Most calls from ads are answered, but the misses gather outside business hours. In the Probative benchmarks, under 5% of calls from ads were missed. Answered calls of two to ten minutes make up 45–50% of answered calls, and the missed-call rate outside business hours is above average (1.3–1.7×) compared with business hours.
Probative benchmarks, 2025–2026
What happens to calls from ads
| What is measured | Published figure |
|---|---|
| Share of calls from ads that were missed | under 5% |
| Answered calls of two to ten minutes | 45–50% |
| Missed-call rate outside business hours compared with business hours | above average (1.3–1.7×) |
What does this mean for your firm?
- Cover the evenings and weekends. Calls keep coming after hours, and that is where the misses gather.
- Treat every missed call from an ad as paid for. Call it back within minutes, not the next morning.
- Look at call length, not only call count. A call of a few minutes is where a case is heard and a next step is booked.
Why do calls outside business hours get missed more?
Fewer people are on the phones, calls go to voicemail or to an answering service that cannot book, and a person in a hurry hangs up and calls the next firm. The fix is cover, not more ads.
How do I read this table?
Shares are shown as five-point bands, or rounded where a band would hide too little. The comparison of missed calls outside business hours with business hours is a named tier on the fixed ladder. Business hours here are weekday daytime hours, local time. The downloadable file also holds the other call-length groups and the share of calls that arrive outside business hours. Injury and employment ads are combined, and every value is aggregated across many observations.
Treat each band and tier as approximate, plus or minus one step. How the benchmarks are made and protected.
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Each table is its own file. Free, with no email or login, under CC BY 4.0: copy and adapt it with credit to Probative Growth.
Cite this dataset: Probative Growth (2026). Probative benchmarks, 2025–2026 (v4.0.1) [Data set]. CC BY 4.0. https://doi.org/10.5281/zenodo.23735849. https://probativegrowth.com/research/benchmarks/ad-call-outcomes/
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How each figure is made and protected · Probative benchmarks, 2025–2026