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By OppGen

Google Local Service Ads for Personal Injury Lawyers

What are local service ads?

When you search for something like “personal injury lawyer near me,” Google will use your location to pull up the nearest results. The search engine results page (SERP or SERPs) will then display those results. The first thing you’ll see on that SERP is a series of three boxes with local personal injury law firm names, information, and phone numbers. Below that, you’ll see text-based search ads. And last but not least, you’ll see a map displaying the locations of nearby personal injury lawyers.



Those three boxes are a relatively new feature: local service ads. Google made local service ads with the intention of helping local businesses that don’t have robust websites or don’t have a website at all have a digital presence to generate leads from. All it takes is having a Google My Business page and going through a screening process.

But this doesn’t mean businesses that do have a robust website aren’t allowed to use local service ads. In fact, all businesses that can use this feature should be using it.


What does this have to do with personal injury law?

Because local service ads are a relatively new feature, they aren’t available for all business types to use. They’ve been used for more “emergency” type services, like plumbers or electricians. Lawyers are a relatively recent addition, but not all legal practice areas are available to use it yet.

But the good news is if you have a personal injury law firm, Google just opened up the doors for PI law firms like yours to utilize its local service ads feature.


Google Local Service Ads management platform

While all of Google Ads’ advertisement types (YouTube, search ads, display ads, etc.) are managed using the same platform, their local service ads are done elsewhere.

It’s much simpler than Google Ads, which makes it more appealing and more comfortable for those who aren’t as familiar with Google Ads and similar ad management platforms. Plus, the Google Local Service Ads platform allows business owners and marketers to pay only when a lead is generated versus other advertising products that do not guarantee a business conversion.


Requirements for Google Local Service Ads

In order to have a Google Local Service Ads profile, you need to have the following items set up:


Business photo

You can upload photos related to your personal injury law firm. You can select a business photo to be used as a cover photo for your account’s profile. The image content must be related to your personal injury law firm.

Business photos are required to meet the following standards:

  • JPEG, PNG, TIFF, BMP, ICO, or WEBP file types
  • High quality resolution of at least 640 x 640px
  • Max file size of 10 MB
  • Cover photo aspect ratio of 16:9 with a minimum size of 1440 x 810px
  • You must own the copyright to all images
  • Cannot include trademarked items, watermarks of other businesses, text, personal information, transparent backgrounds, clients or customers, or frames, borders, or collages


Headshot image

You’ll need a headshot image for your law firm. The headshot must be an image of a person who works at your personal injury law firm. Keep in mind you can also add headshots of individual lawyers that will show up on the profile page.

All headshot images must meet the following requirements:

  • JPEG or PNG file type
  • High quality resolution of at least 500 x 500px
  • Max file size of 10 MB
  • Square aspect ratio
  • You must own the copyright for all images
  • Must be an image of someone who works at your personal injury law firm
  • Must show only head and shoulders
  • Face must be centered and looking at camera
  • Has a neutral background
  • Does not have text
  • Does is not in black and white or have excessive color filters


Background check

For background checks, Google has partnered with local background checkers. These background checks are free to your personal injury law firm and the results are confidential.

The level and depth of background checks varies from service to service. For personal injury lawyers, Google’s local background check partners look at the following areas:

  • Owner check
  • Business check
  • Malpractice insurance
  • State bar license checks for each lawyer employed at your personal injury law firm

Owner background checks focus mainly on identity and criminal history (i.e., sex offender, terrorist and sanction registries). If there are multiple owners, all owners will have to undergo these background checks.

At the business level, these checks will look at things like civil litigation involving your personal injury law firm at the federal, state, and local levels.

For personal injury lawyers, malpractice insurance may also be required, though this varies from state to state.

Though this may seem like a lot to go through just to get your personal injury law firm to be listed as a local business ad, it’s going to be worth it.


Business license

As part of being on Google Local Service Ads, you’ll have to give Google your business license information.

Google’s background check partners will look into business licenses and business insurance, so make sure all of these items are up to date and correct — if you fail the background check the first time, you’ll have to wait 30 days before applying again. If you fail a second time, you’ll have to wait 1 year before reapplying.

Double- and triple-check all of your information to make sure it’s 100% correct before sending it over to Google.


Customer reviews

Google will take your Google My Business page’s customer reviews into account when reviewing your status. It really pays off to have a lot of positive reviews, so be sure you’re encouraging clients to review your personal injury law firm if you aren’t already doing that.


Bidding and budget

The bidding and budget system for local service ads are a little different. You’ll give Google your budget — how much you’re willing to spend — and Google will come up with a number for how many leads they can find for a certain price. Unlike PPC, these ads charge on a per-lead basis. Google allows services that are using this platform to dispute junk or spam leads, so you can get your money back if that happens, which is a very nifty feature.


Billing information

You’ll have to make sure you have up-to-date billing information so Google can charge you whenever you get a lead. This can be done through a pre-existing Google Ads account or you can add a new credit card.



This requirement is specific to law firms (this feature has been open to some law firms and has just added personal injury law firms). You will give Google information for each of your practice’s lawyers: their names, state bar license checks and bar exams, and specialty areas.

Specialty areas are going to be one of the most important spots for personal injury law firms. Personal injury law has a lot of subcategories, and the more specific you can be about what areas your lawyers excel in, the better it will be for those seeking legal help in those areas.


Contact us for more information

For more information on Google Local Service Ads and how they can help your personal injury law firm, contact OppGen today. We will be more than happy to help walk you through the screening process step by step, and show you how this new advertising option can do your law firm a lot of good in finding new cases and clients.

