Google Ads for personal injury lawyers who want signed cases,
Personal injury has the most expensive clicks in Google Ads: $100 to $300 for "car accident lawyer" in a big metro. At those prices a lead that does not sign is a real loss, and most PI accounts have no idea which leads signed. We build PI accounts by case type, feed signed retainers from your intake CRM back to Google, and bid toward the searches that become cases worth taking. not a pile of unqualified forms.
LEADSTACK™ Five layers. One account that keeps growing.
Most Google Ads accounts are one campaign wearing five hats. LEADSTACK is how we build a lead-gen account instead: the campaign types stacked in the order that pays, each layer fed by the booked jobs the layer below it produced. Below, the stack as we build it for personal injury lawyers.
Remarketing · videoSupport
Remarketing · displaySupport
Performance MaxScale
Local Services AdsCore
SearchCore
One campaign, five jobs
Booked jobs → Google
0:00 · The leak
You are paying for clicks. You need booked jobs.
Most accounts we audit have one campaign doing five jobs, broad match with no negative list, and Google optimizing toward form fills it never sees close. That is where the budget goes.
0:38 · Layer 1 · Search
Capture the demand that already exists.
Exact and phrase match, split by service value and urgency, with call ads while someone answers the phone. The base of the stack and usually 55 to 70 percent of the budget.
1:12 · Layer 2 · Local Services Ads
Pay per lead, above the ads.
Where the category qualifies, the Google Screened or Guaranteed badge sits above every search ad. We run it beside search, dispute junk leads weekly and compare cost per booked job each month.
1:40 · Layer 3 · Performance Max
Scale, but only on real data.
Performance Max finds more of the people who already book with you, if it is fed booked-job conversions and fenced with brand exclusions and search themes. Switched on in month two or three, never on day one.
2:10 · Layer 4 · Remarketing on display
Bring back the 95 percent who left.
Most visitors do not call on the first visit. A small display budget, 30-day windows and one message per service keeps the quote request alive for a few dollars a day.
2:35 · Layer 5 · Remarketing on YouTube
Be the name they remember.
For long decisions like a roof, an implant or an injury case, six-second bumpers to past visitors cost cents per view and lift branded search and close rate.
3:05 · The loop
Booked jobs flow back to Google. Bids follow revenue.
Offline conversion imports tell Google which clicks became customers, so every layer bids toward the cases that pay. By month three the target is hit, or our fee drops to zero until it is.
Film in production · storyboard preview0:00 / 3:40
The film is being shot with Hamid this quarter. Until it is live, the storyboard above walks the same chapters.
Google Ads works for personal injury lawyers who can answer the phone.
We keep the roster short on purpose. These are the personal injury firm practices we do the most for, and the ones we turn away.
Good fit
Live intake during ad hours, ideally 24/7, with same-day retainer signing
An intake CRM you can export signed cases from
Clear case-type priorities and minimum case values
Budget of $300 a day or more
Not yet
Intake handled by voicemail or a receptionist without screening
Budgets under $5,000 a month in a major metro
Expecting results without tracking which leads signed
Where personal injury lawyers lose money
Three leaks in most personal injury firm accounts
We see the same three problems in almost every personal injury firm account we take over. Each one is fixable in the first month.
01
Paying $200 a click for cases you would never take
"Slip and fall at work" and "minor fender bender no injury" click just like a serious injury search. Without case-type structure and negatives, the budget buys the wrong callers. We build campaigns by case type and value.
02
Intake loses the case before the ad gets credit
PI leads call several firms. The one that answers live, screens fast and gets a retainer signed the same day wins. We track speed to lead and show you where intake, not the ads, is the leak.
03
No signed-case feedback to Google
Google counts forms and calls. Your intake system knows what signed. We import signed retainers with an estimated case value, so bidding learns from cases, not contacts.
The audit checklist: mistakes we fix in most personal injury firm accounts
All case types in one campaign sharing a budget
Broad match with no negatives, paying for job seekers and DIY claim searches
Forms and calls counted equally, with no signed-case import
Intake by voicemail after 6pm while ads keep running
Homepage as the landing page for every case type
No Spanish campaign in a market that needs one
No branded campaign to separate referrals from new demand
How signed cases search
Four moments. Four different campaigns.
The same person searches differently at each stage. Treating them as one keyword list is how personal injury firm accounts pay big-ticket click prices for small-ticket searches.
01 · Incident"car accident lawyer near me", "what to do after a car accident"
Hours after the crash, often on a phone. First live answer wins. Call-first ads and 24/7 intake.
