Personal injury lawyer Google Ads case study. Conversions up 237% and CPA down 81%. See how we run Google Ads for personal injury attorneys to drive consultation ready leads.

Google Ads for personal injury lawyers was the main lever to grow this U.S. personal injury and accident law firm in a brutally competitive market. With clicks on high-intent terms often hitting $150+, we had to be precise from day one: bring in more consultation-ready leads (calls and forms), improve lead quality, and cut wasted spend.

That meant hands-on personal injury lawyer Google AdWords management — tightening targeting, filtering out low-value searches, and shaping campaigns around real case intent, not traffic volume. The goal wasn’t “more leads.” It was more leads the firm would actually want to sign, at a cost that kept the numbers profitable.

More specifically, we aimed to:

• Increase qualified conversions for core services, including car accident lawyer, truck accident attorney, motorcycle accident, slip and fall, and wrongful death related queries.

• Improve cost efficiency by reducing irrelevant clicks, raising conversion rates, and keeping cost per lead aligned with case values and close rates.

• Prioritize lead quality over volume, focusing on users likely to request a consultation and meet intake criteria, not just submit low intent forms.

• Strengthen conversion tracking and attribution across calls and forms, so optimization decisions were based on real outcomes, not vanity metrics.

• Scale within target locations while maintaining control over CPC inflation and competition from other firms and lead aggregators.

The end goal was clear: turn expensive legal clicks into consistent, trackable, high intent leads that the firm can confidently sign into cases.

1) Account Restructuring Built on Real Data

We rebuilt the Google Ads account from the ground up, using historical performance data (queries, keywords, ads, locations, devices, time-of-day, and lead outcomes) to design a structure optimized for personal injury lead generation. This made budget allocation and decision-making insights-driven, not guesswork.

2) Conversion-Focused Keyword Strategy

Instead of chasing volume in a high-CPC market, we prioritized high-intent accident lawyer keywords with proven conversion history and predictable economics. Bids and match types were set to protect profitability and concentrate spend on searches most likely to produce consultation-ready calls and form leads, while avoiding broad, research-level traffic.

3) Ad Copy That Improves CTR and Filters for Quality

We wrote intent-matching ad copy designed to win clicks and pre-qualify prospects. Ads emphasized urgency, clarity, and strong CTAs (call now, free consultation, speak to an attorney), supported by structured assets (sitelinks/callouts when applicable). In parallel, we built and continuously expanded a robust negative keyword list to block irrelevant searches (jobs, DIY legal advice, definitions, free templates, low-intent “what to do after…” queries, etc.), reducing wasted spend.

4) Full Audit, Error Fixes, and Precise Campaign Segmentation

We ran a deep account audit to identify tracking issues, targeting gaps, and structural inefficiencies, then corrected them before scaling. Campaigns were segmented for tighter control and better relevance, including separate targeting and messaging for English (EN) and Spanish (ESP) audiences—ensuring each group saw the right ads, landing pages, and conversion paths.

5) Call-Only Campaigns for “Need a Lawyer Now” Intent

Because many accident injury cases start with an urgent phone call, we launched call-only campaigns focused on generating immediate inbound calls. These campaigns were tuned around high-intent searches and business-hour coverage to capture prospects at the exact moment they are ready to speak with an attorney.

6) Google Maps Visibility via Performance Max

To increase exposure where high-intent users often convert fastest, we configured Performance Max specifically to strengthen presence in the Google Maps tab / local placements, leveraging the firm’s Google Business Profile and local targeting signals. The goal was to win more top-of-page visibility for “near me” and location-based searches and drive incremental calls and direction requests from users actively looking for a nearby accident lawyer.

The account rebuild and optimization strategy delivered a major lift in performance for this U.S. personal injury / accident injury lawyer Google Ads program:

• Conversions increased by 236.99% (more calls and consultation requests from high-intent searches).

• CPA decreased by 80.79%, significantly improving lead economics in a $100–$150+ CPC environment.

• CTR grew by 55.51%, indicating stronger ad relevance and messaging alignment with accident-related intent.

• CPC dropped by 33.56%, reducing the cost of buying qualified traffic in a highly competitive legal market.

• Conversion rate improved by 245.94%, turning a far greater share of clicks into real leads.

Net outcome: more qualified leads at a much lower cost, with stronger efficiency and scalability across both Search and local placements (including Google Maps visibility via Performance Max).

If you’re running Google Ads for a personal injury lawyer and CPCs are out of control, we help tighten targeting, improve lead quality, and reduce wasted spend. Contact us now.