Conducting successful campaigns with pay per click marketing for personal injury attorneys is brutally tough.
Why? Because clicks cost hundreds of dollars.
Meaning a single basic mistake could cost you thousands of dollars a day depending on your budget.
That’s potentially hundreds of thousands or even millions of dollars a year wasted.
Even the most basic keywords like “personal injury lawyer” cost $133.40 for a single click.
Broken landing page? That’s thousands down the drain for zero conversions. No message match? Goodbye, paycheck.
In an industry with such high costs, it’s critical to have a flawless PPC strategy.
In this post, we will decode the way that personal injury attorney businesses are driving serious profits from diverse PPC strategies.
Let’s start with their keywords.
Local Long-Tail Keywords and Geo-Targeting Win the Day
It’s no secret that law-based keywords cost a fortune.
Meaning your cost per lead on any given campaign is bound to be in the high hundreds to low thousands for a single engagement.
When it comes to keywords for attorneys, there’s almost an unlimited number of them, too. Variations from “attorney” to “lawyer” already produce dozens of keywords. And they all cost as much as your monthly car payments for a single click.
But reducing their cost is critical to profiting from PPC as an attorney. Unless you’re landing only high-value clients that net thousands upon thousands of dollars each, you won’t break even.
If your win rate for cases isn’t close to 100%, then your profits will be sub-par. But that brings us to the fundamental point of this section:
Which keywords are top injury attorney companies implementing for decreased costs?
Unless your conversion rate is very high, expensive keywords that are more generic in nature won’t work for you.
In one case study, a client of Einstein Law saw 95% reductions in their average CPC and 70% reductions in acquisition from a localized long-tail strategy:
A local long-tail keyword strategy looks like this:
Using SEMrush to pull keyword data from top attorney companies, you can see that their keywords aren’t generic. They pull specific locations into the keyword on top of location targeting.
But why do you want keywords with such a low volume? Why wouldn’t you bid on “personal injury attorney?”
Because that keyword costs tons of money and won’t drive the traffic you need.
While these keywords aren’t high-volume like “personal injury attorney,” they’re specific to their location. This allows them to rank higher for cheaper keywords and drive traffic that converts fast.
For instance, look at this keyword. While it only has 70 searches a month, it only costs $67.59. That’s half the cost of generic terms.
Stack multiple of these long-tail local keywords, and you can match the amount of traffic that you would get from generic keywords for half the price.
And when you think about the local user experience, it’s likely that they’re searching for keywords that include their location.
If not, it’s likely that Google is geo-targeting their search and filtering results by local companies.
Because they have likely just been in an accident. They need something “near me.”
According to Google, “near me” searches are seeing explosive growth every year:
And those searches are resulting in buying decisions. 76% of people who search for a nearby service or product on a smartphone will visit that business within a day. Better still, 28% of them will purchase.
For personal injury attorneys, focusing keywords on geolocations and long-tail local phrases is going to net the best results.
The Secret Sauce of Profitable Ad Clicks: Benefits
When writing new ads for your next PPC campaign, where do you start?
The primary goal is clear: get the user to click by (almost) any means necessary.
Now, this doesn’t mean that you can lie, clickbait, or trick people. That’s only going to make people angry and cost you $100 for every click. And none of them will convert.
Instead, you need to deploy all of the weapons in your arsenal. Click the red nuclear bomb button and drop all of your bombs. But first, that starts with understanding the pain points of your customers.
You can’t just talk about how amazing your company is. People aren’t receptive to features. They’re receptive to benefits.
And the PPC strategies that find profit understand this. In times of personal injury, if people are using search to find an attorney, they are in the beginning stages of the process. Especially if the search is unbranded.
To get their attention among the other competitors in your space, you’ll have to make a compelling offer that includes zero downsides and no effort for the searcher.
Like a free case review:
When users are window-shopping in the beginning stages, they aren’t willing to pay you. The top firms know this:
You should tailor each ad to the user experience.
Put yourself in their shoes: They’ve just been in an accident. They don’t have a personal injury attorney, and they need one. The unbranded search term tells you that this is likely their first personal injury accident that requires an attorney. They don’t know much about their next steps and will be skeptical about paying out of pocket before seeing results.
With this in mind, you should focus your ads directly on nurturing the user and addressing their pain points:
Cater to their needs in your messaging:
We’ll come to you 24/7. Free Consultation. 24/7 Customer Service.
These benefits are key to driving clicks that turn into sales.
If your ads are boring and don’t contain direct results that users can expect, you aren’t getting clicks.
Account-Based Marketing Landing Pages
Driving clicks is just the first part. Now, the hard part sets in: Converting an expensive click to a profitable client.
Typical landing page conversions aren’t great when it comes to the legal sector. You can expect an average conversion rate of just 3.2% for a given landing page.
But you don’t have to settle for average. Some of the best landing pages in the legal sector are converting at over 15%!
That’s an incredibly high conversion rate that will ensure that you spend less per lead and acquire more customers on the money you do spend.
So, how are they doing it?
Some of the top firms are using an account-based marketing approach within their PPC strategy.
The traditional sales funnel focuses on casting a huge net to bring in tons of leads. Account-based marketing flips the funnel upside down and treats every single lead as their own market.
This allows you to cater to the individual, not the masses. Meaning your clients get more attention and better service, keeping them satisfied and converting.
