Digital Marketing for Personal Injury Lawyers, Measured in Signed Cases
The firm that signs the case isn’t always the best lawyer. It’s often the one that answered first. Personal injury SEO, Google Ads and Local Services Ads, measured by what each signed case actually cost. Lead vendors, intake outcomes and contingency fees in one view, broken down by channel and case type.
Your Free Personal Injury Marketing Audit
Claim your digital marketing strategy, valued at $3,000
-
Sheridan
We’ve been working with Online Marketing Gurus for over a year now to help scale our organic performance. We’ve had some great uplifts in visibility and the team is very thorough in not only understanding our business but the wider industry as whole – feeding that back into our strategy. Thanks to Jazmin, Chantelle and Danny for their attention to detail. I’m excited to see the results of their new strategy and further drive the future of Sheridan to greater success.
-
Calvin Klein
I have been working with Mez and Andrew since 2013 across multiple retail brands. Measurable results and advice to further grow the business. The team at OMG are personable, honest, reliable and talented.
-
Artline
We’ve been utilising the services of OMG for over 2 years and couldn’t be happier! The level of commitment and insight the team brings to the campaign has been fantastic.
-
Huskee
OMG are one of the best agencies out there, especially if you have a more complex niche that you are trying to target and engage. They are extremely transparent, provide…
-
Fujitsu
The team at OMG are super lovely to work with and in a short amount of time have been able to deliver above and beyond what we originally expected.
-
Harman International
OMG has been with us every step of the way, and its a big part on our successful campaigns, i highly recommend the clever, digital savvy individuals that are part of this agency.
-
So Watt
One of the best digital marketing company to work with – organised team, knowledgeable and helpful staff, especially Elodie. Highly recommended.
-
Workscene
It’s been a pleasure working with OMG over the past year! My account manager, Matthew has been very responsive and great to deal with as I look to grow the business in the digital space. They’ve provided great result for both Google Ads and Facebook Ads. Highly recommend OMG! proactive and very pleasant to work with.
Sound Familiar?
Your Phones Ring. The Signed Cases Don’t Follow
Personal injury marketing usually fails in three places, and only one of them is the ads. Running several practice areas? Our law firm marketing page covers the wider system.
Every Lead Counts the Same.
A parking lot fender bender and a highway truck crash each show up as one lead. A report that can’t tell them apart can’t say which campaign paid off. A truck case can cost far more to sign and still be the better buy.
The Fee Arrives Years After the Spend.
A contingency fee can take months or years to land. An agency that waits for settlements to prove itself is asking you to fund it on faith. Cost per signed case, set against the fee that case type usually brings, gives you an answer this quarter.
Shared Leads, Referral Fees and the Bar Rules.
A vendor that sells one inquiry to several firms has you racing strangers to the same phone. The comment to ABA Model Rule 7.2 lets a lawyer pay a lead generator that doesn’t recommend the lawyer, within fee sharing rules and without misleading claims. Your state’s version governs, and your firm keeps final sign off.
What We Do
Six Marketing Services Built Around the Cost of a Signed Case
Every channel, including the leads you buy, is judged by the same number: spend divided by the cases it signed.
Personal Injury SEO by Case Type
SEO for personal injury lawyers builds the channel you own. Each injury type gets its own page, answering what a hurt person asks first: how long they have to file in your state, what a contingency fee means for them and who pays the hospital meanwhile.
Local SEO and the Map Pack, Office by Office
Injury searches are local and urgent. Each office gets its own Google Business Profile, categories, review flow and landing page, so it has a real chance on the map in its own area and its own line in the report.
AI Search Visibility (GEO)
Injured people now ask ChatGPT and Google AI Overviews what their claim is worth and who to call. 70% of GEO is SEO done well. The rest is structuring your case type pages so AI engines can find them, trust them and cite them.
Local Services Ads, Managed for Speed
Google charges Local Services Ads per valid lead, after checking each lawyer’s state bar license. Google also says missed calls can count against your ranking, so answer rate matters twice. We manage location, categories, budget and lead disputes, and report which leads are signed.
