Auto Accident Leads

What Are Auto Accident Leads? 

In the personal injury lead generation space, auto accident leads are the most popular and often top-performing leads. This is largely because if someone is injured in a car accident, there are several things that are clearer than can be in a typical slip & fall, workers compensation, or other personal injury claim.

Over many years of doing marketing for personal injury law firms, this has been far and away the most successful area of legal leads we’ve generated. That’s why a large focus of ours is to generate high quality, exclusive, real-time auto accident leads, day in and day out, to our law firm partners.

Our auto accident leads include all types of motor vehicle accidents, including:

  • Car Accidents
  • Truck/18 Wheeler Accidents
  • Motorcycle Accidents
  • Pedestrians Hit By Cars/Trucks
  • Passengers In Motor Vehicle Accidents
  • Uber & Lyft Accidents
  • Public Transportation Accident Injuries

How We Generate Auto Accident Leads

Generating quality auto accident leads is not an easy task. In fact, generating auto accident leads is one of the most competitive markets out there. It’s common to pay well over $200-$300 for a single click to advertise to someone searching for a car accident lawyer, so we need to be ruthlessly efficient to generate these leads at a reasonable cost. Through many years of trial and error we’ve found the perfect mix that allows us to get high quality leads at a reasonable cost that will provide very good ROI for our clients. It’s this ability that allows us to have some of the best retention rates in the industry.

Through a wide net of internet advertising, our website is found by people searching for an auto accident attorney or for information pertaining to their auto accident claim and subsequent injuries. Our car accident leads are all generated digitally, with the majority of them coming from paid and organic search. The key difference between search generated leads and other forms of digital lead generation is intent. Only search engine marketing allows for an advertiser to get their message in front of someone at the exact moment that they’ve decided to do something about their auto accident claim by looking for a lawyer or information pertaining to their potential MVA claim.

Learn more about why Search Matters in Personal Injury Lead Generation

There are much cheaper and easier ways to generate leads than trying to compete on search with law firms across the country, many of whom have been paying legal marketing companies tons of money for many years to have a good presence on search engines.

Here is one example of a #1 ranking on google for a highly competitive search term, “T Bone Car Accident Settlement” (Our website is, highlighted in blue below. Ask the other lead generation companies to show you #1 organic rankings).

Auto Accident Leads

But we believe in quality and making sure our law firms are successful with our leads, so we spare no expense and work tirelessly to improve our performance. We are constantly creating new content, optimizing landing pages, ad copy for paid search, and processes, and generally doing everything we can to succeed in one of the most competitive industries online. We are constantly improving this process as well as exploring additional opportunities to deliver quality to our partners. Our commitment to generating the highest quality car accident leads possible is one of the reasons for our continued longevity & success.

Our Lead Screening Process Ensures Quality Car Accident Leads

Once the accident victims arrive on one of our web pages, we provide valuable information about auto accident laws in their state and ask anyone who would like to speak directly to an attorney to fill out our form for a free consultation. Anyone who meets our screening criteria in your area will be sent directly to your office via email, text message, or sent directly to your case management software.

Upon form submission, we screen for specific criteria (the person must be injured, confirmed that the accident occurred within the statute of limitations, must not already have legal representation, must provide valid contact info, etc).

You will only be sent an auto accident lead if it meets all the following qualifications:

  •              Motor Vehicle Accidents Only (No general PI, Slip & Fall, Workers Comp Leads, etc).
  •              Must have been injured in a car accident and not found at fault for the accident.
  •        Must not have already retained another attorney for the auto accident claim.
  •              Detailed client information required (Name, City, Zip, Phone, and Comments of Accident)
  •              Flexible return policy (wrong contact info, wrong practice area, already has an attorney, etc)
  •              Must meet Statute of Limitations

Customer Support and Lead Return Policy:

If we send over a lead that ends up not meeting one of these requirements, has provided bad contact info, or the accident happened outside of your coverage area, just send us an email letting us know and we will gladly take it back as a return. You will never be charged for invalid auto accident leads.

We also allow for small test orders as a way for you to see that we can deliver, are responsive and easy to work with, and in general are honest, straightforward people with a genuine interest in building solid partnerships with Personal Injury and Mass Tort law firms. We do not tie you into a long contract, do not require huge minimum order sizes, and are very fair on returns for any leads that may get through our screening process.

How Auto Accident Lead Generation Can Benefit Your Law Firm

Buying auto accident leads is also very cost effective, especially if you’re getting leads that are generated through search. Below are google keyword planner’s estimates for how much it costs for a top of page advertisement on their search results for these keywords. The price on the right side column is the amount it costs PER CLICK to advertise for those keywords. This is known as Pay Per Click advertising and is very expensive if done wrong, but is widely considered the best way to do targeted online advertising. This is how we get some of the highest quality auto accident injury leads in the business.

