Google Local Services Ads for personal injury firms
At $378 a lead, intake can’t afford junk calls
Personal injury leads are among the most expensive on Google. Medical-lien and case-funding vendors, callers looking for a different practice area, and clients checking on their case all reach the same intake line.
- Average personal injury law lead, 2026
- $378
- $378 per lead, First Page Sage (Campaigns active January 2022 to September 2026). Sample: 49 law firms, mostly personal injury, in 36 states.
- At a 18% invalid rate
- $6,804
- wasted per 100 leads
- Starter pays for itself at
- 1 lead
- credited a month
What invalid personal injury law calls look like
Illustrative examples of the call types CallWarden flags for personal injury firms. They’re written for this page, not taken from customer recordings.
Case-funding vendor
Credit-eligible: sales pitch or job seeker“We offer pre-settlement funding for your clients. Who handles partnerships?”
Duration 1:48
A vendor pitch, not a prospective client.
Repeat caller
Credit-eligible: repeat callerAccident victim calling back the next day to ask whether you’ll take the case.
Duration 3:12
Within 15 days of the first contact, one person is charged once.
Wrong number
Credit-eligible: wrong number“Is this the courthouse? I need to pay a ticket.”
Duration 0:35
Not seeking a lawyer.
Different practice area
Not credited by Google“I need a divorce lawyer, do you do custody?”
Duration 1:10
Google no longer credits job-type mismatches. Narrow your practice areas instead.
What to watch for in personal injury law after the 2026 changes
Intake phone trees
If callers press a key to reach intake, the 20-second missed-call clock starts after the key press. A queue that holds callers past 20 seconds during business hours now creates billable leads.
Existing clients
Clients checking on their case may be charged if they call through the ad. Give them a direct number in every letter and email signature.
One credit covers the plan
At about $378 a lead, a single recovered lead pays for Shield for the month.
Background: Google LSA Missed-Call Charges: The 20-Second Rule · How to Dispute Google Local Services Leads in 2026 · Google LSA 15-Day Duplicate Rule: Recover Double Charges
How much are invalid personal injury law leads costing you?
Estimated for legal (personal injury) at $5,000 a month
- Invalid or uncredited leads
- 2.4a month
- of about 13 leads a month
- Lost to Google per year
- $10,800
- $900 a month
- Net savings per year with Starter
- $3,852
- $5,400 credited back, minus $1,548 for Starter
- Pays for itself after
- 1credited lead a month
- Starter is $129 a month; a legal (personal injury) lead is about $378.
Estimate only. Lead price: $378 for legal (personal injury) from First Page Sage (Campaigns active January 2022 to September 2026). Plan cost assumes monthly billing; yearly billing is two months cheaper.
Personal injury law Local Services Ads: common questions
How much does a Google Local Services lead cost for personal injury law in 2026?
First Page Sage reports $378 per lead for personal injury law (Campaigns active January 2022 to September 2026). Google sets prices by auction, so your market can differ. CallWarden's free audit shows your actual average.
Does Google charge personal injury firms for missed calls?
Since October 1, 2026, a missed call during your business hours is charged as a valid lead if the caller stays on the line for more than 20 seconds. If your phone system makes callers press a key, the 20 seconds start after the key press.
Can I still dispute a bad Local Services lead?
Google replaced manual disputes with automated credits. It credits some invalid leads on its own, and you can rate any lead ("Rate this lead") to report spam, sales calls, wrong numbers and duplicates, which can earn a credit. Google no longer credits leads for jobs you don't do or areas you don't serve.
What does a personal injury Local Services lead cost?
First Page Sage's 2026 report puts the average at $378 per lead from Local Service Ads, across 49 mostly personal injury firms in 36 states. Prices vary widely by city.
How does CallWarden help personal injury firms?
CallWarden reads your last 30 days of Local Services leads, flags repeat callers, robocalls, sales pitches and wrong numbers, and rates them with Google for you, showing you the quote and timestamp behind each one. At about $378 a lead, CallWarden pays for itself after a few credited leads a month.
See what Google owes you for the last 30 days
Free, read-only, and it works from your phone. Takes about a minute to connect.