Lead Vendor Scoring and Intake Tracking
Every inquiry gets an outcome: signed, turned down, referred out, lost to another firm or never reached. Bought leads sit on the same scorecard as owned channels. Gurulytics doesn’t record signed cases by itself, so in week one we agree which intake records go beside our data.
Personal Injury Digital Marketing Backed by 1,000+ Businesses
Not Sure If Your Money Is Lost in the Marketing or at Intake?
Case Studies
Built to Outrank Bigger Firms, From Sydney to Dallas
How Hannan Tew Lawyers Took “Immigration Lawyer” From #19 to #1
It isn’t a personal injury firm, but it is a law firm competing for the same kind of search. Hannan Tew Lawyers is an Australian immigration practice that started with no backlinks, a Domain Rating of 0 and page one dominated by bigger, established firms. From August 2023, we reset its keyword targeting, rebuilt service page content and built authority from scratch. In 6 months, keywords ranking in the top 3 grew 88% and its most valuable term moved from #19 to #1. That’s the climb an injury firm faces when chasing high intent case type searches.
88%
Increase in top 3 keywords
0 to 40
Domain Rating
More Case Studies
14%
Toyo Tires Australia has spent decades building a reputation for innovative, high quality tires for cars, SUVs, trucks and off road vehicles. In August 2022, the brand partnered with OMG to grow non branded visibility, expand keyword reach and win more of the searches shoppers run before they buy.
Toyo Tires
Automotive
200%
Salon Furniture Warehouse is a direct to consumer manufacturer of quality salon equipment. With over 50 years of combined experience, its management team aims to bring the best possible design, quality, price and service to the beauty industry. The business partnered with OMG to increase site traffic through an integrated SEO strategy.
Salon Furniture Warehouse
Retail & E-Commerce
118%
Climate Plus provides air conditioning maintenance and repair services, keeping families safe and comfortable all year round. Backed by a team of qualified electricians, the business partnered with OMG in July 2021 to improve visibility for key focus terms and grow keyword indexation and site traffic.
Climate Plus
Construction
In The Last 12-months We Delivered Our Digital Marketing Clients
70M+
Generated more than 70 million clicks for our clients.
$761M+
Delivered over $761 million in new revenue for our clients.
1.7B+
Helped our clients achieve over 1.7 Billion website visitors.
4.1B+
Delivered powerful results through 4.1 billion impressions.
Personal Injury Lead Generation or Signed Cases: What Should You Measure?
A lead is any call, form or chat. A signed case is a client who has signed your fee agreement. Between them sit inquiries you could never take: no injury, an existing lawyer, a state where you aren’t licensed. Measure the second number, and you can run it on the last quarter today.
Run the Math
Add up last quarter’s spend by channel, lead vendors included.
Count the cases each channel signed, then divide.
Split the result by case type and set it beside the fee each type usually brings.
Test Your Intake in an Afternoon
Pull ten recorded calls from last month and time how long the phone rang.
Check whether a person answered after hours, and how many questions came before anyone asked how the caller was doing.
See whether callers who didn’t sign got a second call. We don’t answer your phones, but we’ll show whether the money is lost in the marketing or at intake.
Set a Cost per Signed Case Target
Work back from the fee each personal injury case type brings. That sets the most you can afford to pay for one signed case.
Hold every channel to that number, including Local Services Ads and lead vendors. A cheap lead that never signs is still expensive.
Review it monthly and shift budget toward the channels that sign the cases you want.
The OMG Difference
What Makes OMG Different From Other Personal Injury Marketing Agencies
Personal injury law firm marketing should be judged like any other case investment: what went in, what signed and what it’s worth.
We Partner with the Best
-
Semrush Agency Partner
-
Ahrefs Agency Partner
-
Shopify Agency Partner
-
WordPress Agency Partner
-
Google Agency Premier Partner
-
Microsoft Agency Premier Partner
-
Meta Agency Premier Partner
-
Pinterest Agency Premier Partner
Three Things Other Agencies Can’t Replicate
Gurulytics: Live Reporting, Not Monthly Surprises
SEO, paid search and Local Services Ads sit beside the spend in one live view. Add your intake outcomes and you see cost per signed case by channel and case type, without waiting for a monthly report.
