3 Top Personal Injury Law Firms Reveal How They Advertise Online To Get Fresh Leads Every Single Day

“That can’t be possible…”

He looked at me in disbelief.

“That just can’t be possible. Is this even legal?” He repeated.

I had a pit in my stomach. I was nervous and sweating. Surely what I was staring at was somehow ‘wrong’.

And by the look of it my right hand man, Dave Macadams, was feeling the same.

It was 2007, and with my jaw dropped, I was glancing at what would turn into a goldmine for Personal Injury law firms.

The top guys in the industry would hog this all to themselves for as long as humanly possible.

However, at the time I was nervous for some reason. It was an odd sensation. I felt excited, yet also didn’t quite believe what I was seeing.

It couldn’t be this simple. Could it?

Since that fateful day I have generated over 1.4 million leads for online universities and law firms.

I’ve run over 100,000 ads, and completed over 5,000 marketing tests.

And today, in this article you are reading right now, I am going to break down exactly how to launch a hugely profitable advertising campaign for a Personal Injury Law Firm.

And I’ll be using a very specific, almost sneaky, method that very few attorneys know about.

#1. Legally ‘steal’ your biggest competitor’s secrets

Picture this.

Pretend you are a huge PI firm. You have been spending $300,000 per month on advertising for 7 years.

You’ve got a big fat budget and you can afford to make mistakes.

So you test out different platforms, keywords, and you continually tweak your ads to get you the best possible results.

Any competitor that tries to enter the space has 7 years of catching up to do.

You’d feel pretty good about yourself wouldn’t you?

You’re making cash hand over fist because you can simply hog all of the hot PI traffic that is out there.

You KNOW where to get it and HOW to reach out to prospects.

Let’s snap back to reality.

What if that huge PI law firm gave you a sneak peak behind the curtain?

What if you could see all of their campaigns, ads, landing pages, keywords, and budgets?

Well, that’s what I was staring at back in 2007.

I basically discovered that I can buy data and research about what companies were doing when it comes to their marketing.

Everything from Google ads, Tweets, blog posts, and webpages can be scraped and archived online.

It simply takes someone to gather that information and organize it in a way that can be useful.

And that’s what I mean about buying data. I spend thousands every year simply buying this kind of data from research firms.

So, for the purpose of this article I am going to reveal the following about your Personal Injury competitors:

  • How much your competitors are spending on advertising.
  • What keywords they are bidding on and which ones are the most profitable.
  • How to reverse engineer their profitable advertising campaigns so you can avoid costly mistakes.
  • Which lead-gen pages are the highest converting.
  • And so much more.

Let’s dive in.

#2. Find out where they are advertising

This is pretty easy. Most of their advertising dollars happen on Google.


Well, simply because it is where the target market is most easily identified.

Most attorneys waste money on Google Adwords by not doing it correctly.

There is a lot of guesswork going on and that leads to a lot of wasted ad spend.

We’re going to stop that now.

Instead of guessing I’m going to tell you exactly what to do.

Here are three PI firms that spend over $100,000 per month on Google search ads:

  • Cellino & Barnes
  • Larry H Parker
  • com

Instead of you reinventing the wheel you could copy their campaign structure.

After all, they’ve done all the testing and made all the mistakes.

All in all, they bid on 76,317 search terms (also known as keywords).

For example. One of the top keywords they bid on is ‘attorney injury personal’.

So when someone types in ‘attorney injury personal’ into Google they’ll see an ad from one of those big three.

And they cover 76,317 of those search terms (keywords).

HOWEVER… (and this is important)

Within their big $100k+ monthly budgets there is a lot of wasted ad spend.

Some of these top guys sometimes get lazy when it comes to advertising and keep running old campaigns that may not work anymore.

So instead of blindly copying all of their keywords, you’re going to want to overlap their strategies.

So all three of these big firms agree on one thing: there are 5,913 keywords that work.

We call these: Core Strategy Keywords

To download an excel sheet of all 5,913 keywords (Personal Injury specific) please click here and I’ll send it to you.

They work so well that all three firms agree on them and compete on them.

There is another specific strategy we use to whittle these 5,000+ keywords down even more for our clients, however this is a fantastic start.

Now we know exactly where we should be finding your hottest personal injury prospects.

#3. Discover which ads are your most profitable

So you have the keywords and you know that they are working for three of the most profitable PI law firms in the country.

