LUBBOCK, TX — Hold onto your neck braces, folks. A full-blown turf war has erupted in West Texas—not over land, oil, or cattle—but over the sacred art of the personal injury slogan. Yes, you read that right.
Matt Witt, a Lubbock-based attorney and self-declared king of catchy catchphrases, has taken legal aim at his Amarillo rival attorney Dean Boyd for what Witt claims is a full-on AdWords ambush of his prized trademark: “Get Hit? Call Witt.” Because nothing says “serious legal strategy” like two grown men fighting over a rhyme that belongs on the side of a city bus.
Witt, who’s been running with the phrase since 2016 and federally trademarked it in 2025 (a move surely at the top of Abraham Lincoln’s list of reasons we needed a federal judiciary), has gone nuclear after allegedly discovering that Boyd’s Google ads are piggybacking off searches for his slogan. That’s right—type in “Get Hit Call Witt,” and Witt alleged that Google helpfully suggests: “You Meant Dean Boyd Right? Get Hit Call Witt? Call Dean Boyd...”
Apparently, subtlety was not in the marketing budget.
In legal terms, this is known as “black hat SEM,” which sounds ominous but mostly involves clicking around in Google Ads and being a little shady. In the lawsuit, Witt practically accuses Boyd of digital pickpocketing—grabbing clicks from unsuspecting accident victims who were just trying to find the guy with all the billboards.
the Google AdWords ad that Matt Witt claimed infringed on Witt's brand.
And speaking of billboards, Witt’s empire stretches across Lubbock, New Mexico, Amarillo, and San Angelo, blanketing the region in personal injury poetry. His top organic search term on Google? “Exploded toilet.” No, really. His site ranks #9 for it. You can’t make this up. According to SpyFu.com, “exploded toilet” brings in a whopping 12 clicks a month. Take that, Shakespeare.
Meanwhile, Boyd’s website, which has more keywords than a corporate HR manual, is blowing Witt out of the Google waters—2,105 keywords versus Witt’s 326. It's basically the SEO equivalent of bringing a bazooka to a Nerf gun fight.
Witt says he sent Boyd a cease-and-desist letter demanding he stop hijacking his brand, but got no response. Probably got lost in the pile of auto insurance junk mail. So now, Witt wants the court to drop the hammer: an injunction, a jury trial, attorney’s fees, and whatever else the judge is in the mood to hand out.
As of press time, Boyd hadn’t responded to the lawsuit. But if he’s feeling inspired, he might try to trademark a new slogan himself. Something like: “Get Sued? Don’t Fret—Just Boyd the Threat.”
Because in West Texas, justice isn’t just blind. It’s also branded.
Subscribe to the LIVE! Daily
Required
Post a comment to this article here: