Lawyers · Personal injury
Personal injury lawyer SEO, inside your law society's rules
Personal injury is one of the most expensive searches a firm can buy. “Personal injury lawyer near me” is searched about 9,900 times a month in Canada at around US$65 a click. The map and the regular results don't charge per click. We work on those, within the BC and Ontario marketing rules.
What firms pay per click for injury searches
| Search | A month (Canada) | Click price (US$) |
|---|---|---|
| Personal injury lawyer near me | 9,900 | 64.80 |
| Personal injury lawyer Toronto | 2,400 | 58.18 |
| Personal injury lawyer Vancouver | 480 | 50.59 |
| Personal injury lawyer Calgary | 390 | 156.43 |
| ICBC lawyer | 390 | 8.93 |
| Personal injury lawyer Surrey | 140 | 53.17 |
Google Ads estimates for Canada, pulled 14 October 2026. A firm that shows on the map for these searches gets those visits without the click price. That is the case for the work, not a promise of where you will show.
Click price is a reasonable signal of how much a search is worth to firms, and how hard the paid route is to sustain.
The rules we write to
- Nothing false, unverifiable or misleading, and nothing that exploits an injured person's vulnerability or creates an unjustified expectation of results (BC Code 4.2-5; source). Ontario's rule is similar, and stating amounts recovered needs the “past results are not necessarily indicative of future results” wording (LSO 4.2-1).
- No “specialist” unless certified: BC bars the designation (4.3-1); Ontario allows it only with Law Society certification (4.3-1). “Practising primarily in personal injury” is the safe form.
- Testimonials: in BC every element must be true and verifiable, so “great lawyer” doesn't qualify, and republishing a Google review on your site makes it marketing (Ethics Advisory, Aug 2025).
- Ontario contingency fees: firms marketing on contingency must publish their general maximum contingency percentage on their website (LSO 3.6-2.2). We make sure the page exists and is easy to find.
- Confidentiality first: no client names, cases or details anywhere, including in replies to reviews.
What we do for an injury firm
- Your Google profile in your firm's real name, with practice areas listed as services and no keyword stuffing.
- Pages for the injuries and situations people search for (car accidents, ICBC claims in BC, slips and falls), written as information, not promises.
- Listings on the legal directories you qualify for, kept consistent.
- Your map measured across your area every week, and a monthly report from your own intake records.
Questions from injury firms
Can you promise our firm a top spot for personal injury searches?
No, and in Ontario and BC your own marketing rules would not let you promise clients results either. We measure your map and search results every week, do the work, and report what happened.
Will you put client reviews or settlement amounts on our site?
Not as marketing claims. In BC, republishing a review on your site makes it marketing that must be true and verifiable, and in Ontario stating amounts recovered needs specific wording. We leave reviews where clients post them and write pages about what you do, not what you won.
How should we reply to a bad review?
Carefully. Confidentiality rules in both provinces stop you confirming the person was even a client. A short, polite reply that reveals nothing is the safe pattern, and sometimes no reply is better.
See where your firm shows up today.
The free scan shows your position on the map at every point across your area, for the searches injured people use. About a minute, no account and no call.