Car Accident Leads

Contrast that with our auto accident leads, which range from $225-$325 – even in the most expensive markets, a fully vetted lead costs less than a single click on google – keep in mind that this one click doesn’t ensure the person will ever contact you (in fact most internet marketing experts will tell you a 10%+ conversion rate is very good, so it can be reasonably expected that 9 out of 10 of these clicks will disappear into thin air. Of the 10% that do call, some won’t hire you,  some will already have a lawyer or be found at fault, so not all 10% will even become clients. In that light, $250ish for a fully screened auto accident lead that you can return if it doesn’t meet qualifications, seems like quite a bargain.

Auto accidents is an “evergreen” practice area – meaning no matter what, people will always get in car accidents and will need legal help in settling these claims for their auto accident injuries with insurance companies. Here are some stats on car crashes and settlements in the US.

Can Buying Auto Accident Leads Benefit All Personal Injury Law Firms? 

While we’re clearly believers in the ability of auto accident lead generation as a simple, cost effective way to increase your law firm’s caseload, there are  some instances where buying auto accident leads is’t a good marketing strategy. Here are a few:

  • You’re only looking for severe/catastrophic injuries. The majority of car accidents will lead to minor or no injuries, and it is next to impossible to filter out leads by severity of injury.
  • You’re only focused on a specific type of motor vehicle accident. Similar to how it’s hard to filter out only very serious injuries, it’s also hard to single out things like motorcycle accidents,  truck accidents, or aviation accidents. The firms that are the most successful with auto accident leads are willing and able to assist with soft tissue injuries and more run of the mill MVA cases. The bigger cases do come, but there is a degree of “hitting singles” that needs to be done while you wait on the home run pitch.
  • You’re not prepared to pay a decent amount of money per lead for quality. Buying cheap auto accident leads can be like paying 39 cents for a burger… you may not pay much up front, but the expense afterwards can be pretty brutal. The fact is, MVA cases are very valuable to PI attorneys, so many of them are willing to spend big money to acquire them and corner their local markets.  As a result, any lead generation company that’s generating quality leads from search, is paying a fair amount of money to do so. We simply can’t sell leads generated from search on the cheap – we’d go broke – and any  lead generation company that tells you different is probably doing something unscrupulous on the back end to generate their leads cheaply. As the saying goes – you get what you pay for.
  • You don’t have good intake in place. We’ve written extensively on intake and included more info and links below, so we’ll summarize by saying that if you can’t be persistent and call on the leads in a timely, professional manner, you probably shouldn’t waste your money buying the leads in the first place.

How Our Auto Accident Leads Are Delivered

Once a lead has been submitted and is screened to make sure it meets our quality criteria, we match that person to our law firm partner in that city or state based on the zip code they entered on the form.

Once the lead has been matched to a law firm, we can send it to you however you would like it – we can send it via email, text message, or post it directly to your CRM or case management software. This all happens in a matter of milliseconds, ensuring that you’re getting leads as soon as the request for a free consultation comes in.

Why We Believe In Exclusive, Real Time Leads

Any auto accident lead that you will receive from us will be exclusive and delivered in real time. When all leads are exclusive and delivered in real time, it ensures not only that our leads are some of the highest quality you can find, but will also drastically improve our partners’ contact and thus conversion rates.

Tips For Ensuring Success With An Auto Accident Lead Generation Campaign


Our goal is long term and happy clients, and we recognize that delivering value and a good return on investment, with quality customer service and insightful suggestions, is the best way to do so.


The most important thing any personal injury law firm can do to succeed with car accident  lead  generation is have a good intake protocol in place, and good people making the calls to the leads. You can read about our best practices for intake to make sure you convert on as high a percentage of leads as possible.

Best ROI You Will Find:

As with any service provider, we know that we will only succeed when our personal injury attorney partners succeed. We believe that you will not get more bang for your buck out of any marketing than you will be able to achieve with us. In essence, we are taking all of the risk and delivering potential customers to your door. For more detailed information, read our article about calculating the ROI on personal injury leads.

It has been our experience that if you’re trying to market a personal injury practice, the fastest and most cost efficient way to do so is by buying auto accident leads from a quality legal lead generation company. If you’re trying to grow a PI firm, please give  us a call to talk through some of the ways we can help.

Auto Accident Lead FAQ’s:

An auto accident lead is considered valid/billable if it meets the following criteria:

  • Must be injured in a car, truck, or motorcycle accident.
  • Not found at fault for the accident
  • Within your state’s SOL for personal injury
  • In agreed upon geographic area
  • Must provide a working phone number

Through a mix of paid search ads, organic search, social media and affiliate marketing, we advertise digitally to reach people as they are searching for an attorney for, or information about, their auto accident claim. Then we send people to one of our websites where they’re given some general information, and people who want to take it a step further and discuss their issue with a local attorney, are asked to fill out a form to get a free consultation.

Upon form submission, we screen for specific criteria (must be injured, must not already have legal representation, must provide valid contact info, etc). You are only billed when a lead is delivered that meets all qualifications.

If the person submitting the form was found at fault for the accident, that would fall under our return policy for MVA leads, and as such would be eligible for a credit.

As we do require all form submissions confirm that they were injured, this shouldn’t happen often. However if/when it does happen, simply return the lead for credit and you won’t be billed for that lead.

