What Are Queensland Injury Firms Running on Facebook Ads? (All 560 Ads Reviewed)

Queensland is one of the hardest places in Australia to advertise personal injury. The rules limit what an ad can say, so most firms play it safe, and a lot of the ads end up looking the same. We wanted to see what that actually looks like on Facebook and Instagram, so we pulled every live personal injury ad aimed at Queensland from Meta's Ad Library and read all of them.

There are 560 of them, from 30 advertisers. We read the copy, transcribed the videos, and opened every page the ads send people to.

Three things stand out. A few big advertisers run most of the volume. Most firms lean on the same safe message, that your super might already cover you. And most clicks land on a Facebook form or a normal website page rather than a page built for that ad. Each of those is an opening for a Queensland firm that does it differently.

If you run or market a personal injury firm in Queensland, this is a picture of what you're up against on Meta right now.

Who is advertising personal injury on Facebook in Queensland?

Three advertisers run more than half of everything. Maurice Blackburn and Shine Lawyers have well over 100 live ads each, and Lawra, Slater and Gordon's AI legal chat, has 68. Together they account for 53% of the ads in this review.

Behind them it drops away quickly. Claimwise is the only other advertiser with more than 25 ads, and most Queensland firms have fewer than fifteen ads live.

Volume on its own doesn't tell you an account is working, but it does show who is testing a lot of creative and who has a few ads switched on and left alone. Both can work, and the rest of this guide looks at what each approach produces. Here is every advertiser in the review.

Are Queensland injury firms using video or images?

Images still outnumber video. 41% of the live ads are video and almost all the rest are single images, with a handful of carousels.

That number is pulled down by the volume players. Shine and Lawra run large banks of image ads, mostly the same template repeated for different cities or claim types. Look at firm level and the picture changes. Claimwise and G.O.A.T Legal run almost nothing but video, and Maurice Blackburn and Smith's Lawyers are around two thirds video.

The firms leaning hardest into video are doing it with a real person on camera. Claimwise has a lawyer walking through Queensland court decisions. G.O.A.T Legal and AX Compensation have a lawyer answering the questions injured workers actually ask. Smith's Lawyers runs creator-style TPD explainers. Very few Queensland firms have tried this at all, which is why we think it's one of the clearest gaps in the market. We cover how to film these without wasting a morning in does video marketing work for law firms.

How long do Queensland PI ads stay live?

Most ads are new. 60% of what's running was switched on in the last month, and only 72 ads (13%) have been live for 90 days or more.

The ads that have lasted are the ones to pay attention to. Meta doesn't show results for Australian ads, so time is the best clue we have. If an ad has been running for six months, somebody has looked at it and decided it's worth paying for. The longest-running ad in Queensland has been live for 568 days.

Be careful reading too much into it, though. A long-running ad can also mean nobody is watching the account. Treat these as ideas worth testing, not proof that they work.

Where do Queensland injury ads send people?

The most common destination is a Facebook instant form. That's a form that opens inside Facebook with the person's name and number already filled in, so they can enquire without ever visiting the firm's website. 37% of all the ads use one. Leave out the two national brands and it's 55% of what Queensland firms are running.

There's nothing wrong with an instant form. It's the cheapest enquiry you can buy, and for injury claims at volume it often makes sense. The catch is that the same pre-filled details make it very easy to submit without really meaning it. An instant form works when it asks two or three screening questions and the lead is called within minutes, which we cover in how fast you should call a personal injury lead.

When firms do send people off Facebook, it's usually to their normal website, and often the homepage. Only four advertisers send people to a page built for the ad, and only four use a quiz-style claim check. Maurice Blackburn does both at scale. Most Queensland firms do neither.

What do the landing pages behind the ads look like?

We opened all 57 unique pages the ads link to. Seventeen are pages built for ads, nine are homepages, nine are blog articles and eleven are quizzes. Ten of the 57 have no enquiry form on the page at all.

A few things stood out once we were on the pages.

Quizzes are being copied rather than built. One Queensland firm's super claim check uses the same questions as Maurice Blackburn's, down to the "unlikely you're eligible" message. Copying a competitor's quiz doesn't make yours better than theirs.

Queenslanders often get a thinner page. Shine's Queensland road and public liability pages use an older template without the review counts its New South Wales and Victorian pages show.* One Maurice Blackburn page tells visitors that some content is hidden in Queensland because of local advertising rules.

Some pages are broken or off-brief. Two Maurice Blackburn campaign pages, for dust disease and medical negligence, still carry super insurance copy left over from a template. One regional firm has an ad pointing at a page that no longer exists.

