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Get results in days, not monthsResults in days, not monthsFew markets punish sloppy ad accounts as quickly as injury law. Each click costs real money, the same big firms bid on the same phrases and most conversions happen by phone, often after hours. This page walks through how we organize campaigns by personal injury case type and place, which keywords and negatives matter, how to handle calls, what a landing page must do and how to follow a click all the way to a signed case. Management starts at $895 a month, with no contract. Ad spend is separate.
Why one big campaign fails
A typical first mistake is a single campaign called "Personal Injury" with every phrase inside it. The account then lets the platform learn from a mix of intents. A person searching "truck accident lawyer" is a different buyer from someone searching "dog bite attorney," and both differ from a person typing "do I need a lawyer after a car accident." The potential value, the competition, the questions on the call and the best landing page are all different.
Splitting by personal injury case type lets each campaign have its own budget, its own message and its own definition of a good call. Splitting by place lets you protect budget for the areas you serve best and keep the inquiries inside your licensed jurisdictions. It also makes a rare but crucial thing possible: you can pause a personal injury case type that your firm cannot take this month without shutting everything off.
We do not chase the broadest phrase first. We begin with the highest-value personal injury case types and the places where your firm has the strongest offices and reviews, watch the calls, and widen only when the data supports it.
Campaign layout
| Campaign | Typical themes | Landing page | Notes |
|---|---|---|---|
| Car and SUV collisions | "car accident lawyer", "auto accident attorney", "injured in a car crash" | Car accident practice page, with a city page when searching by place | Highest volume and highest competition; narrow by place before widening |
| Truck and commercial crashes | "truck accident attorney", "18 wheeler accident lawyer", "tractor trailer crash" | Truck accident practice page with the unique evidence points | Fewer searches, usually deeper cases; tighten geography to major corridors you serve |
| Motorcycle | "motorcycle accident lawyer", "injured on a motorcycle" | Motorcycle page written for riders | Seasonal in many regions; schedule and budget accordingly |
| Rideshare and delivery | "uber accident lawyer", "lyft crash attorney", "delivery driver hit me" | Page that explains app-based coverage in general terms | Shorter list; be careful about naming brands in ad copy |
| Premises, falls and animal injuries | "slip and fall lawyer", "dog bite attorney" | Individual pages for each | Value varies widely and many callers do not have a viable claim, so screening matters |
| Wrongful death | "wrongful death lawyer", "lost a family member in a crash" | A quiet, respectful page with a direct line to a person | Small volume, high sensitivity; ad copy must be gentle and humane |
| Brand | Your firm and attorney names | Home page or location page | Protects against competitors bidding on your name and is usually inexpensive |
This is a starting shape, not a template. A firm that only handles trucking cases would not open most of these.
Keywords and negatives
| Group | Examples | Treatment |
|---|---|---|
| Hiring-intent phrases | "[personal injury case type] lawyer near me", "[personal injury case type] attorney [city]", "who to call after a [personal injury case type]" | Core terms, usually phrase or exact match with careful monitoring |
| Research-stage questions | "do I need a lawyer after a car accident", "how long to settle" | Test carefully; often better served by organic guides, with ads only where calls prove valuable |
| Job seekers | "jobs", "careers", "salary", "paralegal", "hiring" | Negative. They search the same words and burn budget. |
| Do it yourself | "forms", "template", "pro se", "represent myself", "demand letter sample" | Negative, unless your firm offers a self-help product |
| Wrong personal injury practice areas | "workers compensation", "disability", "medical malpractice", "class action" | Negative if you decline those matters; keep if you take them |
| Wrong place | Other states and cities outside your licensed region | Negative by place plus location targeting set to people in or searching the area |
| Defense or against lawyers | "lawyer who sued me", "defend against", "attorney malpractice" | Negative. The searcher is on the wrong side. |
| Price hunters and free-only | "free lawyer", "pro bono", "legal aid" | Often negative unless the firm intends to serve that group |
Search term reports are reviewed regularly. New negatives are added as odd queries appear, because the list is never finished.
Calls, hours and speed
An injury campaign that runs at midnight but sends callers to voicemail is paying for abandoned callers. Before we expand a schedule, we ask what actually happens at each hour: a live person, an answering partner, a bilingual operator or a recorded message. The ad schedule should reflect that reality. A firm with full overnight coverage can run around the clock. A firm without it may do better focusing budget on hours when someone can truly respond, and relying on forms and text options during the rest.
Call-focused ad formats, call extensions and click-to-call buttons are strong tools in this field because people with an urgent problem tend to prefer talking. They also need a plan for what is said on the call. A script that sounds rehearsed or cold can erase the benefit of the click. We are not an intake service and do not train your staff, but we do suggest metrics to watch, such as time to answer and the share of calls missed.
