Advertising for personal injury firms
Personal injury advertising, optimized to signed cases
Injury clicks are the most expensive in legal, which is exactly why the firm that can tell which click signed which case wins the auction. We build and run Google, Local Services Ads and Meta for PI firms, track every lead first-party, and bid toward the matters that sign.
What advertising looks like in personal injury
The searches are urgent and the stakes are visible to everyone bidding. "Car accident lawyer" and "injury attorney near me" draw the largest firms in every market, which pushes click prices into the range where a single wasted week of spend is a real number. The winning firms are not the ones bidding highest; they are the ones feeding the auction better information about which clicks became cases.
Most of the volume is Google Search and Local Services Ads. Search catches the person typing the query; Local Services Ads sit above it with Google's verification badge and charge per lead rather than per click, which changes the economics for firms that answer the phone well. Meta is a second-order channel for PI: retargeting people who called but did not sign, and awareness in the weeks after a local incident, not cold prospecting.
Intake decides the outcome more than the ads do. An injured caller who reaches voicemail calls the next firm. The campaign that produced that call paid for it either way, so the first job is making sure the phone is answered and every lead is confirmed as a real person before anyone bids on more of them.
Where the budget goes
We split the budget between Search and Local Services Ads, with roughly 30% on LSA for an established program and about 40% when a firm is new to advertising, because LSA leads are cheaper and the verification badge carries weight before a firm has reviews from ad traffic. Meta gets a small share once Search is stable, mostly retargeting.
Landing pages are built per campaign, hosted by us, and carry FirstTrack so the call and the form both record the keyword and the click. Google and Meta receive verified leads and signed cases back as conversions, which is what lets the bidding chase cases instead of clicks.
Intake realities for injury firms
Injury leads arrive at all hours and decay in minutes. Three things change the cost per signed case more than any bidding change: the call is answered by a person, the caller gets a confirmation text seconds later, and someone marks which leads signed so the platforms can learn from it. TapVerify handles the text, ScreenCall handles the hours your staff cannot, and LeadBrief is where signed cases are marked, in minutes a week.
Budget and expected results by market
The same conservative model behind our Case Projection tool: industry-average lead costs for personal injury, closing rates set below industry figures, 30% of the budget on Local Services Ads. Estimates, not promises; your intake and case mix decide the rest.
| Market | Adovex fee | Suggested ad budget | Cost per lead, Search / LSA | signed cases a month, mid budget | Cost per signed case |
|---|---|---|---|---|---|
| Most US markets | $1,995/mo | $6,000 to $12,000 | $300 / $250 | about 3.3 | about $2,730 |
| Mid-size metro | $2,495/mo | $7,500 to $15,000 | $345 / $288 | about 3.6 | about $3,140 |
| Major metro | $2,995/mo | $9,600 to $19,200 | $399 / $333 | about 4.0 | about $3,630 |
| Largest markets | $3,995/mo | $13,200 to $26,400 | $501 / $418 | about 4.3 | about $4,550 |
Fee includes management, landing pages, FirstTrack, TapVerify, LeadBrief and BrandBrief, with ad spend up to $25,000/mo. Ad spend is paid to the platforms directly and never marked up.
Which platforms matter for personal injury
Google Search
The core channel. Campaigns per injury type and market, brand defense, Spanish where the market speaks it.
Local Services Ads
Pay per lead with Google's badge above the results. Every lead is rated and disputed when it is not a real inquiry.
Meta
Retargeting and post-incident awareness, with server-side conversions so Meta optimizes on real people.
Microsoft Ads
Added once the Google program is working. Older, higher-income searchers at lower click prices.
Questions personal injury firms ask
How much should a personal injury firm spend on Google Ads?
In most US markets, between $6,000 and $12,000 a month buys enough clicks to sign cases consistently. The largest markets need about double that, because injury clicks there cost two to three times what they cost elsewhere. Below those ranges a firm buys too few clicks to learn anything.
What does a personal injury lead cost?
Industry surveys put a Google Search lead for PI near $300 and a Local Services Ads lead near $250 in a typical market, rising with market size. Those are leads, not cases; roughly one Search lead in twelve and one LSA lead in seven becomes a signed case at conservative intake rates.
Do Local Services Ads work for personal injury?
Yes, with two conditions: the firm answers the phone, since Google ranks LSA partly on responsiveness, and someone rates every lead so the ones that were not real inquiries are disputed and refunded.
Can you tell which ad signed which case?
That is the point of the platform. FirstTrack records the campaign, keyword and click behind every call and form; TapVerify confirms the person; LeadBrief is where your team marks which leads signed. The ad platforms are told, and the bidding follows the cases.
What does it cost?
One flat monthly fee set by your largest market, from $1,995 in most US markets to $3,995 in the largest, with ad spend up to $25,000 a month included. Ad spend is paid to Google and Meta directly and never marked up. Month to month.
Last reviewed October 26, 2026. Sources: First Page Sage, personal injury cost per lead (49 firms); Google, Local Services Ads pricing and dispute policy; Insurance Research Council, average auto injury payment. Other practice areas use Adovex estimates on the same conservative basis.
One flat fee, published. Sign up online, or talk first.
From $1,995/mo, sized to your market. Month to month. You own every account and every lead.