Workers' compensation ads on Google and Local Services, with waiting-period care

Comp ads reach a worker on a phone, usually during a shift break or after a denial. We run Google search and Local Services ads in your firm’s own accounts, in English and Spanish, with blocks for the many searches that are not clients. We judge every channel by signed clients (workers who signed your fee agreement), counted in your records.

Key facts

• Google files workers’ comp under its Disability lawyer category for Local Services ads.
• A set fee limits what one signed claim is worth, so waste costs more here.
• Some states limit contact about an accident soon after it.

What does the fee limit mean for ad spend?

28 jurisdictions set a percent cap on a workers’ comp lawyer’s fee. A set fee puts a ceiling on what one signed claim can be worth, so a few wasted clicks matter more than in a case with an open-ended fee. We work back from your fee history, not from a benchmark. See attorney fee caps by state and cost per signed case.

The channels, and what each one is for

For a comp firm, Local Services is a fit only if the Disability category matches the claims you take.

Should workers’ comp use Local Services Ads or search?

Where Local Services Ads are offered, they are usually the first test for local consumer matters. Search adds control of message and keywords, which matters for denied claims, serious injuries and Spanish. Google’s descriptions place workers’ comp, SSA claims, SSI and veterans’ disability under ‘Disability lawyer’.

That category brings callers who want Social Security or VA help, so the phone script screens for the type of claim in the first moments. Local Services rank on responsiveness: Google says missed calls may negatively affect your responsiveness, so a missed call costs visibility. Invalid leads are disputed every week. List only the languages someone can answer in. See Local Services Ads.

Which searches should workers’ comp ads block?

Block the searches that cannot become clients before they spend money. We apply a shared negative list on day one, read the search-terms report every week for the first month, and keep adding. A term that led to a signed client is never blocked.

What do Google and Meta limit for workers’ comp ads?

Google has no separate legal policy, and Meta limits what a form may ask. Google Ads has no policy written just for lawyers. Law-firm ads follow the general policies, and Google expects you to follow the law in every place your ads show, which includes your state bar’s ad rules. On Meta, Without Meta’s prior written permission, lead ad forms can’t ask about criminal or arrest history, bankruptcy or debt, health or disabilities, insurance details, or government ID numbers such as Social Security numbers. So a comp lead form asks for a name and phone number, not injury details.

What care do contact rules need after an injury?

Contact rules are made for accident and injury work, and some reach workplace injuries. Texas bars written, in-person or phone solicitation about an accident before the 31st day: No written, in-person or phone solicitation about a personal injury or accident before the 31st day; early contact is a Class A misdemeanor, and paying someone to solicit is a third-degree felony (Penal Code §38.12). Florida has its own: Written communication about an injury or accident only after 30 days (4-7.18(b)); in-person and phone solicitation are banned. Whether a rule reaches a work injury is for your counsel. We keep ads to people who searched, and we do not buy injury lists. See lawyer advertising rules by state. This is not legal advice.

What data goes to the platforms?

A click ID, a neutral stage name, a value band and a time. Never an injury, a diagnosis or a doctor. Personal health content is a sensitive interest category. Google’s definition includes disabilities and invasive medical procedures. Ads that fall in it can’t use advertiser-curated audiences. So we do not run Customer Match or lookalike lists from your clients. On Meta, Meta ads can’t assert or imply that the viewer has a personal attribute, including a health condition, disability, vulnerable financial status or criminal record. Ads speak to “hurt at work”, not “your injury”.

Values and timing

Values come from fees your firm was actually awarded or approved, grouped in a few bands by claim type and state. Comp claims often sign within days but pay out over a long time, so bidding learns from signed clients, not from fees.

Intake and ad hours, matched

• Ads run when someone answers, in each language.
• Missed calls alert quickly, because a worker on a break will call the next firm.
• The report shows both sides, so a rise in cost caused by unanswered calls is named before a channel is cut.

How we measure it

The monthly report shows each paid channel by state and language: spend, calls, qualified calls, signed clients, and cost per signed client once a line has enough signed clients to read. The organic side is on workers’ comp SEO and AI search. The overview is on workers’ compensation, and the call process is in the workers’ comp intake guide. Channel detail: Google search ads, intake monitoring, Spanish program, and our standard.

What this means for your firm

• Budgets follow your fee history and your state’s fee rule.
• Searches that are not clients are blocked every day.
• Every ad is approved by your attorney and run in your own accounts.

Start with a free video review of your current ads.