By OppGen

Top 5 Personal Injury Law Firm Marketing Trends of 2020

Due to the COVID-19 outbreak, 2020 has been a year unlike any other in recent history. From working from home to returning to a very different office, this year has made it more difficult to find new cases and clients.

If there’s anything 2020 has taught us, it’s that we need to be prepared for anything. Staying ahead of marketing trends is one way to do that, and OppGen excels at doing just that.

Here, we’ve identified what we consider to be the top 5 personal injury law firm marketing trends of 2020.


1. Focus on getting high-intent clicks

Pay per click (PPC) search ads, though still very expensive in the legal industry, can still be a useful tool. The trick with PPC is to focus on high-intent clicks. You don’t want just anyone clicking on your search ad. You want a lead, someone who is most likely to click on the ad and send you their contact information. Some leads are better than others, so you need to know how to filter the lukewarm leads to the ones who are definitely looking for your service.

Another option for getting those high-intent clicks? Search engine optimization, or SEO for short. SEO is a process of optimizing your website to rank higher on search engine results pages (SERPs) for relevant keywords.


2. Optimizing your personal injury law firm’s website

There are a handful of ways you can make sure your website is at optimal performance, particularly for SEO:


Fast loading times

People aren’t as patient as they used to be with page load times. Your website needs to be able to load quickly, regardless of device a prospect is using.


Mobile-first sites

Google has transitioned to mobile first when deciding where to rank your website. This means Google will review your website’s mobile version for accessibility and speed before the desktop version and place higher emphasis on the mobile version’s performance over the desktop’s.

As a result, websites that are not optimized for mobile use will not rank as high on SERPs compared to websites that are.


Simple website navigation

When determining where a site should rank, search engines have bots crawl the site. If your website is unorganized or difficult to navigate, it often makes it more difficult for the bots to crawl your site for information. From a non-SEO standpoint, having a site that’s difficult to navigate also affects the people who are trying to use your website.

Keeping your website’s navigation menu watered down to just the basics goes a long ways in terms of accessibility. Don’t be afraid to have a simply designed site! 

Oftentimes, it’s best to keep things simple than to use the newest features that everyone else is using. Because at the end of the day, your website is meant to help clients find your law firm and any information they’re looking for.



Your personal injury law firm’s website should reflect your firm’s brand. A brand is not just a color scheme anymore. A brand is who you are as a company. It is a key component of your firm’s identity and others’ perceptions of it.

Back to keeping the website simple: a cluttered, outdated website does not represent most businesses, including your firm, very well. If there’s any kind of disconnect between your website, social media, and your law firm’s physical presence, that is a branding issue, and that’s an issue that will push potential clients away.


3. Creating high quality content

Making high quality content is one of the areas where you have the most control over SEO. While you may not necessarily be in control of some more technical aspects of your website, you are in full control over what goes on your site’s pages.

The following types of content are going to be what sets you apart from competitors — and are likely to help clients find your personal injury law firm.

And one more thing to remember: all of these different types of content should include a call to action (or as marketers tend to call it, a CTA). A call to action is intended to get prospects to convert. In the case of personal injury law firm marketing, the conversion goal is to get more cases, or leads, so you need to remind prospects who are reading, viewing, or listening to your content to contact your firm for a consultation.



If you’re already somewhat familiar with SEO, you may also be familiar with the concept of keyword stuffing. Keyword stuffing refers to the strategy of using a keyword repeatedly throughout the body and header text of blogs. The problem is that nowadays, search engine bots have the capability to read more like humans do. If a keyword or phrase is used too much to the point it affects a blog post’s readability or if the bots determine the keywords are being used with the main intent to rank high on SERPs, then that blog post will not rank as high.

You should still, however, try to include keywords and phrases in headers and the title. In general, headers are incredibly useful and help break up blog posts in a way that makes them easier for people (and search engine bots) to read.

Quality is the main focus here, so you want to ensure your content is readable and easily understood by most readers. This means you’ll want to avoid too much jargon and technical terminology, though you can certainly include some. Just don’t forget to define those terms that may not be as familiar to someone who doesn’t practice law.

As for personal injury blog topics, write about what you know, recent case results, and any subjects that may help future (and even current) clients. Google in particular tends to rank pages that include content that helps its users and contains the best information out there.

Plus, when your blog ranks high on SERPs, it tells people that you’re an expert in personal injury law, which  will result in more consultations and cases.



For the sake of keeping your website running quickly, avoid uploading any videos directly to your website. Instead, embed videos from YouTube, Vimeo, or other video hosting sites.

It may even be a good idea to create a YouTube channel for your personal injury law firm. It’s another marketing channel that doesn’t cost you anything to have, and it has the potential to bring in more clients. 

In videos, you could run a livestreamed Q&A, answering any questions people may have about your personal injury law firm, what to do in certain situations, among other things. For videos that aren’t live, reach out to a professional peer or former client and see if they would be willing to sit down and talk about relevant subjects, cases, and anything else that may be of interest to viewers.



Podcasts, in terms of accessibility and ease to create, fall somewhere in-between blogs and videos. While they do take more time to make than a blog, they’re not quite as intensive as video. Since nearly everyone’s computers have fairly decent mics installed along with very basic audio editing software, it’s easier to get into.


4. Utilizing social media and relevant online directories

If you want your personal injury law firm to be found by more prospects, then you need to have multiple places where you can be found online. There are a plethora of marketing channels and directories out there that can help you achieve that goal and find more clients. Many of them are free to use, and it is to the best advantage of your personal injury law firm to use them.



