“Get me as many truck accident leads as possible!”
I work with a lot of personal injury lawyers around the country, and one of our initial conversations always goes the same way. I say “what kinds of cases would you like to get? Car accidents, slip and falls, workers comp, etc.” And then tell me what kinds of cases they want, and they always close the conversation with “and get me as many truck accident leads as possible.”
These injury lawyers want truck accidents because the average settlement value from truck accidents is way higher than any other kind of case, including car accidents and slip and falls.
The average truck accident settlement is probably somewhere in the high six figures, and many truck accidents can lead to seven figure settlements. And lawyers get somewhere around a third of these settlement amounts, so truck accident cases can lead to million dollar pay days for lawyers. One of these cases can make a career.
The beautiful thing about this from an AdWords manager perspective is that it makes AdWords really, really fun. The goal goes from the standard goal of “get me as many conversions as possible for a cost per conversion that’s less than $X,” to “get me as many conversions as possible, period, cost per conversion be damned.
And whenever the cost per conversion doesn’t matter, and quantity of leads becomes all that matters, AdWords becomes really fun.
An example of why the cost per conversion doesn’t matter.
Say the average truck accident cost per click is $300. And it takes ten clicks to get a good solid lead. Then the cost per conversion is $3,000. And say one out of every five leads becomes an actual signed up truck accident client. Now we’re looking at a cost per client acquisition of $15,000. That seems high on its own, especially when compared to other industries like when the cost per acquisition of a moving company client can be $150.
But think about the revenue that this $15,000 cost will bring in. Say the average truck accident settlement is $600,000. That means the lawyer clears $200,000. So the lawyer in this scenario spent $15,000 on AdWords to bring in $200,000 in fee revenue. And say my numbers are off by half. Say the cost per acquisition is really $30,000. It doesn’t matter! $30,000 is still really small compared to the average revenue. And some of these truck accident cases can bring in millions for the law firm, which justifies a CPA (cost per acquisition) of even higher amounts.
Here are strategies for maximizing truck accident leads.
For truck accident lead generation on AdWords, the CPA doesn’t really matter since every achievable CPA is going to likely be a pittance of the average truck accident case value.
And because CPA doesn’t matter, the goal of the AdWords manager changes from get me this many leads for this CPA to get me as many leads as possible with no regard to CPA, and that makes AdWords super fun. Here are some strategies from maximizing lead count if you don’t have to worry about hitting a CPA goal.
- Run your ads 24/7. Get as many impressions as possible.
- Go with as wide a location as possible. Are you allowed to practice law and try truck accident cases across the entire state? Then target your entire state.
- Bid for an average position of 1.0. All things being equal, the number 1 spot in AdWords will have the highest clickthrough rates and get the most clicks.
- Run on all languages.
- Run on the Google Search Partners network.
- Run on all device types.
- Don’t forget to also run ads on Bing.
- Use broad match keywords with low bids to get even more traffic and truck accident leads.
- Relentlessly test new ad copy to try and get an even higher clickthrough rate. This is the number one thing you can do to get more traffic and leads from a campaign that’s been running for a long time and is fully optimized.
- Learn how to handle bad leads and bad days like a pro.