Many law firms are unaware of what their customer acquisition cost (CAC) should be for their legal services. Having a target CAC when preparing and executing legal advertising campaigns is critical, as there is an objective measurement for success and a number to optimize towards.
This article includes the most common legal services advertised and the target CAC across various advertising channels. Before the data is presented, it may be helpful to know how we are calculating CAC.
CAC = Total Spend on Sales/Marketing ÷ Customers Acquired
Because this is a long article, you can click the category you are most interested in to skip directly to the information. There is also a roll-up average of the information available below.
Where This Data Came From: The data below was compiled using a meta-analysis combining our client data and published data from other reputable sources. Updates are made continually to ensure the data is relevant.
Note: We have included the top advertising methods for which we had complete data under each category. If you have specific questions about a current campaign and what a recommended CAC should be for a channel that is not listed, feel free to reach out on our contact page.
Average CAC by Practice Area
The table below contains a roll-up average of all of the various practice areas broken down by organic and inorganic forms of marketing. Organic marketing includes advertising such as SEO and organic social media, as dollars are not directly traded for impressions. On the other hand, inorganic marketing includes any form of advertising where attorneys must pay for impressions in front of potential customers such as radio, TV, and Google Ads.
| Service Area | Organic CAC | Inorganic CAC | Average |
|---|---|---|---|
| Personal Injury Law | $1,324 | $1,921 | $1,622 |
| Family Law | $770 | $1,117 | $943 |
| Criminal Defense | $569 | $826 | $698 |
| Estate Planning | $785 | $1,139 | $962 |
| Bankruptcy Law | $231 | $335 | $283 |
| Business and Corporate Law | $923 | $1,340 | $1,132 |
| Real Estate Law | $616 | $893 | $754 |
| Employment Law | $631 | $916 | $773 |
| Immigration Law | $431 | $625 | $528 |
| Tax Law | $954 | $1,385 | $1,169 |
| Intellectual Property Law | $631 | $916 | $773 |
| Environmental Law | $1,016 | $1,474 | $1,245 |
Average Personal Injury Law CAC
Personal injury law is known to have some of the highest CACs of any type of law. See the averages in the table below.
| Personal Injury Law | Car accidents | Slip and fall cases | Medical malpractice | Product liability |
|---|---|---|---|---|
| SEO | $243 | $405 | $2,025 | $810 |
| Organic Social Media | $301 | $501 | $2,507 | $1,003 |
| Google Ads | $451 | $751 | $3,755 | $1,502 |
| Meta Ads | $361 | $601 | $3,006 | $1,202 |
| Avvo | $599 | $999 | $4,994 | $1,998 |
| FindLaw | $544 | $907 | $4,534 | $1,813 |
| Email Marketing | $160 | $266 | $1,331 | $532 |
| TV Ads | $753 | $1,254 | $6,272 | $2,509 |
| Radio Ads | $663 | $1,105 | $5,526 | $2,210 |
| Print Ads | $541 | $901 | $4,507 | $1,803 |
| Billboards | $603 | $1,004 | $5,022 | $2,009 |
| Public Transportation Ads | $513 | $854 | $4,272 | $1,709 |
Average Family Law CAC
The average family law CAC figures are in the table below.
| Family Law | Divorce | Child custody and support | Adoption | Prenuptial agreements |
|---|---|---|---|---|
| SEO | $810 | $648 | $324 | $243 |
| Organic Social Media | $1,003 | $802 | $401 | $301 |
| Google Ads | $1,502 | $1,202 | $601 | $451 |
| Meta Ads | $1,202 | $962 | $481 | $361 |
| Avvo | $1,998 | $1,598 | $799 | $599 |
| FindLaw | $1,813 | $1,451 | $725 | $544 |
| Email Marketing | $532 | $426 | $213 | $160 |
| Print Ads | $2,509 | $2,007 | $1,004 | $753 |
| Radio Ads | $2,210 | $1,768 | $884 | $663 |
| Billboards | $2,009 | $1,607 | $803 | $603 |
Average Criminal Defense CAC
Criminal defense CACs may vary based on how “tough on crime” a jurisdiction is. Generally, the tougher a jurisdiction is on crime, the lower CACs will be, of course assuming equal amounts of total crime.
