1-800-HURT-911® provides a major advantage with Google Ads, but there are many other advantages of Google Ads for personal injury lawyers.

Advantages of Google Ads for Lawyers Over Other Types of Advertising Media

1. Google Ads is the most cost-effective direct-response advertising media for personal injury lawyers.
2. Lawyers have the advantage of not needing a large advertising budget.
3. Google Ads is the only competitively fair advertising platform that is budget agnostic. Small lawyers can fairly compete against the biggest lawyers with much larger advertising budgets.
4. Google Ads is the most controllable and predictable advertising media.

I’ll show you why and how lawyers should advertise with Google Ads and how much we earn in personal injury legal fees.

Small personal injury lawyers can compete with large law firms because Google cares about customer experience, not large advertising budgets. Any personal injury lawyer can improve their Google Ads performance in many ways, such as focusing on the ad rather than throwing more money at Google, which doesn’t work.

This article shows how designing the title of your Google Ads is crucial for personal injury lawyer advertising. You’ll see how and why a vanity number improves the click-through rate and conversion of Google Ads. But many other factors also increase the conversion rate of Google Ads.

Does a Vanity Phone Number in Google Ads for Personal Injury Lawyers Increase ROI?

I wanted to know, so we did an A/B test to determine if using a vanity phone number in Google Ads for personal injury lawyers would yield better results than Google Ads for lawyers without a vanity phone number.

The results showed an astounding increase in Google Quality Score and a 640% increase in ROI when using our 1-800 vanity phone number in the Google Ads title.

Why were the results so much better?

1. A strong brand in the ad title. Searchers think they’ve seen the brand even when they haven’t.
2. The combination of numbers, hyphens, capital letters, and the registered trademark symbol attracts the attention of searchers and makes it distinctive.

Our vanity phone number consists of five parts that all contribute to a strong brand:

1. 1-800 is itself a brand.
2. HURT-911 is a strong brand because there is no such thing as a HURT911.
3. 911 is itself a brand.
4. ® symbol is itself a brand and tells people it protects a brand.

A/B Comparison Test of Google Ads With a Vanity Number for a Personal Injury Lawyer

We did a comparison test using two different Google Ads titles, 1-800-HURT-911® vs. our law firm name.

We did our A/B test on the Google search engine without advertising on the Google Search Partners Network.

Google Search Partners Network allows your Google Ads to appear on websites other than the Google search engine. We never advertise on the Google Search Partners Network and recommend turning it off unless you have a large budget.

Google Ad #1 With a Vanity Number

Bronx Car Accident Lawyer | 1-800-HURT-911®
No fee unless we get you money. Personal service. Don’t wait to protect your rights. Call right now, 7 days/nights/weekends.

Google Ad #2 Without a Vanity Number

Bronx Car Accident Lawyer | FRANCKEL PLEVY
No fee unless we get you money. Personal service. Don’t wait to protect your rights. Call right now, 7 days/nights/weekends.

Note: We included the trademark symbol ® because it should be there. More importantly, using a symbol in the Google Ads title attracts more attention, and the trademark symbol ® telegraphs that it’s a brand.

In one Google Ads title, we had 1-800-HURT-911® on the right side of the title. In the other Google Ads title, we did not use 1-800-HURT-911®.

The results were striking:

• 24.10% lower cost per click — $114.30 per click for 1-800-HURT-911® vs. $150.60 without.
• 69.84% share of clicks/calls with 1-800-HURT-911® vs. 30.16% without.
• 640% increase in ROI when using 1-800-HURT-911® in the Google Ads title.

Notes:

1. Google Ads with 1-800-HURT-911® received more clicks and calls because searchers instantly perceived 1-800-HURT-911® as a brand.
2. The lower cost per click wasn’t because people bypassed Google Ads by calling 1-800-HURT-911. 100% of all calls were received through Google and CallRail tracking numbers. No one called 1-800-HURT-911 directly because clicking on the ad is easier.
3. The A/B test was done with 1-800-HURT-911® on the right side of the Google Ads title, but since 1-800-HURT-911® substantially increased response, it would work better with 1-800-HURT-911®  on the left side of the Google Ads title.

Our Conversion Rate Using 1-800-HURT-911® In All Google Ads

• 166.66% increase in click/calls
• 44.42% overall conversion rate for all ads (our conversion rate has increased since we started. It was 71.70% in June 2020 and 96.55% in April 2021)
• 86.55% impression share – substantially higher than other advertisers (see chart)
• 1.9 average position – substantially higher than other advertisers (see chart)
• Overall average cost per case for ads, both with 1-800-HURT-911® and without, was $792.41.

Our Google Quality Score was increasing, so our conversion rate continued to improve.

What Is the Average Conversion Rate of Google Ads for Lawyers?