Having a Facebook page for your personal injury law firm is a great idea. It’s a free platform to use, and once you have that Facebook business page in place, you can also create highly targeted Facebook advertisements. Facebook ads can targeted audiences based on a wide variety of demographic and even psychographics:

  • Location
  • Age
  • Sex
  • Job title
  • Behavior
  • Interests

One of our favorite targeting tools is Facebook’s lookalike audience. All it requires is for you to input the above categories of the audiences who respond to your ads, and then Facebook will seek out users who share those traits and push ads to those users. It’s a great way to find people you might not have found otherwise.

Facebook business pages, like personal pages, have access to Facebook Messenger, which is an easy way to instantly communicate with prospective clients. Make sure you respond quickly to any messages — response time matters — that your page receives. 



LinkedIn can be useful for legal marketing, even in the practice area of personal injury law. Like Facebook, LinkedIn allows you to create advertisements. The targeting options LinkedIn offers can be based on specific job titles and businesses, so you can push ads to professions that have a reputation for being more dangerous or more likely to result in a workplace injury case that your personal injury law firm can handle.

You can share articles you’ve written specifically for LinkedIn or links to your personal injury law firm’s blog. Again, these articles can be tailored to issues like workers’ compensation or slip and fall cases. You could even write an article sharing safety tips on how to avoid workplace injuries in the first place.


Online and legal directories

It’s always a good idea to be easily found in multiple locations. That’s why you should strive to make sure your personal injury law firm is listed in multiple directories. 

Online directories, such as Google My Business, Bing Places for Business, Yelp, and Yellow Pages, make it easier for search engines, and more importantly, the people using search engines, to find your law firm. Make sure when claiming or creating any listings on these sites that your personal injury law firm’s name, address, and phone number are correct. Incorrect locations as well as any inconsistencies can make it more difficult for you to be found and could hurt your SERPs ranking.

There are plenty of legal directories, too, which are well worth your time and investment. Some of them are even specifically created for personal injury practices, which helps prospects narrow down their list of law firms.

Many legal directories give clients and your professional peers the ability to review your personal injury law firm. Reviews are a powerful form of feedback that can make a huge difference for your law firm.


5. Gathering, receiving, and using client feedback

Working for your client is one thing, but listening to their feedback and taking it seriously is another. And that’s assuming you’re gathering client feedback in the first place. If you haven’t already been doing that, it’s never too late to start, so let’s get started.



Believe it or not, reviews are often a determining factor for prospective clients. In 2017, Northwestern University’s Spiegel Research Center found that 95% of consumers read online reviews before making a purchase. While personal injury law is not so much a product as it is a service, the idea still stands: reviews matter a lot, and so do your law firm’s responses to reviews, especially the negative ones.

When responding to negative reviews (which you should always do), take them seriously. Don’t use a cookie-cutter response; those come off as insincere. Ask the client to reach out to you and see what you can do to improve future experiences based on their feedback. While most businesses offer a discount or refund in the case of negative reviews, law firms, as a service, may have to think outside of the box for how to “smooth over” the rocky relationship with this client. A refund? A free consultation in the future? In the end, it’s up to you to decide what the best course of action is.



Testimonials may be seen as a subcategory of review, but they’re a little different. While reviews tend to have some sort of rating system, typically a 5-star scale, testimonials are more about the client discussing their experience. Testimonials can easily be made into videos, podcasts, or even blog posts.

When creating testimonials, we recommend creating a list of questions and sending them to the client to answer. This could include sending clients Google Forms, a list of questions in the body text of an email, or emailing an attached Microsoft Word document. In the case of an interview, use those same questions and ask the client each one. You can then take some of the best quotes from these testimonials and highlight them on your website.


Case studies

Case studies are a powerful way to tell the story of a client’s case and prove your law firm’s effectiveness and prowess. Case studies can be presented using text and images. In some cases, you could even create a case study as a blog post. However, it’s starting to become more common to see case studies formatted as brief documentary-like videos, where a client sits down and discusses how the law firm helped them.

Going down the trendier mini-documentary case study route may involve an investment in a video editor and potentially a quality film crew, though such an investment may be worth it. Video case studies tend to focus more on the narrative, the story, of the client and the lengths the law firm went for them. Numbers and statistics can be thrown in, but they won’t be as effective in video as they are when written.

That said, written case studies should highlight the statistics and numbers — how much the client received in damages or settlement (when allowed), how long the case took, and any other pertinent facts. We recommend sharing these in a bullet-point section, where they’ll be easily seen by readers in a digestible manner.


Stay ahead of personal injury law firm marketing trends with OppGen

Despite the challenges that 2020 has thrown at businesses, OppGen has helped many of its clients succeed and continue to find more leads by staying ahead of the trend and being prepared for any others that are about to come our way.

For more information, contact OppGen today.

By OppGen

How to Generate More Personal Injury Leads for Your Law Firm

Personal injury is an area of law that is always going to be needed. As long as there are people, there are going to be accidents and injuries — and there are a lot of them. In 2019, nearly 4.4 million people were seriously injured in motor vehicle accidents. And that’s just car accidents. Take slip and fall accidents, the leading cause of workers’ compensation cases, which account for over 1 million emergency room visits.


These millions of accidents that occur every year could easily become personal injury cases. There are many PI cases every day in your own city, but if your firm does not have a strong digital presence, they will be missed opportunities.


Investing in personal injury lead generation can help these potential clients find legal assistance and even get your law firm more cases.


Why should I invest in personal injury lead generation?

Investing in personal injury lead generation can help bring in a steady stream of cases to your law firm. But not all lead generation channels and companies are equal.

