Every state has its big injury firms. They have the jingle, the billboard and the phone number everyone knows. They also make every click and every ad more expensive for everyone else.
We wanted to know what those firms really do online, and whether their huge TV budgets win them Google too. So we looked at 29 of the biggest injury brands in the country and measured the same things for each one.
Here is the short answer. A big TV budget does not always mean big Google traffic. Some firms with smaller budgets get far more visits. Very few big firms run Google ads at a scale we can see. And only one big firm is testing lots of Facebook ads.
Who are the biggest injury firms on Google?
Two firms are far ahead. Ben Crump's site gets about 380,000 visits a month, and Morgan & Morgan gets about 342,000.
Ben Crump gets a lot of traffic from national news about civil rights cases. So for injury cases, Morgan & Morgan is the real leader. After those two, there is a big drop.
Does a bigger TV budget mean more Google traffic?
Not really. Look at what five firms spent on ads, and how many Google visits they get.
| Firm | 2024 ad spend | Google visits a month | Visits for every $1M spent |
|---|---|---|---|
| Morgan & Morgan | $218.2M | 342,428 | 1,569 |
| Sweet James | $44.7M | 24,195 | 541 |
| Thomas J. Henry | $38.8M | 36,908 | 952 |
| Jacoby & Meyers | $27.3M | 36,379 | 1,333 |
| Farah & Farah | $26.0M | 92,105 | 3,546 |
Farah & Farah is the standout. It spends about one-eighth of what Morgan & Morgan spends, but gets over a quarter of the Google traffic. Sweet James spends much more than Farah & Farah but gets far less.
Why? TV mostly makes people search your name. Searches like "truck accident lawyer near me" are different. You win those with good pages for each case type and city. TV does not build those pages for you.
Farah & Farah ranks in Google's top three for more than 3,200 searches. Sweet James ranks there for 318.
So if you plan to run TV, build a strong website first. Otherwise you pay to make people curious, and they end up calling whoever shows up on Google. Our marketing budget guide covers when TV makes sense.
What does it take to compete on Google?
Here are the numbers for a typical big state firm. We left out Morgan & Morgan and Ben Crump because they are so far ahead.
| Measure | Lower firms | Middle firm | Top firms |
|---|---|---|---|
| Website strength (0 to 100) | 38 | 47 | 57 |
| Other websites linking to it | 1,772 | 2,430 | 3,169 |
| Google visits a month | 4,831 | 11,487 | 22,681 |
| Searches where it ranks top 3 | 318 | 398 | 704 |
If you want to be one of the strong firms in your state, these are the numbers to aim for. Most firms take years to get there. The fastest ones earn links from local news, sponsorships and community work, and they do not buy links.
Links alone are not enough, though. West Coast Trial Lawyers has more than 3,200 sites linking to it, but only about 4,600 visits a month. Firms like Farah & Farah turn their links into traffic because they have lots of helpful pages for those links to lift.
Do the big injury firms run Google ads?
Very few that we can see. Morgan & Morgan gets about 61,000 visits a month from Google ads. No other firm in our list got more than 300.
That does not mean the others never pay Google. They likely spend in ways tools like Ahrefs cannot see well:
- Local Services Ads. These are the listings at the very top with a "Google Verified" badge and star ratings. You pay per lead, not per click. Our guide to Local Services Ads explains how they work.
- Small local campaigns that only show near their offices.
- Ads on their own name.
Injury clicks on Google are some of the most expensive anywhere. So for a smaller firm, the top ad spots in your city may be less crowded with big names than you think. But you still need a big enough budget to show up all day.
How many Facebook ads do the big firms run?
Outside Morgan & Morgan, far fewer than you would think. (TopDog Law, which is not in this list, is the other big one, with 821 ads. See our review of 21 injury firms on Facebook.)
Farah & Farah does something worth copying. Each ad shows a real attorney from that city:
People hire people. An ad with a named lawyer from your city does something a logo on a billboard cannot. We see the same thing in Australia. A real lawyer talking on camera beats polished brand ads, and it costs very little to make.
Most firms run fewer than 80 ads. On Facebook, the ad itself decides who sees it. A firm that tests five to ten new ads a month learns much faster than one running the same six ads all year. That is a big opening.
