{"meta":{"dataset":"benchmarks","title":"Probative benchmarks, 2025–2026","version":"4.0.1","doi":"10.5281/zenodo.23735849","doiUrl":"https://doi.org/10.5281/zenodo.23735849","conceptDoi":"10.5281/zenodo.23688755","license":"CC BY 4.0","licenseUrl":"https://creativecommons.org/licenses/by/4.0/","attribution":"Source: Probative, Probative benchmarks, 2025–2026, version 4.0.1, https://doi.org/10.5281/zenodo.23735849, licensed CC BY 4.0.","citation":"Probative. (2026). Probative benchmarks, 2025–2026 (Version 4.0.1) [Data set]. Zenodo. https://doi.org/10.5281/zenodo.23735849","disclaimer":"Not legal advice. Probative benchmarks, 2025–2026 are approximate bands, tiers and rounded values from Probative's own data, kept for marketing planning. They are not a forecast for any one firm.","notice":"Probative is a marketing firm, not a law firm; not legal advice.","lastChecked":"2026-10-26","url":"https://probativegrowth.com/data/v1/benchmarks/benchmarks.json","humanUrl":"https://probativegrowth.com/research/benchmarks/","statusCodes":{"P":"primary source","S":"secondary source","D":"ABA model default","U":"open question"}},"key":"table","records":[{"id":"speed-to-sign-1","dataset":"benchmarks","table":"speed-to-sign","tableTitle":"How quickly inquiries become signed clients","status":"P","text":"Probative benchmarks, 2025–2026, how quickly inquiries become signed clients: signed within an hour of the inquiry, 55–70%.","dimension":"Signed within an hour of the inquiry","value":"62.5","unit":"% (band)","display":"55–70%","kind":"band","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 55–70%. Share of signed clients who signed by this point.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"speed-to-sign-2","dataset":"benchmarks","table":"speed-to-sign","tableTitle":"How quickly inquiries become signed clients","status":"P","text":"Probative benchmarks, 2025–2026, how quickly inquiries become signed clients: signed within four hours of the inquiry, 55–70%.","dimension":"Signed within four hours of the inquiry","value":"62.5","unit":"% (band)","display":"55–70%","kind":"band","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 55–70%. Share of signed clients who signed by this point.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"speed-to-sign-3","dataset":"benchmarks","table":"speed-to-sign","tableTitle":"How quickly inquiries become signed clients","status":"P","text":"Probative benchmarks, 2025–2026, how quickly inquiries become signed clients: signed the same day as the inquiry, 85–100%.","dimension":"Signed the same day as the inquiry","value":"92.5","unit":"% (band)","display":"85–100%","kind":"band","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 85–100%. Share of signed clients who signed by this point.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"speed-to-sign-4","dataset":"benchmarks","table":"speed-to-sign","tableTitle":"How quickly inquiries become signed clients","status":"P","text":"Probative benchmarks, 2025–2026, how quickly inquiries become signed clients: signed by the next day after the inquiry, 85–100%.","dimension":"Signed by the next day after the inquiry","value":"92.5","unit":"% (band)","display":"85–100%","kind":"band","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 85–100%. Share of signed clients who signed by this point.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"speed-to-sign-5","dataset":"benchmarks","table":"speed-to-sign","tableTitle":"How quickly inquiries become signed clients","status":"P","text":"Probative benchmarks, 2025–2026, how quickly inquiries become signed clients: signed within a week of the inquiry, 85–100%.","dimension":"Signed within a week of the inquiry","value":"92.5","unit":"% (band)","display":"85–100%","kind":"band","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 85–100%. Share of signed clients who signed by this point.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"speed-to-sign-6","dataset":"benchmarks","table":"speed-to-sign","tableTitle":"How quickly inquiries become signed clients","status":"P","text":"Probative benchmarks, 2025–2026, how quickly inquiries become signed clients: signed within 24 hours of the inquiry, 85–100%.","dimension":"Signed within 24 hours of the inquiry","value":"92.5","unit":"% (band)","display":"85–100%","kind":"band","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 85–100%. Share of signed clients who signed by this point.