Examples of lead generation channels include:

  • TV commercials
  • Radio ads
  • Billboards
  • Print advertisements (i.e., newspaper ads)
  • Digital marketing


How can I generate more personal injury leads?

While there are many different ways to generate leads, the most effective and affordable way is through digital marketing.

The following items are often part of digital lead generation programs, including OppGen’s very own personal injury lead generation program.


Having a landing page

Most digital lead generation programs require you to have a landing page. Landing pages are web pages created with the intent to have a lead convert. A conversion is a desired action, and therefore depends on what your goal is.

For example, a conversion for a website like Amazon would be making a sale. In the case of a personal injury lead, the conversion is probably having the lead contact you, either over the phone or through a contact form built into the landing page.

Landing pages should be streamlined and built around the conversion goal. OppGen landing pages are built using industry best practices and extensive, ongoing conversion rate testing. We’ll continue to optimize landing pages and websites to ensure you’re getting the best possible conversion rates.


Tracking leads

We’ve found that some of our personal injury law clients’ previous marketing agencies failed to properly track leads, which does nothing to help a lead generation campaign. Lead tracking is important because it helps us gather data on leads: the path(s) leads take before converting, demographic data, search history, and more.

This data can help determine where personal injury lead generation campaigns are seeing the most success, which areas need to be cut or changed, and who your best leads are and which leads are more likely to become your best clients.

Because we recognize the importance of this data and know how to use it to your law firm’s best advantage, all OppGen websites and landing pages have end-to-end lead tracking click attribution.


Creating pay-per-click advertisements on search engines

Paid search ads are advertisements placed on search engines like Google, Yahoo, or Bing. These ads are highly targeted and efficient because they are only shown to leads searching for specific words or phrases you decide to use. These prospects are also more likely to convert; they’re already seeking legal counsel and advice, and at this point in the marketing funnel, are deciding where they should go for that service.

They also incur a charge only when a lead clicks on an ad, which is why these ads are often referred to as pay-per-click (PPC). Using a keyword bidding system, you determine the cost per click (CPC). However, the cost per click also determines where your ad will be located. These ads are typically placed at the top or bottom of search engine result pages (SERPs). The best location is the top of the first page.

PPC does have its drawbacks, though, especially with personal injury law. In general, the legal industry has some of the highest CPCs and is very competitive. When looking within the legal industry’s specific areas of law, personal injury law happens to be the most expensive area.

For personal injury law firms that do not have the biggest marketing budget or smaller PI firms, there are other more affordable channels for generating personal injury leads.


Investing time and effort in SEO

Search engine optimization, or SEO, is an organic (which, in this context, simply means unpaid) lead generation strategy that involves getting your website to rank higher on SERPs and get more traffic and, potentially, more personal injury leads.

SEO has 4 main components:

  1. Technical SEO: A fast website optimized for mobile device and other potential technical issues
  2. Local SEO: Listings on Google My Business, Bing Places for Businesses, Yelp, and relevant personal law firm directories 
  3. On-page SEO: High quality and authoritative content (i.e., blogs, podcasts, videos, and/or a combination of all of these)
  4. Off-page SEO: Link building, social media shares, and 5-star reviews

Your law firm has the most control over local and on-page SEO. The main goal behind local SEO is to be found locally, and the best way to do that is to create accounts on Google My Business, Bing Places for Business, Yelp and be listed on law firm and legal directories. All of these accounts and listings should include your personal injury law firm’s name, address, and phone number so it can be easy to find and easy to contact.

On-page SEO is about creating original, high quality, and authoritative content centered around search keywords you want to rank for. Content can mean a lot of things these days, but for the sake of simplicity, here it refers to blogs, podcasts, and videos.

Like with PPC, some keywords and phrases are more competitive to rank high for than others (in the case of PPC, that difficulty also stems from CPC). But you won’t know which ones are more difficult or challenging without the assistance from an outside source like Ahrefs, which is still daunting to use and understand without the help of experts.

Unlike PPC, SEO is not a fast strategy with quick results. It takes time and effort to start seeing organic leads generated through your efforts.

But that doesn’t mean you should give up on SEO entirely. SEO is about making websites and content better, and that’s a good thing for all parties involved. 

SEO is absolutely worth the time and effort, even though it may not feel like it right away.


Using Facebook Ads

Due to the high CPC personal injury law faces on search engine ads, we highly recommend using a social media advertising platform like Facebook Ads.

Facebook Ads are more affordable compared to PPC ads and also have more specific audience targeting options. Not everyone who uses a search engine has an account (i.e., Google’s Gmail), and most search engines that have account options don’t have the most in-depth information on users, save for their sex and geographic location.

Facebook users can give a lot more information based on their interests. For example, a user who likes the official Yamaha and Harley Davidson pages and is part of motorcycle groups on Facebook will likely be a better personal injury lead for law firms that specialize in motorcycle accidents.


Retargeting personal injury leads

The lead journey is not as straightforward as a lead clicking an ad or link, going to the landing page, and filling out the contact form or contacting you via email or phone call for a consultation. There may be several times when a lead encounters an ad but doesn’t click on it. Realistically, they will probably see your ad or listing multiple times before deciding on contacting you.

They may even go to your landing page but leave the page without filling out the contact form. When this happens, you can utilize a strategy called retargeting (or remarketing).

Retargeting usually involves display ads, a type of visual search ad that is placed on relevant websites, that serve as little reminders for the lead to go back and fill out the contact form.

Chances are, you’ve probably been retargeted, too. For example, if you’ve ever left items in an online shopping cart, you’ve probably seen ads with those items on other websites you’re visiting. The goal of those ads is to get you to go back and finish the online checkout process.


