Searches that name a case type and searches for a lawyer with no type named cost about the same per conversion. Compared with all searches, cost per conversion is about average (0.9–1.3×) for searches that name a specific case type and about average (0.9–1.3×) for searches for a lawyer with no type named. Near-me searches are below average (0.5–0.9×), so they cost more per conversion than the average search.
Probative benchmarks, 2025–2026
Which searches cost less per conversion
| What is measured | Published figure |
|---|---|
| Searches that name a specific case type | about average (0.9–1.3×) |
| Searches for a lawyer with no case type named | about average (0.9–1.3×) |
| Near-me searches | below average (0.5–0.9×) |
What does this mean for your firm?
- Watch near-me searches closely. They cost more per conversion, so check that the clicks come from places you serve.
- Do not assume a named case type is always cheaper. Check the types in your own data one at a time.
- A conversion is not a signed client. Compare search types by signed clients before you move money.
What about wasted spend?
This table also records the share of search spend that went to queries that never produced a conversion, and that share is large. Adding negative keywords to cut those queries is a common way to lower cost without losing useful inquiries.
How do I read this table?
Each tier is the cost per conversion for all searches divided by the cost per conversion for one search type, so a tier of below average means the type costs more than average. Injury and employment searches are combined, and conversions are the ones the ad platform reports. Search types with too few observations are suppressed for privacy.
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/search-intent-index/
How each figure is made and protected · Probative benchmarks, 2025–2026