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So let’s take a quick look at how these firms work and what makes them so unique (lawyers and those familiar with the industry – feel free to skip this next section). To use an overly basic story to illustrate, Joey was in an accident that wasn’t his fault. Now he needs to get his car fixed, has medical bills to pay for his injured shoulder, and is missing work while he is healing - Personal injury lawyer Atlanta.




Before working in this industry, I was naive to the fact that similar scenarios happen quite frequently to those who have been injured in an accident. So Joey’s 3 options are: Take the money the insurance company offered Negotiate with the insurance companies himself to get reimbursed for all of his expenses from the accident Hire a personal injury lawyer to do the negotiating and other work for him What does Joey decide to do? Who cares, I know you’re only here for marketing tips and not my terrible made up stories.


Most injury lawyers work on a contingency fee basis (but not the terrible lawyer Lionel Hutz from The Simpsons, seen changing his fee structure below). A contingency fee is simply a percentage of what the final settlement is, and in most states law firms’ fees average around 33%. The larger the settlement, the more income is generated for the law firm.


Every case is different and income is percentage-based. It’s all variable. And it can take years for a case to settle and receive the revenue that your pay-per-click (PPC) campaign generated years ago. When you throw in the fact that case value is largely determined by insurance limits for both parties, now you have an analytical marketer’s nightmare.


With that being said, let’s look at some legal digital marketing tips and tricks that I use for use for my personal injury lawyer clients. Here's everything I've learned from working with personal injury law firms to ensure they achieve ROI from their ad spend. You might be surprised by the uncomfortable look I get from some lawyers when I ask what their desired Cost Per Case (CPCase) is.

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The practice area also plays a large role because an attorney specializing in car accidents may only want to pay $500 per case, while a Mesothelioma attorney may be willing to pay $100,000 per case. CPCase is a great way to set expectations for yourself and the firm. If you don’t currently know what your firm’s desired CPCase is, drop everything and start with this.




For those who don’t know how to come to this number or who can’t get an answer from the law firm, I suggest the following steps: Find the firm’s average case settlement value from the past 2 years (Personal injury lawyer Atlanta). (Advanced: To exclude outlier data, you can use the function in Excel.


Take these three numbers to the owner or partners and show them how you arrived at the CPCase. They should then make the business decision whether they are willing to spend 10%, 20%, or 30% of the average case on marketing (or anywhere in-between). That is a business decision that is different for every firm, so I unfortunately can’t give insight on what is right for your firm. Personal injury lawyer Atlanta.


Let’s start with the easy tracking first – website submissions and online chats. These are pretty simple to set up conversion tracking in Google Analytics - Personal injury lawyer Atlanta. If you aren’t sure how, here is a guide from Google on setting up conversion tracking. But law firms tend to be most focused on driving phone calls, so I always add phone call tracking to client websites and landing pages.


You can read more about it here. Here are four call tracking services that I’ve used in the past to help with campaigns visit our website (no affiliation to any): Pros: Integrates great with Google Ads (formerly known as AdWords). And it’s free! Cons: Very little data about the call. Doesn’t show full phone number that called.

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Works on a keyword level. Cons: Limited to PPC. Have to already be using WordStream software. Pros: Extremely detailed call data. Dynamically changes number on website depending on source of website visitor. Cons: More expensive than some of the others. Pros: Dynamically changes number on website depending on visitor. A little less expensive than others.


I’m sure there are plenty of others out there that can do what these can, so what is most important is finding software you helpful resources feel comfortable implementing and using. If you’re reading WordStream, I’m sure you know what PPC is (and if not, you sure are in the right place to learn).


Average costs per click on a brand name ranges anywhere from $.50 to $3. Now the first question that probably comes to mind is, “Why would I spend money on brand searches if I already show in organic?” Great questions and here is the number one reason: If you aren’t bidding on your brand name, your competitors might, and that will mean the first thing a user sees is your competitor’s message and not yours.


Here is an example of this in the wild. If Shopify wasn’t bidding on their brand name, look at the second ad, which would otherwise be the first result on the wikipedia reference page with a message of “Don’t Waste your Time and Money.” That’d be bad news. There are additional benefits to advertising on your brand terms, like being able to control the message put in front of potential clients.


I don’t know about you, but I would much rather talk about my firm as opposed to letting Google choose how to do it. Brand bidding is relatively cheap in the grand scheme when you consider the value you get for it. You’ve worked hard to build up a brand name, make sure you protect it! More than 50% of all searches are from a mobile device.