02 · Research"how much is my case worth", "should I get a lawyer for a minor accident"
Deciding whether to hire anyone. Educational pages with a free case evaluation capture them before competitors do.
03 · Comparison"best personal injury lawyer [city]", "[firm] reviews", "no fee unless we win"
Choosing between two or three firms. Results, reviews, attorney credibility and speed decide.
04 · Serious injury"wrongful death attorney", "brain injury lawyer"
Families searching carefully over days. Specialist pages and attorney profiles matter more than offers.
Benchmarks
What good looks like for personal injury lawyers
From our personal injury firm accounts across US metros, 2025–2026. "Typical" is what we see when we take an account over. "Good" is where a rebuilt account lands within 90 days.
Metric
Typical account
Good, after the rebuild
Cost per click (search)
$80–$300
$60–$180 with case-type structure and negatives
Cost per lead
$250–$500
$180–$350 after the rebuild
Lead to signed case
8–15%
15–25% with live intake and same-day retainers
Cost per signed case
$1,200–$3,500
$900–$2,200
Serious-injury signed case
$3,000–$8,000
Worth it: fees of $50,000+
Average fee per case
$12,000
Budget weighted toward higher-value case types
Local Services Ads cost per lead
$100–$400
Run alongside search; dispute non-cases
Campaign blueprint
How we structure a personal injury firm account.
Campaigns are split by intent and case value so budget follows the signed cases worth the most.
Serious injury cases need serious lawyers. Free consultation with a trial attorney, no fee unless we win. We come to you.
Workplace campaign · Sponsored
Injured at Work? Know Your Rights | Construction Accident Lawyers in your city | Free Case Review · Se Habla Español
yourpractice.com › workplace
Workers' comp and third-party claims handled by attorneys, not paralegals. Free review, no fee unless we win.
Offers that move the close rate
Free case evaluation with an attorney, not a screener
No fee unless we win, stated with the state-required detail
Same-day retainer signing by e-signature
We come to you: home or hospital consultations
24/7 live intake in English and Spanish
Campaign types
Which Google Ads campaign types we run for personal injury lawyers, and which we skip.
Every campaign type Google offers has a job. Most accounts we audit run the wrong ones, or run the right ones in the wrong order. This is the mix for personal injury lawyers, in the order it is switched on.
CoreRuns from day one and carries most of the budget.
ScaleAdded once booked-job tracking is proven, usually month two or three.
SupportA small budget with one specific job.
Not hereWe would not run it for this account, and we say why.
SearchLSAPMaxVideo RMKDisplay RMK
Starting split of the monthly budget, rebalanced every month by cost per booked job. Shares are the midpoint of each range.
Core55%of budget
Search
Responsive search ads · exact and phrase match
Why it is core
Injury clicks are the most expensive in Google Ads, so every keyword is exact or phrase match, split by case type (motor vehicle, serious injury, premises, workplace) and by device, with a shared negative list reviewed weekly.
How we set it up
One campaign per intent tier, never one campaign for everything
Exact and phrase match with a shared negative list from day one
Ad schedule and bid adjustments around open hours
Location targeting by service area, not a city-wide radius
Core20%of budget
Local Services Ads
Google Screened / Google Guaranteed · pay per lead
Why it is core
Personal injury firms qualify for Google Screened. LSA leads run $100 to $400, still below search in most metros, and we dispute the junk and reconcile every lead to a signed case.
How we set it up
License, insurance and background checks submitted and kept current
Junk leads disputed every week
Reviews synced from Google Business Profile
Cost per booked job compared with search every month
CoreInside search
Call ads
Call-only ads and call assets on mobile
Why it is core
People search from the emergency room or the tow yard on their phone. Call ads with 24-hour intake answer that moment; a firm that cannot take the call should not run them.
How we set it up
Runs only while the phone is staffed
Calls under 60 seconds left out of the conversion count
Recordings scored weekly so the ad group learns from booked calls
Scale10%of budget
Performance Max
Asset groups across Search, YouTube, Display, Gmail and Maps
Why it is a scale layer
Only with signed-case imports and lead-form qualifying questions. Without them Performance Max fills intake with people who were not injured. Added in month three at the earliest.
How we set it up
Never switched on before offline conversions are flowing
Brand exclusions and search themes on every asset group
One asset group per service, with real photos rather than stock
Lead form questions that filter price shoppers
Support5%of budget
Remarketing (video)
YouTube bumpers and skippable in-stream to past visitors
Why it is a support layer
Choosing a lawyer takes days and several firms get compared. A 15-second attorney-to-camera clip to past visitors is cheap, and it lifts signed cases from the searches you already paid for.
