The heavyweight of personal injury law, Morgan & Morgan, has reignited a legal feud with Florida-based competitor, Morgan Law Group (MLG), accusing the smaller firm of breaching a previous agreement by using deceptive tactics to steal clients through Google search ads.
At the center of this battle is the claim that MLG paid for prime Google ad placement, targeting search terms such as “Morgan and Morgan”—a violation of a 2020 settlement between the firms. Morgan & Morgan had first taken legal action against MLG in 2017 over similar misleading advertising tactics.
Morgan & Morgan’s lawsuit, filed in Orlando state court, alleges that MLG’s strategy is intentionally designed to confuse and mislead potential clients searching for the larger firm, essentially hijacking their business. The lawsuit asserts that MLG’s actions are a repeat offense, despite the previous settlement prohibiting the firm from using certain keywords and phrases in digital ads.
This is not Morgan & Morgan’s first legal skirmish over Google ad wars. Last year, the firm took a New Jersey marketing company to court, accusing it of diverting potential clients through “click-to-call” ads that funneled calls meant for Morgan & Morgan to the marketing firm instead. That case was dismissed earlier this year.
Morgan & Morgan, which invested nearly $280 million in television and digital advertising in 2023, is now seeking damages from MLG, though the exact amount remains unspecified. With an advertising budget of this scale, the firm is fiercely protective of its brand presence and market dominance.
