Another month is in the books for the personal injury Google Ads program at Rothman PPC.
April was a very normal, consistent, solid month.
And in the personal injury world, normal and consistent is a beautiful thing.
The system-wide cost per case in April was $4,786.
That is on goal. We aim to keep the cost per case under $5,000. Some months we come in closer to $4,200. Some months, especially when we’re pushing for stronger volume, we land closer to $5,000.
I’m fine with $4,786.
When you’re talking about personal injury cases, and especially motor vehicle accident cases, there should be plenty of room between a $4,786 cost per case and the average value of the cases coming in. Obviously every law firm is different, every market is different, and every intake team is different, but in general, a cost per case under $5,000 gives the law firm a very healthy opportunity to make money.
Why Google Ads Works So Well For Injury Lawyers
Injury law firms continue to appreciate the consistency that Google Ads can provide each month.
That consistency matters.
A personal injury law firm needs cases coming in. They need a flow. They need volume. They need quality. They need the phone ringing and the forms coming in from people who actually have cases.
Google Ads is a great platform for injury lawyers because the intent is so strong.
When someone is searching for a car accident lawyer, accident attorney, injury lawyer, or something similar, they are not casually browsing around for entertainment. They usually have a problem. They usually need help. And they are usually trying to figure out who to contact.
That is why Google Ads can be so powerful.
You get in front of people when they are actively looking for what you offer.
That sounds simple, but it is everything.
And with car accident and injury cases, I continue to find that the case quality from Google Ads can be very high when the campaigns are run correctly.
April 2026 Results
Here were the system-wide April results that stood out to me.
The cost per case was $4,786.
That is under the $5,000 goal.
The click-through rate was up 14% month over month.
That matters.
When click-through rate goes up, I look at that through a market share mindset. We’re getting more of the traffic from the searches we want to show up on. We’re earning more clicks from the same general universe of searches.
That usually tells me the ads are relevant, the position is strong enough, and the search users are responding.
Impressions were also up 8% month over month.
So not only were we getting a higher percentage of the clicks, but we were also getting shown on more searches.
That is a good combination.
More visibility.
Better click-through rate.
Cost per case still on goal.
Just a good, solid, profitable, consistent month.
And that’s what I want for the injury firms I work with.
The Case Mix Was Normal
When I reviewed the case types from April, nothing jumped out as strange.
It was a pretty standard mix.
Motor vehicle accidents.
Motorcycle accidents.
Lots of car wreck cases.
Some dog bites.
Some slip and falls.
Some pedestrians hit by cars.
Very normal month in terms of the case mix.
What I Look For Every Month
When I review the data for injury attorneys, I’m looking for outliers.
I want to know what worked.
Which campaigns brought in the most conversions and hit the cost per conversion goals?
Which campaigns spent a lot, produced very little, and created a high cost per conversion?
Which campaigns are helping the cost per case?
Which campaigns are hurting the cost per case?
That’s where the work is.
You dig into the winners and try to understand why they’re winning.
You dig into the losers and try to understand whether they are truly bad or whether you’re just looking at one month of noisy data.
That distinction matters.
One bad day means almost nothing.
A few bad days might still mean nothing.
A bad trend over multiple weeks or months means something.
This is one of the harder parts of managing Google Ads accounts for injury lawyers. The numbers move around a lot day to day. You can have a great Monday, a bad Tuesday, a weird Wednesday, and then a monster Thursday.
If you react emotionally to every bad day, you’ll mess up the account.
But if you ignore real trends, you’ll also mess up the account.
So you have to use the data, but you also have to use judgment.
And the judgment comes from doing this for years.
Search Terms Are Still The Main Event
Every month, I review search terms.
I want to understand how accident and injury victims are searching.
How are they describing what happened to them?
What language are they using?
What searches are bringing in cases?
What searches are bringing in leads that are not turning into cases?
What searches are wasting money?
This review can lead to new keyword ideas. It can lead to new ad copy ideas.
My Three Focuses For May
Coming out of April, I have three focuses for May.
The first focus is search terms.
I want to keep looking for search terms that are bringing in cases but are not currently being targeted as intentionally as they could be. Those can become new keyword ideas. They can also inspire better ad copy.
The second focus is staying laser focused on cost per case.
Cost per case is the North Star.
My clients do not care if I had a beautiful click-through rate if the cost per case is terrible.
They do not care if impressions are up if signed cases are down.
They care about cost per case.
The third focus is not getting bogged down by day-to-day results.
Results vary a lot day to day in personal injury Google Ads. That is just reality. If you stare at the account every hour and react to every little movement, you’ll drive yourself crazy and probably make bad decisions.
The better approach is to put the right strategies in place, watch the larger trends, review the search terms, stay disciplined with bidding, and judge performance over a meaningful amount of data.
Overall April Takeaway
April was a strong, consistent, and very normal month.
We hit the cost per case goal.
We hit the volume goals.
Click-through rate was up.
Impressions were up.
The case mix was normal.
And the accounts continued to produce the kind of high-quality injury cases that make Google Ads such a strong platform for personal injury law firms.
