How this was measured
Keyword data from the DataForSEO Labs API for the United States market, pulled on 2026-10-15. The source last refreshed these keywords in September 2026. Cost per click is the average paid by all advertisers on that term, not what Morgan & Morgan paid. Spend is DataForSEO's estimate of paid traffic value and should be read as an order of magnitude, not an invoice. The keyword list is what the data provider observed in paid results, so a term missing from it is not proof that Morgan & Morgan never bids on it. Anyone can see the ads a company is running right now in the Google Ads Transparency Center.
Nothing here comes from inside Morgan & Morgan. This is what the outside of the account looks like, which is the only thing anyone can check.
The finding
Morgan & Morgan is one of the best known injury firms in the United States, and its organic footprint shows it: 49,206 ranking keywords, valued at about $238M a month in equivalent traffic by the same estimate. That is the largest organic number in any teardown on this site.
The paid list looks nothing like a national brand campaign. It is 184 keywords, with the ad in first position on 171 of them, and the national head terms of injury law are not in it. personal injury lawyer, which the paid media cost index prices at $170.62 a click, and truck accident attorney, at $509.15, do not appear in the observed set. What appears instead is a map: 112 of the 184 keywords name a city, a county or a state.
What Morgan & Morgan buys
The top of the list by search volume.
| Keyword | Monthly searches | CPC | Ad position | Type |
|---|---|---|---|---|
| personal injury lawyer los angeles | 18,100 | $82.52 | 1 | Local |
| best law firms america | 1,300 | $7.79 | 1 | Category |
| accident lawyers in mobile al | 880 | $35.95 | 2 | Local |
| murphy and grantland | 720 | $67.60 | 1 | Other firm |
| lawyers in ardmore ok | 590 | $8.08 | 1 | Local |
| morgan & morgan fl | 590 | $71.74 | 1 | Brand |
| attorney in trenton nj | 480 | $25.68 | 1 | Local |
| best attorney in los angeles | 480 | $21.51 | 1 | Local |
| law firm buffalo ny | 480 | $5.26 | 1 | Local |
| law firms in usa california | 480 | $7.06 | 1 | Local |
Split by type: 49 brand terms, 112 local terms and the rest made of questions, practice areas and other firms. The median cost per click on the local terms is $17.87, less than a fifth of what the national phrase costs. personal injury lawyer los angeles, the biggest term on the list at 18,100 monthly searches, costs $82.52.
Why a national firm buys towns
A firm with offices across the country can be relevant to a search like lawyers in ardmore ok or disability lawyers pueblo co, and very few of its competitors can. Each of those terms is small. Together they are a market that the head term never reaches, bought at local prices, and the ad sits first on almost every one of them.
The landing pages follow the same logic. 81 of the 184 ads point to a free case evaluation page built for paid traffic, 15 social security disability searches go to a separate qualification quiz on its own subdomain, and only 9 point to the home page. 139 of the 184 observed headlines start with the firm's name, and the rest lean on the same promises: a free consultation, the fee is free unless the firm wins, and the line America's Largest Injury Firm.
Rivals, questions and the word free
- Other firms by name. At least 8 searches are for other law firms or lawyers by name, names that carry law, LLP, PLLC or attorney in them, such as hosmer king and royce, siegel & coonerty llp and paboojian law, and the Morgan & Morgan ad is in first position on 7 of those 8.
- Questions after an accident. i was in a car accident now what costs $150.60 a click and who is liable in a truck accident is on the list too. These are people before they have decided to call anyone.
- People looking for a free lawyer. 10 keywords ask for a free, pro bono or free consultation lawyer, from pro bono lawyers in san diego to free lawyers in las vegas nevada. A contingency fee answers exactly that search.
The most expensive click on the list is top personal injury lawyers in texas at $340.30. Brand terms are not cheap either: morgan and morgan law firm near me averages $82.13 a click. A cost per click is what everyone bidding on the term pays on average, so a brand term at that price means the firm is not alone on its own name.
What to take from it
If a firm with this footprint is observed buying towns rather than the national phrase, a firm with one or two offices has even less reason to fight for the head term. The structure travels well at any size: city and practice area terms, a page built for the evaluation request rather than the home page, and the firm's name at the start of the ad.
The check is the same one anyone can run: search your own firm's name and your city plus your practice area, see who is buying them, and look those advertisers up in the Transparency Center.
If you want that read done on your own account, that is what the paid media audit is. For the cost per click of legal terms month by month, see the paid media cost index, and for other advertisers, the ad spend teardowns.
Figures are third party estimates of publicly observable advertising, published October 2026. They describe what is being bought, not what it returns: no revenue, conversion or ROI figure here is claimed or implied, because none of that is visible from outside. Morgan & Morgan is not a client and had no involvement in this analysis.