How we set it up
Six-second bumper cut from a phone-shot founder video
Audiences shared from the search and display campaigns
Measured on branded search lift and assisted bookings, not views
Support5%of budget
Remarketing (display)
Display ads to past visitors and past callers
Why it is a support layer
Remarketing with the free consultation and the no-fee-unless-we-win message keeps the firm in front of visitors comparing options. Frequency capped, converted clients excluded.
How we set it up
Audiences by page visited at 7, 30 and 90 days
Frequency capped at three a day
One message per service, with the offer in the headline
Customers who already booked are excluded
Not here0%of budget
Demand Gen
Visual prospecting across YouTube, Discover and Gmail
Why we skip it
Prospecting people who have not been injured produces no cases, and some state bar rules restrict solicitation-style creative. Search, LSAs and remarketing cover the buyers who exist.
What would change our mind
Lookalikes built from booked customers, not site visitors. Job-site or before-and-after creative. Capped at ten percent of budget until cost per booked job matches search.
How a $5,000 month is split for a personal injury firm.
A starting split we adjust every month as the cost per signed case comes in by campaign. The highest-value campaign gets the biggest share because one signed case can pay for the month.
Minimum we recommend: $10,000 a month, at least $100 a day.
Motor vehicle (search)
35% Signed auto cases; the volume driver
Serious injury & malpractice
25% High-value cases; slower, worth the wait
Local Services Ads
20% Pay-per-lead volume with the Screened badge
Premises & workplace
15% Steady mid-value cases
Brand + remarketing
5% Protect the name, bring back researchers
Tracking, Local Services Ads and compliance
Measure signed cases, not clicks
The account can only be optimized toward what it can see. For personal injury lawyers that means calls with duration, form and booking events, and signed cases imported back to Google with a value.
01
What we connect
Call tracking with recording (where consent rules allow), duration and spam filtering
Signed retainers from Clio, Lawmatics, Filevine or Litify imported as offline conversions with estimated value
Form and chat events with duplicate removal
GA4 + Google Tag Manager with no case details captured
Speed-to-lead reporting by hour and intake agent
02
Local Services Ads for personal injury lawyers
Available · $100–$400 per lead depending on metro
Personal injury is one of the largest Local Services Ads categories with the Google Screened badge. We handle verification, dispute non-case leads weekly and compare cost per signed case with search every month.
03
Compliance notes
State bar advertising rules: disclaimers, "no fee unless we win" terms, no guaranteed outcomes
Attorney name and office address required in ads in many states
No solicitation language that violates state rules on accident victims
Call recording consent notices as required by state
Confidential intake: no case details in URLs or analytics
Seasonality
The personal injury firm calendar
Budgets that stay flat all year waste money in quiet weeks and starve the account in busy ones. We plan by week around these moves.
January
Post-holiday traffic accidents and "new year" case inquiries; volume rises.
Summer
Peak driving season: motor vehicle cases rise; motorcycle and boating claims.
Winter weather
Slip-and-fall and weather-related crashes in cold metros.
Year-round
Serious-injury and malpractice searches are steady; budget should not chase seasonality here.
What the first 90 days look like for a personal injury firm
Weeks 1–2
Tracking rebuilt: call tracking, intake CRM export mapped for signed cases, speed-to-lead reporting. Honest cost per signed case.
Weeks 3–4
Case-type campaigns live with negatives, schedules matched to intake coverage and case-type landing pages.
Month 2
Cost per qualified lead drops 20–35%; first signed-case data starts feeding bids.
Month 3
Offline conversions flowing; budget shifts toward case types that sign; LSAs and search compared by cost per signed case.
Your numbers
What a monthly budget produces for personal injury lawyers
Benchmarks from our accounts. Move the slider. Estimates, not promises.
With DGENCY—leads / month—signed cases / month—revenue / month
Assumes cost per lead $350 → −30% and lead-to-customer rate 10% → +25% after tracking and structure are fixed, at $12,000 per signed case. Open the full projector to use your own numbers.
Proof
The proof is in the booked jobs
Numbers our clients get paid on, from accounts in legal.
Personal injury
Harbor Injury Law
Tampa, FL · $14,000/mo ad budget
3.5×Signed cases per month (4 to 14)
−44%Cost per signed case
Case-type campaigns, 24-hour intake with recorded calls, Local Services Ads beside search, and signed cases imported back into Google.
8 client stories
★★★★★
“Three agencies before DGENCY. Every one of them sent me a report with a bunch of graphs. Hamid sent me a spreadsheet of booked jobs and what each one cost. That was the whole difference.”
