Law firm marketing · Texas
Texas is six legal markets, not one. A truck accident click costs $412.78 in Houston, while “personal injury lawyer austin” ranks at a difficulty of 14. Outlier was founded in Austin and runs search, SEO, video and intake for Texas firms, priced on what each city actually costs.
The Texas market board
Pick a practice area. Each tile is one search in one place: how many people type it each month, what a click costs, and how hard it is to reach page one without paying for it.
Six Texas metros, one search. Houston and San Antonio are entrenched at the top; Austin is the big-city injury market a firm can still rank in.
More people search the accident than the practice area. Houston leads on volume; Dallas pays the most per click.
The most expensive clicks on the board, and some of the easiest to rank for. "18 wheeler" and "oilfield" counts are US-wide.
Cheaper clicks, steady demand. Austin and Dallas are open; San Antonio and Houston family law are contested.
Houston is one of the largest immigration markets in the country by search, and employment clicks cost a few dollars.
Semrush US keyword database, pulled October 10, 2026. Difficulty is Semrush’s 0 to 100 score for reaching page one organically:Open door 30 or lower,Contested 31 to 55,Fortress over 55.
Where the money is
Trucking and oilfield searches lead the ladder at $287 to $600 a click, and four of the top five are open doors. Ranking for them is the difference between renting those cases and owning them.
“18 wheeler accident lawyer” and “oilfield accident lawyer” are US-wide counts; every other search names a Texas city. Semrush US database, October 2026.
The rules that shape Texas legal marketing
Four Texas rules shape how an injury firm advertises and how fast it has to sign. We build around them; your ethics counsel has the final word.
Tex. Civ. Prac. & Rem. Code § 16.003Two-year limit
Most personal injury and wrongful death claims must be filed within two years. Pages and intake scripts should raise the deadline early, so a good case never ages out waiting on a callback.
Tex. Civ. Prac. & Rem. Code § 33.001Proportionate responsibility
A claimant found more than 50 percent responsible recovers nothing; anyone at or under half recovers, reduced by their share. Content that explains shared fault plainly earns the calls from people who assume they can’t sue.
Tex. Penal Code § 38.12(d)First 30 days after an accident
Before the 31st day after an accident, a Texas lawyer can’t send an unsolicited letter, call or visit about the claim. In that window the injured find a firm on their own: through search, the map pack, reviews and referrals.
Tex. Disciplinary R. Prof’l Conduct 7.04, 7.05In force since July 1, 2021
Texas firms file advertisements with the State Bar’s Advertising Review Committee. A website’s homepage must be filed; most interior pages are exempt from filing but still can’t mislead. Plan every redesign around the filing.
Summaries for marketing planning, not legal advice. Sources: the Texas Civil Practice and Remedies Code, the Texas Penal Code, the Texas Disciplinary Rules of Professional Conduct and the State Bar of Texas Advertising Review Department, checked October 2026.
How we’d run Texas
The same budget buys very different things in Houston and Austin. This is where we would start in each city, read straight off the board.
Trucking capital
“Truck accident lawyer houston” draws 5,400 searches a month at $412.78 a click, yet sits at a difficulty of 28. Buying every one of those clicks doesn’t scale; ranking for them does.
The priciest car accident click
“Car accident lawyer dallas” costs $226.50 a click, the most of any Texas metro on the board, and “personal injury lawyer dallas” $185. Fort Worth adds 1,900 injury searches at a difficulty of 34.
Entrenched on the head terms
“Personal injury lawyer san antonio” sits at a difficulty of 68 and “divorce lawyer san antonio” at 55. Win the side doors first: case-type pages, neighborhood pages and the map pack.
The open door
Austin is the big-city injury market a firm can still rank in: “personal injury lawyer austin” at 14 and “car accident lawyer austin” at 23, together 6,500 searches a month. It is also where Outlier was founded.
Small and costly
“Personal injury lawyer el paso” draws 1,000 searches a month at $149.58 a click and a difficulty of 48. A bilingual site and strong reviews do more here than a bigger budget.
What we run for Texas firms
Separate campaigns for trucking, auto, premises and family law in each metro, run by a senior media buyer and optimized to signed cases.
PPC for law firms →Pages for the searches where the click is expensive and ranking is realistic, with FAQ schema so AI search can cite you.
Law firm SEO →Click-to-call and booking above the fold, reviews beside every button, and a form a phone can finish in thirty seconds.
Law firm web design →Films of the lawyer who will handle the case, cut for the site, the map pack, YouTube and short-form social.
Video production →Cost per signed case, the case-type library and the intake playbook for injury firms.
Personal injury marketing →On-camera segments and coverage that make the firm the obvious choice before the accident ever happens.
Public relations →Proof from injury firms
Mirador Law needed cheaper cases, Simon Law Group needed a national brand, and Altair Law needed to be known at all.
Read the case studies →Keep reading
Questions Texas firms ask us
Twenty minutes, no deck. We read your site, ads and intake the way a client would and tell you the three things we would change first.
Not ready to talk? Grade your website free, in about a minute.