Google Ads and PPC for Car Accident Lawyers
How We Run Google Ads for Car Accident Lawyers
Personal injury is a volume and margin game, and auto cases sit at the center of it. A firm can spend $20,000 a month and sign three cases or thirty, depending on how the account is built and what Google is told a good lead looks like. We run car accident campaigns with intake in the loop: calls are tracked, graded, and the outcomes are pushed back into Google so the bidding learns which searchers become clients.
Keywords That Mean Someone Was Hurt
We build around searches like "car accident lawyer near me", "rear ended injury attorney", "t-boned car accident lawyer", and "uber accident lawyer". Truck and motorcycle crashes get their own ad groups because the case values and ad copy differ. Broad match is used carefully, only once conversion data is strong enough to steer it.
The negative list matters as much as the keyword list. We block "property damage", "police report", "accident report lookup", "how to file a claim myself", insurance company names when paired with phone or login, and paralegal or job searches. On a $150 click, every irrelevant query that slips through is real money.
Intake Screening as a Conversion Signal
A ringing phone is not a case. We use call tracking with recordings and set up conversion actions for a qualified intake and a signed retainer, imported from your case management or intake software. Google then optimizes toward the outcomes your intake team actually produces, not toward anyone who dials.
We review recordings with you in the first weeks to agree on what qualifies: an injury, medical treatment, a date of loss inside the statute of limitations, and a clear at-fault party. Those rules shape the conversion setup, give your intake staff a consistent checklist, and tell us which keywords, locations, and hours to cut.
Local Services Ads Next to Search
Local Services Ads sit above standard search ads for many injury searches and charge per lead instead of per click. To show there, your firm and attorneys pass Google Screened checks, which include license and background verification. We guide that process and keep your profile, hours, and practice areas accurate.
Once live, we manage LSA reviews, dispute leads that fall outside your service (wrong practice area, solicitations, spam), and compare cost per signed case against search campaigns. Some firms get their cheapest cases from LSA, others from search. We shift budget monthly based on your own signed case numbers, not a template or a hunch.
Budget, Bidding, and Geography
Auto accident budgets usually start in the thousands per month, and we size them to your intake capacity. We begin with tight geographic targeting around the counties where you can actually take cases, then expand once cost per signed case is clear. Manual or capped bidding protects you early while data builds.
After enough signed case data accumulates, we move to target CPA or value-based bidding. We also schedule ads around when your intake team answers live, because an after-hours voicemail on a $200 click is a lead that usually calls the next firm on the page. If you use an answering service, we track its outcomes separately.
