Personal injury keywords cost $200+ per click. But the firms scaling fastest aren't spending the most -- they're the ones converting clicks to consultations at 8%+ while competitors convert at 2%.
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PI has the highest CPL in any industry. But SEO delivers the same high-intent leads at 80% less. Firms that invest in organic rankings save $100K+/year in ad spend.
PI has the highest case value but the highest acquisition cost. Estate planning has the best ratio of case value to acquisition cost -- making it the most profitable growth area.
"Every time we work with a firm doing $500K-$2M/year, the same patterns show up..."
Benchmarks from government data and industry sources.
| Metric | Bottom 25% | Median | Top 25% | Yours |
|---|---|---|---|---|
| Annual Revenue | $500K | $2M | $8M+ | -- |
| New Cases / Month | 5 | 18 | 50+ | -- |
| Cost Per Lead | $180 | $110 | $45 | -- |
| Consultation Show Rate | 52% | 72% | 88% | -- |
| Avg Case Value | $2,500 | $5,500 | $15,000+ | -- |
| Client Retention/Repeat | 12% | 28% | 52% | -- |
| Google Reviews | 15 | 80 | 350+ | -- |
| Website Conversion Rate | 1.5% | 3.2% | 6.5% | -- |
Want to see where you stand?
Get Your Free ScorecardHow to read this: If your consultation show rate is below 52% or your cost per lead is above $180, the problem is your intake process and landing pages -- not your ad budget.
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