Practice area
Marketing for Personal Injury Law Firms
Search, maps and paid campaigns for injury firms, measured by signed cases rather than clicks, with intake and bar rules built in from the first week.
Book a strategy callWhy personal injury firms need a different approach
Someone searching after a crash or a fall usually calls the first two or three firms that look credible, often from a phone, often the same day. The keywords are among the most expensive in paid search, so every missed call costs real money. And the rules on contacting injured people are stricter than for almost any other kind of legal advertising.
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Urgent, local searches
"Car accident lawyer near me" is typed within hours or days of the event, so the map pack and the call button matter more than a long article.
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Clicks priced like cases
Injury terms sit near the top of Google Ads pricing, so a campaign is judged on cost per signed case, which only works if calls are tracked through to the case file.
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Case type drives value
A catastrophic truck collision and a minor rear-end claim can arrive from the same keyword, so campaigns and pages are split by accident type and severity.
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Contact rules after accidents
Rules on soliciting injured people, and in some US states waiting periods after an accident, limit what outreach and follow-up a firm can run.
Where injury firm marketing usually leaks
Most of the waste in injury marketing happens after the click and before the signed retainer.
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Calls missed after hours
How we fix itWe set up call tracking and an out-of-hours route before any budget goes live, so a 10pm call from a hospital car park reaches a person.
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Spend judged on clicks
How we fix itWe connect ad and search sources to your case management records so you can see cost per signed case by channel and accident type.
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Wrong-fit enquiries
How we fix itSeparate pages and campaigns for each accident type, with negative keywords for defence, jobs and out-of-area searches, cut the calls you would decline.
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Reliance on bought leads
How we fix itWe build leads you own through your Google Business Profile, site and reviews, so aggregator spend becomes optional.
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Ads that breach bar rules
How we fix itEvery ad, landing page and review request is checked against your regulator's rules on fee claims, testimonials and past results before it runs.
Why injury firms work with konan&spade
We work with law firms only, across the US, Canada, the UAE and India, so regulator rules shape the plan from the start.
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We report cost per signed case, with clicks and leads as supporting numbers.
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We check intake before ad spend and will tell you if the phones are the problem.
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We write ads and pages to your bar's advertising rules, jurisdiction by jurisdiction.
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You own the site, accounts and data we build, with no leads shared with rival firms.
If your market or rules make a channel a poor bet, we say so before you spend on it.
How we run marketing for an injury firm
Four stages, in this order, because paid traffic is wasted until the phones and tracking are ready.
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Audit intake and tracking We test-call the firm at different hours, check how enquiries are logged, and connect call tracking to your case management system.
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Map cases to searches We list the case types you want more of, by accident and injury, and match each one to the searches, cities and pages that should bring it in.
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Build local and paid Google Business Profile, location and accident-type pages go up alongside tightly scoped Google Ads and, where available, Local Services Ads.
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Report on signed cases Monthly reports show enquiries, signed cases and cost per case by channel, and budget moves to whatever signs the matters you want.
Frequently asked questions
How much should a personal injury firm spend on marketing?
It depends on your city, the case types you want and how many cases your team can handle each month. Injury keywords are some of the most expensive in Google Ads, so paid search in a large metro needs a bigger budget than SEO or a Google Business Profile to produce results. We start by working out what a signed case of each type is worth to you, then set a budget that intake can keep up with.
Should we start with Google Ads or SEO?
Google Ads can put you in front of injured people within days, but you pay for every click and the visibility stops when the budget does. SEO and the map pack take months to build and keep producing calls once they rank. A sensible plan for most firms is to run ads for immediate volume while local SEO catches up, then move budget across as organic calls grow.
How long before SEO brings in cases?
For an established firm in a mid-sized market, map pack and long-tail rankings (for example "motorcycle accident lawyer" plus a suburb) often move within a few months. Head terms such as "personal injury lawyer" in a large city take much longer and may never be worth chasing. We tell you which terms are realistic for your market before the work starts.
Are lead aggregators worth it?
Bought leads can fill gaps, but many are sold to several firms at once, quality varies, and you build nothing you keep. Paying a lead service also carries ethics limits: under ABA Model Rule 7.2 and its state versions, a lawyer can pay for advertising and lead generation but cannot pay for a recommendation or share fees with a non-lawyer. We help you judge what an aggregator's cases actually cost against the channels you own.
How do we get more Google reviews from injury clients?
The best time to ask is at settlement or case closure, with a direct link and a short, plain request. Clients should never be offered anything in return, and they should not be asked to mention settlement amounts. Some regulators restrict how testimonials are used in advertising, so we check that before reviews go onto your site or ads.
What advertising rules apply to injury firms?
In the US, ABA Model Rules 7.1 to 7.3 cover misleading claims, paying for referrals and direct solicitation, and states add their own versions. Florida's 30-day ban on direct mail to accident victims was upheld by the US Supreme Court in 1995. In Ontario, the Law Society tightened advertising and referral fee rules for injury firms in 2017, and in India, Bar Council of India Rule 36 bars advocates from advertising beyond limited website information. We work within whichever rules apply to your firm.
Can you market our firm across several states or countries?
Yes, as long as the firm is licensed where it advertises. We build separate location pages and campaigns for each jurisdiction and adjust disclaimers, fee wording and contact rules to match each regulator.