WordStream’s Google Ads Benchmarks 2023: Key Trends & Insights for Every Industry shows the average conversion rate for Attorneys & Legal Services is 7.00%.

Andrew Stickel, CMO at SMBTeam, said in his video below that according to WordStream, the average conversion rate on Google Ads for the legal industry is 6.98% and that SMBTeam routinely gets an average of 14% or higher for their clients on Google Ads.

Before we started advertising with Google Ads, I spent hundreds of hours researching every aspect of advertising with Google Ads, from keywords to psychology, and we did everything Andrew advises in his video, so I do not doubt that SMBTeam gets an average of 14% or higher on Google Ads.

To skyrocket your conversion rate past 14%, as we do, you need to brand a vanity phone number in your Google Ads. That’s why our conversion rate with 1-800-HURT-911® has ranged from 44.42% to 96.55%.

To improve your conversion rate with Google Ads, watch Andrew Stickel’s video, “How We DOUBLE Google Conversion Rates for Law Firms.” He outlines four things you need to do to get the best conversion rates.

If you want to skyrocket your conversion rate past 14%, call Phil Franckel, Esq. to license 1-800-HURT-911® exclusively in your state or market.

What Was Our Share of Impressions and Average Position in Google Ads?

The screenshots below show that 1-800-HURT-911® (blue dot) received a substantially higher share of impressions and average position in Google Ads.

1-800-HURT-911® is the blue dot

This chart is another screen capture from our Google Ads dashboard showing 1-800-HURT-911® has an 86.55% share of all ads with a substantially higher average ad position.

What Can Your Legal Fees Be When Using a Vanity Number in Google Ads?

At a $25,000 per month budget, using 1-800-HURT-911® in the title of Google Ads should produce 52.72 more clicks or 8.32 more cases per month. With an average settlement value of only $60,000 per case and a 1/3 legal fee, this amounts to additional legal fees of $166,400 per month!

How Much We Earn in Personal Injury Legal Fees With Google Ads

Since starting with Google Ads, our average cost per retained personal injury case has been approximately $1,500, including the additional cost of our call center.

We use a very expensive call center that charges $2/minute for English or $3/minute for English and Spanish-speaking operators. We pay $3/minute, but they answer the calls immediately. Making it even more expensive, the operators use our call center form with proprietary HURT911® AI software, which takes an average of 15 minutes per caller.

Philip Franckel built the HURT911® AI software, which can do several things, including predicting a medical diagnosis for several injuries the caller may not be aware of.

Over a four-year period, the average personal injury legal fee per case has been $28,000. We give the cases to another personal injury law firm and receive 50%, so the average personal injury legal fee per case is $14,000 in referral fees to us.

Personal injury cases are settled within six months to 5 years, with the average case taking 2.5 years to settle.

We are now using lead management software for personal injury law firms, which will improve our results further, make it easier to refer and track personal injury cases, allow us to easily remarket to leads and clients, and track our numbers.

Location of a Vanity Phone Number In the Google Ads Title Is Important

When asking our Google campaign manager to run the A/B test, I didn’t specify where in the title to put 1-800-HURT-911®. I found that it was on the right side for all ads except one or two.

Ex.:
Bronx Car Accident Lawyer | 1-800-HURT-911®
Bronx Car Accident Lawyer | FRANCKEL PLEVY

When 1-800-HURT-911® was on the left side at the beginning of the title, conversions were significantly higher. This means that the increase in ROI would have been even higher if 1-800-HURT-911® was on the left side of the title on all the Google ads.

Why Does a Vanity Phone Number Increase the Conversion Rate of Google Ads for Personal Injury Lawyers?

It’s a combination of two powerful forces:

• Instant branding created by the vanity phone number
• Pattern interrupt or pattern disruption

A brand in the Google Ads title makes people want to take action by clicking or calling.

Pattern disruption, also called pattern interrupt, is used here with a combination of numbers, letters, capital letters, and symbols to get noticed. (Google Ads prohibits using pattern disruption unless it makes sense or is your brand, like 1-800-HURT-911®).

Research by Conductor of BuzzFeed.com shows headlines with numbers are 36% more likely to generate clicks. Also, see Moz.

See these articles about pattern interruption:

• Brain activity patterns induced by interrupting the cognitive processes with online advertising
• It’s not the marketing message that counts – it’s disrupting people’s habits
• What is Pattern Interrupt, and Why Should You Care? (Forbes)

The 1-800-HURT-911® brand has all of that.

Which of these ads would you click on? The results on this page make it clear which ad people prefer to click on.

