Legal google ads ROAS calculator
Are you paying $100+ per click and still not signing cases? Calculate your true cost per signed case and see if your law firm PPC is profitable.
- 1.Enter Ad Spend
- 2.Add Revenue
- 3.Set Margin
- 4.Read ROAS
- 5.Track Intake
Key Takeaways
- →Intake team is everything — 30-50% of law firm leads go unqualified or unconverted
- →PI case values ($30-100K) justify brutal CPCs ($80-200) — do the math on cost per signed case
- →Local Service Ads ("Google Screened") outperform traditional Search for volume
- →24/7 intake wins — 80% of legal leads occur outside business hours
What is legal advertising ROAS?
ROAS (Return on Ad Spend) for law firms measures how much revenue you generate from every dollar spent on Google Ads, Local Service Ads, or other paid channels.
Formula: ROAS = Case Revenue ÷ Ad Spend
Example: If you spend $10,000/month on Google Ads and generate $150,000 in new case fees → your ROAS is 15x.
Legal advertising has the highest CPCs of any industry — personal injury keywords regularly exceed $100 per click. But case values also dwarf most industries.
Legal advertising benchmarks by practice area (2025)
| Practice Area | Avg. CPC | Cost Per Lead | Avg. Case Value | Typical ROAS |
|---|---|---|---|---|
| Personal Injury | $80-200 | $200-500 | $30,000-100,000 | 10-30x |
| Criminal Defense | $30-80 | $100-300 | $3,000-15,000 | 5-15x |
| Family Law/Divorce | $20-60 | $80-200 | $5,000-25,000 | 8-20x |
| Immigration | $15-40 | $50-150 | $3,000-10,000 | 6-12x |
| Estate Planning | $10-30 | $40-120 | $2,000-8,000 | 5-10x |
| Bankruptcy | $25-60 | $80-200 | $1,500-4,000 | 4-8x |
Key Insight: Personal injury has brutal CPCs but case values justify the spend. Low-value practice areas need extremely efficient funnels.
Google local service ads (lsas) vs. search ads
| Factor | LSAs ("Google Screened") | Traditional Search Ads |
|---|---|---|
| Cost Model | Pay per lead | Pay per click |
| Avg. Cost | $50-150/lead | $100-300/lead |
| Position | Top of page | Below LSAs |
| Trust Signal | "Google Screened" badge | None built-in |
| Best For | High-volume practice areas | Specific case targeting |
Strategy: Use LSAs for volume (family law, criminal), traditional Search Ads for high-value cases (PI, complex litigation).
Why law firm advertising fails (top 5 reasons)
1. intake team failure
30-50% of law firm leads go unqualified or unconverted due to poor intake processes. Train intake specialists, not just receptionists.
2. calling during business hours only
80% of legal leads occur outside 9-5. Firms without 24/7 intake lose to competitors who answer nights and weekends.
3. generic landing pages
"We fight for you" means nothing. Case results, attorney credentials, and practice-specific messaging convert 2-3x better.
4. no lead qualification
Spending $200/lead on non-cases (wrong jurisdiction, no case) destroys ROAS. Implement qualification questions before consultation.
5. tracking calls but not cases
Lead count is vanity. Signed case revenue is reality. Connect marketing data to case management software.
Cost per signed case by practice area
| Practice Area | Cost Per Lead | Lead-to-Case Rate | Cost Per Signed Case |
|---|---|---|---|
| Personal Injury | $300-500 | 5-15% | $2,000-10,000 |
| Criminal Defense | $150-300 | 20-40% | $375-1,500 |
| Family Law | $100-200 | 15-30% | $333-1,333 |
| Estate Planning | $60-120 | 25-40% | $150-480 |
Math Check: $5,000 cost per PI case sounds expensive until you remember average case values are $50,000+.
Frequently Asked Questions
FAQ
What is a "good" ROAS for law firm advertising?
5-10x for low-value practice areas (bankruptcy, estate). 15-30x for personal injury and complex litigation.
Is google ads worth it for small law firms?
Only if you have budget for $3,000-5,000/month minimum and proper tracking. Below that, focus on SEO and referrals.
What's the average cost per lead for personal injury lawyers?
$200-500 per lead, with $2,000-10,000 cost per signed case depending on market competition.
Lsas or traditional google ads — which is better?
Use both. LSAs for lead volume and trust signal. Traditional Search Ads for targeting specific case types and geographies.
How do i compete against mass-tort firms with huge budgets?
Focus on local SEO, niche practice areas they don't target, and superior intake conversion. You can't outspend them, but you can out-convert.
What landing page elements convert best for law firms?
Case results with dollar amounts, attorney photos/bios, trust badges (Super Lawyers, etc.), and 24/7 availability prominently displayed.
How long until law firm PPC becomes profitable?
Expect 90-180 days for optimization. Legal has long sales cycles — PI cases may not settle for 12-24 months.
Should i hire a legal marketing agency?
Only agencies that specialize in legal and provide transparent reporting with case-level tracking. Avoid agencies that report leads but not signed cases.