In short
Marketing for personal injury solicitors means getting the right enquiries for personal injury, housing disrepair, medical negligence and road traffic accident work, then turning them into signed CFAs. Naelar runs the ads, local search and intake for the firm. Every lead stays exclusive to the firm and the ad accounts sit in its own name. We never charge per signed case or take a share of your fees.
What does claims firm marketing involve?
A signed CFA is the only result that counts here. So each claim type gets its own screening questions and follow-up pace before any ad runs.
A CFA is a conditional fee agreement, where the firm's fee depends on how the claim ends. The signed CFA is the finish line for everything on this page. Clicks, form fills and calls only count if they get there.
This page is for solicitors firms in England and Wales. Personal injury work in the US runs on different law, a different fee model and different ad products. It has its own page: US version.
Naelar isn't a law firm and gives no legal advice. Your solicitors decide what each ad and page says. Nothing runs until the firm has signed it off.
What can a firm pay a marketer, and what must it keep on file?
LASPO section 56 bars paying or being paid for referring a personal injury or death claim, and SRA guidance flags payments linked to the number of referrals.[1][2] The SRA's warning notice of 19 December 2024 says firms should regularly review what claims management companies and lead generators publish for them.[3]
The full question list is in our claims due diligence guide.
Here's what that changes day to day. Every ad, landing page and lead form we draft goes to the firm for sign-off. The firm keeps the signed-off copy with the dates it ran. Check with your compliance officer.
How do the four claim types differ for marketing and intake?
Each one needs its own screening questions, its own follow-up pace and its own tone. Only the road traffic row carries a published figure, and nothing here promises volume.
| Claim type | Pace and tone | What intake records, and the marketing note |
|---|---|---|
| Personal injury (not road traffic) | Call back fast, while the person is still choosing a firm | Date and place of the accident, what happened, injuries and treatment so far, and a limitation date for the fee earner to confirm. Case values vary widely, so judge ads on screened enquiries, not raw numbers. |
| Housing disrepair | Slower. Evidence arrives over days, so follow-up has to keep going | Landlord type, the repair problem, when it was first reported, photos and dates. Read the current position in our claims due diligence guide before any campaign starts. |
| Medical negligence | Unhurried and careful. These calls are often hard for the person making them | Dates, the hospital or practice involved, what happened and what the person wants to find out. Calm, factual ads, with screening deciding what goes to a solicitor. |
| Road traffic accident | Quick, and the enquiries tend to be short | Date of the accident, injuries, and whether the injury claim may be worth more than the small claims limit. For accidents on or after 31 May 2021, injury claims worth up to £5,000 normally go to the small claims track.[4] We don't promise volume for this work. |
Some road traffic claims keep the old £1,000 limit, including accidents before 31 May 2021.[4] People injured on or after that date can also use the Official Injury Claim service, which is built so they can claim without legal help.[5] So road traffic intake has to explain plainly what the firm adds.
There's no UK cost per instruction figure on this page. We found no recent UK number we'd stand behind, and borrowing US figures would mislead.
Which channels bring in claims enquiries?
Google Ads and Meta ads bring personal injury leads now. Local SEO, reviews and AI answers build slowly, and referrals carry on alongside. Judge each one by signed CFAs, not clicks.
Google Ads
Search ads meet people at the moment they type the question. Each claim type gets its own ad group and its own page, so the enquiry arrives already sorted.
Meta ads
Facebook and Instagram reach people who know they have a problem but haven't searched yet, like a tenant whose repair keeps getting ignored. Ads go to broad audiences, never to named people.
Local SEO and reviews
Your Google Business Profile, reviews and local pages bring enquiries that cost nothing per click. They take months to build and keep working after that.
AI answers
People ask ChatGPT, Google AI Overviews and Perplexity about claims. Clear pages with plain facts give those tools something to cite.
Referrals
Other firms, past clients and local contacts still send work. Any referral deal goes past your solicitors and the due diligence guide first.
The paid side is our PPC management for solicitors service, and the slower side is local SEO and AI search. Most claims firms need both, weighted by how quickly they need new instructions. What clicks cost in each practice area is in PPC for law firms.
Whichever channel sends the click, it lands on a page. Give each claim type its own page that says plainly who can claim and what happens next. Put the funding terms where the SRA rules expect them. Our content marketing guide covers what to publish and who signs it off.
What is the path from enquiry to signed CFA?
It runs from enquiry to call back, screening, the CFA and client care information, then the signed CFA. The firm keeps a record at each step, so it can show where every client came from.
