Legal marketing strategies, budgets, ROI benchmarks, and agency evaluation guides for personal injury law firms growing their practice.
16 answersGoogle Search: $442 CPL. SEO: 526% three-year ROI. Facebook: $286 CPL. TV builds awareness that makes everything else cheaper.
Agencies charge ~20% of ad spend. PI firms spend $15-100K/month on media. Look for legal vertical experience and cost-per-signed-case focus, not vanity metrics.
127 Reddit posts mention agency distrust. Here's what to ask, what to watch for, and how to avoid the firms that overpromise and underdeliver.
CPL by channel: SEO $183, Facebook $286, YouTube $319, LSAs $378, Google Search $442. 10% lead-to-case conversion typical.
Average firms: 2% of revenue on marketing. High-growth firms: 16.5%, more than 3x no-growth firms. PI firms chasing growth: 10-20%. Budget reflects ambition.
One-star improvement lifts contact rates. Reviews are the tie-breaker when prospects compare firms. Ask after wins, respond to negatives.
ABA Model Rules 7.1-7.3 govern lawyer ads. No false claims, required disclaimers, solicitation limits. Applies to all channels.
Strong PI brands convert 2-3x better on search and pay a fraction of the CPC. How to build recognition that drives branded searches and referral volume.
Referrals = highest-quality cases at near-zero acquisition cost. Sources: other attorneys, medical pros, past clients. Fee-sharing OK when clients consent.
10% lead-to-case conversion is typical. Going to 15% = 50% more ROI without more spend. Speed to lead, 24/7 availability, empathetic scripts.
CPL: $183 (SEO) to $442 (Google). Cost per signed case: ~$2,700. SEO: 526% three-year ROI. Track by channel. Attribution is the hard part.
Morgan and Morgan spends $100M+ annually on TV ads. Inside their 'For the People' strategy and what other PI firms can learn.
PI lead costs: $100-300 typical, $700-1,500 in competitive markets. Auto $391, med mal $512. Exclusive vs. shared. Know what you're buying.
CPL by channel: SEO $183, Facebook $286, LSAs $378, Google $442. Cost per signed case: ~$2,700. High case values make aggressive spend work.
Long lock-ins, hidden fees, asset ownership traps. Here are the contract terms that should make you walk away from a marketing agency.
No results after 6 months? Communication breakdown? Here's when to cut ties, and how to make the transition without losing everything.