Updates to Google Ads in 2025 That Will Help Your Motor Vehicle Accident Case Lead Campaigns

It’s that time of the year again. Christmas trees are lit, shoppers are rushing to snag last-minute gifts, and every law firm marketing company it’s trying to forecast what Google is going to do in 2025. Well, thanks to Search Engine Land, we have a sneak peek at some of the big updates. According to two new articles published by SEL, there are some significant updates to Google Ads in 2025 that will help your motor vehicle accident case lead campaigns. Article one deals with Performance Max beta testing news and the second article focuses on PPC tactics.

As always, Legal Leads Group is a premier law firm marketing agency. We focus on your law firm’s ROI by driving you high-quality case leads that convert. While we help all consumer-facing law firms, our bread and butter is assisting personal injury law firms. Even one of our owners ran a successful personal injury law firm in Los Angeles for over 40 years. With that said, both the articles mentioned lay out a road map for some pretty impactful ways we can help you get car accident case leads from Google Ads.

So, once again, grab a pen and paper and get ready to take notes. Let’s dive deeper into updates to Google Ads in 2025 that will help your motor vehicle accident case lead campaigns.

Get Car Accident Case Leads From Google Ads – Breaking Down Updates to Performance Max and PPC

For today’s article, we want to hyper-focus on how you, as a law firm, can harness these updates to better manage your campaigns. We’re going to provide you with specific details, things we will do right here at LLG. This way, if you want to take a crack at handling your ads all on your own, you can. That’s one major thing we pride ourselves on here, transparency. Look, we know that not every lawyer wants to let a law firm marketing company handle their ads. Some attorneys have been burned way too many times, and they have no trust left in ad agencies. Other lawyers may lend their trust to an in-house ad team, working solely for their firm in their office. Regardless, we teach you the tactics we utilize, it’s one way we get business. Sometimes the attorney would rather hire us than risk rolling the dice themselves.

As a Google Ads rep myself I hate performance max campaigns. If you’ve ever seen the movie The Waterboy with Adam Sandler, then Performance Max campaigns are the devil. P-MAX (as we call them) are really built for PPC novices. They are a simple, most automated way, to launch a campaign. However, with some of the updates to P-MAX, coupled with the fact that we believe Google wants you to run some of these campaigns, they may become useful. With some of the PPC updates, primary the ones regarding targeting, you are definitely going to want to keep reading. Even Search Engine Journal published a new read about Geo and Keword targeting.

Without further delay, here is the LLG to guide to updates to Google Ads in 2025 that will help your motor vehicle accident case lead campaigns.

Performance Max Updates to Google Ads in 2025 That May Increase Your Ability to Get Auto Accident Injury Case Leads

We’re going to start off with identifying the ways, according to SEJ and SEL, that updated to Performance Max campaigns in 2025 can be utilized to boost your motor vehicle accident case submissions. Remember, no law firm marketing agency can go out into your market and stage car crashes. Unless you find one in New Jersey (just kiddig). But in all seriousness, they only way any SEO firm can help you obtain more MVA leads is to steer the clicks away from your competitors and drive them to you. Some of these P-MAX updates will help.

1. Negative Keyword Abilities and Helping to Bring Better Quality Leads

One of the most anticipated updates to Performance Max campaigns is the introduction of expanded negative keyword capabilities. This change will allow law firms to filter out irrelevant searches and improve lead quality. For example, you can now exclude searches for unrelated case types like DUI defense or family law, ensuring your ads target only those looking for personal injury representation.

This update also simplifies managing negative keywords across campaigns. Rather than manually excluding terms for each campaign, you can apply universal lists that work across your Performance Max efforts. This consistency ensures that your targeting remains sharp, reducing wasted clicks and maximizing every dollar spent.

In addition, Google’s new machine learning enhancements will identify patterns in unqualified traffic, automatically suggesting negative keywords based on historical performance. This automation saves time and further improves lead quality by preventing irrelevant impressions.

