$8.58
Average CPC
+63% vs $5.26 average
5.97%
Average CTR
5.09%
Conversion Rate
$131.63
Cost Per Lead
+88% vs $70.11 average
Source: WordStream 2025
Not all law firm keywords cost the same. Here's what you can expect to pay based on search intent:
Combines specific practice area with local intent. 'Near me' signals urgency and hiring intent, not research.
'Best' modifier indicates quality-conscious client willing to pay premium rates. Higher value cases.
Consultation request signals ready to take action. These convert at 2x rate of generic lawyer searches.
Lower CPC, filters for people actively seeking representation. Free consultation is standard so not a price-shopper signal.
Explicit hiring intent keyword. These searchers have moved past research phase and are ready to engage.
Lower CPCs mean more clicks for your budget. Here are proven strategies:
Google rewards relevant ads with lower CPCs. Match your ad copy to your keywords and ensure your landing page delivers on your ad's promise.
Stop paying for irrelevant clicks. Add negatives like "jobs", "salary", "DIY", and "free" to your law firm campaigns.
Exact match keywords typically have lower CPCs than broad match because you're not bidding on irrelevant variations.
Run ads when law firm searches convert best. Business hours (9am-5pm) for corporate/business law, evenings (6-9pm) for personal matters like divorce and injury
These keywords drain your budget without delivering quality leads:
Career researchers and law students, not potential clients.
Aspiring lawyers researching education, zero client intent.
Looking for free information, not willing to pay for representation.
Entertainment searches, no commercial intent whatsoever.
Students researching education, not people needing legal help.
At $8.58 per click, here's what you need to generate leads:
Minimum Monthly Budget
$3,000
Recommended Range
$4,000-$10,000/month
At $131.63 CPL and 20% close rate, each client costs $658 to acquire. A single personal injury case might settle for $50,000+ (with 33% contingency = $16,500 fee). Even with 1-2 cases per month from ads, ROI is strong. For hourly billing practices (family, corporate), calculate based on average case value vs. acquisition cost.