Quote

dots background

author image

background shape

Explore our legal case studies

Read our case studies for a more in-depth look at our results.

Property Management, Inc.


Increase in pages per session

Healthcare Administrative Partners


Increase in email subscribers

Net Friends


Increase in leads



Get a free proposal

Solving key challenges for personal injury attorneys

Our website isn’t driving enough traffic

Our expert SEO specialists, copywriters, and web designers will help you craft a website that makes your firm stand out online and drive consistent, qualified traffic.

Website icon.

We’re not attracting new clients

Keep a steady flow of clients coming to your firm with expertly crafted digital marketing strategies designed to provide an engaging, personalized experience for your audience that encourage them to become clients.

Marketing icon with flame.

We’re struggling to attract top legal talent

Expanding your legal team and growing your firm go hand-in-hand. If you need help attracting top legal talent to grow your team and boost your firm’s expertise, our recruitment marketing services can help.

Branch icon of a storefront.

Our marketing efforts aren’t providing a high return

Ensure your marketing budget goes toward the strategies that will drive the highest ROI for your firm with our data-driven marketing solutions.

Target icon with archery arrow hitting target.