What now?

Well, now let’s take a look at the ads they are running on Google when people type in those keywords.

For example, when people type in ‘airplane accident lawyers’ you might see this:

We want to be a little smarter than that. We want to look at where they are spending the most amount of money.

For example… InjuryHelpline.com spend $370,000 per month.

6% of that entire budget is spent on just one ad. It looks like this:

{Keyword} Free Consultation!
Speak to a Local Injury Attorney Today. Call Now.
Time Maybe Running Out? Free Injury Case Review. We Answer Call 24/7

The {Keyword} part of the ad will be automatically replaced with whatever keyword the prospect typed into Google.

Here is an example of that ad in action:

Do you notice that they use very specific language in their ad? They talk about the benefits of clicking on the ad and the urgency of getting it done now.

This gives us a great place to start if you were launching a PI campaign.

However, this is only one ad. We have to make sure we look at several more since they change when the geo-location changes.

I.e. Ads that work well in California may not work as well in Kansas.

So, to help you out, I have compiled a list of the top performing PI ads complete with keywords and landing pages:

Click here to download a spreadsheet of the top 548 Personal Injury ads on Google.

#4. Rapidly turn visitors into prospects using this landing page template

Wow… that’s a lot of information so far, however we have a lot more to do.

You don’t get to be one of the best advertisers for law firms by resting on your laurels.

So far we’ve only really done some research and figured out a plan for implementing the campaign.

Now we need kick it up a notch. And for this part I like to focus on my own skill and expertise.

I literally ran over 5,000 tests to get the perfect lead-gen page (also known as a landing page).

The following layout works particularly well for PI attorneys. Every single element has been tested and is there for a reason:

  1. Problem focused headline: This is the headline that tells the prospect that they are in the right place. Notice that it immediately talks about the specific problem they have.
  2. Elaborate on the solution to the problem: This goes directly below the headline. It talks about the solution to their big problem. In every instance, the solution to their problem is YOU, the attorney.
  3. Instantly know what to do to solve their problem: The phone number is right at the top and quickly visible. To solve their problem, they either pick up the phone to call you, or complete the online form. So by quickly skimming the page they’ll know exactly what action to take next.
  4. Scarcity: This helps people to take action faster. It lets the visitor know that there is only one surefire way to get the best possible outcome. And that is to act quickly and be prepared. The quicker they act the more likely they are to come out on top.
  5. Social proof or ‘other services’: This section adds credibility in the form of testimonials and case studies. It reassures the visitor that you can indeed solve their problem. If you don’t have any testimonials, then you can list the other services you provide here.
  6. Final solution section: This section tells the visitor that the quickest and easiest way to solve their specific problem is to get in touch with you. It is the final call to action and plays on their desire to get things under control again.
  7. Double call to action: This gives the visitor two choices. Either they can call, or they should fill out the online form. Both of them go straight to your office so that you can take on a new case.

Can you see how much attention to detail has been put into this layout? You can’t simply ‘guess’ what’s going to work and what you need to say.

You have to follow a specific formula that urges the visitor to take action. People are natural procrastinators.

This page layout breaks through that natural instinct, and generates a high quality lead who is urgently looking for a lawyer like you.

Here is an example of what that specific page would look like in the real world:

#5. 70-80% will say “No”: Here’s how to get them back

For whatever reason, people procrastinate important decisions.

Research paper after research paper has shown that if the general population have a chance to put off a major decision they will.

And getting an attorney is a major decision.

Throughout the years I have developed a little secret weapon that gets you back in front of the procrastinators without annoying them.

This is one trick that I don’t see anybody using. I was even contemplating on whether or not I should include it in this article – it is that powerful.

Smart marketers and the lawyers who hire them will do the things I have mentioned in this article.

And they will gain huge success because of it. After all, only 0.1% of lawyers actually implement the stuff I’ve been talking about.

Yet, there is one more thing you could do to surpass even them.

Just imagine being the lawyer that has a consistent lead flow of paying customers who love and respect you.

It’ll be pretty great, right?

Well, simply copy this approach.

Once somebody visits Google and searches “injury attorney [city]” and they click on your ad, you know that they want and need a lawyer.

Why else would they stop binge watching Netflix to search for something that they have no real desire for?

Bingo! They have a problem that needs solving. And Google was their answer.

