Morgan & Morgan is the biggest injury firm in America, and you have almost certainly seen their billboards and TV ads.
Most firm owners think the TV is the secret. But the TV is only part of the story. It makes people remember the name, and the cases get signed later. When someone gets hurt, they search "Morgan & Morgan" on Google, land on a page with a short form, and get a call from a team of more than 100 people.
Some of this needs a huge budget, but a lot of it does not. Here is what we found, and what a smaller firm can copy.
How much does Morgan & Morgan spend on ads?
About $218 million in 2024. That number comes from Vivvix, a company that tracks ads. It covers TV, radio, print, billboards and online ads. It does not include social media.
That bought about 2.5 million ads in one year. Around half the money went on local TV.
The next biggest law firm spent less than a quarter of that.
TV ads do not sign cases on their own. They plant a name in people's heads. Weeks later, someone gets hurt and searches that name. That search is where the money comes back.
Where do Morgan & Morgan's website visitors come from?
Ahrefs, an SEO tool, estimates the firm's website gets about 342,000 visits a month from Google.
More than a third of those people typed the firm's name into Google. They already knew who to call. That is the TV paying off.
Two more things stand out:
- Car accidents get their best page. One car accident page brings in about 39,000 visits a month. It ranks third in the country for "car accident attorney."
- City pages win big searches. One page for medical malpractice in Wichita, Kansas ranks first in the whole country for "medical malpractice lawyer."
A smaller firm will not rank across the whole country. But it can copy the idea: one page for each case type, in each city you serve.
| Firm | Website strength (0 to 100) | Sites linking to it | Google visits a month | Visits a month from Google ads |
|---|---|---|---|---|
| Morgan & Morgan | 71 | 10,472 | 342,428 | 61,496 |
| Farah & Farah | 59 | 2,480 | 92,105 | 111 |
| Thomas J. Henry | 51 | 2,496 | 36,908 | 17 |
| Jacoby & Meyers | 50 | 2,822 | 36,379 | 10 |
| John Foy & Associates | 61 | 4,123 | 28,642 | 0 |
| Wilshire Law Firm | 52 | 3,962 | 24,230 | 0 |
| Sweet James | 47 | 1,917 | 24,195 | 43 |
Look at the last column. Morgan & Morgan is almost the only big firm Ahrefs sees running Google ads at scale.
Why does Morgan & Morgan pay for ads on its own name?
Search "Morgan & Morgan" and the firm's website is already the top result. But the firm still pays for an ad above it.
Those ads bring in about 23,000 visits a month. That is more than any other Google ad the firm runs.
Here is the page those ads go to:
Notice what is missing. There is no menu. There is nothing to click except the form. The page has one job.
Why pay for clicks from people already looking for you? Three reasons:
- Other firms run ads on your name. If you are not in the top ad spot, a rival is. The person who chose you sees another firm first.
- You pick where they land. The normal result goes to the homepage. The ad goes to a page built to get the form filled in.
- It is cheap. A click on your own name costs far less than a click on "car accident lawyer."
Some firm owners think these ads are a waste. Sometimes they are. Test it. Turn them off for two weeks. If signed cases from people searching your name drop, turn them back on.
Why does every Morgan & Morgan ad go to its own page?
Almost none of Morgan & Morgan's Google ads go to the homepage. Each type of ad has its own page.
| Who the ad is for | Where the click goes | Visits a month from ads |
|---|---|---|
| People searching the firm's name | A "why choose us" page with a short form | 23,466 |
| Parents looking into the social media lawsuits | A page only about that lawsuit | 8,965 |
| People searching "lawyer near me" | A short case review form | 8,457 |
| People denied disability benefits | A short quiz to check if they qualify | 1,590 |
| People searching for a car accident lawyer in their state | A car accident page with a form | 1,569 |
Here is the social media lawsuit page. The headline matches the ad. The form is right there.
And here is the disability quiz. It asks one question at a time. That feels easy, so more people finish it.
This matters for two reasons:
- More people fill in the form. Someone who clicked an ad about a lawsuit wants to read about that lawsuit. Not about car wrecks.
- You know what worked. When each ad has its own page, you can see which ad brought in each case.
You do not need $218 million to do this. You need one page for each ad type, and a form that records where each lead came from. Most firms we see still send every ad to the homepage.
