Definition
Cost per case, or cost per signed case, is the total marketing spend for a channel divided by the number of clients signed from that channel in the same period. It is the most meaningful measure of whether SEO, PPC or any other marketing is paying off for a law firm.
Why it matters for law firms
Traffic, rankings and even leads can look good while signed cases stay flat. Cost per case connects marketing to revenue and lets a firm compare channels fairly. SEO often has a high cost per case early on and a falling one as rankings compound.
Example
A personal injury firm spends the same amount on SEO and PPC in a quarter. PPC produces more leads, but SEO produces more signed cases, giving SEO a lower cost per case.
How to improve it
- Track the source of every lead through to signed or not signed.
- Connect your intake or CRM system to marketing data.
- Compare cost per case by channel and practice area.
- Review it over at least a 6–12 month window for SEO.
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Lead Generation for Law FirmsRelated terms
Further reading
Can SEO Help Law Firms Generate More Leads?
Aditya Chauhan
Head of SEO, PageOne Lawyers
Last updated September 26, 2026