Deliverables
- Google Sheet: https://docs.google.com/spreadsheets/d/1a5X2lxfUDKwweP8csZCyuJ7rvSZGiJPdADajvYdW478
- Local workbook: /Users/samaguiar/Documents/Projects/admin/reports/pi-search-ads-competitive-2026-05-25/PI Search Ads Competitive Intelligence 2026-05-25.xlsx
- Local report: /Users/samaguiar/Documents/Projects/admin/reports/pi-search-ads-competitive-2026-05-25/reports/competitive-google-search-ads-report.md
- Screenshot folder: /Users/samaguiar/Documents/Projects/admin/reports/pi-search-ads-competitive-2026-05-25/screenshots
- Local knowledge base: /Users/samaguiar/Documents/Projects/admin/reports/pi-search-ads-competitive-2026-05-25/knowledge-base
Scope
Google Search responsive/text ad competitive intelligence only. Excluded LSA, YouTube, map pack, and organic SEO. Markets reviewed: Tampa, St. Louis, Los Angeles, Las Vegas, Detroit, Atlanta, plus Morgan & Morgan as a national benchmark.
Key Findings
- The dominant CTA families were free consultation/free case review, no fee unless we win, call today/call now, local proof, reviews/results, and 24/7 availability.
- Mature competitors use dedicated paid-search landing domains or focused URLs instead of one generic personal injury page.
- Spanish-language search is a meaningful lane, especially in Los Angeles, with dedicated Spanish funnels from Jacoby & Meyers, West Coast Trial Lawyers, and Arash Law.
- Sitelinks mostly function as conversion/proof paths: Contact, Free Evaluation, Case Results, Reviews, Directions, Our Team, and exact practice areas.
- Geo-template leakage is visible in competitor accounts, which is a useful QA warning before scaling our own city campaigns.
Specific Recommendations
- Build one paid-search landing page per high-intent subject: car accident, truck accident, slip/fall, workers comp, wrongful death, and Spanish car accident.
- Make free case review and no fee unless we win unavoidable in RSA assets and hero sections.
- Launch Spanish search as its own lane with matching ad copy, URL, form, call tracking, and proof blocks.
- Use phone-number headlines only on call-intent/mobile-heavy ad groups.
- Use four sitelinks per ad group: Free Case Review, Case Results, Local Office/Directions, and exact injury type.