{"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/index.json","humanUrl":"https://probativegrowth.com/research/benchmarks/","statusCodes":{"P":"primary source","S":"secondary source","D":"ABA model default","U":"open question"}},"summary":"Probative benchmarks, 2025–2026: aggregated, rounded, and small groups suppressed. Our data on law-firm marketing, shown as bands, named tiers and rounded values, one table per file. The public tables cover how quickly inquiries become signed clients, phone calls and signed clients, AI answers and organic search clicks, search-ad click costs, what people type, calls from ads, Local Services Ads leads, inquiries by quarter and ad cost per signed client. Each row gives the measure, the band or tier, its unit and a rough size band. Every value is aggregated across many observations; values resting on too few observations, or resting mostly on a few, are suppressed for privacy. Values are approximate, so read the band, not a point. The methods page defines every measure and the protection steps.","key":"table","count":45,"keys":[{"key":"AD-CALL-OUTCOMES","url":"https://probativegrowth.com/data/v1/benchmarks/tables/AD-CALL-OUTCOMES.json","records":7},{"key":"CALLS-AND-HOURS","url":"https://probativegrowth.com/data/v1/benchmarks/tables/CALLS-AND-HOURS.json","records":5},{"key":"COST-PER-SIGNED-CLIENT","url":"https://probativegrowth.com/data/v1/benchmarks/tables/COST-PER-SIGNED-CLIENT.json","records":2},{"key":"LSA-LEAD-MIX","url":"https://probativegrowth.com/data/v1/benchmarks/tables/LSA-LEAD-MIX.json","records":4},{"key":"ORGANIC-AI","url":"https://probativegrowth.com/data/v1/benchmarks/tables/ORGANIC-AI.json","records":4},{"key":"QUARTERLY-DEMAND","url":"https://probativegrowth.com/data/v1/benchmarks/tables/QUARTERLY-DEMAND.json","records":4},{"key":"SEARCH-CLICK-COSTS","url":"https://probativegrowth.com/data/v1/benchmarks/tables/SEARCH-CLICK-COSTS.json","records":4},{"key":"SEARCH-QUERY-PATTERNS","url":"https://probativegrowth.com/data/v1/benchmarks/tables/SEARCH-QUERY-PATTERNS.json","records":7},{"key":"SPEED-TO-SIGN","url":"https://probativegrowth.com/data/v1/benchmarks/tables/SPEED-TO-SIGN.json","records":8}],"endpoints":{"key":"https://probativegrowth.com/data/v1/benchmarks/tables/{table}.json","all":"https://probativegrowth.com/data/v1/benchmarks/benchmarks.json","search":"https://probativegrowth.com/data/v1/benchmarks/search.json","changes":"https://probativegrowth.com/data/v1/benchmarks/changes.json","csv":"https://probativegrowth.com/data/v1/benchmarks/benchmarks.csv","openapi":"https://probativegrowth.com/data/v1/benchmarks/openapi.json"},"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"}]}