What's a Good Cost Per Case to Expect? 9 Attorneys Share!
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What’s a Good Cost Per Case Acquisition to Expect? 9 Attorneys Share Their Marketing Benchmarks!

If you’re an attorney considering different marketing channels, what’s the average cost per case you can expect to pay?

Of course, the numbers vary wildly. Some numbers we know from industry reports like the ones by Justia:

  • A digital marketing budget of about 5% of your revenue is atypical for smaller firms.
  • For larger firms, it can go up to 10% of revenue.

With that in mind, let’s hear the real life experiences of a few attorneys.

Here’s our panel of attorneys who shared their expertise for this article:

Attorney Panel on Their Cost Per Case Acquisition

Cost Benchmarking For SEO and PPC

Let’s begin by looking at some costs you can expect from digital marketing strategies like SEO and PPC.

Attorneys who have found success with these two share their experiences below.

Mr. Hirsch, an injury attorney, warns of potentially high costs to pay for each case. But he also shares how it has helped him witness “the impact of solid marketing.”

Andrew Pickett, another injury attorney, reckons that search engine optimization (SEO) has consistently proven to be ‘the most effective channel’ for them. He breaks down the cost below:

Now that we’ve an understanding of cost per case, let’s also explore cost per leads in the next section.

Cost Per Lead to Expect From Social Media Ads

David Fritch has tried various advertising methods. He reckons keeping a budget of $50-75 per lead. Overall your cost per lead should stay under $200.

“The key is finding the right match between service, target audience, and channel”, he quips.

Below he shares some numbers based on his experience of generating leads via LinkedIn and some events.

Think of Cost Per Case Alongside Overall ROI

Are you considering cost per case in isolation? Well, tying it to your a return on investment (ROI) can give a fuller picture.

Mr. Hones recommends a good benchmark for attorneys is to aim for an ROI ‘that is at least three to five times the cost of acquisition.’

He shares the cost of their ‘highly strategic’ advertising approach.

Rock Rock Rocheleau’s also echoes Ed’s sentiments.

He recommends a return on investment (ROI) of 3:1 or higher (where you earn three times the amount you spend on acquiring the case) as a “solid benchmark” in the legal industry.

Here’s his breakdown of the cost per case at his firm:

Echoing Rock’s sentiments, Ramzy Ladah mentions his firm aims to generate at least three to five dollars in revenue for every dollar they spend on advertising. He paints a picture of the kind of cost you can expect to pay in a competitive metropolitan area like Las Vegas:

Similarly, Mike Schmidt, an injury attorney, has similar ROAS benchmarks.

Lastly, we’ve Meghan Freed. She reckons a good benchmark is a cost per case that allows you to achieve a positive ROI.

Combine Multiple Marketing Channels to Maximize Results

Dan Christensen, has slick advice on mixing digital marketing with traditional channels—for most small to midsize firms.

He feels that while billboards, TV, and radio ads build brand awareness, the cost per case is significantly higher and harder to track.

He recommends a ‘mix of digital marketing and select traditional channels is the sweet spot for balancing cost, reach, and results.’

Below is his detailed account:

Final Thoughts

Almost all the attorneys we surveyed said that it depends “on the practice area, geographical location, and the marketing channels being used.”

But a good benchmark for attorneys for the cost per case to consider is one that “allows for a healthy profit margin after accounting for overhead costs, including the attorney’s time, administrative expenses, and any other related costs,” as Rock Rocheleau put.

Hopefully, those benchmarks will help you make sense of what to expect when executing a lawyer marketing campaign.

If you feel like your cost per case is high, it may be time to reevaluate your marketing strategy. Hire a new agency (that’s us!) Or simply a need to manage your expectations?

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