We deliver all our legal leads via email, and also offer text message/SMS alerts.

No, unlike a lot of other legal lead generation companies, we only send the car accident leads to one law firm. You’ll never have to worry about us sending auto accident leads to any of your competitors.

This depends on availability, order size, and geo but they range anywhere from $200-$350 per auto accident lead. As legal lead generation is more expensive in different areas, please ask about pricing & availability in your area.

Once we have received payment for your initial batch, and the email addresses/phone numbers for delivery of the auto accident leads, we can typically have your account live within a matter of hours, although sometimes it can take a few days before a lead gets delivered due to the real time nature of our car accident leads.

Do you guys just do auto leads or do you do other stuff as well?

We do workers compensation, general personal injury, which is typically just premise liability, motor vehicle accidents, and then we do some mass tort campaigns as well. But the mass tort campaigns are national, they’re not local. We’re looking to, we’re going after the bigger ticket items, motor vehicle accident. A lot of the firm’s that we bring on board, they don’t leave and a lot of them like exclusivity. Now, the leads are exclusive, we may work with more than one from in a state, but we have a lot of firms that they basically they pay a higher price to have exclusivity. So, anything and everything we can produce we send their way.

How many of your leads are passengers vs drivers in the accident? Can I return a lead if the person was the passenger and not the driver?

And the thing is that I don’t specifically have any statistics, as far as how many turn out to be passengers trying to file a suit. But you see, that’s not something we take returns for. I’ll tell you what we do ask returns for, if they are found at fault, we take the return. If they had no injury, we will take a return. If they have an attorney, we’ll take in a return. Naturally if it exceeds the state statute of limitations we’ll take a return. Of course, if it’s a Mickey Mouse name or any disconnected busy, no voicemail setup, type of disconnected numbers we take as well too. We’re really flexible when it comes to return policy. I work with a lot of firms that buy leads from everybody and we’ve been rated pretty high as far as how flexible we are. But unfortunately, we don’t do that for any type of passenger suit. So, it’s not something that I could honor a return on. But then again, I can’t recall of too many too many leads that I’ve seen that that specifically state that I was a passenger in such and such accident under the comments section.

Depending on the state, estimate anywhere between 10-15 per month for smaller states all the way up to 150-200 in larger states. Typically, when, some of the firm’s that we’ve been working with a long time, they have been able to test the services, they could see their conversions and they’d like to push for more in which what we can do is we can kind of turn up the campaign so to speak. We run a lot of pay per click advertising, which if you are in a position where you need more volume, we can make that happen.

Sample auto accident lead – Mary S.

Mary was driving home from work in Jacksonville, NC, a small coastal town between the Outer Banks of NC and Myrtle Beach, SC.

As the comments of this lead detail, as Mary drove home, a pizza delivery driver on shift was driving with no headlights, then ran a stop sign and hit her in a T-Bone collision. The force of the accident caused substantial injuries to Mary, causing her to miss work, seek immediate medical treatment, as well as ongoing chiropractic care for her ongoing neck and back pain. In addition to her injuries, her car was totaled and she had to incur costs of a rental car while getting this accident sorted out and shopping for a new car.

Mary found our website through one of our lawyer marketing ads, read about our network of attorneys and free legal consultation, and submitted her info. After a lengthy conversation with our partner firm in North Carolina, they were able to help her get a very nice settlement, which covered all her expenses, loss of income, and more.

Here is the original lead as it was sent to our client:

First Name: Mary
Last Name: Sxxxxxxxx
Phone: 615xxxxxxxx
State: NC
Zip Code: 28546

What Caused Your Injury: Motor Vehicle Accident
Were You Found At Fault For the Accident: No
Has An Attorney: No
Comments: A domino delivery driver ran a stop sign and hit us, she didnt have on head lights so we didnt see her.. she didnt have a seat belt on as well. We had no stop sign. 35 miles per hour speed correct speed limit I as in the back seat, my face was busted open from my nose, and head neck amp back pain.. I went to a chiropractor.

If your firm could benefit from more cases like Mary’s, please give us a call.

We generate a number of other leads, all in the legal category. A full list of the legal leads we generate is below, please click on any of those links to learn more about other practice areas:

At the moment our car accident leads, as well as all our other legal leads, are sent electronically via email, text message, and/or server to server posting. We do not send live phone leads of any sort, live transfers or raw calls.

In most cases we can accommodate smaller than statewide clients, with a few caveats. Keeping in mind that a lot of our leads come from organic search which is not as targeted as most paid advertising (but generally considered to be higher quality traffic), by limiting the geographic scope we can end up with good leads that end up in the trash, which could have been good cases for you and operating/advertising revenue for us.

Also, with Covid-19 turning all human interactions more virtual, there is a lot of opportunity to expand your firms footprint into markets where you previously didn’t have a physical presence. We wrote a blog about how to do so that you can see here.

That said, we understand different firms have different needs and goals, and we do our best to accommodate. Please contact us with your requested metro areas or counties, and we can let you know more about availability, price, and potential volume.

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