Search clicks for law firms are costly, and most come from phones. In the Probative benchmarks, a search-ad click for injury cases costs $50–75. The click-through rate of law-firm search ads is under 5%, and 85–90% of search-ad clicks are made on a phone.
Probative benchmarks, 2025–2026
What law-firm search-ad clicks cost
| What is measured | Published figure |
|---|---|
| Injury cases: average cost per search-ad click | $50–75 |
| Click-through rate of law-firm search ads | under 5% |
| Share of search-ad clicks made on a phone | 85–90% |
What does this mean for your firm?
- Judge a click by what it leads to. At this price, a click that does not turn into a call or a form is costly, so measure cost per signed client, not cost per click.
- Build for the phone first. With nearly every click on a phone, the page a click lands on must load fast, show the number and work with one thumb.
- Cut searches that never lead anywhere. Negative keywords and tighter match types lower the cost of the clicks you keep.
Why are law-firm clicks so expensive?
A signed injury case can be worth a great deal to a firm, so many firms bid for the same searches, and the auction pushes the price up. The searcher also tends to call the first firm that answers, which makes the top places worth paying for.
How do I read this table?
Cost per click is ad cost divided by clicks, for search ads on Google and Microsoft combined. Costs are shown as bands, and the share of clicks from phones as a five-point band. The downloadable file also holds the cost per click across all law-firm search ads. Every value is aggregated across many observations, and rows that did not meet the privacy rules are suppressed for privacy.
The figures are bands, so treat each as approximate. 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/search-click-costs/
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How each figure is made and protected · Probative benchmarks, 2025–2026