14 Years of Tested Experience, in the US Since 2019
Thousands of campaigns across six offices, with our US team in Dallas. Evidence Driven SEO starts from your analytics, the searches injured people make near your offices and what the firms above you have that you don’t. The work is ranked by the cases it could sign. We don’t promise #1 rankings, and Google says no one honestly can.
The TLC Framework: Technical, Links, Content
TLC sorts a search problem into technical foundations, links or content, and fixes the weakest first. On an injury site, technical can mean a truck accident page Google never indexed. Content is what a hurt person reads before deciding to call.
Meet the Team
Your Dedicated Personal Injury Digital Marketing Team
Most agencies assign whoever is free. OMG assigns the specialists your firm needs, and you’ll always know who’s working on your account.
The People You’ll Be Working With
You’ll have a dedicated team, not a rotating door of account managers. They’ll know your goals, your market and your case types, and they’ll report against the number that matters: cost per signed case.
Ryan Alborough
President of Growth and Operations, U.S.
Mike Lee
Global Head of SEO
David Moorcroft
Head of Paid
Sophie Chugg
Account Director Paid Media
1,000+
Clients Monthly
200+
Digital Marketing Specialists Globally
60+
Global Industry Awards
150+
Industries
Client Testimonials
Trusted by Brands That Check the Numbers
Hear from clients who came to OMG for personal injury law firm marketing they could measure: clearer reporting, better leads and more of them signing.
Digital Marketing For Personal Injury in Dallas and Beyond
From truck crash cases in Dallas to slip and fall claims in Houston and car accidents in Los Angeles, we build personal injury marketing that runs each city as its own market, with its own Google Business Profile, case type pages, and line in your reporting.
- California
- Florida
- Illinois
- Nationwide
- New York
- Texas
FAQs About Personal Injury Digital Marketing
There’s no honest single figure, because it moves with case type, market and channel. The number that matters is your own spend per signed case, split by channel and case type and set against the fee each brings. Set a ceiling you’ll pay per signed case, then cap any channel that can’t meet it.
Personal injury SEO usually takes months to sign cases, while Google Ads and Local Services Ads can produce calls within days. SEO for personal injury lawyers shows first on specific case type and city searches, then on head terms as authority grows. Timing depends on your market and your site’s starting point.
They can be, when their leads sign at a cost your owned channels can’t beat. Ask whether leads are exclusive or shared. The comment to ABA Model Rule 7.2 lets a lawyer pay a lead generator that doesn’t recommend the lawyer, if payment fits fee sharing rules and nothing is misleading. Your state’s version governs.
They can, for firms that answer fast. Google charges for each valid lead rather than per click and checks each lawyer’s state bar license. Invalid or low quality leads aren’t charged, and Google can credit some charged ones automatically, but not leads outside your areas or case types. Missed calls can hurt ranking.
Compare it with the fee you expect to keep from that case type, based on your own history, not the gross settlement. Your fee agreement says whether expenses come off before or after the fee is calculated, as ABA Model Rule 1.5(c) requires. Swap estimates for actual fees as cases close.
Count it when you take a fee share, but track it as its own outcome. ABA Model Rule 1.5(e) allows a fee split between firms only if it matches the work each does or both take joint responsibility, the client agrees in writing and the total fee is reasonable. Your state’s version governs.
Divide signed cases by the leads worth taking, then track the rate by source and case type. Leave out inquiries you could never take, such as no injury or an existing lawyer. When the rate is low, more ad spend only makes the leak more expensive, so fix the phones before raising the budget.
One for every case type you want and will take, each with enough substance to stand alone. For many firms that means separate pages for car, truck and motorcycle crashes, wrongful death and premises cases, plus one per office. Build the most valuable first and fold thin pages into stronger ones.
See Whether Your Cases Leak in Search or on the Phone
Get a free personal injury marketing audit. Within 48 hours you’ll have a written read on your technical health, content and authority, what the firms outranking you do differently and what to fix first. Bring last quarter’s spend and signed cases, and we’ll add cost per signed case by channel. It’s yours to keep.
