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Personal Injury Lawyer PPC Case Study: 113 Leads at a $13.85 Average CPC

Personal injury lawyer PPC case study: personal injury attorney reviewing case documents with a client in a Los Angeles law office

Summary

Summary

A Los Angeles personal injury firm needed landing pages and a Google Ads account that could survive one of the most expensive auctions online. With case-type landing pages and a rebuilt account, the firm generated 113 conversions at $92.03 each with a $13.85 average CPC in a market where clicks often cost $150 to $300.

Key Takeaways From This Personal Injury Lawyer PPC Case Study

This personal injury lawyer PPC case study shows that even in one of the most expensive ad auctions online, structure and landing pages can bring the cost per click far below the market: a $13.85 average CPC where clicks often cost $150 to $300.

  • Build a landing page per case type. Truck accidents, birth injuries and general personal injury each matched the ad that was clicked.
  • Lead with legal trust signals. Credibility and a short path to a call or form helped conversion.
  • Restructure around tight themes. Focused keywords and negatives cut wasted spend.
  • Track calls and forms. Budget moved to what produced leads, at $92.03 per conversion.

How Law Firms Can Apply This

See our law firm SEO, Google Ads management and AI receptionist for law firms, or request a free growth audit.

The Challenge

Personal injury is one of the most expensive categories in Google Ads. Competitive terms in Los Angeles can cost $150 to $300 or more per click, and paid traffic was going to general practice-area pages.
Every click that did not convert was an expensive loss.

Client Goals

– Turn paid clicks into consultations.
– Keep cost per click and cost per lead under control.
– Focus spend on high-value case types such as truck accidents and birth injuries.

Our Approach

1. Case-type landing pages
Dedicated pages for truck accidents, birth injuries and general personal injury, each matching the ad that was clicked.
2. Legal trust signals
Credibility, case-results language and a short path to a call or form.
3. Google Ads restructuring
Tight keyword themes, negatives and bidding built around conversions.
4. Conversion tracking
Forms and calls tracked so budget moved to what produced leads.

Results

– 113 conversions.
– $92.03 cost per conversion.
– $13.85 average CPC in a market where clicks often cost $150 to $300.

Client Quote

Personal injury law firm (Los Angeles, California), name withheld

Duration: About 3.5 months (April to July 2026)

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