$94.50
Average CPC
+1,697% vs $5.26 average
3.12%
Average CTR
4.87%
Conversion Rate
$1842
Cost Per Lead
+2,528% vs $70.11 average
Source: WordStream 2025 (Legal)
Not all personal injury lawyer keywords cost the same. Here's what you can expect to pay based on search intent:
Highest volume PI case type. Clear intent to hire attorney.
Highest case values ($500K-2M+). Worth premium CPC for quality cases.
High-value cases from families in crisis. Urgent need for guidance.
Statute pressure drives action. Often better quality than generic 'lawyer' searches.
Trucking cases have higher damages, commercial insurance. Worth premium bid.
Lower CPCs mean more clicks for your budget. Here are proven strategies:
Google rewards relevant ads with lower CPCs. Match your ad copy to your keywords and ensure your landing page delivers on your ad's promise.
Stop paying for irrelevant clicks. Add negatives like "jobs", "salary", "DIY", and "free" to your personal injury lawyer campaigns.
Exact match keywords typically have lower CPCs than broad match because you're not bidding on irrelevant variations.
Run ads when personal injury lawyer searches convert best. Business hours (9am-5pm) when people can make calls privately from work
These keywords drain your budget without delivering quality leads:
Job seekers researching careers.
Career research, not clients.
Every PI lawyer offers free consults—attracts tire-kickers.
Research phase, low conversion. Often at-fault parties checking exposure.
Research queries with low conversion rates.
At $94.50 per click, here's what you need to generate leads:
Minimum Monthly Budget
$15,000
Recommended Range
$25,000-$75,000/month
At $1,842 CPL and 20% sign rate, each case costs ~$9,210 to acquire. Average auto case fee = $35K. Med mal/wrongful death = $200K+. One major case covers months of ad spend. Focus on case value, not volume.
Common Mistakes
7 costly Google Ads mistakes for personal injury lawyers
Best Keywords
High-converting keywords to target
Budget Guide
How much to spend on Google Ads
ROI Calculator
Expected return on ad spend
2025 Benchmarks
Industry performance metrics
Personal Injury Lawyers Audit
Complete personal injury lawyer Google Ads guide