Google Ads for personal injury lawyers, set as the fourth head on the route
Three heads answer a searcher in turn: the organic listing, the Maps profile, the site. Google Ads is the fourth head: a paid position above them, timed to the same route. We manage Google Ads for personal injury lawyers so that every ad names one practice area and one cluster of cities, then hands the visitor to the page that matches.
The firm holds the login to the account, and no ad goes live ahead of the attorney's sign-off.
One ad group per practice area, aimed at a few cities
A broad ad that names everything reaches everyone and says little. We cut the account into smaller groups instead: car accident work in one, truck accident work in another, then motorcycle and slip and fall, each aimed at the cities and counties on the firm's service map. Someone typing truck accident lawyer near me
meets an ad written for that page and nothing else.
Each group sends its visitors to a matching landing page on the firm's website, so ad, page and Maps profile show one practice area and one phone line. That agreement is the offset between two lights: when it is set well, the searcher meets green after green.
Google applies advertising policies of its own to legal services, and reading them is the firm's job. We stay inside them and tell the firm whenever one touches an ad. What the bar's advertising rules permit is the attorney's to judge, so ad wording stays a draft until a sign-off arrives.
Four parts of the account we build
- Structure
Ad groups by case type
One group per case type, so a headline and the page behind it never drift apart.
- Places
Targeting by city and county
Ads are aimed at the locations the firm lists, instead of being shown across a whole state when the firm covers a handful of counties.
- Filters
A block list for stray searches
Job seekers, law students and how-to-become searches go onto a list of terms the account refuses, along with browsing searches that are not a call to a firm.
- Counting
Calls and forms tied to a group
Each ring and each form that lands gets tallied against its originating ad group, and call tracking is built to record nothing about anyone's situation.
Which ad group answers which search
| Ad group | A searcher types | Landing spot |
|---|---|---|
| Car accident pages | car accident lawyer near me | The car accident practice area page |
| Truck accident pages | truck accident lawyer near me | The truck accident page |
| Motorcycle pages | motorcycle personal injury lawyer near me | The motorcycle page |
| Slip and fall pages | slip and fall lawyer near me | The slip and fall page |
| General injury firm pages | personal injury attorney near me | The home page, or the nearest city page |
Timing the account from opening day
Register the account with the firm's login
We register the account with the firm's own details and billing, so its history is the firm's from the first day.
Cut the ad groups
We build a group for each practice area and each cluster of cities, then write ad copy and place it before the attorney.
Read what people really typed
Weekly, we read the phrases that actually set off an ad and move the strays onto the block list.
Re-time against the rest of the route
Each month the ad tallies sit next to the tallies from the listing and Maps, and we shift the offset where it helps.
Verified before an ad group switches on
- The landing page names the same practice area as the ad
- The phone line matches the Maps profile
- The attorney has signed off on the ad wording
- The block list holds job-seeker and student searches
- The form is limited to name, email and telephone
- Call tracking records nothing about anyone's situation
- Locations match the cities and counties served
How the firm describes itself is for the attorney to weigh against the bar's advertising rules.
Three beliefs about paid search for a firm
Said at the partner meetingA larger budget makes the ads work harder.
What the timing sheet showsA budget pays for clicks; it does not aim them. The aim comes from the ad groups, the locations and the block list.
Said at the partner meetingOne ad can cover every practice area.
What the timing sheet showsAn ad written for a single practice area meets the searcher more cleanly, and its landing page can echo it line for line.
Said at the partner meetingA finished account can be left alone.
What the timing sheet showsSearches drift, so the block list and the locations are read again weekly and the report is read every month.
Ad management plans that cover Google Ads
Carried by each ad plan, however many platforms
- Ad copy and keyword lists drafted ahead of launch and approved by the attorney
- Negative keywords reviewed against the searches that actually arrive
- Call and form tracking built so that no case facts get recorded
- Click charges land on the firm's own card from each platform; none of that money reaches us
- A monthly summary of calls and forms for each ad group
One ad platform
$895/month
One lane: Google Ads, Bing Ads (Microsoft Advertising) or Meta Ads (Facebook and Instagram), whichever fits the practice area.
Two ad platforms
$1,595/month
Two lanes at once, picked from Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram).
Three ad platforms
$2,295/month
All three lanes open together: Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram).
Over and above these prices come the click charges, which the platforms put on your card. Startup fees do not exist here and no term is signed.
Questions about Google Ads for injury firms
Whose card does Google charge?
Can the attorney turn down an ad?
Is there a target number of calls?
If the firm leaves, who keeps the account?
May Google Ads join the search plans later?
Plan the first ad group with us
Name one practice area and the cities it should reach, and choose the half hour when the CEO rings.
What should the first pages cover?
Name the practice areas your firm handles, the cities and counties it serves, and the referral sources it already has. Keep every name and every fact about a person's situation out of the message: this inbox is for marketing questions, and writing to us forms no attorney-client relationship.
Time the route from search to phone call
Tell us the practice areas your firm handles and the cities it serves. We plan the order in which a searcher meets each page, the Maps entry and each ad, and the attorney signs off on every piece.
The crossing drawn below is artwork and promises nothing about your phones.