If you’re a car accident lawyer targeting potential clients online, you need to know what words your prospects use in online search engines when they’re looking for someone like you. That’s partly because Google restricts certain advertising terms and targeting methods commonly used when promoting legal services online. But another reason to dig deeper comes from understanding user intent. What’s your ideal prospect typing into that search box? How many potential clients are you missing because your ad copy doesn’t match what they typed into Google? Let’s explore how to use this info to your firm’s advantage below!