Case acquisition for PI firms
You cannot outspend the billboards. You can outrun them.
Personal injury is the most expensive advertising market in local law, and the firms with television budgets will always win a bidding war. What they lose is the race to respond. We build PI marketing measured on one number - what a signed case actually cost you.
We will tell you what to stop paying for. Even if that is us.
Case acquisition for personal injury firms: Google Screened, search campaigns, intake conversion, and attribution through to signed cases.
PI firms spending heavily on ads without knowing which spend produced actual signed clients.
We report cost per signed case, not cost per lead. In PI those two numbers are wildly different.
Expensive leads that never sign, slow intake, and no visibility into which channel produced revenue.
Cost per lead is a vanity metric in personal injury.
A channel producing cheap leads that never sign is more expensive than one producing costly leads that do. Most firms cannot tell the difference.
Leads that were never cases
A lot of PI inquiry volume is people with no viable claim, no injury, or an incident outside the statute. Counting those as leads makes a bad channel look excellent.
Intake is the bottleneck
Firms spend enormous sums generating inquiries and then let them sit for hours. In a market where clients contact several firms at once, that is throwing away the entire ad budget at the last step.
Lead brokers resell your market
Purchased PI leads are frequently sold to multiple firms simultaneously, at high cost, with no exclusivity. You end up paying premium prices to race competitors to the same phone.
Channels measured against signed cases.
Google Screened
The verified legal services placement above regular ads, with background and license verification handled. Strong trust signal for a category where clients are wary.
Search campaigns
Case-type campaigns budgeted separately so high-value work is never priced out by broad, low-quality clicks.
Intake speed systems
Instant acknowledgment, after-hours routing, and missed-call text-back - usually the single highest-return fix in a PI firm.
Spanish campaigns
Ads written in Spanish, not translated, with intake capable of handling the call in the same language.
Signed-case attribution
Every inquiry tracked through intake, qualification, and signing - by channel, by case type, by campaign.
Referral and co-counsel tracking
Attorney referral relationships tracked properly, since in most firms they quietly produce the best cases.
Stop reporting leads. Start reporting signed cases.
This is the change that reshapes a PI firm's marketing. Cost per lead flatters channels that generate volume from people with no viable claim, and it punishes channels producing fewer but genuinely serious inquiries. Once every inquiry is tracked through intake to signing, the picture usually inverts - the campaign that looked expensive turns out to produce most of the signed cases, and the cheap one has generated a year of wasted intake time. We instrument that path first, then let the numbers drive the budget instead of instinct.
- ✓Inquiries tracked through qualification and signing by source
- ✓Case type and value recorded, not just conversion counts
- ✓Budget reallocated against signed cases each month
Google Screened puts a verified firm above the bidding war.
Legal services qualify for Google Screened, which places verified firms above standard search ads with a badge indicating license and background verification has been completed. For personal injury, where clients are actively worried about ending up with a settlement mill, that verification does real persuasive work. It also sits above the paid results where the largest advertisers are fighting each other, which changes the competitive dynamic for a smaller firm. We handle the verification process and manage placement alongside the rest of the campaign structure.
- ✓License, insurance, and background verification handled
- ✓Placement above the standard ad auction
- ✓Review score feeding placement, so reputation compounds
Fix intake before spending another dollar on ads.
A firm generating fifty inquiries a month and signing four has an intake problem, not a traffic problem, and buying more inquiries makes it worse and more expensive. Injured clients contact several firms and commit to whoever makes them feel taken care of first - often within the hour. Before recommending additional spend we look at what happens to an inquiry after it arrives: who answers, how fast, at what hours, and what happens when nobody picks up. Fixing that routinely produces more signed cases than doubling the ad budget would, at a tiny fraction of the cost.
- ✓Instant acknowledgment on every inquiry, at any hour
- ✓After-hours coverage so night and weekend cases are not lost
- ✓Missed-call text-back, since injured people rarely leave voicemail
Ads are rented at the highest rates in local search. Rankings are not.
Personal injury has the most expensive clicks in Google, and the moment you pause, case flow stops entirely. Organic rankings behave in the opposite way - a case-type page that ranks keeps producing inquiries for years at no cost per click, and it does so in a category where each of those inquiries can be worth an extraordinary amount. Given the click prices in this market, the argument for building organic alongside paid is stronger for PI firms than for almost any other business. Paid fills the pipeline now; rankings are what make the pipeline cheaper every year.
- ✓Paid and Screened for immediate, controllable case flow
- ✓Organic rankings as the asset that lowers blended cost per case
- ✓Both reported against signed cases in one place
Instrument, fix intake, then spend.
Free audit
Spend by channel, inquiry volume, signing rate, and response times. Findings are yours regardless.
Wire attribution
Tracking from click through intake to signed case, including calls.
Fix response speed
Instant acknowledgment and after-hours routing before any budget increase.
Reallocate monthly
Move money toward whatever produced signed cases, and show the math.
What our clients say about us
Amazing services, been working with Miami Web Lab for over 8 years and they have given me nothing but the best service, highly recommend working with them.
Miami Web Lab absolutely crushed it! If you need a website and don’t want to worry about the process, go to Miami Web Lab. They’re the real MVPs of the internet world.
MWL provided us with the technical expertise to quickly design and deploy our website. The personal touch his team provided is a breath of fresh air. Highly recommended.
Personal Injury Marketing FAQs
What does PI marketing cost?
Flat monthly management plus the ad spend you choose, paid directly to the platforms from your own account. We never take a percentage of spend, and we never take a share of fees.
Should we buy leads from a broker?
Cautiously. Broker leads are frequently sold to several firms at once, which means you are paying premium prices to race competitors to the same client. They can produce volume, but the cost per signed case is often far worse than it appears.
Is Google Screened worth it for a PI firm?
Generally yes. It places you above the standard ad auction with a verification badge, which matters in a category where clients are actively worried about ending up with a mill. We handle the verification process.
How do we compete with the television firms?
Not on budget. On response speed, on direct access to an actual attorney, and on specific case types and Spanish-language search where their broad messaging does not reach. Those are structural advantages a big advertiser cannot easily copy.
How do you handle Bar advertising rules in ads?
Ad copy is built with Florida Bar advertising regulations in mind, including how results and comparative claims are handled. Your firm reviews and approves campaign copy before anything runs.
Do we own the ad accounts and data?
Yes - accounts, tracking, call recordings, and attribution history all in your name. If you leave, everything goes with you.
Want to know what a signed case actually costs you?
Send us your spend, your inquiry volume, and your signing rate. We will show you which channels produce cases and which produce paperwork.