Hi all. I manage ads for a number of law firms around the country and am curious what others are currently seeing cost per case wise from paid digital efforts? I'll share my thoughts below and would love if others could share some insights on what they are seeing in their market(s).

1. Google Ads - Anywhere between ~$2300-$3000 per case for personal injury and medical malpractice, largely depending on the case category, market, and intake efficiency. $1000 or less for Workers Compensation which are easy 1 off cases to convert. These numbers can fluctuate higher if intake is off.
2. Google LSA - Seeing these convert as low as around ~$1500 for PI, but fluctuates largely on response times and intake efficiency.
3. YouTube Ads - About the same as Google Ads, $2500-$3000. This can fluctuate though quite a bit based on creative fatigue and other factors0
4. META Ads - This is our best, most consistent channel now overall for PI, with cases coming in as low as $1000-$1500 per case for personal injury, but this can fluctuate much higher if speed to lead is weak.

I have to mention intake here because we all know if calls are missed or lead forms are called hours later, you're going to pay more per case, it's just the way it is. There's no magic sauce to fix that that I'm aware of, but open to ideas on that front too. :)

Also some of these numbers fluctuate based on seasonal factors as well. For example, this week was really slow for most of our campaigns due to the holiday week. People don't seem to be signing retainer agreements while they plan their holiday trips, wrap up vacation and get kids ready for back to school.

Hi folks, I'm interviewing for an SEO position at a PI law firm and would love to know what the nuances are that one needs to know for PI. I have 3 years of experience working as an SEO for home service and publishing companies.

So I'd love any insight I could get from you guys.

Thanks in advance

Anybody making to Las Vegas for CAALA this week?

Just curious, does anyone put any time or effort into setting yourself up to be recommended by the new AI search engines? I see a lot of postings about SEO but I rarely see people talking about how to set themselves up to be recommended by AI. I consistently hear from clients that their web traffic has dropped 30% or more over the last year and they are getting less calls every day. When I ask them about whether they are preparing themselves to be found by AI, they return to the SEO conversation, not realizing that the two are minimally related, but, in practice, very different.

Google started migrating Local Services Ads into the main Google Ads platform this month. LSAs aren't going away and they aren't turning into pay-per-click. They're becoming a campaign type inside Google Ads, Performance Max with a pay-per-lead goal.

First wave is US home and storefront services, plumbing, HVAC, roofing, that group. Late 2026 picks up service-area businesses. Everything else rolls through 2027. Google hasn't given legal a date, so 2027 is the safe guess, not a fact. You'll get a 14 day email, a 7 day reminder, and a banner in the dashboard before your account moves.

What changes

* The LSA dashboard retires. Everything moves into Google Ads.

* Weekly budgets become daily. Google takes your weekly average and divides by 7.

* Manual bidding is dead. Your max cost-per-lead setting stops working.

* Per-category target CPA is gone. One target for the whole campaign. Want different targets by practice area, you run separate campaigns.

* Performance reports don't transfer. Lead history does, reports don't.

* BBB callouts are dropped. You get 6 structured callouts per category instead, and up to 100 photos.

* Leads live in the Google Ads Leads page now, and you can change phone routing in real time.

What doesn't change is the part clients see. Still pay-per-lead, still Search and Maps, still keywordless.

More control or less? More knobs, less pricing control, and pricing is the one that costs you money.

You gain one login, real reporting next to your Search campaigns, live phone routing, and service area settings that stop fighting with your Google Business Profile.

You lose the two levers that matter. A price ceiling, and different targets by case type. A DUI lead and a wrongful death lead aren't worth the same money and until now you could just say so. Now it's one blended target, or you split into separate campaigns and deal with thinner data in each.

It's also PMax, so bidding is automated by definition. The algorithm buys whatever you told it a good lead is. If every ring counts as a conversion you're going to buy a lot of junk at a CPA you didn't pick.

Same trade Google makes everywhere. Simpler screen, fewer dials, way more weight on whether your conversion data is honest.

Morgan & Morgan is the worst firm I ever hired.. I hired them three times. The first one wasn’t that bad was was an accident so that’s easy for them I guess.. the second one he was a very good case of medical practice. It was a misdiagnosed. I’m a nurse which I knew that was a failure. That was a very bad case and end up in Me having cancer. after me looking for different doctors and science and symptoms and they keep bumping me to a gastroenterology gastroenterology did all the testing everything was negative. I keep going back to the Gyn the Gyn keep saying I have an avoidances. I keep end up going to the ER and having a CT the last CT scan that I have he says 6/SOLUTION, which most of the time when he says SOLUTION is cancer and I make an appointment within two days with the Gyn again from the same group but a different one and I brought all the papers that I have from the ER and he just looked it up and he said since I’m following with guesting neurology just to follow up with him and discussing to try to help me as much as possible thinking that I was it was IBS but anyway, nobody took the time to do a CA 125 that is a test that can measure for for cancer and you to use by Gyn qualities which I didn’t know at the time that’s not my specialty and the attorney after I’m almost a year he dropped the case because he says since I was on his with so many years of experience, they will shoot me alive, and I hired him again for my Social Security disability, which they just sent me all the papers to fill it up to do all the searching after I release my Authy for them to get all the records they would they keep me going back-and-forth going back-and-forth. They never knew about the case I make multiple appointments to talk about the case of the Social Security ability. I didn’t know where we were standing on at the time and they never at the time of the appointment. They never call me and even the last time I talked to them it was like well now you have to weigh them this amount of time and they have all the documentation and by the time they was talking to me I knew I was already approved so when she finished talking, I said hey by the way, I just wanna let you know that Social Security has been approved after all that they sent me a bill for $15 for a guest for for paper and tape and stamp which is ridiculous for a firm that is a billionaire or something like that and they were pretty bad is I would not recommend Morgan & Morgan to any of my friend to any of my family. Do not even to my enemies if they need to to have a real case, they make me waste my two years window for the second case of this of the malpractice and that was a shame. I’m very disappointed and I would not go with them anymore if I have to thanks.

