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Priced By Cost Per Signed Case

Personal Injury Lawyer Marketing

SkilledDesk runs marketing for personal injury law firms — Google Ads and Local Services Ads built around cost per signed case, compliant content, and websites that turn a post-accident search into a booked consultation, not just a page view.

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The Problem

What's Actually Working Against A PI Firm's Ad Spend

Some Of The Most Expensive Clicks In Any Industry

Car-accident and personal-injury search terms are consistently among Google Ads' priciest keywords — often $50-$200+ per click, and well past $250 on the most contested "near me" terms in major metros. A campaign built for a $30 click doesn't survive contact with this math.

A Full Intake Queue That's Mostly Noise

Personal injury consistently shows the lowest lead-to-consultation rate of any practice area in industry lead-quality research — a large share of calls and form-fills are the wrong practice area, no real injury, or already past the statute of limitations, burning ad spend and attorney time alike.

Outspent On Brand Before The Search Even Begins

Billboard- and TV-heavy firms have spent years buying name recognition that shows up as a lower cost per qualified intake the moment someone searches — a real structural edge, but not one that requires matching their budget to compete against.

The Track Record Behind Every Number On This Page

130+
Brands Served
14+
Countries Reached
2019
Founded In Wyoming, USA
1:1
Direct Founder Access
Free Tool

Calculate What A Signed Case Costs

Set a monthly ad budget and an assumed cost per lead. You see an estimated cost per signed case, rather than a cost per click. On a contingency-fee practice, nothing else matters as much.

Monthly ad budget$10,000
$1,000$50,000+
Assumed lead-to-signed-case rate8%
2%20%+
$4,375
estimated cost per signed case
≈ 29 leads/month at this budget, converting to an estimated 2.3 signed cases/month at a 8% rate

Assumes a $350/lead average — a representative point within the $200-$800 cost-per-lead range typical for competitive personal injury keywords industry-wide, not a guarantee for any one market. Move the conversion-rate slider to reflect your own intake's real qualification rate; this is a derived estimate from your own inputs, not an industry benchmark.

What PI Marketing Actually Involves

Personal injury lawyer marketing means three things. Google Ads and Local Services Ads built around your actual case types. A website that turns a search right after an accident into a booked consultation. And content that survives state bar review. SkilledDesk is a Wyoming-registered marketing company running Google and Meta campaigns and web design specifically for personal injury law firms. Personal injury is unlike most local-service marketing, because the money question runs backwards. You are not paying per click and hoping for volume. You are spending against a contingency fee that only materialises if a case settles or wins, often many months later. That changes what working means. A cheap lead that never signs is worthless, and an expensive lead on a high-value commercial-vehicle claim can be a bargain. Each campaign here gets built around that economics, from which case types get their own landing pages to how intake filters out inquiries before they burn attorney hours on a claim that was never viable.

What We Do

Marketing Built Around How PI Firms Actually Sign Cases

Firm sites built for bar rules

A site that carries required disclaimers and avoids outcome claims, because state bar advertising rules decide what can be said before marketing does.

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Paid social inside bar advertising rules

Meta campaigns built inside legal advertising restrictions rather than creative that has to be pulled after review.

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Search ads for signed-case value

Google campaigns costed against signed cases rather than clicks, in one of the most expensive auctions anywhere.

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FAQ

What PI Attorneys Ask Us

Budgets at a single-office personal injury firm run $5,000 to $25,000-plus a month once Google Ads, Local Services Ads and the website are counted. Commercial-vehicle or medical-malpractice focus areas run higher. We scope a plan to your actual case-type mix and signed-case goals on the free call, rather than a flat package. Ours opens at $595 a month, though in this category what a signed case is worth matters far more than the management fee.
Purchase intent runs unusually high. Someone searching car accident lawyer is often hiring within hours, not researching for weeks. That pushes competing firms to bid aggressively. Costs commonly run $50 to $200-plus per click, and can clear $250-plus on the most contested near-me terms in large metros. So a wasted click is a genuinely expensive mistake.
In most states yes, but with real conditions attached. Several state bars require a prominent disclaimer that prior results do not guarantee a similar outcome. Rules on testimonials and specific dollar figures vary by state, so what is compliant in one state can be a problem in another. We write case-result content to the stricter standard rather than the loosest one.
Case-type-specific landing pages. Ad copy that states practice-area scope plainly, rather than a generic injury lawyer pitch. And geographic and intent-based negative targeting. All three go in before launch, since a large share of raw personal injury inquiries industry-wide fall outside practice scope, past the statute of limitations, or turn out not to be a real injury claim at all.
Cost per lead only counts a call or form-fill. Cost per signed case counts what actually pays the bills on a contingency practice, which is a retained client. A campaign can show a cheap cost per lead and still be a bad investment if almost none of those leads sign. That is why we report against signed cases, not raw lead volume.
Longer than most industries, honestly. A click has to become a call. The call has to clear intake. The prospect has to sit for a consultation, then actually sign. Each step adds real time. Expect a rough read within the first four to six weeks, and a genuinely trustworthy signed-case number after a full quarter of consistent spend.
Yes, deliberately. A general personal injury attorney campaign wastes budget competing against every case type at once. A commercial-vehicle or medical-malpractice claim carries a completely different keyword cost, case value and buyer intent from a routine rear-end collision. Each case type your firm actually wants gets its own targeting and landing page.
A large legal marketing company often spreads a rotating account team across dozens of firms competing for the same keywords in the same market. An in-house team at a billboard-heavy firm is built to defend an existing brand, not to out-position one from a standing start. SkilledDesk runs each account through the founder directly, built around cost per signed case from day one, with real client work open on the portfolio before you commit to anything.

We Only Get Paid If Your Case Does — So What Actually Counts As "A Good Lead" Here?

A fair question, and the reason cost per click, or even cost per lead, is the wrong scoreboard for a contingency practice. Standard fee agreements typically run in the 33% to 40% range of what a case ultimately recovers, and that recovery can be many months away. A campaign judged only on click volume can look great while producing almost nothing your intake team can sign. SkilledDesk builds each personal injury account around cost per signed case instead. Tighter geographic and case-type targeting up front. Ad copy and landing pages written to filter out wrong-practice-area and no-real-injury traffic before it reaches your intake line. And reporting that tracks spend against retainers signed, not calls answered. That is also why the calculator on this page exists, to turn a raw ad budget into a realistic signed-case estimate before you commit to one. One person owns the account from scoping through reporting, and you can read the real client work on the portfolio first.

What These Figures Actually Represent

No personal injury case result belongs in this section. Those would be case values, and blurring them with marketing figures is the framing bar advertising rules exist to prevent.
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Ready To See A Realistic Number, Not A Guess?

Tell us your case types and average value, and we'll tell you what a signed case can afford to cost.

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