What is Morgan & Morgan running on Facebook?
When we checked, Morgan & Morgan had 1,380 Facebook and Instagram ads running in the US. Here are a few of them:
Very few were plain car accident ads. Most fell into four groups:
| Ad type | What the ad says |
|---|---|
| Denied benefits | "Denied Social Security Disability Benefits?" and "Don't Accept a VA Denial" |
| Drug and product lawsuits | A drug linked to a cancer that looks like eczema. Weight loss drugs linked to vision loss. |
| Proof | "Injured? We can help." with money recovered and review counts |
| Switching firms | "Learn to spot the signs of illegal solicitation and know your rights" |
That last one is interesting. In most states, a lawyer cannot call or visit someone who has not reached out first. (Our guide to attorney advertising rules explains this.) Morgan & Morgan runs ads about that rule. The ads go to this page:
It is aimed at people who signed with another firm and are now unsure.
The big lesson is how they use Facebook. Google catches people who are already looking for a lawyer. Facebook finds people who do not know they have a case yet, like someone who thinks a benefits denial is final.
We see the same thing running Facebook video ads for injury firms in Australia. The ads that work tell people something new about their own situation.
You can see more in our review of 21 big injury firms on Facebook.
How does Morgan & Morgan sign clients so fast?
The firm explains its process on its own website.
| Step | What happens | How long |
|---|---|---|
| 1. First contact | Call, text, chat or web form, 24/7 | Right away |
| 2. Screening call | One of 100+ intake staff asks the key questions | 15 to 30 minutes |
| 3. Sign-up meeting | At an office, or at the client's home, work or hospital bed | Often within 24 hours |
| 4. Case review | A department head checks the case and picks the attorney | After sign-up |
| 5. Team assigned | An attorney, legal assistant and paralegal | Within a week |
Two parts are worth copying:
- Screening and signing are two different jobs. One person checks if the case is a fit. Another gets the retainer signed. Most small firms ask one busy paralegal to do both. So leads wait for hours.
- They go to the client. Someone meets the client at home within a day. By the time another firm calls back, the retainer is signed. You can do much the same with a same-day video call and an e-signed retainer.
Speed wins in injury law. The best leads go to whoever calls first. We hold our clients to calling every new lead within five minutes.
What does the Morgan & Morgan homepage do?
It is simple:
- One big claim: "America's Largest Injury Law Firm."
- One offer: a free case evaluation.
- Big proof numbers: 1,100 attorneys, $35 billion recovered, 150,000+ five-star reviews.
- A short form right on the page.
The form also quietly records where each person came from. That is how the firm knows which ads bring in cases.
What can a smaller injury firm copy?
| What they do | Need a big budget? | How you can do it |
|---|---|---|
| TV and billboards everywhere | Yes | Skip it for now. Our marketing budget guide explains when it makes sense. |
| Ads on their own name | No | Run them to a simple page with a form. Test turning them off. |
| A page for every ad type | No | Build one page per ad type and case type. |
| Pages for each case type and city | Partly | One page per case type in each city you serve. |
| Quizzes on Facebook | No | Use them for people who may not know they have a case. |
| 100-person intake team | Yes | One trained intake person who calls every lead within five minutes. |
| Signing clients at home | Yes | Same-day video call and an e-signed retainer. |
| Knowing which ad signed each case | No | Match every signed case to where the lead came from. Our tracking guide shows how. |
Do not copy how wide they go. Morgan & Morgan advertises car wrecks, drug lawsuits, disability, veterans' benefits and more, all at once. They have the staff and cash for that.
A smaller firm should pick the case type that pays best. Get one channel working for it. Then add the next.
Can a smaller firm beat Morgan & Morgan?
Yes, in its own city. But not by spending more.
The big brand wins when people search its name. It has much less of an edge when someone searches "truck accident lawyer Tampa." That person has not picked a firm yet. They pick whoever shows up and calls back first.
That is where a local firm wins. Call first. Put an attorney on the first call. Make the client feel looked after.
To see how your state's biggest brands stack up, read our benchmark of the biggest injury firms in America. And if you want help building the parts you can copy, that is what our US personal injury marketing is built for.
Want us to implement these strategies for you?
Book a free strategy call and let's discuss how we can grow your business.
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