Google Ads for
personal injury solicitors.

Broad match terms like "personal injury solicitor" and "compensation claim" can reach £40–80+ per click in competitive markets. High-intent phrase and exact match terms ("personal injury solicitor [city]", "no win no fee accident claim") are more manageable — typically £15–45 depending on location and competition. Well-structured campaigns with quality scores above 7 can reduce effective CPCs by 20–30% versus poorly built accounts.

The Legal Aid, Sentencing and Punishment of Offenders Act 2012 prohibits referral fee arrangements for personal injury work and cold calling for PI claims. For PPC, this primarily means your campaigns must not be structured to feed referral fee arrangements, and your ad content must not imply practices that aren't permitted. We review all PI campaigns against current LASPO obligations as standard.

NWNF wording must accurately describe the arrangement — including what happens if the client loses (disbursements, ATE insurance premium where applicable). Vague or misleading NWNF claims risk SRA attention. We write ad copy that leads with the genuine benefit while ensuring the description is accurate. Landing page copy must be equally careful about outcome framing.

We build qualification into the landing page and form — capturing the type of accident, when it occurred (limitation period awareness), and whether the client was at fault. We can also implement call whispers that brief your intake team on what the caller searched for before answering. The goal is to ensure your team's first question isn't "what happened" but rather "does this case meet our acceptance criteria".

Yes — CN and general PI run in separate campaign structures. CN terms have very different CPCs (often lower than RTA because there's less direct-to-consumer competition), different qualification requirements, and significantly higher instruction values. Mixing CN into a general PI campaign structure leads to poor budget allocation and inadequate CN-specific optimisation.

Well-structured PI campaigns typically generate first enquiries within days of launch. Lead quality calibration takes 4–8 weeks as we accumulate conversion data and refine negatives and match types. Most clients see a consistent flow of qualified PI enquiries by weeks 6–10. The first 30 days are the most expensive per instruction — this is normal and improves rapidly with data.

HeroSEO is a specialist PPC agency for personal injury solicitors, running Google Ads campaigns for RTA, workplace accident, medical negligence, and public liability claims. Our PI PPC campaigns are built around high-intent claimant search terms and SRA-compliant messaging, consistently delivering qualified enquiries at below-market cost per case.