Pay-per-click (PPC) ads can be a goldmine for personal injury law firms — or a black hole that eats your budget with nothing to show for it.
The difference? Smart strategy, precision targeting, and high-converting landing pages.
In this article, you’ll learn exactly how to run PPC campaigns that bring in real leads — not just clicks.
What Is PPC?
PPC stands for pay-per-click advertising — you only pay when someone clicks on your ad. The most common platforms for lawyers are:
- Google Ads (Search, Display, YouTube)
- Microsoft Ads (Bing)
- Facebook & Instagram Ads
For personal injury lawyers, Google Search Ads are usually the most effective because they capture high intent — people actively searching for help.
Example searches:
- “car accident lawyer near me”
- “personal injury attorney free consultation”
- “slip and fall lawyer [city]”
These users are ready to take action — if your ad and landing page are on point.
How to Structure a Winning PPC Campaign
- Choose the Right Keywords
Avoid wasting money on broad, vague keywords. Instead, go for specific, high-intent terms like:
- [your city] + car accident lawyer
- [your city] + personal injury attorney
- truck accident lawyer [your city]
Use keyword match types like phrase match or exact match to avoid showing up for unrelated searches.
- Write Killer Ad Copy
Good PPC ads should:
- Mention the specific service (e.g., “Injured in a Car Accident?”)
- Highlight a strong benefit (e.g., “Free Case Evaluation. No Win, No Fee.”)
- Include a call to action (e.g., “Call Now” or “Get a Free Consultation”)
Use ad extensions like callouts, site links, and location info to make your ad more visible.
- Send Clicks to a Landing Page, Not Your Homepage
This is where most firms go wrong. Your homepage has too many distractions.
Instead, use a dedicated landing page that:
- Matches the ad headline and keyword
- Focuses on one action (e.g., fill out a form or call)
- Includes social proof (reviews, testimonials)
- Loads fast and works perfectly on mobile
Want a shortcut? Use PageCraft to create high-converting landing pages and forms tailored for personal injury leads.
- Set Up Conversion Tracking
If you’re not tracking calls, form submissions, and live chat leads — you’re flying blind.
Install:
- Google Analytics 4 (GA4)
- Google Ads conversion tracking
- Call tracking (e.g., CallRail)
Only spend money on what’s working — and pause what’s not.
- Use Retargeting to Stay Top-of-Mind
Not everyone will convert on the first visit. Retargeting ads can bring them back.
Use:
- Google Display Network to show banners
- Facebook Ads to remind people about your offer
- YouTube retargeting to explain your process in a video
Set these to show only to people who visited your landing page but didn’t convert.
How Much Should You Spend?
Expect to pay between $50–$300 per click in competitive cities for personal injury keywords.
But don’t panic — a single signed case can be worth thousands, sometimes hundreds of thousands. The key is to make every click count.
If you’re on a smaller budget, start by targeting less competitive keywords like:
- “bike accident lawyer”
- “dog bite lawyer”
- “Uber accident attorney [city]”
These have lower cost-per-click and can still bring quality leads.
Bonus Tip: Use Negative Keywords
Always add negative keywords to prevent bad clicks. For example:
- “free lawyer” (if you don’t do pro bono)
- “how to sue without a lawyer”
- “legal job openings”
This alone can save you thousands over time.
Final Thoughts
PPC isn’t cheap — but it works if done right. It’s one of the fastest ways to get qualified leads, especially when paired with a laser-focused landing page and strong offer.
Make sure every dollar you spend leads to a real opportunity — not a bounce.
