Broad Reach to Real Intent: Why WordIntent™ Outperforms Traditional Display for PI Firms

If you run a personal injury practice, you’ve likely felt the gap between paid search and traditional display. Search delivers intent but at a premium. Display is cheaper—but broad and risky for your brand. WordIntent™ closes that gap. It transforms your exact-match search keywords into legal‑only display placements, so you get real intent without guesswork or brand risk.

Key takeaways

• Intent-first display built from your exact-match PI keywords
• Legal‑only, brand‑safe placements on whitelisted domains
• Real-time, URL‑level optimisation and exclusion
• Forecasting and planning before launch, no long-term contracts
• Lead delivery via dedicated landing pages or your CRM

Why traditional display falls short for PI Traditional display is built on demographics and interests. That’s fine for e-commerce—less so for legal. You pay for impressions in broad contexts (lifestyle, entertainment, general news) and hope enough people need a lawyer today. Results: diluted intent, higher waste, and brand safety concerns if ads appear near irrelevant or sensitive content.

What WordIntent™ is WordIntent™ is ninadata’s AI-driven Search‑to‑Display platform for legal. It takes the exact PI keywords you know convert (e.g., “NYC car accident attorney,” “rear‑end settlement time”) and finds matching contexts across major networks—only on legal and accident‑related content. You meet prospects at the moment they’re researching rights, timelines, and next steps.

How it works

1. Map your converting intent. We align with your proven SEM keyword set and target geographies.
2. Build exact‑match segments. Our AI mirrors those keywords into precise, page‑level display segments.
3. Place on legal‑only content. Ads run on whitelisted domains: accident news, legal blogs, recovery guides.
4. Optimise continuously. We monitor performance at the URL level—excluding weak placements, scaling winners.
5. Forecast before launch: We estimate search volume and likely reach to set realistic budgets and timelines.

From impressions to intent

• Traditional display: Audience-first. Broad reach, low immediate legal intent.
• WordIntent™: Context-first. Exact‑match keywords are placed on pages showing active legal research. The result is fewer wasted impressions and more high‑quality clicks.

Brand safety and compliance by design PI advertising demands care. We maintain a legal‑only whitelist, apply contextual filters, and review creatives for state‑specific compliance. Clear disclaimers protect consumers and clients:

• CrashClaim USA is a lead generation service, not a law firm.
• No legal advice; no attorney–client relationship is formed.
• Attorneys are independent; verify credentials directly.
• Results vary; clients may pay costs regardless of recovery.

Lead quality and delivery. People reading about accidents, injuries, and legal options are demonstrating real intent. When they click, they land on:

• Dedicated, campaign‑specific landing pages, or
• Your CRM (HubSpot, Pipedrive, Salesforce) via direct integration, or
• Secure email/CSV delivery. Qualification questions confirm accident involvement, injury, and receipt of medical attention to maintain high lead quality.

Performance signals and benchmarks

• Typical PI displays CTR: around 1.5%
• Real-time optimisation at the keyword and URL level to reduce waste
• Case snapshot (CrashClaim USA pilot): 50,000 impressions, 832 clicks, $136 ad spend—demonstrating efficient reach into legal contexts and strong CPC efficiency. Subsequent iterations focused on scaling the highest‑intent URLs and creative variants.

Implementation timeline

• Week 1: Keyword/geo intake, compliance review, creative build
• Weeks 2–4: Go live, early optimisation, forecast refinement
• First qualified leads: typically within 1–3 months post‑launch, depending on market and budget

When WordIntent™ is the right fit

• You’re paying search premiums and need lower‑waste, high‑intent reach
• You require brand‑safe, legal‑only contexts
• You want to replace demographic guesswork with exact‑match keyword intent
• You value transparent, real-time optimisation without long-term contracts

FAQ

Q: Is there a minimum spend?

A: Yes. For PI, $2,500/month. Beyond that, pricing transitions to an agreed-upon CPC model to ensure a positive ROAS.

Q: Do you operate outside PI?

A: Core focus is the US PI. Secondary sectors (e.g., UK travel/finance) are considered on a case‑by‑case basis.

Q: How many clients can you support today?

A: Up to 10 active clients under the current infrastructure.

Q: What ad sizes are supported?

A: 160×600, 300×250, 300×300, 300×600, 468×400, 300×431, 320×320, 320×100, 336×280, 320×480, 300×100, 980×400.

Q: Can you integrate with our CRM?

A: Yes—HubSpot, Pipedrive, Salesforce. CSV/email delivery is also available.