Some ads go to pages that can't take an enquiry. Claimwise sends more than half of its ads to a homepage with no form, so every click needs a second page before it becomes an enquiry. Travis Schultz & Partners sends some ads to individual lawyer bio pages. Revolution Law's longest-running ad goes to a 2024 blog article.

*Some Queensland firms deliberately keep reviews off their pages because of how they read the Personal Injuries Proceedings Act. Check with your own lawyers before adding them.

If you're going to pay for the click, the page it lands on matters as much as the ad. We go through what a converting injury page needs in personal injury landing pages.

What are Queensland injury ads saying?

Four messages carry most of the market. About a quarter of ads tell people their super may already cover them. About a quarter name Queensland or a Queensland city. About a quarter lead with no win no fee, and just under a quarter offer a free claim check.

The "used by" number matters here. No win no fee appears in a quarter of all ads, but only eight advertisers use it, and Shine alone runs 97 of those ads. So it looks common, but most firms aren't using it. The super message is different: fifteen advertisers use it, which is why it feels so crowded.

Real outcomes are rare. Only 7% of ads mention a real case result or a dollar figure, and almost all of those come from one advertiser. Fair fees are rarer still, used by three smaller firms who talk openly about how much of the payout the client keeps. These exceptions are the most interesting ads in the set, because they say something nobody else is saying.

How do Queensland injury ads open?

Nearly half the ads open with the firm's name or its offer. That's the safest way to start an ad under Queensland's rules, and it's also the easiest to scroll past.

About a quarter open by speaking to the reader's situation, like "Injured at work?" or "Unable to work because of an injury?". Very few open with a case or a story. On Meta the first line does most of the work, and a first line that describes the reader's situation in their own words will nearly always beat one that introduces the firm.

Which claims are firms advertising, and why is TPD so crowded?

TPD and super claims are the most advertised claim type in Queensland, ahead of general personal injury, workers compensation and motor vehicle claims.

That isn't an accident. The Personal Injuries Proceedings Act limits what a Queensland personal injury ad can say, but a TPD claim is an insurance claim through super, not a claim for personal injury damages. That puts it outside those limits, so it's where firms feel free to sell. We explain the rules and where the lines sit in can personal injury lawyers advertise in Queensland.

The result is that most firms are saying the same thing to the same people: most people don't know their super has insurance. A firm that owns a narrower story will have far less competition. A WorkCover payment that has stopped, a lump sum offer someone is about to sign, or a motorbike crash with a driver who "didn't see you" are all specific situations a person recognises straight away. Only a handful of ads in Queensland are built around moments like these. We break down how the economics differ by claim type in personal injury marketing by claim type.

What do the ads that last have in common?

Ads still running after three months are the closest thing to a winner the Ad Library can show. Looking across them, a few patterns repeat.

They usually come from firms with a small number of ads. They pick one claim type and one audience, like veterans, people too sick to work, or people hurt in a car accident. And the copy is specific: a dog watching its owner recover, a TPD check pitched as "Wish I knew sooner", a veteran told their super claim "isn't just paperwork".

The newer ads on the right of the set are worth watching for a different reason. Each one is trying something few Queensland firms have tried.

Real cases instead of claims of expertise. Claimwise runs dozens of short videos, each built on a real Queensland court decision with the payout in the hook. It's the only advertiser using real outcomes at scale. Whether that format sits comfortably inside the Queensland rules is a question for your own lawyers, but the reason it works is clear: it tells the viewer what a claim can be worth without the firm talking about itself.

The lawyer answering the question people actually ask. G.O.A.T Legal's videos open with the exact message an injured worker sends ("My WorkCover payment has stopped, can they do that?") and answer it in plain English. AX Compensation runs the same idea as its Ask AX series. This is the format most likely to build trust, and almost nobody else is doing it.

What should a Queensland injury firm test first?

Most of the market is running the same message to the same people, sending them to a page that wasn't built for the ad. That's good news if you're willing to do it differently. Here's where we'd start.

*Some Queensland firms leave reviews off their pages because of how they read the Personal Injuries Proceedings Act. Check with your own lawyers before adding them.

None of this tells you what to spend or which ad will sign clients. That only comes from tracking each enquiry through to a signed matter, which we cover in do Facebook ads work for law firms. For the national picture across every state, see our personal injury benchmark guide.

If you want to see how your own ads and pages compare with what's running in Queensland, our Facebook ads for lawyers team can run the same review on your firm and your closest competitors. Book a call and we'll show you where the gaps are.