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"speed-to-sign-7","dataset":"benchmarks","table":"speed-to-sign","tableTitle":"How quickly inquiries become signed clients","status":"P","text":"Probative benchmarks, 2025–2026, how quickly inquiries become signed clients: signed within 30 days of the inquiry, 85–100%.","dimension":"Signed within 30 days of the inquiry","value":"92.5","unit":"% (band)","display":"85–100%","kind":"band","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 85–100%. Share of signed clients who signed by this point.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"speed-to-sign-8","dataset":"benchmarks","table":"speed-to-sign","tableTitle":"How quickly inquiries become signed clients","status":"P","text":"Probative benchmarks, 2025–2026, how quickly inquiries become signed clients: typical time from inquiry to signed client, 30–60 minutes.","dimension":"Typical time from inquiry to signed client","value":"45","unit":"minutes (band)","display":"30–60 minutes","kind":"tier","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Tier 30–60 minutes. Median.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"calls-and-hours-1","dataset":"benchmarks","table":"calls-and-hours","tableTitle":"Phone calls and signed-client likelihood","status":"P","text":"Probative benchmarks, 2025–2026, phone calls and signed-client likelihood: calls under one minute, about average (0.9–1.3×).","dimension":"Calls under one minute","value":"1.1","unit":"x (band)","display":"about average (0.9–1.3×)","kind":"tier","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Tier about average (0.9–1.3×). Likelihood of becoming a signed client, relative to all calls.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"calls-and-hours-2","dataset":"benchmarks","table":"calls-and-hours","tableTitle":"Phone calls and signed-client likelihood","status":"P","text":"Probative benchmarks, 2025–2026, phone calls and signed-client likelihood: calls of one to five minutes, about average (0.9–1.3×).","dimension":"Calls of one to five minutes","value":"1.1","unit":"x (band)","display":"about average (0.9–1.3×)","kind":"tier","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Tier about average (0.9–1.3×). Likelihood of becoming a signed client, relative to all calls.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"calls-and-hours-3","dataset":"benchmarks","table":"calls-and-hours","tableTitle":"Phone calls and signed-client likelihood","status":"P","text":"Probative benchmarks, 2025–2026, phone calls and signed-client likelihood: calls of five minutes or more, above average (1.3–1.7×).","dimension":"Calls of five minutes or more","value":"1.5","unit":"x (band)","display":"above average (1.3–1.7×)","kind":"tier","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Tier above average (1.3–1.7×). Likelihood of becoming a signed client, relative to all calls.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"calls-and-hours-4","dataset":"benchmarks","table":"calls-and-hours","tableTitle":"Phone calls and signed-client likelihood","status":"P","text":"Probative benchmarks, 2025–2026, phone calls and signed-client likelihood: calls outside business hours compared with business-hours calls, about average (0.9–1.3×).","dimension":"Calls outside business hours compared with business-hours calls","value":"1.1","unit":"x (band)","display":"about average (0.9–1.3×)","kind":"tier","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Tier about average (0.9–1.3×). Likelihood of becoming a signed client.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"calls-and-hours-5","dataset":"benchmarks","table":"calls-and-hours","tableTitle":"Phone calls and signed-client likelihood","status":"P","text":"Probative benchmarks, 2025–2026, phone calls and signed-client likelihood: signed clients whose first inquiry was a call of two to five minutes, below average (10–25%).","dimension":"Signed clients whose first inquiry was a call of two to five minutes","value":"17.5","unit":"% (band)","display":"below average (10–25%)","kind":"tier","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Tier below average (10–25%). Share of signed clients.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"organic-ai-1","dataset":"benchmarks","table":"organic-ai","tableTitle":"AI answers and organic search clicks","status":"P","text":"Probative benchmarks, 2025–2026, ai answers and organic search clicks: drop in click-through where ranking held: all queries, 55%.","dimension":"Drop in click-through where ranking held: all queries","value":"55","unit":"%","display":"55%","kind":"rounded","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Rounded to the nearest 5 points.