South Florida can be a profitable place to practice personal injury law. As a result, a lot of personal injury lawyers have been attracted to South Florida and competition among lawyers for personal injury cases is fierce. Most personal injury cases involve car accidents so its logical that billboards - which target drivers and passengers of motor vehicles - are widely considered a good way to optimize ad spend.
The Florida Bar regulates lawyer advertising. Generally, lawyers are allowed to run advertisements such as billboards that include the following information: a plain photo of the lawyer, office location, practice area, phone number, website, name of the lawyer or firm, and a common greeting [Rules 4-7.20(a) and 4-1.6(b)]. As a result, many of the billboards in South Florida are iterations of very similar information.