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

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

I wanted to know, so we did an A/B test to find out if we would get better results in Google Ads for lawyers when using a vanity phone number vs. generic Google Ads for lawyers.

The results showed an astounding increase in Google Quality Score and ROI when using a vanity phone number in the Google Ads title.

Why were the results so much better?

  1. Branding
  2. Numbers, capital letters, and symbols mixed together attract attention

A/B Comparison Test of Google Ads With a Vanity Number for Lawyers

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

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. 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.
  2. 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.

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

Improvements across all ads but attributed to 1-800-HURT-911® produced:

  • 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 has been increasing, so we expect these numbers to improve. After we switch to using only 1-800-HURT-911® in the title of Google ads, there should be even further improvement.

The screenshots below show we receive 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®

Call Phil Franckel, Esq.
Find out how we did and find out if your state is still available!

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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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 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 attract 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 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 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 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 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

Landing Pages

Once a potential client looking for a 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 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.

Next Step: Improve ROI With Lead Management Software

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

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 on 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 owners of vanity phone numbers. Phil has a blog about lawyer advertising at Phil Franckel began his first business in 8th grade, owned businesses in various different industries, and worked freelance for ABC Wide World of Sports and Monday Night Baseball. In his spare time, Phil Franckel is the Commanding Officer of the Communications Bureau of the NCPD Aux. Police Section.