Why operators pick us
Paid search tied to retained matters, not vanity legal enquiries.
We run Google, Microsoft and LinkedIn so partners can see which practice areas create instructions. Britton & Time is the named legal proof, with Daniel Beech on the commercial side of the relationship.
Pipeline
Why your marketing numbers and your commercial tracker never agree
From click to screened instruction
A usable PI pipeline is enquiry (call or form), screening for liability, limitation and evidence, consultation or further investigation, then instruction and matter open. Litigated value may take months to become clear. Marketing that optimises to every compensation questionnaire will flood screening and train Google on no-merit traffic. Phone remains the commercial close channel for a large share of instructions.
Where PI accounts waste money
Blending PI with conveyancing or employment in one non-brand budget is the firm-level failure. Inside PI, the failure is counting form fills equal to screened instructions, missing call tracking, and running generic no win no fee themes without claim-type structure. An anonymised composite of PI intake teams we have seen showed call-led enquiries contributing roughly half of instructions while receiving a minority of conversion credit when DNI was absent.
Long cycles and offline conversion
Upload a screened qualified instruction or consultation event partners trust. Keep damages estimates internal if needed. Attribution windows must stretch beyond ecommerce defaults or late brand search will steal credit from the first high-intent click.
Built for your commercial team
How we brief personal injury law work with you
You already know your market. These are the levers we use with your directors to decide spend, stages and what counts as a real win.
- PI / clinical negligence consumer segment
- ~£4.6bn
- SRA-regulated law firms (context)
- ~9,147
- Business/commercial share of legal services value (contrast)
- ~51%
UK Legal Services Market Report 2026 coverage
SRA Authorisation Annual Report 2023/24
UK Legal Services Market Report 2026 coverage
Injured claimant
High intent, often distressed; phone first; sensitive to claim language and speed of callback.
Family member / carer
Researches on behalf of the injured person; needs plain-English next steps.
PI practice lead / team leader
Owns panel capacity and rejects no-merit spam that burns fee-earner time.
Intake / screening team
Runs scripts for liability, limitation and evidence before a fee earner is booked.
01
Google Ads claim-type architecture
Split RTA, workplace, public liability and clinical or complex themes with their own budgets and negatives. Generic no win no fee terms need ruthless query review so they cannot empty the account. Brand and competitor sit apart. Microsoft Ads often captures older claimants Google reports alone will understate.
02
SRA publicity and claim language
Keep ads and landing pages inside SRA publicity expectations: no guaranteed outcomes, no misleading fee claims, clear jurisdiction. VERIFY sensitive-category personalised advertising limits against live Google Ads Policy help before family-adjacent or injury creative launches.
03
Directories and competitive sets
Law Society Find a Solicitor and SRA firm lists help validate who publicly offers personal injury in your catchment. Use them for auction and landing-page competitive checks, not as a bulk dialler list.
What we build for you
The stack that ladders to booked revenue
These are the core service programmes we run alongside this industry page. Open the one that matches your bottleneck.
Infrastructure
What we put behind the ads
Media only works when reservation data, CRM stages and offline conversions share one commercial truth.
CallRail into Clio Grow
Dynamic numbers on PI landing pages write call recordings, duration and screening disposition into Clio Grow or HubSpot with gclid. Reception scripts capture claim_type, incident_date and already_instructed flags before a fee earner is booked.
Google and Microsoft under CPC pressure
Campaigns follow claim type. Conversion actions such as legal_pi_screened_instruct train bidding. Server-side tagging and consent mode protect signal quality. Weekly query review is non-negotiable at these CPCs.
FAQs
Personal injury law marketing FAQs
Why is personal injury harder than other legal Google Ads?
CPCs are high, claim language is scrutinised, cycles are long, and phone still closes a large share. Weak structure gets expensive fast.
What should ads optimise to?
A screened qualified consultation or instruction after intake review. Raw compensation forms are a diagnostic, not a bidding target.
Do you need call tracking for PI?
Almost always. Without DNI and dispositions, the channel that creates instructions is invisible to Smart Bidding.
Can PI share budget with conveyancing?
Not in the same non-brand campaign. PI will either starve other practices or get polluted by cheaper form fills.
How long is a sensible attribution window?
Long enough for your mix of RTA and complex claims. Validate with closed instructions rather than copying a 30-day ecommerce default.
Where does this sit in the site structure?
Under the legal and solicitors pillar for navigation, with a flat URL for this practice page and its service spokes.
Next step
Tell us about the pipeline you want to build
Share the vertical, the stack, and where enquiries are leaking. We will tell you plainly whether we are the right team for it.