Personal injury keywords regularly exceed $100/click in competitive markets. At these rates, even a 5% improvement in lead quality dramatically impacts ROI. Most firms bid broadly, paying top dollar for unqualified inquiries and non-case research.
Car accidents, slip and falls, medical malpractice, and wrongful death have vastly different case values ($30K - $2M+). Running mixed campaigns means the same bid for a $50K auto case and a $500K med mal case—leaving the high-value cases to competitors with dedicated targeting.
Personal injury has statutes of limitations—typically 2 years. People often wait until urgency hits (approaching deadline) to hire. Campaigns that don't capture 'how long do I have to sue' searches miss leads with time pressure driving immediate action.
Broad match keywords trigger your personal injury lawyer ads for searches like "personal injury lawyer jobs" and "personal injury lawyer salary". Without negative keywords, you're paying for clicks that will never convert.
Fix: Add comprehensive negative keyword lists and switch high-value keywords to exact match.
Your homepage isn't optimized for conversions. Personal Injury Lawyers who click ads expecting specific services bounce when they land on a generic page.
Fix: Create dedicated landing pages for each service with clear CTAs and matching message.
You're paying the same CPC at 3 AM as you are during peak hours. But personal injury lawyer searches convert differently throughout the day.
Fix: Analyze your conversion data by hour and day, then adjust bids accordingly.
Running the same ads for months means you're leaving performance on the table. Different messages resonate with different personal injury lawyer customers.
Fix: Run at least 3 ad variations per ad group and let Google optimize.
These keywords waste budget without delivering customers:
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.
Two powerful tools for personal injury lawyers to improve your Google Ads performance
CPC Benchmarks
Average cost per click 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