Start generating more personal injury leads

If you want to start seeing a steady stream of new cases, it’s time to start creating a personal injury lead generation strategy. At OppGen, we can help personal injury leads find your law firm using a customized program that works best for your firm. No two lead generation strategies are the same because no law firm is the same.

We can help you generate more personal injury leads, so don’t wait around. Contact us today for more information.

By OppGen

27+ Personal Injury Blog Topics That Will Help Future Clients

One of the greatest assets a lawyer in any area of practice can provide is legal advice. This advice helps current clients make decisions that will aid their case and, ideally, get them their desired outcome. Similarly, that advice can be used to help future clients, too, and creating a blog to share this knowledge with the public can go a long way in doing that.

In the case of personal injury law, there are so many different topics that can be of great use to clients and your community. Should you ever run out of ideas for personal injury blog topics, here are at least 27 that can get you started. Considering that there are many subcategories of personal injury law, you may be able to use some of these personal injury blog topics more than once, using a topic for each area your practice has covered.


1. Injury and case types

Personal injury law firms can cover a lot of different subcategories in this practice area: car accidents, motorcycle accidents, workers’ compensation, dog bites and attacks, truck accidents, and more. Create a blog post for each of these subcategories and explain what goes into each case, what standards clients must meet in order to have a lawsuit or claim, and any other pertinent information.


2. FAQs

When communicating with clients, take note of the most common questions they ask and use those questions to create a Frequently Asked Questions (FAQs) blog post. The great thing about FAQs is that they can be general or specific, so you can easily create multiple FAQs blog posts for different areas of personal injury law. For example, if you’ve worked motorcycle accident cases and workers’ comp cases, you can create a FAQs blog post for each of these personal injury law areas.

Depending on the your law firm’s website host, you may even be able to categorize these posts as FAQs, making them easy for prospects and anyone who needs legal advice and/or assistance to find. WordPress-based sites allow you to create different categories and sort blogs in these categories.


3. Responses to client questions and comments

Perhaps one of your clients asks a question that hasn’t been asked before, but it’s one that you think may help others in similar cases. Use that question to your advantage. Depending on the nature of that client’s case, you may be able to include context around the question (i.e., going into the details of this case, naming your client with or using a pseudonym with the client’s permission in either case, explaining why you thought this question was important, etc.) before going into answering it.

In some cases, you may even notice a comment on a particular blog post or social media post. You can also write a blog post responding to these comments or answering questions, even if whoever commented isn’t a client. This is a great way to build trust with prospective clients, who see that you care enough to respond to their comments and questions.


4. How to file a personal injury claim

To people outside of the legal profession, filing a claim, and in general, the concept of starting any type of court proceeding, is intimidating. Help people better understand how filing a claim works and outline the process step by step for potential clients.


5. The litigation process

Discussing the litigation process and what clients can expect can ease some anxiety, too. If you also explain what your firm does during this process, prospects are more likely to trust you and reach out to you for help with their case.


6. Court terminology 101

Even though terms like defense, prosecution, and attorney are crystal clear to you, they may not be to prospective clients. Creating a blog post that explains basic terminology in a way that is understandable to most people can help them make better sense of what goes on in a courtroom. This information may even help them feel more confident about contacting your personal injury law firm.


7. Appeals process

Not everyone is aware that there is an appeals process, let alone how to start that process. Discussing the appeals process in a blog post can also help people determine whether or not filing an appeal is truly worth the effort.


8. Burden of proof

The burden of proof is not a simple concept to those outside of the legal profession. This personal injury blog topic can be of great use to clients and prospects alike, helping them understand what burden of proof is, what goes into it for each subcategory of personal injury law.


9. How to gather evidence

The evidence needed varies from case type to case type, so this is a personal injury blog topic that can easily be used for several different areas.

You can explain how clients can gather evidence in a way that is safe and legal. You can also discuss how your firm gathers evidence for each of these case types, giving prospects more insight into your process. Doing so creates transparency and trust, and makes it more likely for prospects to reach out to you for help.


10. Types of damages

Different types of personal injury claims and lawsuits sometimes have different types of damages. Breaking down each type of damage for each type of claim and other information is useful and can also help prospective clients decide whether or not filing a claim is worth their time, especially when taking things like damage caps into consideration.


11. When to settle

Sometimes settling outside of court is the best option for your client’s case. But how exactly do you know when you should settle and when you shouldn’t? How should your client gauge this? Writing a blog post that explains your process of determining when or when not to agree to a settlement helps not only prospects understand your thought process but also decide whether or not they should settle.


12. When small claims court is the best option

Some cases are best resolved in small claims court. Explain to readers, particularly local ones, what constitutes as a small claims case, what the maximum amount they can receive, and what they can do when representing themselves in such a case.


13. Who or what can be held responsible in personal injury cases

In some cases, it’s not always clear who should be held responsible in personal injury cases. In a blog post, give some examples of when there may be confusion over who or what should be sued or sent a claim. Don’t stop there, though — give readers a why, explaining why a company should be held responsible instead of a single person. This is also a great place to drop a call to action telling prospects to contact your personal injury law firm to help them determine whom they should be filing a claim against.


14. Resources for injured clients

This is probably going to be one of the most useful personal injury law blog topics. Not every injured client is going to have the resources to get the care they need, which is why it’s a great idea to create a list of resources for injured clients. This could be anything from affordable healthcare resources to local places to apply for extra financial assistance.

A blog post like this shows you’re willing to go above and beyond for your clients, and that you genuinely care for them and want the best for them in just about every aspect of your life.