Incorporating negative keywords into your campaign ensures that your budget is allocated to the right audience, reducing wasted spend and increasing ROI. This feature is particularly useful for firms that have struggled with receiving unqualified leads in the past.

Moreover, this update works seamlessly with other targeting features, such as audience and geographic segmentation, creating a multi-layered approach to refining ad delivery. Law firms can leverage this synergy to zero in on their ideal client profiles, driving better results and improving campaign efficiency.

2. Avoiding Wrong Case Type Calls

Another key update to Performance Max campaigns is enhanced targeting features that allow for better segmentation. By refining your targeting options, you can focus on users more likely to require assistance with motor vehicle accident cases. This reduces the chances of receiving calls for unrelated cases and increases the likelihood of connecting with potential clients genuinely in need of your services.

Geo-targeting and audience segmentation improvements will enable you to focus on specific locations and demographics. For example, if your firm specializes in high-value motor vehicle accident cases in a particular city, you can tailor your campaigns to that area with pinpoint precision.

Furthermore, Google’s AI-powered audience insights now allow for behavioral targeting, identifying users who have shown consistent interest in topics related to motor vehicle accidents. For instance, you can target individuals searching for terms like “how to file an accident claim” or “hire a car accident lawyer.” This ensures your ads are seen by users actively seeking services your firm provides.

Combining these insights with detailed demographic filters, such as age, income level, and even online activity patterns, can further refine your audience. This multi-faceted approach minimizes wasted ad spend and enhances the probability of connecting with high-intent leads.

In addition, call tracking technology can be integrated to monitor campaign performance and ensure your firm is capturing quality leads. Using this data, you can continuously optimize your targeting strategy, eliminating patterns that generate unproductive inquiries. This approach not only improves ROI but also streamlines your intake process, ensuring your team’s time is spent on legitimate cases.

3. Speed to Lead – How Performance Max Campaigns Expedite Your Ad Campaigns Launch

Speed to lead is critical in personal injury marketing. Performance Max campaigns now offer faster campaign setups with pre-built templates and AI-driven recommendations. These tools allow you to launch campaigns quickly while maintaining control over your strategy.

The pre-built templates are designed to include industry-specific best practices, saving time on setup while optimizing for high performance. For instance, templates tailored for personal injury law may already include ad copy suggestions and audience targeting criteria relevant to motor vehicle accident cases.

Google’s AI-driven recommendations further expedite the process by automatically suggesting budget allocations, bid strategies, and ad formats based on your campaign goals. This minimizes the time spent on manual adjustments and helps law firms launch highly effective campaigns in record time.

Time is of the essence in capturing leads, especially in competitive markets. Performance Max campaigns enable faster go-to-market strategies, giving you an edge over competitors who may still be refining their campaign settings. Additionally, real-time optimization tools ensure that your ads start performing immediately, with Google’s AI making adjustments based on initial performance data.

Another significant advantage is the integration of lead-tracking systems during the campaign setup. With lead tracking in place from the beginning, law firms can monitor incoming inquiries as soon as the campaign goes live, enabling immediate follow-up. This speed to follow-up can be a decisive factor in converting leads, as research shows that faster response times significantly increase conversion rates.

Leveraging these updates ensures that your ads go live faster and perform better from the outset, providing a competitive advantage in attracting high-quality motor vehicle accident leads.

4. Automated Spend with Google AI Assistance

Google’s AI tools have taken automation to the next level. In 2025, Performance Max campaigns will include advanced budget optimization features powered by AI. These tools analyze performance data in real time, automatically adjusting spend to maximize ROI.

For example, if the AI detects that certain times of day or specific keywords are driving higher conversion rates, it will allocate more budget to those areas. Beyond simple adjustments, Google’s AI also takes into account seasonal trends, such as increased search activity during winter months for car accidents due to hazardous road conditions.