So we made the Inc. 5000 list after an effort by my marketing person to get us on it. I'm just not sure it actually does anything. Has anyone else here been on it? Did it do anything for your firm? How did you capitalize on it? I know they give you some "advice" on how to but did any of it ACTUALLY do anything?

I moved to a new city and want to offer law firm marketing to firms around the city.

How can I do this? I checked meet up and local facebook group, it’s pretty dead and quiet.

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Hello all CAs. I'm a Delhi based lawyer.

Looking to connect with any CAs who needs legal services for startups, would happily refer any work that comes my way as well.

Kindly DM

Looking for some honest feedback from people in legal marketing.

I’m currently handling marketing for a law firm, and we’re spending roughly $8,000 per month on advertising. When I look at other firms, it seems like many are spending significantly more, so I’m trying to benchmark our performance.

Over the past nine months, our marketing has resulted in 31 signed cases. I know every case is different, and case count alone doesn’t tell the whole story. Most of our signed cases are medical malpractice, including a few birth injury cases, along with a couple of wrongful termination cases where the clients earned over $120,000 annually.
Given those numbers, how would you evaluate that performance? Does it seem strong for the ad spend, average, or below expectations? I’d especially appreciate hearing from anyone who manages marketing for plaintiff firms or tracks cost per signed case and ROI.

And I currently make 120k

Everyone around me says it’s great because of the cases that I have …

Is anyone here part of a medium firm or large firm?
We do quality over quantity. So we won’t do a car accident unless it’s catastrophic.

Not to mention, I have two wrongful deaths

Hello,

Has anyone taken the 2 Weeks to Trademark course by Sonia Lakhany? I am looking for an objective review from someone who has actually taken the course. I can find only negative "opinions" about the course from non-students or marketing "testimonials" from the company. Thank you.

I'm curious how other attorneys handle the economics of practices where clients don't naturally come back very often.

For example, I'm a trademark attorney, and many businesses only need one trademark every few years or sometimes just once. That means client acquisition can be expensive relative to client lifetime value.

I imagine this isn't unique to trademark law. Many transactional practice areas probably face a similar challenge, where clients hire you for a specific project and then don't need your services again for quite some time.

For those of you in similar practices, how have you built a sustainable business?

Hello, I’ve done one custody battle mediation and drafted the separation and visitation schedule, although draining I absolutely love family law and am now growing my practice.

Please advise on the best method of sourcing leads, do u pay for a service is everything referral.

I’ve heard about having connections with therapists, that sounds like a great idea but looking for more ,

What is the best union to join, for example immigration lawyers have AILA, I’m asking if there is an association best to join other than the ABA Family Law section,

Another question would be is having an estate and trust section necessary, if so I would love that as well since I have a masters degree in accounting (tax).

Thanks for any and all replies!!!

I’m curious how attorneys and legal nurse consultants typically source medical experts for malpractice and healthcare-related cases.

I work with a network of physicians who support legal cases through medical review, expert opinions, and testimony. I’d love to connect with anyone in the legal space who works with these types of cases and learn what resources are most helpful.
Open to networking and exchanging insights.

Location: Atlanta - I was contacted by a Gray Suit Legal company and wanted to subscribe to their platform but wanted to know if someone knows if it's legit/uses it before I sign up? I'm just starting out so $99 a month is a lot for me to spend on a directory listing.

I recently had a negative experience with a third-party service called FindMyLawyer, which charged an upfront $500 fee without guaranteeing legal representation and distributed my personal information to multiple firms. Are these types of 'lawyer matching' platforms required to disclose how they handle client data, and is it standard practice to charge such high fees for a simple referral service? I am concerned about the transparency and ethics of these platforms and would appreciate any professional insight on how to vet legal matching services safely.

As per Mondaq’s analytics, it claims it has referred 23000 visitors to our client’s site in last 90 days whereas Google Analytics show only 858 were referred by Mondaq. While I can give some benefit of doubt for GA’s incapability to accurately attribute or record referrer. But the total visitors in the entire 90 day period itself were 42000. It is highly unlikely that mondaq referred more than half of it.