15. How to deal with insurance companies

In the case of motor accidents, insurance companies play a pretty important role in determining all sorts of things, with the most important of these things being how much money your client should receive from their insurance company.

Insurance companies can be a pain to navigate, so giving people a guide for how to get what they deserve can be incredibly insightful. This doesn’t have to stop at car insurance, either — you could even put together a guide for navigating medical insurance and its various terminology. 


16. Waivers and contracts

In the event a client has signed a waiver or is under contract, they may believe they cannot file a claim against the entity they signed the waiver or contract for, and so they won’t attempt to file a claim. But there may be cases in which they may still be able to file a claim or lawsuit even though they signed a waiver or contract. In a blog post, explain the reason(s) why they still could file a suit or claim and give some examples of when and when that isn’t an option. Don’t forget that call to action, either: remind them to contact your law firm if they aren’t sure, even with the information you shared on this blog.


17. Safety tips

Safety tips make for great evergreen content — that is, timeless content that is always relevant and of interest to readers — and can help prevent future accidents, to some extent. 


18. Local statistics about accidents and injuries

Just about every year, your state or local government should put out statistics and numbers covering the number of accidents and injuries reported in certain situations, particularly motor accidents. This could make for an excellent annual blog post that compares the most recent statistics to last year’s or years prior. In some cases, you may be able to explain why there may be more or fewer accidents. 

Here’s an example. Let’s say the most recent report said there was an increase in motor accidents. Earlier that year, the state’s maximum speed limit was raised from 60 to 70 mph at the start of the year. This could explain why there were more accidents compared to the most recent report.

It’s important to stay up to date with any changes in local and state law for this reason and several others.


19. Coverage of local accidents and injuries

It’s always a good idea to keep an ear and eye out for local news about local accidents, injuries caused by negligence and/or carelessness, or mass tort suits. You can discuss these incidents while also offering legal insights and advice on what you think the people in this situations should do.


20. Changes in the law that are relevant to personal injury law

If there’s ever a change in the law that could be relevant to personal injury law, write about it and share your thoughts on it. If the damage cap was lowered for certain types of cases, you could discuss the case and the reasoning behind that happening and whether or not you think it’s a good idea and why.


21. Your thoughts on verdicts and decisions made in your community

If there’s a local case that’s been talked about a lot or has gotten a lot of coverage, you can certainly write a blog post about your thoughts on the case, its progress, and if there’s been a verdict or decision, discuss whether or not you thought it was the right decision. Share what you think should have been the outcome. If you had to decide the sentence, what would you go with and why?


22. Thoughts on national or international verdicts

You can apply the same concepts and ideas as mentioned in the above blog topic to cases outside of your community.


23. Construction that affects community roads and local commutes

Road construction is an annoying but necessary part of keeping the streets, highways, and interstates up to date and safe. Not everyone is aware of ongoing construction — at least, not until they have to find a different route because they can’t take their usual commute — so if you’re able to, take notice of construction and write a post about it. You may even be able to interview a worker or the company that’s doing the construction work to get a better idea of what they’re doing and why they’re doing it. If not, you may be able to find a press release from the company that has that information, which often includes a date or timeframe of when construction will be completed.


24. Consumer alerts and warnings

It’s important to ensure that the public is aware of product safety recalls, whether it’s for toys, clothes, medications, medical treatments, or just about anything else. Blogging about these recalls and other types of consumer alerts, as well as any mass tort or class action lawsuits, can inform people who may be out of the loop and help them join a mass tort or class action lawsuit if they’ve been affected by a recalled or dangerous product.


25. Testimonials, reviews, and interviews from former clients

There’s no better way to instill trust in prospective clients than utilizing recommendations and reviews from former clients. One of the best ways to do this is to share a testimonial or review, or better yet, sit down and interview former clients about their case, how they were doing before the case, and how they’re doing now. Don’t forget to ask them about their thoughts on how your firm handled their case and any other details that may be useful for promoting your personal injury law firm.

Creating a simple Q&A format makes it easy to read, and if possible, consider recording (either audio or video) the interview itself and uploading it as part of the blog post. It’s good to have multiple types of content on a blog post, and interviews are a great way to include these different mediums.


26. Discussing current case progress and updates

This personal injury blog topic may not be an option depending on the case and other factors, but in the instance(s) in which you are able to discuss on-going cases, you might consider writing blog posts updating your case’s progress. You may be able to do something similar with closed cases, too, in which you share notes you took and take readers step by step through the case’s progress. 


27. Case results

Sharing case results (particularly recent results) can inform prospects about what your firm is capable of doing for them. It also shows that you’re actively pursuing cases and closing them.


Need more personal injury blog topics?

There are so many avenues to explore in the world of personal law blog topics, and this blog post is meant to give you a good starting point. For more blog topic ideas and legal marketing tips, contact OppGen today.

By OppGen

How to Create Successful Facebook Ads for Personal Injury Law Firms

The cost of pay-per-click (PPC) ad campaigns vary from industry to industry, and unfortunately, legal advertising is the most expensive industry for PPC search advertising. Worse yet, personal injury law is perhaps the most expensive subcategory in PPC legal advertising.

For personal injury law firms that are on tighter budgets, this might mean search ads may not be the best option for digital marketing. But there are other, more affordable options.

One of the best affordable options for advertising your personal injury law firm is to go down the social media ad route. More specifically, utilizing Facebook Ads.

Before you can start a Facebook Ad campaign, you’ll have to create a business page for your law firm.


How to set up your personal injury law firm’s Facebook page

Having a Facebook business page can help you share valuable content, and best of all, it’s free. It’s also required if you’re running an ad campaign on Facebook.

