Most Expensive PPC Keywords for Lawyers

In the law firm marketing space, the cost per click charges on Google Adwords can sometimes be incredibly expensive. Especially in the tort/personal injury area of law. A recent article at SEW highlighted the some of the most expensive Google Adwords keywords in the U.S. We looked at just the law related keywords, which dominated the list of 100 most expensive keywords.

Top 20 Highest Priced PPC Keywords for Attorneys

Feel free to hover over the bar charts to see CPC or simply browse the table below the chart.

Below the table shows the top 75 most expensive law related Adword costs.

RANK KEYWORD GEO AREA  CPC
1 best mesothelioma lawyer No Geo $935.71
2 dallas truck accident lawyer Texas $425.70
3 truck accident lawyer houston Texas $411.04
4 louisville car accident lawyer Kentucky $393.79
5 houston 18 wheeler accident lawyer Texas $388.84
6 are personal injury settlements taxable No Geo $377.70
7 baltimore auto accident lawyer Maryland $361.34
8 accident lawyer sacramento California $358.11
9 car accident lawyer phoenix Arizona $358.03
10 car accident lawyers los angeles California $350.42
11 phoenix accident lawyer Arizona $348.78
12 los angeles car accident attorney California $332.58
13 mesothelioma compensation No Geo $326.85
14 car accident lawyer in atlanta Georgia $326.76
15 houston truck accident attorney Texas $319.36
16 injury lawyer dallas Texas $313.42
17 personal injury attorneys phoenix Arizona $306.63
18 motorcycle accident attorney No Geo $305.58
19 attorney pensacola fl Florida $297.36
20 new york accident lawyer New York $293.75
21 trash truck accident No Geo $291.73
22 phoenix truck accident lawyer Arizona $290.02
23 los angeles accident attorneys California $284.69
24 lawyers in mesa az Arizona $279.82
25 auto accident attorney fees No Geo $276.61
26 mesothelioma lawsuit settlements No Geo $276.44
27 accident lawyers in phoenix Arizona $271.64
28 las vegas injury lawyers Nevada $269.37
29 accident injury lawyer No Geo $269.31
30 motorcycle accident lawyer los angeles California $265.80
31 slip and fall lawyer philadelphia Pennsylvania $262.80
32 las vegas accident attorney Nevada $262.76
33 car accident lawyer pittsburgh Pennsylvania $262.14
34 trucking accident lawyer No Geo $262.11
35 auto accident attorney sacramento California $259.72
36 18 wheeler accident lawyer No Geo $259.58
37 workers comp lawyer philadelphia Pennsylvania $257.97
38 medical malpractice lawyers philadelphia Pennsylvania $255.61
39 sacramento lawyer California $255.20
40 medical malpractice lawyers in pa Pennsylvania $253.38
41 houston accident lawyer Texas $244.07
42 car accident lawyer in houston Texas $243.89
43 charlotte auto accident attorney North Carolina $242.11
44 personal injury attorney phoenix Arizona $240.37
45 car accident lawyer orange county California $239.97
46 personal injury attorney santa ana California $239.70
47 car accident attorney dallas Texas $239.29
48 18 wheeler accident attorney No Geo $239.13
49 personal injury lawyer new orleans Louisiana $236.82
50 denver accident lawyer Colorado $236.20
51 maritime lawyer houston Texas $231.80
52 accident attorney dallas Texas $231.17
53 medical malpractice attorney philadelphia Pennsylvania $230.53
54 atlanta accident attorneys Georgia $230.23
55 mesothelioma settlement No Geo $229.88
56 atlanta motorcycle accident lawyer Georgia $229.36
57 motorcycle injury attorney No Geo $228.51
58 dallas personal injury lawyers Texas $227.53
59 malpractice lawyers in pa Pennsylvania $227.11
60 personal injury lawyer in atlanta Georgia $225.88
61 accident lawyer las vegas Nevada $220.81
62 denver car accident attorney Colorado $220.23
63 accident attorney las vegas Nevada $220.13
64 auto accident lawyer fees No Geo $219.93
65 accident lawyer fees No Geo $219.06
66 personal injury lawyers in las vegas Nevada $218.95
67 colorado springs personal injury attorney Colorado $218.06
68 reno personal injury lawyer Nevada $217.64
69 car wreck lawyer dallas Texas $217.42
70 car accident attorney sacramento California $217.37
71 las vegas auto accident attorney Nevada $216.06
72 workers compensation attorney philadelphia Pennsylvania $215.70
73 new york construction accident attorney New York $215.66
74 personal injury lawyer colorado springs Colorado $215.33
75 personal injury lawyers atlanta Georgia $214.69

The cost for a single click to your site can sometimes be enormous depending on the keyword you are bidding on.

To put these numbers into perspective, the majority of the PPC campaigns we manage are for personal injury lawyers and our average click cost for the year is currently $27.

As this sunburst chart below shows (hovering over it triggers tool tip information), Texas, California, Arizona and Pennsylvania clearly have aggressive marketers going after personal injury related keywords!

The original study, which looked at millions of keywords, was conducted by Emperical Proof and used SEMrush data to find the 100 most expensive Google Adwords keywords. To be clear, this means that these numbers are only an estimate and is not actual data from Google Adwords campaigns . SEMrush uses a formula to estimate CPC costs that takes into account CTR multiplied by search volume and then multiplied again by the average Cost Per Click. Without having access to Google analytics they cannot account for Quality Score which does factor in to actual PPC costs. Even though it’s not actual Google Adwords data, it is still helpful and does provide a good idea of what click charges may be in a given market.

Does this mean you shouldn’t do PPC?

No, but what it should tell you is that you should have someone who is truly an expert with extensive experience managing law firm PPC campaigns running your campaign. Even in this set of results above we see some keywords that you would not want to be paying for (at least at that price) if you were a personal injury lawyer. It pretty common knowledge in the legal marketing space that mesothelioma related searches have always been one of the most expensive keywords, but at nearly $1,000 for a single click that’s still simply shocking. And Texas really loves those truck accident keywords don’t they? If the keywords you’re bidding on priced too high then you should have a smarter strategy in place so that you are not wasting all your campaign budget in a matter of a few clicks.

With competition for Pay Per Click (as well as law firm SEO) tougher than it has ever been and click charges so high, it’s especially important that you are conducting A/B tests on your PPC campaigns to make sure you are maximizing click-throughs and conversion rates. This will help make sure you are getting the most bang for your PPC spend.

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