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:

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.”
In our competitive arena, lawyers can anticipate paying between $500 and $3,000 for each case they secure through marketing efforts. Although this cost may appear high, it’s crucial to consider that a victorious case can easily yield tens or even hundreds of thousands in earnings.
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:
In my practice, a reasonable benchmark is approximately $300 to $500 per case for digital marketing efforts, including pay-per-click campaigns and social media ads.
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.
A few years ago, we ran a $5,000 LinkedIn campaign for our estate planning service. Over three months, it generated 35 new clients at $143 each. We’ve also had success sponsoring local legal association events. Sponsoring an Indiana State Bar Association booth led to 22 new clients over six months at $227 per client.
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.
For our firm, we typically expect to pay between $2,000 and $5,000 per case acquired through advertising. However, this can fluctuate based on the complexity of the case and the level of competition in the employment law sector. In our experience, the most effective channel has been a combination of targeted online advertising and content marketing. Specifically, platforms like Google Ads, where we can target specific search terms related to employment law issues, have yielded strong results. Providing valuable content through our website and social media channels helps build trust and attract clients who are already engaged with our expertise before they even reach out for a consultation.
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:
We typically see costs ranging from $2,000 to $5,000 per case in more competitive areas like divorce or personal injury law, where there is a higher client acquisition cost due to the competitive nature of the market. As for which channel has worked best, we’ve found that Google Ads (Pay-Per-Click or PPC) has been particularly effective for our firm. The ability to target potential clients based on specific search queries allows us to reach individuals who are actively seeking legal assistance, making it a high-intent marketing channel. When coupled with a well-optimized landing page and a strong call-to-action, PPC has consistently provided a good balance of cost-effectiveness and lead quality. In addition to Google Ads, local SEO has also been a strong performer for us. By optimizing our website and Google My Business profile for local search terms, we’ve been able to attract a steady stream of organic leads at a lower cost compared to paid advertising. This approach not only enhances visibility in local searches but also builds credibility through positive client reviews and a consistent online presence.
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:
As a personal injury attorney in Las Vegas, I’ve found that the estimated cost per case typically ranges between $2,500 and $5,000 for us. This investment includes digital channels like Google Ads and social media, which have proven to be the most effective for our practice. We’ve seen that the key is not just in the spending but in the targeting precision and the message’s relevance.
Similarly, Mike Schmidt, an injury attorney, has similar ROAS benchmarks.
The cost per case for law firm advertising can really depend on several factors, but generally, you might expect to pay anywhere from $2,500 to $8,000, depending on your niche and geographical area. Some areas, like family law or estate planning, might see lower costs, while more competitive fields like personal injury can be on the higher end.
In terms of benchmarks, I’d suggest that attorneys look at their return on ad spend (ROAS). Ideally, you want to see a 3:1 ratio, where for every dollar spent on advertising, you’re generating three dollars in revenue. For us, the channel that’s consistently performed well has been social media advertising, particularly on platforms like Facebook. It allows us to engage with potential clients in a more personal way, and the targeting options are incredibly robust, helping us reach exactly who we need.
Lastly, we’ve Meghan Freed. She reckons a good benchmark is a cost per case that allows you to achieve a positive ROI.
Generally, you might expect to spend anywhere from $200 to $500 per case on advertising, but this can fluctuate based on the effectiveness of your strategy and the competitiveness of your market.
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:
In my experience as a law firm owner, I expect to pay between $500 and $1500 per case acquired through advertising, depending on the channel. A good benchmark for attorneys to aim for is around $750 per case. Over the years, pay-per-click advertising and retargeting current website visitors have worked the best for acquiring new clients at a reasonable cost. For example, last year we ran a retargeting campaign for clients who had visited our website but not yet contacted us. We were able to reach many of those individuals again with a targeted ad for one of our core service areas. The cost per click was under $10, and we estimated the cost per case landed from that campaign was around $600.
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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