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WI Law Firms

Wisconsin Law Firms

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All of the  Wisconsin Law firms featured here had their ads triggered when we set our physical location to be either in Wisconsin, a major city within Wisconsin, or any of the geographic targeting options offered by Google that are within Wisconsin. 

Google’s geographic targeting options are fairly robust, however the amount of options can easily create issues if configured incorrectly. 

Average Keyword Cost Estimates in Wisconsin & Potential Impact

Using data from Google Ads’ Keyword Planner tool, we can estimate average cost per click for the root keywords in our irrelevant searches. If we assume the mean for our irrelevant search’s cost per click, we can estimate that these irrelevant searches cost $124 per click. 

We can also see from the Avg. Monthly Searches of the root keyword for the irrelevant searches that there is monthly volume for these queries. 

Let’s assume that out of the 10 monthly searches, our firms are getting 1 of those irrelevant clicks. At ($124  per click X 1 Click Per month)X (12 months a year), potentially these firms are wasting $ $1,494  annually on garbage clicks. 

For EACH instance of an irrelevant search term ie. if we triggered a firm’s ads by when we searched “Car Accident Lawyer Disbarred” AND the firm’s ads showed up when we searched another irrelevant search term ” Accident Lawyer Convention”, that could potentially be $ 2,988 (  $1,494per year for an irrelevant search term X 2)  annually in wasted ad spend. 

While our logic includes several  base assumptions, the simple fact is that our search should not have triggered ANY ads at all. 

Notably absent are all of the Wisconsin based firms who are running pay-per click campaigns targeting the exact same practice areas, but who either have A)appropriate negatives in place or B) Are using more focused strategies.  

"Insight into Wisconsin's personal injury keyword costs: This image highlights the use of the Google Ads Keyword Planning tool to determine the average CPC of $124 for personal injury keywords in Wisconsin. It emphasizes the importance of understanding advertising costs for legal services in Wisconsin, useful for lawyers and legal marketers. Includes relevant hashtags for Wisconsin lawyers, keyword pricing, and Google Ads CPC."
Average Cost Per Click
$ 0
Potential Annual Waste PER IRRELEVANT Keyword. ​
$ 0

Mistargeted Google Ads Campaigns in Wisconsin

Click on ony of the firms listed below to go to see the specific keywords used to trigger their ads.  In some instances we generated multiple  instances of the firms ads. All of the firms were called directly to inquire if the information was true.

In the example from Gregory Wright Law Offices, it is safe to assume that the firm is not offering “Truck Accident Lawyer Marketing” services to PI firms. 

Nor is the Pemberton Law firm offering to run “Google Ads for Car Accident Lawyers”. One would hope that a digital marketing agency or expert would be aware of how much volume there is monthly for legal marketing related keywords, and would have set up “Google Ads”, “Marketing” etc as negatives. 

Legal Data

  • Wisconsin’s statute of limitations for personal injury cases is relatively short: Unlike some states with longer periods, Wisconsin residents only have 3 years from the date of their injury to file a personal injury claim. This means it’s crucial to act quickly after an injury to ensure you don’t miss your chance at compensation.

  • Wisconsin follows a “modified comparative negligence” rule: This means that even if you were partially responsible for your injury, you may still be able to recover damages, as long as you were less than 50% at fault. This differs from some states with pure comparative negligence, where any degree of fault can bar you from any compensation.

  • Personal injury cases in Wisconsin can take a long time to resolve: While some cases may settle quickly, especially with clear evidence, most personal injury claims in Wisconsin take months or even years to reach a resolution. This is especially true for complex cases with severe injuries or substantial damages.

  • Wisconsin ranks among the top 10 states in the nation for bar passage rates. In 2022, the overall bar passage rate for first-time test-takers was 77.5%, which is significantly higher than the national average of 61.2%. This data suggests that Wisconsin law schools are preparing their graduates well for the bar exam and entry into the legal profession. (Source:

  • Wisconsin has a relatively small legal market, with approximately 20,000 licensed attorneys serving a population of around 5.8 million. This translates to roughly one lawyer for every 290 residents. While this may seem like a low ratio, it’s important to consider that the legal needs of individuals and businesses vary greatly depending on location and industry. (Source:

  • Wisconsin has a unique court system that combines features of both common law and code pleading traditions. This system is based on the Wisconsin Rules of Civil Procedure, which were modeled after the Federal Rules of Civil Procedure. This blending of legal traditions can be seen as both a strength and a weakness. On the one hand, it allows for greater flexibility and adaptability in the law. On the other hand, it can also lead to confusion and inconsistency in legal rulings. (Source:


Legal Resources

  • Legal Action of Wisconsin: This organization provides free legal services to low-income individuals. They cover various areas including family law, housing law, senior law, and more. You can explore their services and get more information at Legal Action of Wisconsin.
  • State Bar of Wisconsin Modest Means Referral Service: This program assists individuals whose income is too high to qualify for free legal services but too low to pay standard legal fees. They offer reduced fee services in various legal areas. For more details and to apply, visit the State Bar of Wisconsin.
  • Wisconsin Free Legal Answers: This online service allows you to ask legal questions and get answers from licensed Wisconsin attorneys for free. It’s an easy-to-use service for civil law topics, and most people qualify to use it. For more information and to ask a question, visit Wisconsin Free Legal Answers.