In addition, AI-powered spend management can dynamically shift your budget across different campaign types. For example, if your search ads are outperforming display ads in generating leads for motor vehicle accident cases, Google’s system will prioritize spend on the higher-performing campaign. This reduces waste and ensures that every dollar spent is aligned with achieving your goals.

Another noteworthy feature is predictive analysis. Google’s AI can forecast campaign outcomes based on historical data and market trends, giving law firms insights into how much to allocate for optimal results. For instance, it might recommend a budget increase during peak traffic times, ensuring that your ads are visible when users are most likely to convert.

This level of automation allows law firms to focus on client interactions and intake rather than the time-intensive task of monitoring campaign performance. It also ensures that campaigns remain agile, adapting to changes in performance or market dynamics without requiring constant manual intervention.

With automated spend management, personal injury law firms can confidently scale their advertising efforts while maintaining a laser focus on ROI.

5. Playing the Ad Game With Google – Investing in Multiple Campaign Strategies

Diversifying your ad strategies remains crucial in 2025. While Performance Max campaigns are becoming more robust, relying solely on one campaign type is risky. Instead, consider running a mix of search, display, and remarketing campaigns alongside Performance Max to ensure comprehensive coverage.

Leveraging Search Campaigns for High-Intent Leads

Search campaigns allow you to target high-intent users actively searching for specific legal services, such as “car accident lawyer near me” or “file an auto accident claim.” These campaigns are particularly effective for capturing leads ready to hire an attorney. To maximize results, use long-tail keywords reflecting user intent, such as “best motor vehicle accident attorney for claims in [city].” Long-tail keywords often face less competition and yield higher conversion rates.

Google’s responsive search ads (RSAs) further enhance these campaigns by dynamically adapting ad copy to match the user’s search query. For example, ads may highlight benefits such as “No upfront fees for accident cases” or “Maximize your injury compensation,” making them more relevant and engaging.

Building Awareness with Display Campaigns

Display campaigns allow you to reach users who may not yet be actively searching for an attorney but fit your target demographic. These visually engaging ads are ideal for building brand recognition and creating awareness of your services. For instance, ads featuring a video testimonial from a satisfied client or an infographic explaining the steps in a motor vehicle accident claim process can capture attention and build trust.

To optimize display campaigns, use Google’s audience insights to target users based on behaviors, such as frequenting accident-related content or searching for insurance claims information. Pair this with geo-targeting to focus on regions with high accident rates or underserved legal markets.

Driving Conversions with Remarketing Campaigns

Remarketing campaigns are essential for re-engaging users who have already interacted with your website or ads but have not yet converted. For instance, if someone visits your “FAQs about car accident claims” page but doesn’t complete a contact form, remarketing ads can remind them of your expertise and encourage them to act.

Segment your remarketing lists to tailor messaging. For example, users who visited a page about “common car accident injuries” might see ads promoting your experience in handling medical claim negotiations, while those who visited your “contact us” page could receive ads offering a free consultation.

Safeguarding Success Through Diversification

Running multiple campaigns simultaneously ensures you’re not overly dependent on a single strategy, reducing risks from changes in Google’s algorithms or policy updates. Diversification also allows you to test and refine different approaches, comparing performance metrics such as click-through rates, cost per lead, and conversion rates across campaign types.

Optimizing with AI-Driven Insights

Google’s AI-driven insights offer recommendations on how to allocate budgets across campaigns, refine ad targeting, and optimize creatives. For instance, AI might suggest increasing your remarketing budget during weekends when potential clients are more likely to research legal services.

By embracing a diversified approach to Google Ads, personal injury law firms can ensure comprehensive audience coverage, build trust, and drive high-quality leads that convert into valuable motor vehicle accident cases.