Spanish-language campaigns follow the same logic. We build them only when someone who speaks Spanish can answer the phone and review the landing page, since a Spanish ad that leads to an English-only page tends to disappoint.
The landing page
A person who typed "motorcycle accident lawyer" should land on a motorcycle page, not a home page full of unrelated personal injury case types.
A visible, tappable number at the top with the office hours or the statement that someone answers at all hours, if that is true.
Named attorneys with photos and licensing facts, since the visitor is deciding who to trust with something serious.
A plain description of the first call, how fees work in general terms and what the firm does not do. Use wording your bar permits.
Disclaimers, advertising labels and office information required in your state sit where they can be seen, not buried.
A name, phone and a short description are enough. Avoid asking for sensitive details a stranger should not have to type on a first visit.
Measurement
| Step | What gets recorded | Why it matters |
|---|---|---|
| Click | Campaign, ad group, keyword and device | Shows which searches bring interest |
| Call or form | Dynamic number or tagged form, call length, whether answered | Separates real conversations from missed ones |
| Qualified inquiry | A mark in your intake log: personal injury case type, injury, location | Shows the share of leads that fit your personal injury practice |
| Consultation | A scheduled or completed meeting tied to the source | Measures how many calls turn into real conversations |
| Signed case | Retained matters, entered back into the ad account where privacy rules allow | The only result that justifies spend |
| Case outcome (optional) | Whether the matter resolved and its approximate value tier | Helps decide which personal injury case types deserve more investment, using your own data |
Information about injured people is sensitive. We recommend sharing only what you are permitted and comfortable sharing, and we use call outcomes rather than personal details in ad platforms.
Ad copy
Mirror what they searched
An ad that says "Injured on a motorcycle? Talk with an attorney who handles rider cases" feels relevant. A line about being the largest or most aggressive firm feels like noise, and may breach advertising rules.
Calm, plain, kind
Avoid exclamation marks, countdowns and phrases that exploit fear. A personal injury ad is read by someone who may be in pain.
Fees and results
Phrases such as "no fee unless we win," "free consultation" or any figure about recoveries can require explanation of costs or be restricted. We use wording your bar permits and leave out what it does not.
A conversation, not a promise
Describe what actually happens: a call with someone at the firm, the chance to ask questions. Never suggest the outcome of a case.
Calls, locations, sitelinks
Call buttons, office addresses and links to the right practice page help the searcher act. Each asset needs the same compliance review as the ad text.
Learn without chaos
Change a headline or an offer, watch calls over a stretch of weeks and keep what helps. Rapid, constant changes make it impossible to know why anything moved.
The investment
Ads questions
Our fee is $895 a month for Google Ads alone, $1,595 with a second platform and $2,295 with three. There are no contracts or setup fees. Your ad spend is separate and goes directly to the platform.
That depends on your market and your case economics, and we do not quote benchmarks. We help you work backward from what a signed case is worth and what you can afford to pay for one, then start with a capped test.
They can work, but in this field they can also drain budget quickly. We usually begin with tighter matching and a long negative list, then test automation carefully with measurement in place. We also keep a close eye on the search terms report, since automated systems can match phrases like job searches or other states that you never meant to buy.
Only what you can document and that your bar allows. Words such as "best," "top" or "specialist" are common problem areas, and we leave them out unless you confirm they are permitted. Awards need a source and sometimes a disclosure, and claims that compare you with other firms are especially sensitive, so we ask for your counsel's approval first.
They are a separate program with its own verification, review and licensing requirements, and they are not offered in every state or for every personal injury practice area. We check Google's current rules for you. We can help with the profile, the verification steps and tracking once you confirm eligibility, but approval, pricing and lead rules are controlled by Google.
We set up tracked numbers, report call volume and answer rates, and recommend improvements. Your firm or your answering partner stays responsible for handling the calls. We can also help you review recordings for patterns, such as long holds or missed evening calls, as long as your firm has the consent and privacy practices in place.
No. Your account, data and campaigns belong to your firm, and we do not sell, trade or reuse them for anyone else. Campaign structures we learn from are general lessons, not your call logs or client details, and we keep what you share with us confidential.
No. A promise like that would be dishonest and could raise a bar issue. We promise structure, transparency and monthly reporting. You also keep control of the budget, and the monthly review is designed to show honestly when something is not working so you can change course. This is marketing guidance, not legal advice.
Related pages
Get in Touch
Share a read-only view of your Google Ads account if you have one, or tell us about your case mix and territory if you do not. We will point out what we see and propose a flat monthly fee. Call 610-825-4363 or write hello@getphound.com, and our CEO will set up a call. Ad wording, disclaimers and fee language are regulated by your state bar, so we ask you to approve every ad and landing page.