Rick MorenoOwner, Canyon Air Conditioning
★★★★★
“They told me in the first call that my landing page was the problem, not the ads. I did not want to hear it. They were right, and signed cases went from four a month to fourteen.”
Danielle HarperManaging Partner, Harbor Injury Law
★★★★★
“We are a small practice. I was worried we would be too small for a real agency. Hamid looks at our account personally and my front desk knows exactly which new patients came from ads.”
Dr. Sana PatelOwner, Bright Smile Dental
★★★★★
“Our old agency reported clicks. DGENCY reports booked jobs, and the number went from 61 to 140 a month on the same budget once the tracking was honest.”
ME
Marcus EllisonOwner, Summit Air & Heat
★★★★★
“Hamid called our office as a customer before we signed and told us we missed a 4pm call. That is the level of detail. Cost per booked job is down 38 percent.”
LO
Lena OrtizGeneral Manager, TrueLine Plumbing
★★★★★
“Three quotes a week became eleven. The difference was the search terms they cut and the financing line they put in the ad. Nothing fancy, just correct.”
GW
Grant WhitakerOwner, Bluegrass Roofing
★★★★★
“We are a two-attorney firm. They gave us a plan for $5,000 a month and did not try to sell us $20,000. Consults are up 70 percent and the fee is flat.”
PN
Meera NairPartner, Keystone Estate Law
★★★★★
“Quarterly plans at $41 each from Local Services Ads and search together. Our previous agency never turned LSAs on. They did it in week two.”
The same process on every account. Management from $999 a month, never a percentage of spend; your ad budget is paid to Google in your own account. Three-month minimum, then month to month, with the fee dropping to zero if we miss the written target.
01
Weeks 1–2
Audit and tracking rebuild
We audit the account line by line and rebuild the measurement so that only real leads count.
02
Week 2
Blueprint
A written plan that maps your budget to the services and areas that make you the most money.
03
Weeks 3–4
Build
New campaign structure, ad copy and landing pages, built in your account, owned by you.
04
Month 2 onward
Run, learn, scale
Weekly hands-on optimization with AI doing the heavy lifting and Hamid making the calls that matter.
One-time
$299
Account audit
A line-by-line review of your existing Google Ads account, tracking and landing pages, with a written list of what to fix and what it is costing you. Credited toward setup if you continue.
Full hands-on management by Hamid and an experienced Google Ads strategist. Fee scales with the complexity of the account (service lines, locations, campaign types), not with your ad spend.
Everything in phases one to three: tracking rebuild, blueprint, campaign build and the first landing pages. Priced by the number of service lines and locations.
What personal injury lawyers ask before hiring us.
More on the FAQ page, or send your numbers with the growth plan request.
How much should a personal injury firm spend on Google Ads?
At least $10,000 a month in competitive metros, and $300 a day at minimum anywhere. Clicks cost $80 to $300, and the account needs enough leads to learn which searches sign.
What does a PI lead cost?
$250 to $500 per lead in most metros, $400 to $800 in the biggest ones. A signed case typically costs $1,200 to $3,500 in ad spend against fees of $12,000 or more.
Do Local Services Ads work for personal injury lawyers?
Yes. PI is one of the largest LSA categories: Google Screened badge, pay per lead ($100–$400 in big metros), placement above the search ads. We run LSAs with search and dispute leads that are not real cases.
Can you connect our intake CRM?
Yes. Signed retainers from Clio, Lawmatics, Filevine, Litify or similar are imported as offline conversions with an estimated case value, without any confidential case details.
How important is intake speed?
Decisive. PI callers contact several firms; the first live answer usually signs. We track speed to lead and after-hours coverage as closely as the ads.
Should we advertise every case type?
No. Each case type gets its own campaign and budget based on the fees you actually earn from it. Low-value case types get lower bids or none.
How fast will we see results?
Tracking fixed in two weeks; cost per qualified lead improves in month one and cost per signed case in months two and three, given the intake cycle.
Do you run Spanish campaigns?
Yes, with Spanish landing pages and, if you have it, Spanish-speaking intake routing.
Ask Hamid directly
Send your numbers and get straight answers in the written plan.
Send your details and Hamid reviews your account, your market and your competitors before the call, then walks you through the five changes that would move your cost per signed case the most. Twenty minutes, a written plan, no obligation.
Step 01
Tell us about your business
Two minutes on the form.
Step 02
We do our homework
Website, landing pages, market and, with read access, your account.
Step 03
You get the plan in writing
A one-page plan you keep either way, and a call to walk through it if you want one.