PPC Updates in 2025 and How Improved Ways of Targeting Will Increase Your Chances of Landing Motor Vehicle Accident Calls Over Bogus Calls

PPC updates in 2025 are all about smarter targeting and better lead qualification, making it easier than ever for personal injury attorneys to connect with high-quality leads. With enhanced features like Dynamic Geo-Targeting, Advanced Audience Insights, and Improved Ad Extensions, accident attorneys can refine their ad strategies to attract more motor vehicle accident cases while minimizing irrelevant inquiries.

Dynamic Geo-Targeting

Dynamic Geo-Targeting allows attorneys to target users based on their real-time locations. For instance, if a user searches for “car accident lawyer near me” while driving through a high-traffic area prone to accidents, your ad will appear. This feature ensures your ads reach individuals who are actively searching for legal assistance in their immediate vicinity.

To maximize the impact of geo-targeting:

• Focus on specific cities or neighborhoods with higher accident rates.
• Use heatmaps and analytics to identify accident-prone areas where leads are more likely to convert.
• Combine geo-targeting with custom messaging in ads, such as “Serving [specific city or area], your trusted car accident lawyer.”

Additionally, attorneys can capitalize on location-based keywords, ensuring their ads appear during pivotal moments when potential clients are seeking urgent assistance. For example, targeting terms like “best accident lawyer near [city center]” or “immediate help for car crash victims” can result in highly actionable clicks.

Advanced Audience Insights

Advanced Audience Insights take targeting to the next level by providing deeper information about user behavior, preferences, and online habits. For personal injury attorneys, this means:

• Identifying users who frequently search for accident-related terms such as “car insurance claims” or “how to file a lawsuit for injuries.”
• Gaining visibility into key demographics like age, income level, or even profession, ensuring that your ads are tailored to your ideal client base.
• Leveraging purchase intent signals from users who engage with complementary services like medical providers, repair shops, or insurance companies.

With these insights, attorneys can create highly personalized campaigns that resonate with potential clients. For example, users researching “whiplash treatment after a car accident” could see ads emphasizing your experience in securing compensation for medical expenses. This hyper-targeted approach improves ad relevance, reduces costs, and drives more qualified leads.

Improved Ad Extensions

Ad extensions in 2025 are more dynamic and interactive than ever, helping personal injury attorneys stand out in competitive search results. Key features include:

• Call Extensions: Highlight a direct call-to-action such as “Call now for a free case evaluation,” making it easy for users to connect immediately.
• Location Extensions: Show your office address and encourage in-person consultations for local clients.
• Sitelink Extensions: Provide quick access to valuable pages like testimonials, FAQs about accident claims, or contact forms.

Attorneys can also use image extensions to make ads more visually appealing. For instance, a photo of your law firm team or a certification badge can build trust and professionalism. Improved ad extensions allow your ads to take up more space on the results page, increasing visibility and click-through rates.

Practical Implementation for Personal Injury Attorneys

Here’s how personal injury attorneys can implement these updates to drive more motor vehicle accident leads:

1. Combine Geo-Targeting and Audience Segmentation: Use dynamic geo-targeting to reach users in high-accident areas and layer this with behavioral data, such as those researching “car accident injuries.” This dual approach ensures your ads are served to the right audience at the right time.
2. Invest in Interactive Ad Extensions: Use call extensions to capture leads on-the-spot and include trust-building elements like reviews and case results in sitelink extensions.
3. Focus on Mobile Optimization: With more users searching for legal assistance on mobile devices, ensure your ads and landing pages are mobile-friendly. Features like “click-to-call” buttons simplify the client journey and boost conversions.
4. Leverage Retargeting with Advanced Insights: Create retargeting ads for users who visited your website but didn’t convert. For example, if someone viewed your “Do I Need a Lawyer After a Car Accident?” page, serve them follow-up ads emphasizing your free consultation services.

By staying ahead of these updates and implementing them strategically, your firm can outpace competitors, reduce irrelevant clicks, and attract more qualified motor vehicle accident leads that convert into cases.

