Google Ads for Personal Injury Lawyers – 1 Way to Pay Less Than Competitors

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 lawyers with large 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. I’ll also show you 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. There are many ways any personal injury lawyer can improve their Google Ads performance by 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 we would get better results in Google Ads for personal injury lawyers when using a vanity phone number vs. generic Google Ads for lawyers.

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 that 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 with advertising on the Google Search Partners Network turned off. 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 that you also turn it off.

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, but 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 per click 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.


  1. More clicks and calls were received by the Google Ads with 1-800-HURT-911® because 1-800-HURT-911® was instantly perceived by searchers 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.
  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.

What Happened Since We Started 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 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%, substantially lower than the conversion rate with 1-800-HURT-911®.

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.

impression share among personal injury lawyers

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.
Google Ad Position of personal injury lawyers

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Attorney Rob Plevy

Change Your Future!
With 1-800-HURT-911®

Find out how Phil and Rob changed their lives and if your state is still available!

Call Phil Franckel, Esq. Now!
7 days / 8 am to 10 pm EST
>> 516-621-9399 ext. 5

Call Phil 7 days/nights

or send an email

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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!

personal injury lawyer results from Google Ads

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 at $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 that does several things, including predicting a medical diagnosis for several injuries that 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 we receive 50%, so the average personal injury legal fee per case is $14,000 in referral fees to us.

Personal injury cases have settled within six months to 5 years, with the average personal injury case taking 2.5 years until settlement.

We are now using lead management software for personal injury law firms, which will further improve our results, 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.

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 the combination of numbers, letters, capital letters, and symbols to get noticed. (Google Ads prohibits using pattern disruption unless it makes sense or it is your brand, like 1-800-HURT-911®).

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

bar chart showing numbers used in headlines attract attention

See these articles about pattern interruption:

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

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

There are many things you can do 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

Google mobile ad for personal injury lawyer

This should be your Google Ad!

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

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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 either 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 at any time, anywhere, which increases 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 have the advantage of using 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 produces 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 just starting to advertise your personal injury practice, start with Google Ads. Rather than using Google’s AI system to run your advertising campaign, I recommend that you use a Google Ads Manager.

Next Step: Improve ROI With Lead Management Software

ROI from Google Ads for personal injury lawyers can be further improved by using lead management software for personal injury law firms.

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

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Philip L. Franckel, Esq., is the author of this article.

Phil Franckel is the owner of 1-800-HURT-911® and over 1,100 domain names. He is a personal injury lawyer and a former Member of the Board of Directors of the NYS Trial Lawyers Association. He is an expert in branding, advertising, marketing, and SEO. He has been doing SEO since 1994.

Phil Franckel has written and produced TV commercials for lawyers and other industries and has been a consultant to businesses, including several using vanity phone numbers. Phil writes a blog about lawyer advertising at

Phil Franckel began a mail order business in 8th grade, bought and sold coin-operated amusement games in 10th grade, and a used car business in 12th grade through college. After law school, he worked in the wholesale diamond business and part-time for a TV production company. Later, while a lawyer at a large personal injury law firm, he worked part-time for ABC Wide World of Sports and ABC Monday Night Baseball.

Phil Franckel then started a personal injury law practice and is a former member of the Board of Directors of the NYS Trial Lawyers Association.

In his spare time, Phil Franckel became an Aux. Police Cadet in 12th grade and is the Commanding Officer of the Communications Bureau, NCPD Aux. Police Section.