Legal Services CPC Benchmarks
The median Google Search CPC planning estimate for legal services is $89.55 in the July 2026 snapshot. Half of the 9 keywords we track in this industry fall between $44.64 and $163.25. The highest estimate in the snapshot is "auto accident lawyer" at $237.66, and the lowest is "immigration lawyer" at $16.77. Reaching top-of-page placement typically requires a bid between $12.37 and $124.61. Search demand for these terms changed +33.4% over the last twelve months. These national United States figures come from DataForSEO's Google Ads planning endpoint; they are planning signals, not CPC observed in advertiser accounts.
Which legal services keywords cost the most?
| Keyword | CPC | Top-of-page bid | Volume/mo | Competition | Opportunity |
|---|---|---|---|---|---|
| auto accident lawyer | $237.66 | $97.34–$535.99 | 18,100 | 0.39 | 46 |
| car accident attorney | $216.42 | $107.36–$578.86 | 49,500 | 0.18 | 188 |
| personal injury lawyer | $163.25 | $62.45–$313.64 | 201,000 | 0.09 | 1,120 |
| injury lawyer near me | $151.27 | $69.20–$367.20 | 301,000 | 0.19 | 1,612 |
| dui lawyer | $89.55 | $12.37–$124.61 | 110,000 | 0.03 | 1,192 |
| criminal defense attorney | $51.06 | $6.12–$70.76 | 74,000 | 0.40 | 870 |
| medical malpractice lawyer | $44.64 | $3.97–$28.83 | 110,000 | 0.07 | 2,292 |
| divorce lawyer near me | $23.56 | $4.15–$30.21 | 40,500 | 0.40 | 1,031 |
| immigration lawyer | $16.77 | $6.85–$29.39 | 135,000 | 0.14 | 6,923 |
How much does a legal services click cost on Google Ads?
The widest cost spread of any vertical we track: practice area decides the bill.
Legal services shows a median estimate of $89.55, but the median is the least interesting number here. The interquartile range runs from $44.64 to $163.25, and the highest estimate in the snapshot is "auto accident lawyer" at $237.66. That is the widest spread across all fourteen industries. The practical consequence: two firms with the same budget and the same operational discipline can face costs an order of magnitude apart purely because of the area they practise in. Personal injury and accident work sit at the top of the range; the rest of the profession does not. Search demand for these terms moved +33.4% over the past twelve months. The top-of-page bid range sits between $12.37 and $124.61, which is the band you actually compete in for placement.
To put the median in budget terms: at $89.55 per click, 100 clicks cost about $8,955. Depending on which keywords you win, that same 100 clicks ranges from roughly $4,464 at the 25th percentile to $16,325 at the 75th. If 2% of those visitors convert, your cost per conversion lands near $4,478 before accounting for sales or fulfilment costs. That figure, not the cost per click, is the one to compare against what a customer is worth to you. Use the 2% only as a placeholder until you have your own measured conversion rate, since it moves the result more than the click price does.
| Measure | Value | What it means |
|---|---|---|
| Median CPC estimate | $89.55 | Half the tracked keyword estimates are lower |
| Typical range (p25–p75) | $44.64 – $163.25 | Where half of all keywords fall |
| Full range | $16.77 – $237.66 | Lowest to highest estimate in the snapshot |
| Top-of-page bid | $12.37 – $124.61 | Median bid range to reach page-one placement |
| Keywords tracked | 9 | Sample size behind these figures |
| Period | Monthly searches |
|---|---|
| 2025-07 | 1,029,500 |
| 2026-06 | 1,373,000 |
| Change | +33.4% |
Model cost per signed case, not cost per click. At $237.66 for a single click, a two-point swing in your intake conversion rate decides whether the channel is profitable.
Figures are planning estimates across the 9 Legal Services keywords in our Google Search snapshot, collected July 2026 via DataForSEO. They are not observed account costs. How we collect and calculate this.
Opportunity is derived, not measured: (volume × (1 − competition)) ÷ CPC. How this data is collected.