PC updates in 2025 are all about smarter targeting and better lead qualification, making it easier than ever for personal injury attorneys to connect with high-quality leads. With enhanced features like Dynamic Geo-Targeting, Advanced Audience Insights, and Improved Ad Extensions, accident attorneys can refine their ad strategies to attract more motor vehicle accident cases while minimizing irrelevant inquiries.

Additional Ways to Get High-Quality Motor Vehicle Accident Injury Case Leads from Google in 2025

While both Search Engine Journal and Search Engine Land nailed it with their articles, we wanted to provide some of our own info on updates to Google Ads in 2025 that will help your motor vehicle accident case lead campaigns. Yes, it appears Performance Max is rolling out some significant changes, primarily focused around adding negative keywords. In addition, with updates to PPC targeting, advertisers will have new ways to help personal injury attorneys screen and obtain better MVA leads.

Here are some additional things to remember moving into 2025. These types of campaigns will also help get you car accident case leads from Google Ads.

Google Local Service Ads

Google Local Service Ads (LSAs) are designed to connect users with nearby professionals, making them perfect for accident attorneys. These ads prominently display your firm’s name, phone number, and customer reviews, building immediate trust. Since users only pay for valid leads, LSAs are highly cost-effective for acquiring motor vehicle accident cases.

Responsive Ads

Responsive ads adapt automatically to different devices and formats, ensuring your message looks great whether viewed on a desktop or smartphone. For attorneys, responsive ads can combine various headlines and descriptions, testing what resonates best with potential clients. For example, “Injured in a car accident? Get justice now!” could pair with “Free consultations, pay nothing unless we win!” to maximize appeal.

MAP Ads

Mobile App Promotion (MAP) ads focus on users engaging via apps like Google Maps. Attorneys can use MAP ads to target individuals searching for directions to hospitals or repair shops after an accident. Promoting your services in these contexts ensures you connect with clients exactly when they need legal help.

YouTube Video Ads

Video ads on YouTube allow attorneys to showcase their expertise, humanizing their brand. A 30-second video highlighting your success in motor vehicle accident cases or explaining the claims process can make a lasting impression. Pair this with geo-targeting to ensure local relevance.

Broad Match Campaigns with Extensive Negative Keyword Lists

Broad match campaigns allow for wide-reaching exposure but require extensive negative keyword lists to maintain relevance. For personal injury attorneys, negative keywords like “DUI lawyer” or “small claims court” ensure your ads focus only on motor vehicle accident leads. Combine this with PPC automation tools to continually refine your keyword strategy.

Spanish MVA Campaigns

Reaching Spanish-speaking audiences can open up an entirely new client base. Develop campaigns in Spanish targeting common phrases like “abogado de accidentes de carro” to connect with underserved demographics. Ensure your landing pages and call handling can accommodate Spanish-speaking clients.

Moving Toward Cost Per Acquisition and Away From Cost Per Click

Focus on campaigns that prioritize cost per acquisition (CPA) over cost per click (CPC). CPA ensures you pay for leads that convert into actionable cases, maximizing ROI. For example, integrating AI-powered bidding strategies can help you target users most likely to call or book consultations.

By staying ahead of these updates and implementing them strategically, your firm can outpace competitors, reduce irrelevant clicks, and attract more qualified motor vehicle accident leads that convert into cases.

Turn to Legal Leads Group to Get Better Motor Vehicle Accident Injury Cases

At Legal Leads Group, we specialize in helping personal injury law firms navigate the complexities of Google Ads. From leveraging the latest updates to crafting high-converting campaigns, we’re here to ensure your success. Visit Legal Leads Group to learn more about how we can help your firm generate more motor vehicle accident case leads. Or, if you want to talk to an ad rep right away. We’re here to help you and your law firm when you need it.

At LLG, we understand that having the ability to obtain MVAs is a must. Let us show you how we can get quality car accident injury case leads from Google Ads today.