The billboard isn't dead.
But it's not enough anymore.
Here's what changed…
87% of accident victims now start their attorney search online.
Most within the first 48 hours after an incident.
By the time they see your billboard on their commute…
They've already contacted three firms who showed up first on Google.
And showing up on Google isn't what it used to be either.
AI Overviews now appear in the majority of personal injury searches, changing how potential clients discover legal representation.
Traditional SEO such as keywords, backlinks… isn't enough on its own anymore.
Meanwhile, PPC costs for PI have climbed to $200–$400 per click in competitive markets.
So the big firms have more ad spend.
Better tech. In-house teams.
And they're not slowing down.
The question for everyone else isn't whether to market.
It's how to market without lighting money on fire.
Over the next few weeks, the PI Brief is going to dig into exactly that…
What's actually working for firms that don't have a seven-figure ad budget, and where the real leverage is in 2026.
Until next time,
The PI Brief
P.S. What's going on in your practice right now?
Take 2 minutes and tell us… it influences what we cover.