If you’re running Google Ads for a law firm, one of the first questions is:
What should I actually be paying for clicks and leads?
Legal is one of the most competitive and expensive industries in Google Ads. This page breaks down real performance data from legal campaigns across 3 years, based on accounts we’ve worked with, managed, and analyzed.
Here’s how performance has trended over time:
| Year | Industry | Accounts | Spend | Impressions | Clicks | Conversions | CTR | CVR | CPC | CPA | Conv Value | Conv Value / Cost | Zero-Conv Accounts |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Legal | 5 | $147,200.10 | 10,658,356.00 | 42,689.00 | 5,158.45 | 0.40% | 12.08% | $3.45 | $28.54 | $0.00 | 0 | 0 |
| 2024 | Legal | 5 | $219,536.20 | 1,244,626 | 35,424 | 2911.6 | 2.80% | 8.20% | $6.20 | $75.40 | $3,752.38 | 1.71% | 0 |
| 2025 | Legal | 5 | $225,199.18 | 1,334,707 | 52,503 | 4,136.00 | 3.90% | 7.90% | $4.29 | $54.45 | $5,198.00 | 2% | 0 |
Legal consistently has:
This is especially true for:
Compared to other industries:
This means:
Legal campaigns often see:
Landing pages and intake process play a major role in results.
Because of high CPC:
can dramatically improve ROI.
If you’re running Google Ads:
You should expect:
You should focus on:
You should avoid:
These numbers give you a realistic performance range, not a guarantee.
Your results will vary based on:
If your current results are:
There’s usually a fixable reason.
We specialize in Google Ads for service-based businesses, including painting companies.
We’ll show you: