We’ve managed PI Google Ads campaigns for 15 years. The channel works, high intent, measurable, proven ROI when done right. But the economics have changed dramatically, especially since 2021. For the full channel picture, see our Google Ads guide for lawyers. Here’s what you’re actually buying and what it costs.
Why PI is the Most Expensive PPC Vertical
Legal keywords consistently top the lists of most expensive Google Ads terms. Personal injury specifically sits at the extreme end because:
High case values justify high bids. A single signed auto accident case can generate $50,000-$500,000+ in fees. When the prize is that large, firms bid aggressively.
Limited keyword inventory. Everyone bids on “car accident lawyer near me” and “personal injury attorney [city].” There are only so many high-intent searches to capture.
More money chasing the same keywords. The 2021 iOS privacy changes broke Facebook and Instagram targeting. Billions in ad spend shifted to Google Search. The last reliable performance channel. Legal PPC got more expensive as a result.
The Real Cost Structure
Let’s break down what PI Google Ads actually cost:
Cost Per Click (CPC)
- General PI terms: $50-$150+
- “Car accident lawyer” + city: $75-$200+
- “Mesothelioma lawyer”: $100-$300+
- Competitive metros (LA, NYC, Miami): Top of ranges
Cost Per Lead (CPL)
A 2025 analysis of 49 PI firms spending $21.4M annually found:
| Case Type | Average CPL |
|---|---|
| Auto accidents | $391 |
| Slip and fall | $312 |
| Workplace injury | $354 |
| Product liability | $476 |
| Medical malpractice | $512 |
Regional variation is significant:
- Northeast: $468 average CPL
- Midwest: $314 average CPL
- Southeast/West: Between these extremes
For firms in highly competitive markets running aggressive campaigns, Majux reports seeing $600-$1,000 per lead routinely, with some workers’ comp campaigns hitting $1,500+ per lead.
Cost Per Signed Case
This is the number that matters. If you’re paying $800 per lead and closing 20%, your cost per signed case is $4,000. In urban markets, $2,000-$5,000 per signed case is common.
That math works when cases settle for six figures. It doesn’t work for fender-benders with soft tissue injuries.
Conversion Rate Benchmarks
WordStream’s 2023 data shows “Attorneys & Legal Services” averaging a 7% conversion rate on search ads, well above the all-industry median of 3.42%.
PI-specific campaigns typically see 7-10% conversion rates. Top performers with optimized landing pages and fast intake occasionally hit 20%+ in certain months.
If your conversion rate is below 5%, you likely have landing page or intake problems, not just a traffic problem.
The Budget Reality
To run Google Ads effectively in competitive PI markets, you need enough volume for smart bidding algorithms to optimize. That typically means:
$15,000-$25,000/month: Entry-level competitive presence $25,000-$50,000/month: Solid presence in major metros $50,000-$100,000+/month: Market dominance in high-competition markets
Underfunding is a common failure mode. You end up paying premium CPCs without enough conversions to optimize toward. If you can’t commit to competitive budgets, focus on other channels first.
What You’re Actually Buying
Here’s the honest assessment after 15 years in this channel:
Google Ads captures demand. Someone is already searching for “car accident lawyer.” You’re competing to be one of the 3-4 ads they see. If they click multiple ads, which they often do. You’re in a comparison set you didn’t choose.
You’re not creating demand. The person searching already had an accident and decided to look for a lawyer. Google Ads doesn’t create that moment; it captures it.
Differentiation is limited. At the ad level, you have a headline, description, and maybe some extensions. Every competitor says “Free Consultation” and “No Fee Unless We Win.” The click is often random.
The bidding war has no ceiling. When multiple firms with deep pockets compete for the same keywords, prices only go up. There’s no natural equilibrium, just whoever’s willing to pay most.
When Google Ads Makes Sense
Despite the costs, Google Ads can be highly profitable for PI firms when:
Google Ads Works When
- Case values justify acquisition costs ($4,000 to sign a case settling for $150,000)
- Your intake converts (speed and professionalism on calls)
- You track cost per signed case, not just leads
- You've optimized landing pages, call tracking, and intake
Google Ads Struggles When
- Pursuing low-value cases where acquisition costs exceed ROI
- Slow intake that loses leads to faster-responding competitors
- No conversion tracking (flying blind on what works)
- Unoptimized landing pages bleeding expensive clicks
The Question Worth Asking
If you’re spending $30,000/month on Google Ads competing for “car accident lawyer near me” against every other firm in your market, consider this:
What if some of those searchers already knew your name?
Branded search (people searching for YOUR firm specifically) converts at 2-3x the rate of generic searches and costs a fraction of the CPC. But branded search requires… a brand.
The firms seeing the best Google Ads performance often aren’t the ones bidding highest on generic terms. They’re the ones whose awareness campaigns (TV, streaming, social) created demand for their name specifically. Google Ads captures that branded demand at a fraction of the cost.
PPC works. But PPC alongside awareness campaigns works better.