Setting up a Facebook page for your PI law firm is a simple process. Start by logging into your personal Facebook account — and don’t panic; your personal Facebook profile’s information will not be visible on your business page.

Get started by going to https://www.facebook.com/pages/create. There, you will be presented with three empty boxes:


1. Type in your page name

Your page name is simply the name of your business, so type in your law firm’s name. Facebook requires grammatically correct capitalization for business page names, so an all-caps name is not allowed (though acronyms are perfectly fine). It also should not include your law firm’s slogan, variation of the word “Facebook,” unnecessary punctuation, or symbols (i.e., ™, ©, ®). 

Page names also can’t be generic words or generic geographic locations on their own. The example name in the above image would probably be rejected because “PI Law” is likely considered generic; however, if it were changed to “Columbus PI Law,” it may be accepted because it is now more specific to a location. But “Columbus” on its own would also be rejected because generic location names are not allowed to have pages with managers.


2. Select your business category

The category describes the kind of business you have, and can be selected from a drop-down list. Start typing “Legal” and you’ll see “Legal” and “Legal Service” appear on the list.

You can select up to three category options. For example, you can choose Personal Injury Lawyer, Legal, and Legal Service as your business categories for your personal injury law firm.


3. Write a description

Unlike the last two text boxes, the description is not required; however, you should still fill it out with a brief description of what it is your business does. There is a limit of 255 characters for the description.

Then, click the “create page” button at the bottom of the screen. You cannot click on it until you’ve filled out the first two boxes. When it can be clicked on, it will change color from gray to blue.


4. Choose images

You’ll want at least two images: a profile picture and a cover photo. Be sure to test the cover photo on different devices (desktop, mobile phone, iPad) to ensure it doesn’t crop weirdly.

The profile picture can be your personal injury law firm’s logo — something that’s representative of your law firm and its brand.

The dimensions for each type of photo are (in pixels):

  • Profile picture: 170×170 on computers; 128×128 on smartphones
  • Cover photo: 820×312 on computers; 640×360 on smartphones; minimum dimensions are 400×150. 

For profile pictures and cover photos that include a logo or text, Facebook recommends using a PNG file.


5. Add contact and business information

Next up, you’ll want to add your contact information, including your law firm’s address, phone number, and email address. Feel free to include your business hours, too.

Make sure all of this information is correct; having incorrect contact information or the wrong address does not do your firm or prospective clients any favors.


6. Publish your Facebook business page

Just because you created your Facebook business page does not mean everyone can see it. You’ll have to publish your page so the public can see it.

If you want to add or change anything later on after publishing your page, you can do so by managing your Page Settings.

In the meantime, you are ready to start your personal injury law firm’s Facebook advertising campaign.


Creating the perfect Facebook ads for your personal injury law firm

Decide on your objective

In order to have a successful Facebook ad campaign, you need to set an objective — a goal with a particular outcome in mind. Facebook Ads has a list of different kinds of objectives, which will determine who will see the ads to some extent.

The following objectives are the most relevant to a personal injury law firm Facebook ad campaign:

  • Brand awareness: This objective option shows ads to people who are most likely to pay attention to them.
  • Reach: This objective balances your budget while reaching as many people as possible in your audience. 
  • Engagement: This objective focuses on getting more people to follow your page or engage with your page’s posts. Comments, likes, and shares are the main types of engagement on Facebook.
  • Traffic: This objective’s goal is to increase the number of people visiting your website.
  • Lead generation: This objective is about progressively nurturing prospective clients to contact you to take their personal injury case.


Select your audience

Facebook Ads has some of the best audience targeting tools and is far more accurate than search ads. Search ads are great for finding prospects who are searching for your services, but they don’t exactly target specific audiences.

Facebook’s audience targeting tools includes the following targeting options:



Both search ads and Facebook ads target audiences based on location, which ensures your ads are going to be seen by people in your neighborhood. 



While needing a personal injury lawyer isn’t a gender-specific trait, you may find that men or women respond better to one of your Facebook ads than others. You can then target that ad and have it pushed toward the more responsive audience.



Age-based targeting may be more effective for some areas of personal injury law than others. For example, personal injury law firms that have worked in senior home abuse cases may find this targeting option more useful than a workers’ compensation attorney.


Job title

Some jobs are more inherently dangerous or risky than others and are more likely to result in accidents and workers’ comp cases. Truckers may also be at greater risk for accidents than those holding other occupations. You can use Facebook’s ad targeting tools to your advantage and find people who work in these types of jobs.



Interest-based targeting may be one of the most useful tools for personal injury lawyers. Suppose your practice specializes in motorcycle accident cases. A prospect who enjoys motorcycling may follow motorcycle companies like Harley Davidson and Yamaha on their Facebook account.

Interest-based targeting will push your personal injury law firm’s relevant ads to this Facebook user.



Behavior-based targeting uses information like a prospect’s prior purchases and device usage to determine which ads to show them (i.e., if they use their smartphone during a certain time of the day, then they’ll see the mobile version of the ad during those times).


Lookalike audiences

The lookalike audience targeting tool is one of our favorite options. You simply take the demographics and psychographics of your best clients, and Facebook will push ads to new people who have similar features to those clients.


Choose your ad format and location

For some people, asking whether content or design should come first is like asking if the chicken or the egg comes first. Some people say content (in the context of a Facebook ad, the text) and others say design (ad format and location).

Regardless of your answer, both content and design are important when designing ads for your Facebook campaign. But if you’re new to Facebook ads, we suggest starting with the design aspect because each kind of ad and location have different character limits.