1-800-HURT-911® | Car Accident Lawyers
FRANCKEL PLEVY | Car Accident Lawyers

1-800-DIVORCE® | FRANCKEL PLEVY
Divorce Lawyers | FRANCKEL PLEVY

Including numbers, letters, capital letters, and symbols in your Google Ads title attracts attention by breaking up the monotony of all letters.

Read 3 Tips Will You Save a Fortune With Google Ads for Lawyers In 3 Minutes

1-800-HURT-911® Gives Your Law Firm an Advantage Over Large Personal Injury Law Firms

With Google Ads, a vanity phone number gives your law firm an advantage over other law firms, even much larger law firms.

Unlike TV, with Google Ads for lawyers, a larger personal injury law firm cannot gain an advantage over a smaller law firm because they have a huge advertising budget, and you don’t.

In fact, a much lower-budget Google Ads campaign can get more cases at a lower cost per click than the big personal injury law firms!

This is because if your Google Ads have a higher conversion rate and Quality Score than those of larger law firms, Google considers your ads more relevant. Google rewards relevant ads with a higher position and a lower cost per click than your competition!

What Is Google Quality Score and Why Is It Important to Google Ads for Lawyers?

Google states, “Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.”

Thus, if your Google Ads have a Quality Score higher than your competition’s Google Ad, you gain two very important points over your competition:

1. Your Google Ad will be listed above your competition, so you get more clicks
2. You will pay substantially less than your competition for each click

Google states, “The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher Quality Scores. Quality Score is an aggregated estimate of your overall performance in ad auctions…” (Emphasis added)

Basically, if more people click on your ad (conversions) versus your competitor’s ad, Google sees it as more relevant to their users, and they will reward you for that. Since Google Ads for personal injury lawyers is one of the most expensive of all Google Ads, Quality Score is paramount.

How 1-800-HURT-911® Will Increase Your Google Quality Score

You can do many things to increase your Google Quality Score, and you can read several articles about how to do that. When you license 1-800-HURT-911®, you will get free consultations with Phil Franckel, Esq., which will help you when speaking with your Google Ad campaign manager. If you prefer, your Google Ad campaign manager is welcome to speak with Phil Franckel.

One of the most important ways to increase the relevancy of Google ads for personal injury lawyers and thus your Google Quality Score is by using 1-800-HURT-911® in the Google Ad title.

When potential clients look for a personal injury lawyer in online advertising and see 1-800-HURT-911® in the ad title, it’s a brand attractant, making it much more likely that online visitors will click on your Google ad (and other online PPC for lawyers and display advertising).

Our best-performing ads used 1-800-HURT-911® at the beginning of the title.

See how to design a successful Google Ad

This should be your Google Ad!

Read 3 Tips Will You Save a Fortune With Google Ads In 3 Minutes

Landing Pages

Once a potential client looking for a personal injury lawyer clicks on your online advertising, the potential client will prefer to contact the lawyer by calling or using a chat service.

According to Pew Research, 51% of U.S. adults will call rather than send an email or text message. The widespread ownership of mobile phones means that calls can be placed anytime, anywhere, increasing call volume.

Your website and landing pages should always include 1-800-HURT-911 for branding,  call buttons, and chat service. See How to Increase Calls from PPC and Online Advertising.

Video testimonials and law firm videos on your landing page are powerful tools to get potential clients to take that next step and decide to call you. See an example of a landing page design for a personal injury lawyer using 1-800-HURT-911®.

Following are examples of videos used by personal injury lawyers advertising 1-800-HURT-911®.

1-800-HURT-911® Testimonial

Law Firm Video

 Law Firm Video

Tracking Calls from Landing Pages When Using a Vanity Phone Number

You can use call tracking phone numbers and a vanity phone number to increase your Google Quality Score and ROI. Find out how to use tracking numbers for calls from Google Ads with a vanity phone number.

Google Ads vs. Legal Directory Websites

Small personal injury lawyers are often sold advertising on personal injury legal directory websites like Avvo, Findlaw, Martindale, Justia, and others. However, Google Ads are far more effective than websites like Avvo and FindLaw. Actually, anything is more effective than legal directories.

Google Ads vs. Website SEO

Search Engine Optimization (SEO) for your law firm’s website is very effective at getting leads, but it’s expensive, takes a long time, and produces a lot of poor-quality leads that are not viable cases.

While SEO is important, Google Ads are far better. Google Ads produce results almost immediately, with much better-quality leads and a highly predictable ROI.

How to Start Advertising Your Personal Injury Practice With Google Ads

If you’re starting to advertise your personal injury practice, start with Google Ads. I recommend that you use a Google Ads Manager rather than Google’s AI system to run your advertising campaign.

Next Step: Improve ROI With Lead Management Software

Using lead management software for personal injury law firms can improve ROI from Google Ads for personal injury lawyers.

See SEO vs. Google Ads. What Works Better for Law Firms?