| Criminal Defense | DUI/DWI defense | Drug offenses | Assault and battery | Theft and burglary |
|---|---|---|---|---|
| SEO | $486 | $405 | $324 | $284 |
| Organic Social Media | $602 | $501 | $401 | $351 |
| Google Ads | $901 | $751 | $601 | $526 |
| Meta Ads | $721 | $601 | $481 | $421 |
| Avvo | $1,199 | $999 | $799 | $699 |
| FindLaw | $1,088 | $907 | $725 | $635 |
| Email Marketing | $319 | $266 | $213 | $186 |
| TV Ads | $1,505 | $1,254 | $1,004 | $878 |
| Radio Ads | $1,326 | $1,105 | $884 | $774 |
| Print Ads | $1,082 | $901 | $721 | $631 |
| Billboards | $1,205 | $1,004 | $803 | $703 |
Average Estate Planning CAC
Average estate planning CACs are available in the table below.
| Estate Planning | Wills and trusts | Probate | Estate administration | Elder law |
|---|---|---|---|---|
| SEO | $203 | $810 | $648 | $405 |
| Organic Social Media | $251 | $1,003 | $802 | $501 |
| Google Ads | $375 | $1,502 | $1,202 | $751 |
| Meta Ads | $301 | $1,202 | $962 | $601 |
| LinkedIn Ads | $337 | $1,349 | $1,079 | $675 |
| Avvo | $499 | $1,998 | $1,598 | $999 |
| FindLaw | $453 | $1,813 | $1,451 | $907 |
| Email Marketing | $133 | $532 | $426 | $266 |
| Print Ads | $451 | $1,803 | $1,442 | $901 |
Average Bankruptcy Law CAC
Bankruptcy CACs will generally go lower during tougher economic times and vice versa.
| Bankruptcy Law | Chapter 7 bankruptcy | Chapter 13 bankruptcy | Debt relief | Credit counseling |
|---|---|---|---|---|
| SEO | $162 | $243 | $122 | $81 |
| Organic Social Media | $201 | $301 | $150 | $100 |
| Google Ads | $300 | $451 | $225 | $150 |
| Meta Ads | $240 | $361 | $180 | $120 |
| Avvo | $400 | $599 | $300 | $200 |
| FindLaw | $363 | $544 | $272 | $181 |
| Email Marketing | $106 | $160 | $80 | $53 |
| TV Ads | $502 | $753 | $376 | $251 |
| Radio Ads | $442 | $663 | $332 | $221 |
| Print Ads | $361 | $541 | $270 | $180 |
| Billboards | $402 | $603 | $301 | $201 |
Average Business and Corporate Law CAC
Business and corporate law CAC figures may vary depending on the company size in the target market, but these are generally correct as an average.
| Business and Corporate Law | Business formation and incorporation | Contract law | Mergers and acquisitions | Intellectual property |
|---|---|---|---|---|
| SEO | $243 | $405 | $1,215 | $567 |
| Organic Social Media | $301 | $501 | $1,504 | $702 |
| Google Ads | $451 | $751 | $2,253 | $1,051 |
| Meta Ads | $361 | $601 | $1,803 | $842 |
| LinkedIn Ads | $405 | $675 | $2,024 | $944 |
| Avvo | $599 | $999 | $2,996 | $1,398 |
| FindLaw | $544 | $907 | $2,720 | $1,269 |
| Email Marketing | $160 | $266 | $799 | $373 |
| Print Ads | $541 | $901 | $2,704 | $1,262 |
Average Real Estate Law CAC
Real estate law figures will vary slightly depending on the transaction size.
| Real Estate Law | Residential real estate transactions | Commercial real estate transactions | Lease agreements | Landlord-tenant disputes |
|---|---|---|---|---|
| SEO | $284 | $810 | $162 | $203 |
| Organic Social Media | $1,003 | $201 | $251 | $702 |
| Google Ads | $300 | $375 | $1,051 | $770 |
| Meta Ads | $301 | $842 | $616 | $721 |
| LinkedIn Ads | $944 | $691 | $809 | $944 |
| Avvo | $1,024 | $1,199 | $1,398 | $799 |
| FindLaw | $1,088 | $1,269 | $725 | $635 |
| Email Marketing | $373 | $213 | $186 | $186 |
| Print Ads | $721 | $878 | $878 | $627 |
| Billboards | $703 | $774 | $553 | $663 |
Average Employment Law CAC
Employment laws in various areas of the United States can alter these figures up or down.