- EnquiryCall, web form or Meta lead form
- Source: ad, page, search or referral
- Date and time it arrived
- Call backTimed and logged, every attempt
- Time of first call and who made it
- Outcome of each attempt
- ScreeningQuestions set by the fee earner
- Answers to each question
- Take on or decline, and why
- CFA and client careSent with a plain explanation
- What was sent, and when
- Questions the client asked
- Signed CFAThe instruction starts here
- Signed documents on file
- The ad or page the client saw
All of it lives in one CRM, tagged by source, rather than in a shared inbox. That's our intake and CRM service.
Why the call back matters
Someone with an injury or a road traffic claim is usually weighing up more than one firm. An enquiry left waiting can sign somewhere else.
We found no UK study of how fast claims firms reply, so we don't give a target. Log the time of each first call, and compare it with which enquiries signed.
If nobody at the firm can pick up evenings and weekends, remote intake and admin staff are one way to cover it.
What we do for a claims firm, and what we don't
We build the ads, the intake and the tracking that ties each signed CFA back to where it started. Your solicitors keep every decision about the claim.
What we do
- Google Ads and Meta ads split by claim type, in your firm's own ad accounts: PPC management for solicitors
- One CRM for every enquiry, tagged by source and followed to a signed CFA or a clear no: Intake and CRM
- Google Business Profile, reviews and AI search: Local SEO and AI search
- Remote intake staff for evenings and weekends: Remote intake and admin staff
- Call-back reminders and follow-up messages that run on their own, in your tools or on our server
What we won't do
- Buy, sell or share leads
- Take or pay a fee for referring a claim
- Publish an ad, page or form your firm hasn't signed off
- Promise a number of claims or a cost per instruction
What happens first when a claims firm works with Naelar?
The first step is a call check. We call your firm, after hours too, and fill in its forms the way a new client would, then write down what happens.
Your firm owns its accounts: the Google Business Profile, ad accounts, CRM, tracking and website are set up in your firm's name.
How we work
Who you'll work with
We set up the ads, pages, tracking and intake for the firm, and nothing is published or sent before the firm signs it off.
Rishabh Goria started Naelar after four years running intake, marketing and systems from inside law firms. You talk to him directly, from the first call onwards.
We judge the work on spend, enquiries, screened enquiries and signed CFAs. The cost per instruction formula is in the claims due diligence guide.
Who is this for, and who isn't it for?
SRA-regulated solicitors firms in England and Wales that run more than one type of claim.
This suits an SRA-regulated firm that runs more than one claim type and wants each one screened differently. Housing disrepair evidence, for example, arrives over days, while road traffic claims are checked against the small claims limit first.
It isn't for claims management companies, lead sellers, or firms that want to pay for referrals, which LASPO section 56 bars for personal injury.[1]
Questions claims firms ask
Can a solicitor pay a marketing company per lead?
That turns on the referral fee rules and how the SRA reads them. Our claims due diligence guide sets out the questions to put to any marketer. Your compliance officer makes the call.
What should we keep from a lead generator or agency?
Copies of the ads, pages and forms they run for you. The SRA's December 2024 warning notice says firms should regularly obtain and review that material.[3] The full list is in our claims due diligence guide.
What is the small claims limit for RTA injury claims?
For road traffic accidents on or after 31 May 2021, injury claims worth up to £5,000 normally go to the small claims track.[4] Some claims keep the old £1,000 limit, including accidents before that date.[4]
How do claims firms get instructions online?
Through search ads, Meta ads, local search and AI answers, backed by intake that calls back quickly. The channel brings the enquiry. The call back and the screening turn it into a signed CFA.
Claims and personal injury is one of five practice areas we cover. See marketing for solicitors by practice area.
Sources
- Legal Aid, Sentencing and Punishment of Offenders Act 2012, section 56, legislation.gov.uk, legislation.gov.uk/ukpga/2012/10/section/56. Checked 9 October 2026.
- Solicitors Regulation Authority, "Prohibition of referral fees in LASPO 56-60", updated 25 November 2019, sra.org.uk/solicitors/guidance/prohibition-of-referral-fees-in-laspo-56-60. Checked 9 October 2026.
- Solicitors Regulation Authority, warning notice press release, 19 December 2024, sra.org.uk press release, 19 December 2024. Checked 9 October 2026.
- Explanatory note to the Civil Procedure (Amendment No. 2) Rules 2021, SI 2021/196, legislation.gov.uk, legislation.gov.uk/uksi/2021/196/note. Checked 9 October 2026.
- Official Injury Claim, "About", a Ministry of Justice service, undated, officialinjuryclaim.org.uk/about. Checked 9 October 2026.
Read next
Other firms we work with: Conveyancing, Immigration and Family law firms.
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