SEO VS Google LSAs For Personal Injury Firms – Which Is Better?
Google Local Service Ads are a faster way to start generating leads for a personal injury firm, but SEO produces
Updated: April 2026
Mateja Matic is the founder of Dominate Marketing, a specialist SEO and PPC agency serving personal injury and criminal defense law firms in the United States.
He started working in SEO and PPC at age 18 at a New Zealand agency serving local businesses, spent six years there, and founded Dominate Marketing in 2019.
After an early focus on automotive businesses, a referral to a Sydney law firm pulled him into legal marketing. Since then, he has worked with law firms across New Zealand, Australia, and the United States, including firms in California, New York, Texas, Colorado, and Arkansas.
His current focus is personal injury and criminal defense, the most competitive segments of legal search.
He is known for a specialization-over-breadth approach: working with a small number of firms at any time, handling the work himself rather than delegating to junior staff, and prioritising signed cases over vanity metrics.
Areas of Expertise
- Personal Injury Law Firm SEO
- Criminal Defense Law Firm SEO
- Legal Marketing Strategy
- Local SEO for Law Firms
- Google Business Profile Optimization for Attorneys
- Google Ads (PPC) for Law Firms
- Local Service Ads for Law Firms
- AI Search Optimization for Law Firms
- Generative Engine Optimization
Professional Background
- 2013-2019: SEO and PPC Specialist at NZ Agency
- 2020-present: Founder, Dominate Marketing
Speaking, Publications, and Media
Notable Client Results
- 80% increase in traffic and leads in 4 months with SEO for Criminal Defense Firm
- Page 1 rankings in 30 days for Colorado Personal Injury Firm
- Page 1 rankings in 60 days for Arkansas Personal Injury Firm
- 400% increase in traffic & leads after Google Penalty for California Auto Law firm
- 600% Increase In Leads From PPC for general practice law firm
- Scaled a fixed-fee prenup offer to over 200 qualified leads/month with SEO and PPC
Articles by Mateja Matic
NAP for Personal Injury Firms: What Is It And How Does It Affect Local SEO
NAP stands for Name, Address, and Phone Number, and it’s one of the most important local SEO signals for personal
Lead Tracking for Personal Injury Firms: How to Know Which Marketing Channel Is Working
Call tracking and lead attribution are the only way for personal injury firms to know which marketing channels are actually
Google Business Profile Optimization For Personal Injury Firms: The Ultimate Guide to Dominating the Local Pack
Your Google Business Profile is one of the most important assets your personal injury firm has for attracting local clients,
How to Build Location Pages That Actually Rank for ‘[City] Personal Injury Lawyer’
Location pages are the most effective way for personal injury law firms to rank in cities where they don’t have
Red Flags In Personal Injury SEO Proposals to Watch Out For
Most personal injury SEO proposals are filled with red flags that signal the agency doesn’t understand your market, your goals,
Google Reviews Strategy for Personal Injury Firms: How to Get More Reviews and Why They Impact Rankings
Google reviews are one of the most powerful ranking signals personal injury law firms can control, directly influencing where you
FAQ Content: How Personal Injury Firms Can Win ‘People Also Ask’ and Feed AI Answers
FAQ content paired with FAQ schema markup is one of the most effective ways for personal injury law firms to
How Often Should Personal Injury Firms Update Existing Content? (The Content Freshness Factor)
Personal injury law firms should update their most important existing content at least every three to six months for Google,