Legal Services CPC Benchmarks
The median cost per click for legal services advertising on Google Search is $89.55 as of July 2026. Half of the 9 keywords we track in this industry fall between $44.64 and $163.25. The most expensive term measured is "auto accident lawyer" at $237.66, and the cheapest 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. Figures are national United States medians collected via DataForSEO.
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 of $89.55, but the median is the least interesting number here. The interquartile range runs from $44.64 to $163.25, and the most expensive term measured 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 | $89.55 | Half the tracked keywords cost less than this |
| Typical range (p25–p75) | $44.64 – $163.25 | Where half of all keywords fall |
| Full range | $16.77 – $237.66 | Cheapest to most expensive measured |
| 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 medians across the 9 Legal Services keywords in our Google Search dataset, collected July 2026 via DataForSEO. How we collect and calculate this.
Opportunity is derived, not measured: (volume × (1 − competition)) ÷ CPC. How this data is collected.