An ad platform’s conversion count is not a client count. Search and video ads on Google and Microsoft report 3–6× conversions per signed client. Local Services Ads report 6–12×. Campaigns tuned for inquiries instead of signed clients report 12× or more.
Probative benchmarks, 2025–2026
Ad-platform conversions compared with signed clients
| What is measured | Published figure |
|---|---|
| Search and video ads on Google and Microsoft | 3–6× |
| Local Services Ads | 6–12× |
| Campaigns tuned for inquiries rather than signed clients | 12× or more |
What does this mean for your firm?
- Ask your platform reports to count signed clients, not form fills.
- Feed signed cases back to the platform so it can learn from them.
- A high ratio is a warning that a campaign is tuned for the wrong goal, not a sign of a successful campaign.
Why are the numbers so far apart?
A platform counts every action it is told to count, such as a form submission or a short call. Many of those actions are never qualified and never sign. The more a campaign is tuned for cheap inquiries, the wider the gap grows.
How do I read this table?
Each tier is the conversions the platforms report divided by signed clients from the same ads, with injury and employment combined. Every row is aggregated across many observations. The ranges are closed except the top one, which is open. This table is not relative to an average, so its tiers are plain ranges.
The figures are tiers, so treat each as approximate, plus or minus one step. How the benchmarks are made and protected.
Cite this table
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/platform-vs-signed/
How each figure is made and protected · Probative benchmarks, 2025–2026