Google Ads for personal injury lawyers: cost per click, 2026

01What a click costs, country by country

The range advertisers bid to show at the top of Google, Google's 20th to 80th percentile, for the searches below, in each country's own currency. A click usually costs less than the high end.

Country	Searches a month	Top of page, low	Top of page, high
United States	291,500	$55.75	$290.13
Canada	11,800	CA$17.20	CA$94.73
Australia	3,120	A$13.60	A$100.96
New Zealand	90	NZ$3.81	NZ$17.81

02What customers type, and what to block

Google measured the three searches a customer of a personal injury lawyer types when ready to hire:

personal injury lawyer · car accident lawyer · personal injury attorney

Searches with these words in them cost the same and rarely become a client, so block them from the first day:

lawyer jobs · paralegal · law school · attorney salary · lawsuit news

03What a budget buys

In the United States, at $55.75 to $290.13 a click, and if 5 in a hundred clicks become an enquiry:

Budget	A month	Clicks a month	Enquiries a month
$10 a day	$304	1 to 5	under 1
$30 a day	$912	3 to 16	under 1 to 1
$100 a day	$3,040	10 to 55	1 to 3
$300 a day	$9,120	31 to 164	2 to 8

Put in your own budget, country and enquiry rate in the Google Ads cost calculator.

04What works for personal injury lawyers

A good enquiry: someone hurt recently in your area, in a car accident or a fall, who has not yet hired a lawyer and wants to know what the case is worth.

Answer within minutes, day and night. Every click is dear; a firm that calls back the next morning has paid for the click and handed the client to the firm that answered.
Count signed cases, not forms. Tell Google which enquiries became clients, or its bidding chases the cheapest form fills.
Keep the area to where you practise. An injury in another state or province is a click you cannot take on.

Rules to know: Your bar's or law society's rules on advertising apply to search ads as much as to any other: no promised results, and nothing that could mislead.

05Questions

How much does Google Ads cost for personal injury lawyers?

In the United States, advertisers bid $55.75 to $290.13 for a click at the top of Google on the searches people make for a personal injury lawyer, in October 2026. Elsewhere: CA$17.20 to CA$94.73 in Canada, A$13.60 to A$100.96 in Australia and NZ$3.81 to NZ$17.81 in New Zealand. A click usually costs less than the high end.

How much should a personal injury lawyer spend on Google Ads?

It depends on how many new clients a month you can take and what one is worth. As a yardstick, a hundred clicks a month at the top of the range costs about $29,013 in the United States; if 5 in a hundred become enquiries, that is about 5 enquiries. Adducta's free plan works it out for your area and budget, and says if the budget is too thin.

What should a lead cost a personal injury lawyer?

If 5 in a hundred clicks become an enquiry, about $1,115 to $5,803 an enquiry at the top-of-page range in the United States. Blocking the wrong searches, and a landing page that answers the first question, move it toward the low end.

Which searches should personal injury lawyers block?

Searches with these words in them cost the same and rarely become a client: lawyer jobs, paralegal, law school, attorney salary and lawsuit news. Adducta's plan lists the searches to block before anything is spent, and the agent adds to the list every day from the searches that come in.

06Let an agent run it

Adducta's agent writes the plan for a personal injury lawyer's ads from six questions: the searches to buy and block, what the ads say, and what a lead should cost in your area. Write my plan is free, needs no account and no card, and nothing is spent until you approve it.

Google runs today. Facebook and Instagram open in the coming weeks, and ads inside AI assistants and on TikTok come after that; leave your details to be first in line.

Google Ads for personal injury lawyers: what a click costs

The short version