| Employment Law | Wrongful termination | Discrimination and harassment cases | Wage and hour disputes | Employment contracts |
|---|---|---|---|---|
| SEO | $486 | $567 | $324 | $284 |
| Organic Social Media | $702 | $401 | $351 | $351 |
| Google Ads | $601 | $526 | $526 | $375 |
| Meta Ads | $421 | $421 | $301 | $361 |
| LinkedIn Ads | $472 | $337 | $405 | $675 |
| Avvo | $499 | $599 | $999 | $699 |
| FindLaw | $544 | $907 | $635 | $1,405 |
| Email Marketing | $266 | $186 | $413 | $373 |
| Print Ads | $631 | $1,397 | $1,262 | $1,803 |
Average Immigration Law CAC
Again, we observed a variance in immigration law CACs based on the area of the United States.
| Immigration Law | Visa applications | Green cards | Deportation defense | Citizenship and naturalization |
|---|---|---|---|---|
| SEO | $203 | $243 | $405 | $284 |
| Organic Social Media | $251 | $301 | $501 | $351 |
| Google Ads | $375 | $451 | $751 | $526 |
| Meta Ads | $301 | $361 | $601 | $421 |
| Avvo | $499 | $599 | $999 | $699 |
| FindLaw | $453 | $544 | $907 | $635 |
| Email Marketing | $133 | $160 | $266 | $186 |
| Print Ads | $451 | $541 | $901 | $631 |
Average Tax Law CAC
The strongest correlation we found to tax law CAC was the budget and personnel of the IRS along with the current tax laws and regulations.
| Tax Law | Tax planning and compliance | IRS audits and disputes | Estate and gift tax issues | Business tax law |
|---|---|---|---|---|
| SEO | $567 | $1,003 | $648 | $486 |
| Organic Social Media | $702 | $1,502 | $802 | $602 |
| Google Ads | $1,051 | $1,202 | $1,202 | $901 |
| Meta Ads | $842 | $1,349 | $962 | $721 |
| LinkedIn Ads | $944 | $1,998 | $1,079 | $809 |
| Avvo | $1,398 | $1,813 | $1,598 | $1,199 |
| FindLaw | $1,269 | $532 | $1,451 | $1,088 |
| Email Marketing | $373 | $2,509 | $426 | $319 |
| Print Ads | $1,262 | $1,803 | $1,442 | $1,082 |
Average Intellectual Property Law CAC
IP law CACs may be affected by changes in R&D tax treatment and the increase in patent issuances but are generally stable.
| Intellectual Property Law | Patent applications | Trademark registration | Copyright protection | Trade secrets |
|---|---|---|---|---|
| SEO | $810 | $243 | $203 | $405 |
| Organic Social Media | $1,003 | $301 | $251 | $501 |
| Google Ads | $1,502 | $451 | $375 | $751 |
| Meta Ads | $1,202 | $361 | $301 | $601 |
| LinkedIn Ads | $1,349 | $405 | $337 | $675 |
| Avvo | $1,998 | $599 | $499 | $999 |
| FindLaw | $1,813 | $544 | $453 | $907 |
| Email Marketing | $532 | $160 | $133 | $266 |
| Print Ads | $1,803 | $541 | $451 | $901 |
Average Environmental Law CAC
Environmental law CACs vary greatly based on how heavy environmental regulations are. In the 2024 election, we expect CACs to increase if Donald Trump is re-elected due to his history of cutting environmental regulations.
| Real Estate Law | Residential real estate transactions | Commercial real estate transactions | Lease agreements | Landlord-tenant disputes | Property zoning |
|---|---|---|---|---|---|
| SEO | $284 | $810 | $162 | $203 | $567 |
| Organic Social Media | $1,003 | $201 | $251 | $702 | $514 |
| Google Ads | $300 | $375 | $1,051 | $770 | $901 |
| Meta Ads | $301 | $842 | $616 | $721 | $842 |
| LinkedIn Ads | $944 | $691 | $809 | $944 | $540 |
| Avvo | $1,024 | $1,199 | $1,398 | $799 | $699 |
| FindLaw | $1,088 | $1,269 | $725 | $635 | $635 |
| Email Marketing | $373 | $213 | $186 | $186 | $133 |
| Print Ads | $721 | $878 | $878 | $627 | $753 |
| Billboards | $703 | $774 | $553 | $663 | $1,105 |
Next Steps: Lowering Your CAC
The best way to lower the CAC of a law firm is to implement a thought leadership SEO strategy coupled with value-based email marketing, as these consistently product the lowest CACs. If you are interested in working with Focus Digital to provide this service, we can be contacted on our contact page.