Paid ads management for personal injury law firms
We manage paid ads for personal injury law firms on Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram). Each ad group is aimed at one practice area and one city the firm names, and each one leads its visitor to a landing page made for that pair.
No ad runs before the attorney has read it. Whether a line suits the state bar's ad rules is the attorney's judgment, so our drafts keep to the practice area, the city and the intake line.
The fourth head
Where an ad sits along the route
On the timed route, the ad is the fourth signal. A searcher has already been shown a search link, a Maps entry and a page, so the ad is set to say what those say. We write each ad from the page it points to, which keeps the wording on the ad, the listing and the page in step.
Paid ads for an injury firm are aimed, not broadcast. A search such as car accident lawyer near me
belongs to the ad group for car accident work in the city the firm serves. Searches from job seekers, law students and people looking for lists of firms are kept out by negative keywords, because those clicks reach nobody at the intake line.
Managing one platform costs $895 monthly. The platform sends its click charges to the payment method the firm enters, and the budget is the firm's to set. Platforms join the route singly, and the monthly figures for each lane are on the pricing page.
Three ad lanes, opened one at a time
- Lane one
The Google Ads lane
Search ads written for a practice area and a city, with keyword lists the attorney can read. For more, open Google Ads for injury firms.
- Lane two
The Bing Ads (Microsoft Advertising) lane
The same ad groups rebuilt in the firm's own Microsoft Advertising account, with their own negative keywords. The Bing Ads page covers it.
- Lane three
The Meta Ads (Facebook and Instagram) lane
Ads on Meta Ads (Facebook and Instagram) that carry a firm's name, city and intake line, set up inside the firm's own account.
What each ad group is aimed at
| Ad group | Points to | Counted against |
|---|---|---|
| Car accident, one city | The car accident landing page for that city | Calls and forms from that ad group |
| Truck accident, one city | The truck accident landing page | Calls and forms from that ad group |
| Motorcycle, one county | The motorcycle landing page | The ad group's own phone and form tally |
| Slip and fall, one city | The slip and fall landing page | Contacts arriving from that single ad group |
| Any other practice area the firm lists | A page written for that practice area | A tally kept apart from every other group |
How an ad lane gets built
Set the ad groups against the sheet
Practice areas and cities from the timing sheet become ad groups, each paired with the landing page it will point to.
Draft copy and keyword lists
We write the headlines, the descriptions and the keyword list for each group, then hand the draft to the attorney.
Open the account with the firm
The firm creates the account on each platform and puts its payment method in. From inside it, we do the managing.
Read what arrives and trim
When the month closes, the search terms that set an ad off get read by us, negative keywords are added, and every ad group keeps a count of its own calls and forms.
What stands behind an ad before it runs
- Ad copy read and approved by the attorney, line by line
- One ad group for each practice area and city on the sheet
- Negative keywords that keep job seeker and law student searches out
- A page on the site written for each ad group
- Location settings limited to the cities and counties served
- Call and form tracking that records the ad group and nothing about anyone's situation
- A monthly summary of calls and forms for each ad group
Every platform sets advertising policies for legal services, and reading them is the firm's task. Our drafts stay within what the attorney approves.
Three beliefs about running paid ads
Said at the partner meetingAdding a second platform means the first can be left alone.
What the timing sheet showsPlatforms do not share accounts, keyword lists or search terms, so each is read on its own cycle. That is why they are added singly.
Said at the partner meetingSending every ad to the home page keeps things tidy.
What the timing sheet showsAn ad group sends visitors to the page built for its practice area and city, so the ad's wording and the page's wording agree.
Said at the partner meetingClicks from people looking for work are harmless.
What the timing sheet showsSuch a click spends part of the firm's budget and reaches no one at the intake line. Negative keywords are reviewed against the searches that really arrive.
Ad price boards: one lane, two lanes or three
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 the ad lanes
Which platform opens first?
Who sets the budget for clicks?
Can an ad say what a firm has achieved for anyone?
What does an ad form ask for?
What does the monthly report hold for paid ads?
Plan the ad lanes with the CEO
Name the cities, the practice areas and the platform you would open first, then attach a slot for the CEO's call.
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.