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"organic-ai-2","dataset":"benchmarks","table":"organic-ai","tableTitle":"AI answers and organic search clicks","status":"P","text":"Probative benchmarks, 2025–2026, ai answers and organic search clicks: drop in click-through where ranking held: lawyer-seeking queries, 55%.","dimension":"Drop in click-through where ranking held: lawyer-seeking queries","value":"55","unit":"%","display":"55%","kind":"rounded","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Rounded to the nearest 5 points. Two query groups combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"organic-ai-3","dataset":"benchmarks","table":"organic-ai","tableTitle":"AI answers and organic search clicks","status":"P","text":"Probative benchmarks, 2025–2026, ai answers and organic search clicks: action rate of AI-assistant visitors divided by organic visitors, 3.5×.","dimension":"Action rate of AI-assistant visitors divided by organic visitors","value":"3.5","unit":"x","display":"3.5×","kind":"rounded","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Rounded to the nearest half. Action rate is the share of visitors who take an action on the page.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"organic-ai-4","dataset":"benchmarks","table":"organic-ai","tableTitle":"AI answers and organic search clicks","status":"P","text":"Probative benchmarks, 2025–2026, ai answers and organic search clicks: share of AI-assistant visits from the largest assistant, 75–100%.","dimension":"Share of AI-assistant visits from the largest assistant","value":"87.5","unit":"% (band)","display":"75–100%","kind":"band","n_band":"100+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 75–100%.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"search-click-costs-1","dataset":"benchmarks","table":"search-click-costs","tableTitle":"What law-firm search-ad clicks cost","status":"P","text":"Probative benchmarks, 2025–2026, what law-firm search-ad clicks cost: injury cases: average cost per search-ad click, $50–75.","dimension":"Injury cases: average cost per search-ad click","value":"62.5","unit":"USD (band)","display":"$50–75","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band $50–75. Google and Microsoft search ads combined. Cost divided by clicks.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"search-click-costs-2","dataset":"benchmarks","table":"search-click-costs","tableTitle":"What law-firm search-ad clicks cost","status":"P","text":"Probative benchmarks, 2025–2026, what law-firm search-ad clicks cost: all law-firm search ads: average cost per click, $50–75.","dimension":"All law-firm search ads: average cost per click","value":"62.5","unit":"USD (band)","display":"$50–75","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band $50–75. Injury and employment, Google and Microsoft combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"search-click-costs-3","dataset":"benchmarks","table":"search-click-costs","tableTitle":"What law-firm search-ad clicks cost","status":"P","text":"Probative benchmarks, 2025–2026, what law-firm search-ad clicks cost: click-through rate of law-firm search ads, under 5%.","dimension":"Click-through rate of law-firm search ads","value":"2.5","unit":"% (band)","display":"under 5%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band under 5%. Clicks divided by impressions. Injury and employment, Google and Microsoft combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"search-click-costs-4","dataset":"benchmarks","table":"search-click-costs","tableTitle":"What law-firm search-ad clicks cost","status":"P","text":"Probative benchmarks, 2025–2026, what law-firm search-ad clicks cost: share of search-ad clicks made on a phone, 85–90%.","dimension":"Share of search-ad clicks made on a phone","value":"87.5","unit":"% (band)","display":"85–90%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 85–90%. Google search ads, injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"search-query-patterns-1","dataset":"benchmarks","table":"search-query-patterns","tableTitle":"What people type when they search for a lawyer","status":"P","text":"Probative benchmarks, 2025–2026, what people type when they search for a lawyer: searches that say \"near me\": share of search-ad clicks, 10–15%.","dimension":"Searches that say \"near me\": share of search-ad clicks","value":"12.5","unit":"% (band)","display":"10–15%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 10–15%. Share of search-ad clicks. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"search-query-patterns-2","dataset":"benchmarks","table":"search-query-patterns","tableTitle":"What people type when they search for a lawyer","status":"P","text":"Probative benchmarks, 2025–2026, what people type when they search for a lawyer: searches written in Spanish: share of search-ad clicks, 3%.","dimension":"Searches written in Spanish: share of search-ad clicks","value":"3","unit":"%","display":"3%","kind":"rounded","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Rounded to the whole percent. Share of search-ad clicks. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"search-query-patterns-3","dataset":"benchmarks","table":"search-query-patterns","tableTitle":"What people type when they search for a lawyer","status":"P","text":"Probative benchmarks, 2025–2026, what people type when they search for a lawyer: searches that ask for the \"best\" or \"top\" lawyer: share of search-ad clicks, under 5%.","dimension":"Searches that ask for the \"best\" or \"top\" lawyer: share of search-ad clicks","value":"2.5","unit":"% (band)","display":"under 5%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band under 5%. Share of search-ad clicks. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"search-query-patterns-4","dataset":"benchmarks","table":"search-query-patterns","tableTitle":"What people type when they search for a lawyer","status":"P","text":"Probative benchmarks, 2025–2026, what people type when they search for a lawyer: searches phrased as a question: share of search-ad clicks, 2–12%.","dimension":"Searches phrased as a question: share of search-ad clicks","value":"7","unit":"% (band)","display":"2–12%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 2–12%. Share of search-ad clicks. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"search-query-patterns-5","dataset":"benchmarks","table":"search-query-patterns","tableTitle":"What people type when they search for a lawyer","status":"P","text":"Probative benchmarks, 2025–2026, what people type when they search for a lawyer: searches that ask for a free consultation: share of search-ad clicks, 4%.","dimension":"Searches that ask for a free consultation: share of search-ad clicks","value":"4","unit":"%","display":"4%","kind":"rounded","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Rounded to the whole percent. Share of search-ad clicks. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"search-query-patterns-6","dataset":"benchmarks","table":"search-query-patterns","tableTitle":"What people type when they search for a lawyer","status":"P","text":"Probative benchmarks, 2025–2026, what people type when they search for a lawyer: searches that name a specific case type: share of search-ad clicks, 35–40%.","dimension":"Searches that name a specific case type: share of search-ad clicks","value":"37.5","unit":"% (band)","display":"35–40%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 35–40%. Share of search-ad clicks. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"search-query-patterns-7","dataset":"benchmarks","table":"search-query-patterns","tableTitle":"What people type when they search for a lawyer","status":"P","text":"Probative benchmarks, 2025–2026, what people type when they search for a lawyer: searches for a lawyer with no case type named: share of search-ad clicks, 40–45%.","dimension":"Searches for a lawyer with no case type named: share of search-ad clicks","value":"42.5","unit":"% (band)","display":"40–45%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 40–45%. Share of search-ad clicks. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"ad-call-outcomes-1","dataset":"benchmarks","table":"ad-call-outcomes","tableTitle":"What happens to calls from ads","status":"P","text":"Probative benchmarks, 2025–2026, what happens to calls from ads: share of calls from ads that were missed, under 5%.","dimension":"Share of calls from ads that were missed","value":"2.5","unit":"% (band)","display":"under 5%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band under 5%. Missed calls divided by all calls from ads. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"ad-call-outcomes-2","dataset":"benchmarks","table":"ad-call-outcomes","tableTitle":"What happens to calls from ads","status":"P","text":"Probative benchmarks, 2025–2026, what happens to calls from ads: answered calls under half a minute, 10–15%.","dimension":"Answered calls under half a minute","value":"12.5","unit":"% (band)","display":"10–15%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 10–15%. Share of answered calls from ads. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"ad-call-outcomes-3","dataset":"benchmarks","table":"ad-call-outcomes","tableTitle":"What happens to calls from ads","status":"P","text":"Probative benchmarks, 2025–2026, what happens to calls from ads: answered calls of half a minute to two minutes, 20–25%.","dimension":"Answered calls of half a minute to two minutes","value":"22.5","unit":"% (band)","display":"20–25%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 20–25%. Share of answered calls from ads. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"ad-call-outcomes-4","dataset":"benchmarks","table":"ad-call-outcomes","tableTitle":"What happens to calls from ads","status":"P","text":"Probative benchmarks, 2025–2026, what happens to calls from ads: answered calls of two to ten minutes, 45–50%.","dimension":"Answered calls of two to ten minutes","value":"47.5","unit":"% (band)","display":"45–50%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 45–50%. Share of answered calls from ads. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"ad-call-outcomes-5","dataset":"benchmarks","table":"ad-call-outcomes","tableTitle":"What happens to calls from ads","status":"P","text":"Probative benchmarks, 2025–2026, what happens to calls from ads: answered calls of ten minutes or more, 10–15%.","dimension":"Answered calls of ten minutes or more","value":"12.5","unit":"% (band)","display":"10–15%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 10–15%. Share of answered calls from ads. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"ad-call-outcomes-6","dataset":"benchmarks","table":"ad-call-outcomes","tableTitle":"What happens to calls from ads","status":"P","text":"Probative benchmarks, 2025–2026, what happens to calls from ads: missed-call rate outside business hours compared with business hours, above average (1.3–1.7×).","dimension":"Missed-call rate outside business hours compared with business hours","value":"1.5","unit":"x (band)","display":"above average (1.3–1.7×)","kind":"tier","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Tier above average (1.3–1.7×). Business hours are 8 a.m. to 6 p.m., Monday to Friday, local time. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"ad-call-outcomes-7","dataset":"benchmarks","table":"ad-call-outcomes","tableTitle":"What happens to calls from ads","status":"P","text":"Probative benchmarks, 2025–2026, what happens to calls from ads: share of calls from ads that arrive outside business hours, 15–20%.","dimension":"Share of calls from ads that arrive outside business hours","value":"17.5","unit":"% (band)","display":"15–20%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 15–20%. Evenings, nights and weekends. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"lsa-lead-mix-1","dataset":"benchmarks","table":"lsa-lead-mix","tableTitle":"Local Services Ads: what kind of leads arrive and what gets charged","status":"P","text":"Probative benchmarks, 2025–2026, local services ads: what kind of leads arrive and what gets charged: phone-call leads, 95–100%.","dimension":"Phone-call leads","value":"97.5","unit":"% (band)","display":"95–100%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 95–100%. Share of all leads. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"lsa-lead-mix-2","dataset":"benchmarks","table":"lsa-lead-mix","tableTitle":"Local Services Ads: what kind of leads arrive and what gets charged","status":"P","text":"Probative benchmarks, 2025–2026, local services ads: what kind of leads arrive and what gets charged: message leads, under 5%.","dimension":"Message leads","value":"2.5","unit":"% (band)","display":"under 5%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band under 5%. Share of all leads. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"lsa-lead-mix-3","dataset":"benchmarks","table":"lsa-lead-mix","tableTitle":"Local Services Ads: what kind of leads arrive and what gets charged","status":"P","text":"Probative benchmarks, 2025–2026, local services ads: what kind of leads arrive and what gets charged: leads the advertiser was charged for, 80–85%.","dimension":"Leads the advertiser was charged for","value":"82.5","unit":"% (band)","display":"80–85%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 80–85%. Share of all leads. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"lsa-lead-mix-4","dataset":"benchmarks","table":"lsa-lead-mix","tableTitle":"Local Services Ads: what kind of leads arrive and what gets charged","status":"P","text":"Probative benchmarks, 2025–2026, local services ads: what kind of leads arrive and what gets charged: leads credited back after a dispute, 5–10%.","dimension":"Leads credited back after a dispute","value":"7.5","unit":"% (band)","display":"5–10%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 5–10%. Share of all leads. Injury and employment combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"quarterly-demand-1","dataset":"benchmarks","table":"quarterly-demand","tableTitle":"Seasonality: inquiries by calendar quarter","status":"P","text":"Probative benchmarks, 2025–2026, seasonality: inquiries by calendar quarter: inquiries in the first calendar quarter, compared with the average quarter, 100–110%.","dimension":"Inquiries in the first calendar quarter, compared with the average quarter","value":"105","unit":"% of average","display":"100–110%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 100–110%. After removing the overall growth trend. All practice areas combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"quarterly-demand-2","dataset":"benchmarks","table":"quarterly-demand","tableTitle":"Seasonality: inquiries by calendar quarter","status":"P","text":"Probative benchmarks, 2025–2026, seasonality: inquiries by calendar quarter: inquiries in the second calendar quarter, compared with the average quarter, 90–100%.","dimension":"Inquiries in the second calendar quarter, compared with the average quarter","value":"95","unit":"% of average","display":"90–100%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 90–100%. After removing the overall growth trend. All practice areas combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"quarterly-demand-3","dataset":"benchmarks","table":"quarterly-demand","tableTitle":"Seasonality: inquiries by calendar quarter","status":"P","text":"Probative benchmarks, 2025–2026, seasonality: inquiries by calendar quarter: inquiries in the third calendar quarter, compared with the average quarter, 100–110%.","dimension":"Inquiries in the third calendar quarter, compared with the average quarter","value":"105","unit":"% of average","display":"100–110%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 100–110%. After removing the overall growth trend. All practice areas combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"quarterly-demand-4","dataset":"benchmarks","table":"quarterly-demand","tableTitle":"Seasonality: inquiries by calendar quarter","status":"P","text":"Probative benchmarks, 2025–2026, seasonality: inquiries by calendar quarter: inquiries in the fourth calendar quarter, compared with the average quarter, 90–100%.","dimension":"Inquiries in the fourth calendar quarter, compared with the average quarter","value":"95","unit":"% of average","display":"90–100%","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band 90–100%. After removing the overall growth trend. All practice areas combined.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"cost-per-signed-client-1","dataset":"benchmarks","table":"cost-per-signed-client","tableTitle":"What a signed client costs, by ad channel","status":"P","text":"Probative benchmarks, 2025–2026, what a signed client costs, by ad channel: search and video ads on Google and Microsoft: ad cost per signed client, $5,500–6,000.","dimension":"Search and video ads on Google and Microsoft: ad cost per signed client","value":"5750","unit":"USD (band)","display":"$5,500–6,000","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band $5,500–6,000. Ad cost divided by signed clients from those ads. Injury and employment combined. Ad cost only; staff and agency fees are not included.","confidence":"medium","confidenceBasis":"one primary source, no second check"},{"id":"cost-per-signed-client-2","dataset":"benchmarks","table":"cost-per-signed-client","tableTitle":"What a signed client costs, by ad channel","status":"P","text":"Probative benchmarks, 2025–2026, what a signed client costs, by ad channel: local Services Ads: ad cost per signed client, $4,000–4,500.","dimension":"Local Services Ads: ad cost per signed client","value":"4250","unit":"USD (band)","display":"$4,000–4,500","kind":"band","n_band":"30+","version":"4.0.1","sources":[{"label":"Probative benchmarks, 2025–2026: methods and definitions","url":"https://probativegrowth.com/research/benchmarks/methods/","kind":"methods"}],"lastChecked":"2026-10-26","note":"Band $4,000–4,500. Ad cost divided by signed clients from those ads. Injury and employment combined. Ad cost only.","confidence":"medium","confidenceBasis":"one primary source, no second check"}]}