Plus, you don’t have to deal with junk leads that are inevitable with PPC.
For example, one top attorney practice is using account-based marketing principles right on their landing pages to pre-qualify people before they become leads. When a visitor lands on their site, they see a quick and simple quiz:
This quiz is designed to filter out leads that are going to waste time on the phone with their reps when they might not fit the bill.
Without pre-qualifying leads, you could easily get a call about an accident that simply doesn’t fit your practice. Account-based marketing ensures that you qualify every lead before they even become a Lead in the first place.
As a visitor moves through the quiz, they’ll either get a phone number to call or get a message from the site that declines them based on their answers.
Instead of letting phone calls roll in and spending hours on the phone daily to answer the same questions, this quiz automates the process and segments traffic into the right buckets.
This saves them both time and money. It brings in leads that are much more qualified and likely to convert so that they can focus their efforts on big-ticket clients.
And this isn’t some one-off tactic. Multiple top personal injury attorney companies are using quiz platforms to pre-qualify visitors:
The zip code function can help you separate leads based on your office locations. If you have multiple areas of practice, you can automatically send leads to the right business location.
Looking at this experience from the visitor’s perspective, they feel that they are getting the most qualified people who can help and who want to learn about their case.
On top of an ABM approach, top firms are focusing their landing pages less on detailed and lengthy forms and more on direct phone calls:
Forms are slowly dying, but phone calls are still very much alive. According to Invoca’s latest call data, 70% of users have engaged with click-to-call functions. The average call to a business from search lasts nearly five minutes, which indicates that they’re high-quality calls.
After getting into a personal injury accident, it’s likely that the searcher is in need of fast services. They want to connect with an attorney ASAP. Meaning they don’t want to wait days to get a response or fill out a two-page form asking them hundreds of questions.
They want easy access to phone calls:
Because most companies don’t respond fast (if at all) with forms or email:
And users know this. They know that phone calls are the fastest way to reach a company, especially when their situations are more urgent like with personal injury cases.
These crafty solutions are a double win. First, they reduce the number of bad leads to save you time and money. And second, they improve landing page conversions by giving your prospects the fastest route possible to contact you.
Click-to-Call and Call Tracking Are Critically Important
When it comes to attorney PPC, driving consultations is the name of the game. It’s simply not possible to get someone to sign the dotted line from a single click.
This means that you have to create the path of least resistance. You need to offer a compelling, easy way for potential clients to schedule a consultation to keep them progressing through your funnel.
As we explored on landing pages, we found that the top firms are using click-to-call functions:
And after working with multiple personal injury attorneys as clients, I learned that calls were a vital part of success:
Getting users on the phones was the best way to ensure that every single click resulted in a consultation. Wasting money on clicks wasn’t an option. With decreasing the cost per lead and CPC as goals, phone calls were vital.
Google conducted a study and found that prospects who used click-to-call had very high intent. Users who engage with them are closer to the bottom of the funnel and are steps away from committing.
For one injury lawyer, implementing click-to-call generated a 700% increase in monthly leads:
All in all, these campaigns generate tons of phone calls. But the real problem that most face isn’t the simple use of phone call CTAs. It’s the failure to tie those calls back to their campaigns with proper tracking to double down on their success.
Phone calls could be coming from just about anywhere: organic search, databases, referrals, etc.
You need to know where your phone calls are coming from and which campaigns are generating them.
Unfortunately, AdWords doesn’t provide good call tracking:
Area codes? Start and end times? It’s nearly impossible to process intake or link these reports to each caller you get, especially when running local campaigns where most callers have the same area code.
Using a call tracking platform like CallRail, you can start collecting real data on each call you generate from PPC. Reports contain important data like full phone numbers, locations, landing pages that a caller visited, keywords that drove their call, and more:
This data can help you make informed decisions in terms of which campaigns are bringing in good clients and which aren’t.
By looking at detailed reports, you can see each lead’s web session, too:
Meaning you can tailor your call directly to their history and their needs based on page visits.
You can set up a keyword pool so that each visitor to your site gets their own tracking number that directs to your office.
And you can mark each new call as a lead in your dashboard to keep track of intake and record who does or doesn’t convert to a consultation.
While you may already have phone calls as a primary source of leads, proper call tracking is what separates profitable campaigns from budget-killing campaigns.
Building a successful PPC campaign for personal injury attorneys requires in-depth planning and careful optimization.
When clicks can cost over $100, you literally can’t afford to take it lightly.
A few wasted clicks and no conversions can set you back dramatically.
After decoding the best personal injury attorney campaigns, it’s evident that a long-tail local keyword strategy is the most effective when it comes to reducing your CPC and overall acquisition costs.
Keywords containing local towns and cities are half the price of more generic terms even when geo-targeting is at play.
The best bang for your buck is a mix of local keywords and generic keywords with location targeting.
When it comes to ads, mobile should primarily consist of call-only ads. Desktop ads should contain ad extensions and focus on benefits that drive consultation calls.
To reduce the number of bad leads and focus on top performers, landing pages should attempt to pre-qualify users so that you can spend more time on big-ticket leads.
Click-to-call and proper call tracking are crucial for a campaign to generate cheap leads and track intake.
When it comes to attorney PPC, everything from keywords to landing pages can make a huge difference. Implement the strategies above to profit from your PPC campaigns.