You've heard this story. Maybe it's yours.
At first the ads were working. Then one day they just changed.
The calls slowed down.
You kept getting clicks… and a big fat bill.
Your Google Ads rep said to spend more.
Stay with it longer.
Trust the process.
So you did. Until the day you stopped.
"At first it was really good. Then it just did different. I couldn't figure out what changed. They kept telling me to spend more and stay with it longer. I finally left after spending hundreds of thousands of dollars."
We've heard this from PI attorneys over and over throughout our years in legal marketing.
It's the business model working exactly as designed.
You're renting attention someone else controls.
Personal injury clicks run $150–$500 each in competitive markets.
The moment you stop paying, it stops working.
There's a channel where that's not how it works.
More coming tomorrow.
-The PI Brief
P.S. The attorneys who figured out this other channel aren't spending more. They're spending way less… and getting more referrals than they ever did from ads.