Full results for all 29 firms
| Firm | Main market | Website strength | Sites linking to it | Google visits a month | Top 3 rankings | Visits from Google ads |
|---|---|---|---|---|---|---|
| Ben Crump | National | 69 | 5,524 | 379,546 | 8,352 | 0 |
| Morgan & Morgan | National | 71 | 10,472 | 342,428 | 6,722 | 61,496 |
| Farah & Farah | FL, GA | 59 | 2,480 | 92,105 | 3,239 | 111 |
| Thomas J. Henry | TX | 51 | 2,496 | 36,908 | 955 | 17 |
| Jacoby & Meyers | Multi-state | 50 | 2,822 | 36,379 | 702 | 10 |
| John Foy & Associates | GA | 61 | 4,123 | 28,642 | 729 | 0 |
| Wilshire Law Firm | CA | 52 | 3,962 | 24,230 | 786 | 0 |
| Sweet James | CA | 47 | 1,917 | 24,195 | 318 | 43 |
| Kanner & Pintaluga | FL | 33 | 2,016 | 22,681 | 493 | 0 |
| Pond Lehocky | PA (workers' comp) | 48 | 1,754 | 20,117 | 906 | 283 |
| Edgar Snyder | PA | 63 | 5,022 | 18,926 | 1,513 | 97 |
| Dolman Law | FL | 63 | 4,649 | 17,281 | 379 | 0 |
| Jim Adler | TX | 33 | 1,498 | 16,491 | 365 | 12 |
| Lerner and Rowe | AZ | 53 | 2,706 | 14,292 | 337 | 3 |
| The Barnes Firm | NY, CA | 46 | 2,018 | 12,174 | 704 | 0 |
| Brown & Crouppen | MO | 57 | 2,055 | 11,487 | 628 | 0 |
| Gordon McKernan | LA | 42 | 3,531 | 11,294 | 588 | 274 |
| Hughes & Coleman | KY, TN | 41 | 1,635 | 9,838 | 618 | 0 |
| Mike Morse | MI | 65 | 2,430 | 9,191 | 508 | 8 |
| KNR | OH | 36 | 1,572 | 7,881 | 398 | 32 |
| Downtown LA Law Group | CA | 36 | 2,563 | 5,629 | 309 | 0 |
| Anidjar & Levine | FL | 47 | 3,169 | 5,076 | 327 | 0 |
| Cellino Law | NY | 46 | 1,867 | 4,831 | 232 | 0 |
| West Coast Trial Lawyers | CA | 58 | 3,227 | 4,639 | 135 | 0 |
| Hupy and Abraham | WI | 47 | 1,854 | 3,802 | 362 | 7 |
| Larry H. Parker | CA | 38 | 1,560 | 3,631 | 116 | 15 |
| Witherite Law Group | TX | 36 | 3,134 | 3,502 | 44 | 0 |
| Siegfried & Jensen | UT | 41 | 1,772 | 2,889 | 326 | 0 |
| Dan Newlin | FL | 31 | 1,368 | 2,332 | 70 | 0 |
Where can a smaller injury firm win?
| Gap | Why it is there | What to do |
|---|---|---|
| Pages for each case type and city | Many big spenders rank for their own name and not much else. | Build one strong page per case type in each city you serve. Answer real questions with real numbers. |
| Google ads | Most big state firms barely show up in Google ads. | Pick your best case type. Send the clicks to a page built for it. Spend enough to show up all day. |
| Facebook ads | Most firms run fewer than 80 ads, and some run none. | Test a few new attorney videos every month. Keep the ones that sign cases. |
| Speed | Big firms handle huge numbers of leads. Being fast with each one is where you win. | Call every web lead within five minutes. Get the retainer signed the same day. |
| Knowing what works | Most firms cannot say which ad signed last month's cases. | Track every lead to a signed case so you know where to spend next. |
The big brands are not unbeatable. They are big, which makes them slow to test and hard to make personal. The firms that grow fastest against them pick one case type and one channel, get very good at it, then add the next.
For a closer look at the biggest of them all, read how Morgan & Morgan gets so many cases. And if you want help competing with the brands in your state, that is what our US personal injury marketing is built for.
Want us to implement these strategies for you?
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