In terms of locations, Facebook ads have a lot of options, which the Facebook Ads Manager platform refers to as placements. Facebook ads can be placed in the following locations on either mobile or desktop browsers:

  • Facebook news feed
  • Facebook Marketplace
  • Video feeds
  • Right column (desktop only)
  • Facebook Messenger inbox
  • Instagram feed
  • Instagram Explore

And there are also mobile-only ad options, too:

  • Facebook Stories
  • Instagram Stories
  • Messenger Stories
  • In-stream videos
  • Facebook search results
  • Facebook Instant Experience articles/ads
  • External apps

Ad placements affect quite a few things other than the character limit, too; photos for certain ads will likely be resized on a different device. Some placements cost more and less than others. If you’re not sure which placement is best, Facebook does offer an automatic placement option that delivers ads to the right people on your allotted budget.

However, it’s worth considering working with a marketing agency that specializes in creating Facebook and other social media ads for lawyers and knows which placements are best, rather than sticking with automatic placements. 

It may also be well worth your time and budget to work with an agency to design Facebook ads for your personal injury law firm. Facebook ads rely on some degree of creative work with images and video, depending on the ad format you select. Plus, experienced marketing agencies know the rules of advertising on Facebook and are less likely to have their ad rejected on the first submission.

Here’s a quick rundown of Facebook ad formats:


Single image ads

Single image ads use a single image. The expression “a picture is worth a thousand words” is pretty accurate here. Because you’re allowed to use one image, make sure it’s one that is powerful and high quality. To add an extra level of interactiveness, take a 360-degree picture.

Copy is also important here, too, but remember, it’s the image that will grab people’s attention.


Carousel ads

Carousel ads are similar to single image ads except they are essentially a slideshow of up to 10 single, smaller images or videos in an ad. Each slide can have a different link and text below. 

Carousel ads can be used to tell a story in each frame or share multiple client testimonials in one single advertisement. Another option is to use a single image and divide it into different slides.


Video ads

Video ads on Facebook typically run up to 15 seconds long, but they can run much longer than that. But if you’re going to go with the 15-second video ad, you’ll have to grab viewers’ attention with a strong pitch. Quality is a must here, too, so be sure to have a good editing program on hand. Or, have them professionally filmed, edited, and produced.

Like single image ads, video ads also have the interactive 360-degree option.

If you don’t have the budget for a high-quality ad, that’s OK. Facebook also allows video ads that use static images rather than video footage.


Instant Experience ads

Instant Experience ads are only used on mobile devices, in which it opens to a full screen view, which allows prospects to browse images and products, watch a video, fill out a form, or a combination of these.

Facebook has pre-designed templates for Instant Experience ads, which makes it accessible to just about anyone.

The big thing with Instant Experience ads is to have a really powerful pitch to bring prospects into the ad. This means you need to give them a really good reason to click on the ad.


Write ad copy

Copy is required for just about every Facebook ad, and each ad has a few different areas where you’ll have to have text. Each ad format also has different specifications regarding character limits, so pay close attention when creating copy for an ad.

The most important part about writing ad copy is including something of value and a clear call to action, or CTA. CTA is so important that one of the text boxes on a Facebook ad is called a CTA button. CTA buttons can be customized, so you do not have to stay with what it originally has. It’s actually better to change it so it fits your goal.


Set your budget

Facebook Ads, like Google and Bing Ads, relies on you to set a budget, which is a total amount you’re willing to spend. You can decide if you want this amount to be determined on a daily basis or over the lifetime of the ad campaign. You can change your budget at any given time, and you’ll never go over the budget you set.

Depending on your objective, you’ll only have to pay whenever an action is taken that meets your objective. For example, if your objective is based on expanding your personal injury law firm’s overall reach, then you’ll be charged whenever someone sees an ad (this includes someone scrolling past it). Or if you’re trying to convert more clients through a lead generation strategy, then you’ll pay per click.

Also similar to paid search ads, you’ll also have to bid on your ad.


Go to the Facebook Ad Auction

You won’t actually have to go or be present for an ad auction. Facebook’s ad auction is used to determine the best ad to show to a user at a certain point in time. This means your ad will be competing with other advertisers who are targeting people in the same audience your personal injury law firm is.

The ad with the highest total value will win. There are 3 factors that determine an ad’s total value:

  • Bid: This factor takes into account how much you were willing to pay for an ad’s placement.
  • Estimated action rates: This factor is based on an estimate of whether or not someone will engage or convert from an ad. The more likely someone is to convert on an ad, the better.
  • Ad quality: This is why having a professional that knows Facebook’s ad platform create your ad really makes a difference. The quality of an ad is determined by viewers’ feedback and assessment of any thing that might make the ad considered low-quality (i.e., clickbait, not sharing all information available, exaggerated claims, etc.).

That said, not all ad auction winners will win based on how much money an advertiser bid; sometimes, having higher quality ads will beat out the highest bidder.


Publish your personal injury Facebook ad

Once your Facebook ad has gone through this process and has been approved, you can go ahead and publish a Facebook ad for your personal injury law firm. But the journey of publishing an ad doesn’t end there.


Track and tweak your ad’s performance

Facebook gives you the ability to track your ad’s performance in terms of engagement, impressions, and more. If your ad isn’t performing as well as you’d hoped, you can edit it.


Contact us for more tips about Facebook ads for personal injury law firms

For more ideas on how to create successful Facebook ads for personal injury law firms like yours, contact us today, or fill out our free digital audit. Our digital audit can help give you a better idea of where your personal injury law firm needs to improve its digital presence and how we can help you do just that.

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