Marketing for personal injury and compensation lawyers

Personal injury and compensation law is one of the hardest places in legal marketing to get right. Clicks are expensive, matter values swing wildly between claim types, and the rules on what you can say and who you can pay change from state to state. Black Shark Digital helps personal injury firms get in front of injured people at the moment they look for help, within those rules.

Your marketing is run by Andrej Mchantaf, a lawyer turned marketer with 20 years’ experience, from our base in Manly NSW. We keep our client list small on purpose, with a maximum of five law firms at any one time, and right now we have 4 client spots left.

Book a free marketing review or call 0421 192 045

Very few people search for “personal injury law”. They search for what happened to them: a car accident, an injury at work, a fall in a shopping centre, a surgery that went wrong. They search for “compensation lawyer”, “no win no fee lawyer” or “workers compensation lawyer near me”, usually on their phone. Many search only after an insurer has delayed, reduced or rejected a claim, and often a partner or adult child is doing the searching for them.

That shapes everything. Your firm needs a page, a campaign and a clear next step for each claim type you want, not one “personal injury” page trying to cover them all.

Matter values vary hugely by claim type

A serious injury damages claim and a small statutory benefits matter are very different pieces of work, and in NSW the legal costs for many CTP statutory benefits claims are regulated. If your campaigns treat every enquiry as equal, the budget drifts towards the cheapest, most common enquiries. We build campaigns around the claim types you actually want, and measure them on the retainers they produce.

The competition is fierce and clicks cost more

Personal injury is one of the most competitive areas of legal advertising, so a wasted click costs more here than almost anywhere else. Tight keywords, negative keyword lists, claim-type landing pages and call tracking are not extras. They are how a personal injury campaign pays for itself.

Speed of response decides who gets the call back

People who are injured often contact more than one firm. The firm that answers, asks the right questions and books a time to talk is usually the one that gets the matter. We set up forms and call handling that capture the claim type, the state and the date of injury, so your team knows who to call first.

The fee comes at the end

Many personal injury matters run for a long time, and on no win, no fee terms the firm carries the cost until the matter resolves. That’s why we report on signed retainers by claim type, not cost per click, so you can see which campaigns are worth the spend.

Every ad, page and post we write starts from the Australian Solicitors’ Conduct Rules. Advertising must not be false, misleading, deceptive or offensive, and no one can be called an “accredited specialist” unless they are accredited. That means no promised outcomes, no settlement figures your firm can’t stand behind, and “no win, no fee” only where it accurately describes your costs agreement. On top of that:

• NSW advertising. The Law Society of NSW notes that the Legal Profession Uniform Law does not include the ban on advertising personal injury legal services that existed in the repealed Legal Profession Regulation 2005, and the Workers Compensation Regulation 2016 does not include the old ban on advertising work injury legal services.
• NSW claim farming. The Claim Farming Practices Prohibition Act 2025 prohibits contacting someone to solicit a claim and buying or selling claims. It covers claims under the Civil Liability Act 2002 (including medical negligence and public and product liability) and intentional torts, and lawyers can’t charge or keep fees connected with a farmed claim. Motor accident and workers compensation claims sit outside that Act, and a separate bill to extend the ban to CTP claims has been before the NSW Parliament, so we check where it stands before any campaign.
• Queensland. The Personal Injuries Proceedings Act 2002 bans advertising personal injury services on radio, television, cinema and recorded phone messages, and limits advertising in print and on other websites to your name, contact details and areas of practice. Your own website can explain the law, people’s rights and your terms. Queensland also prohibits claim farming.
• Ad platform rules. Meta doesn’t allow ads that assert or imply someone has a health condition, so ads describe the service (“we help people injured at work”), not the person. Google treats health as a sensitive interest category, which can limit remarketing and other audience targeting.

Other states have their own schemes and rules, and they change. We check the current position for each state before a campaign goes live. This is a summary, not legal advice, so confirm how the rules apply to your firm.

Campaigns split by claim type and state

Motor vehicle, workplace, public liability and medical negligence claims get their own campaigns, ads, budgets and landing pages, built for the state you’re advertising in. That’s how budget follows the matters you want. Read more about Google Ads for lawyers.

Pages that answer the injured person’s questions

Each claim type gets a page that explains, in plain English, how the claim works, the time limits to watch for, what it may cost and how to take the first step. A lawyer at your firm checks anything that explains the law before it goes live.

SEO for claim-type and location searches

Ranking organically for the searches injured people make reduces your dependence on expensive clicks over time. We build out claim-type and location pages, fix the technical issues holding your site back, and look after your Google Business Profile. Read more about SEO for lawyers.

Intake that qualifies the enquiry

Short forms and call tracking capture the claim type, state, date of injury and whether the person already has a lawyer. Forms collect consent to be contacted, and if calls are recorded, your privacy notice needs to cover it.

Reporting on retainers, not clicks

Where you can share it, we feed back which enquiries became signed clients, so campaigns learn to find more of them, and your reports show which claim types are paying their way.

Plenty of people never use the words “personal injury”. They search for “compensation lawyer”, “workers comp lawyer”, “car accident claim” or “TPD claim”. We map those searches to the claim types you handle, so whichever words people use, they land on the right page.

We can provide leads for certain legal areas in certain regions. Personal injury is different, because the claim farming laws in NSW and Queensland restrict buying and selling claims. Tell us where you practise and the claim types you take on, and we’ll tell you what we can offer within the law there. Read more about lead generation for lawyers.

We’re based in Manly and work with personal injury firms across Sydney, where the results for claim-type searches are crowded with large national firms. Smaller firms usually win by being specific: a page for each claim type and the areas they serve, a well-run Google Business Profile, and ads that only pay for searches that sign. See how we help with law firm marketing in Sydney. We also market firms that act in employment law, as well as superannuation and TPD claims.

We don’t publish a price list or sell packages. Your fee is quoted for your firm, based on scope (which services, and how many practice areas, matter types and regions), your budget and the complexity of the work. After your free review you get a clear written quote, so you know exactly what you’re paying for before you decide.

Your ad spend never passes through us. You pay Google, Meta and any other platform directly on your own credit card, so there is no markup and you can see every charge in the platform’s own billing. Your firm owns its ad accounts outright, and if you ever leave, you keep them with all their history and data.

Carl Mickels, Partner at Firths, on working with Black Shark Digital

“He’s been quite the success for us”

“I have no hesitation of recommending him”

— Carl Mickels, Partner, Firths

Results depend on your practice area, location, budget and how quickly enquiries are followed up. We will tell you what is realistic for your firm before you spend a dollar.

• A lawyer turned marketer runs your campaigns. Andrej understands how injury firms take on work, what claimants need to hear and where the advertising rules sit.
• 20 years in digital advertising, mostly for big-name law firms. He founded Black Shark Digital in 2020.
• Thousands of new clients acquired across the campaigns we’ve run.
• Certified experts for Google Search Ads, running campaigns in accounts your firm owns.
• A deliberately small client list. No more than five law firms at a time.
• Direct access. You deal with Andrej, not an account manager who passes messages on.

Read more about Andrej

Tell us which claim types you want more of, the states you work in and how you handle enquiries now. Andrej will look at your website, your Google presence and any campaigns you’re running, and give you a plain-English summary of what is working, what is wasting money and what he would change first.

Book a free marketing review or call 0421 192 045

Email: info@blackshark.digital · Based in Manly NSW.