Just because the user doesn’t respond to the “sales pitch” in your ad doesn’t mean they don’t need a lawyer. It means they are procrastinating.

Believe it or not, but some people actually get really nervous before calling an attorney. So the urge to do nothing is even stronger in your industry.

In the past you would have paid for that click and lost them forever. By the time they feel like contacting you again they have forgotten who you are.

So here’s what you do to make sure that never happens.

Now that you know that person is interested in finding a lawyer, and you know they are on the fence, you can send them something a little different.

When they visit your landing page you can ‘tag’ their browser.

This allows you to place ads in front of them throughout the next few weeks.

Have you ever been followed by those annoying retargeting ads after you have visited someone’s website?

Yeah, I hate them too.

This is like that, but instead of annoying them with ads, we’re going to smack them in the face with information that helps to alleviate the problem they are facing.

We’re going to do this by posting an article in their Facebook newsfeed.

Here’s a quick example.

I go to Google and type in “injury attorney Phoenix”.

I get cold feet for some reason and decide to watch cat videos on Facebook.

Next thing I see is a helpful article specifically speaking to the problem I have in my Facebook newsfeed.

It is an article in my Facebook newsfeed.

Here’s an actual example of one popping in my newsfeed:

Imagine you are actively thinking about getting a PI attorney and then that article pops up on your favorite website?

Would you click on it?


This brings people back to your website… not in the form of a sales pitch, but as a problem solving article. I call these “Passive Return Agents”.

Now imagine you hit someone with a new article every single month.

When they finally give in and are ready to call a lawyer, who do you think they are going to call?

Quick side note: You could always just get my team to do all of this for you. Click here for a 1-1 appointment.

#6. Building your law practice with campaign stacking

Once you have done all of this you’ll be getting a steady stream of leads into your law practice.

For every $1 you put into buying traffic, it should bring back $2+. In some cases we see a huge return in a very short period.

I’ve seen some campaigns bring in PI cases that are worth over $100k in the first week. That money would have gone to someone else if they hadn’t implemented this advertising strategy.

Now that you have momentum you’re going to want to capitalize on it.

There are many different kinds of Personal Injury:

  • Car accident
  • Birth related
  • Construction
  • Dog bites or attacks
  • Head and brain
  • Wrongful death
  • …you get the point. There’s a lot.

The campaign that’ll give you the highest Return On Investment will be the specific campaigns.

In other words, if someone types in something related to a car accident, you should have an entire campaign built around car accidents.

Don’t try and catch everyone with a single kind of ad and landing page.


Well, for two reasons.

First, the more specifically you can speak to the prospect’s problem, the more at ease they feel. By giving them a warm and fuzzy feeling you’ll increase the trust they have in you.

In other words… you’ll get more clients.

Secondly, Google rewards you with a quality score. The more specific your lead gen page and ad is to the search query, the less you pay per click.

So all in all being specific by injury type is a wonderful thing.

Now, let’s move on to the next part which is all about campaign stacking.

Once you’ve got a campaign up and running about one specific injury type, you can start stacking one campaign on top of another.

This’ll give you a lot of angles you can go after.

You can then slowly increase the number of keywords you are bidding on. This helps you to dominate your local market.

No matter what they type into Google, you’ve got it covered with a specifically tailored message that speaks to their exact problem.

Below is a diagram illustrating how campaign stacking would look like.

Obviously you can have dozens of these campaigns running at once.

Can you see how much more powerful this is compared to the average, run of the mill, advertising system?

There’s no voodoo or magic. Just structure, systems, and tracking.

#7. You now have only two choices

At this point you now have two choices.

Choice #1: Take what I have given you and attempt to do this by yourself.

You’ll struggle, for sure, but it’ll be worth it in the end.

It might take you a few months or maybe even a year, but in the end you will be happy.

Or you can take choice #2the choice smart attorneys take.

You can simply let me take care of everything.

I’ll deploy the whole campaign for you.

You’ll get one of my landing page templates, the exact changes you need to make to your website, and a done-for-you traffic campaign.

We’ll even record your phone calls and show you exactly what to say to double or even triple your closing ratio.

Can you imagine never having to worry about where the next client is going to come from?

And one day when you want to sell your law firm, you’d be able to retire much sooner than you expected since it is such a well-oiled client getting machine.

I only say this because I have seen it happen.

So if you are ready to let someone help you grow your law firm, then click here to schedule your 1-1 appointment with me.

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