BY Kathy Crosett
Did you know that personal injury attorney ads totaled $541M in out-of-home advertising across the U.S.? A deep dive into the numbers, with AudienceSCAN data, shows what really gets legal services clients to reach out to attorneys.
What is the volume of personal injury attorney advertising?
Adam Rosen provides a snapshot of the competitive personal injury attorney market in his analysis on thehustle.co. Overall, the $2.5B in spending across 26.9 million ads shows that attorneys want a market presence. And they are counting on their personal injury attorney ads to make a big difference.
Most ad spending, over $1B, goes to spot TV, with digital at $726B.
With around 1.3 million attorneys practicing in the U.S., getting noticed is critical. When an attorney wins a client, they have taken a big step toward generating revenue. In the U.S. the average jury award verdict in a federal lawsuit is $16.2M.
The cost of advertising
Depending on location, personal injury firms spend around $60K to over $108K a year for OOH placements. Paid search can be especially effective when attracting the attention of a potential client. Industry experts report that the average cost-per-click ranges from $70 to $250 for personal injury attorney ads. But cost per lead can average out to $1,000.
These comparatively high CPC rates are associated with purchase intent. Not everyone driving by a billboard is ready to hire a personal injury attorney. But consumers who specifically search online are likely a step closer to making a call or reaching out through a website.
How to reach the legal services audience
AudienceSCAN data reveals that around 33% of legal services clients have taken action after seeing an out-of-home ad in the last 30 days. For most of these consumers, 59%, the next action is to check out the advertiser through an online search. And 50% go directly to the advertiser’s website.
Once an ad campaign is underway, your client’s website must offer what people are looking for. For a personal injury attorney, having reviews available is critical. 60% of their potential clients will read reviews before moving ahead.
One way to easily look at a law firm’s ratings is to check out the Digital Audit tool on AdMall. The tool includes a number of features on a selected business, including the ratings and reviews on major social sites.
Keep in mind that with the right personal injury attorney ads, your clients can gain new clients. Around 10% of U.S. adults who are currently represented by an attorney report that they plan to switch legal counsel in the next year.
What catches the attention of legal services clients?
Your clients may have noticed their competitors sponsoring a local sports team or athletic. Will that make a difference in advertising outcomes for your legal accounts? AudienceSCAN finds that 15% of legal service clients want to support vendors who sponsor teams or athletes.
How to focus on digital advertising
Personal injury attorneys spend significantly on spot TV and OOH ads, but they don’t neglect digital media formats either.
To get a deep dive into your account’s digital marketing efforts, the advanced SEO reports, part of AdMall’s digital audit, will get you what you need. You can show your accounts a graphical representation of their historical ranking for both organic search and paid search on search engine results pages. And you can also view the age and gender distribution metrics for visitors to the prospect’s site and those of a competitor.
You can also display the cost of keywords associated with your prospect and the competition level.
How AI Overviews impact attorney advertising
Your accounts should also be aware of how search engines have changed. Google, in particular, often displays an AI Overview box at the top of a search results page. In this box, the answer to the searcher’s question appears. And consumers often don’t need to click through to a website to get more information.
What this means is that your accounts must adjust their online content to directly answer questions searchers may ask. With AdMall’s new AI Visibility tool, you can view the types of commonly asked questions. And you can also view suggestions on how to improve the account’s visibility.
Using this information, you can sell more personal injury attorney ads. And you can help these accounts grow their business.
Image by August de Richelieu on Pexels.
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