The True Cost of Personal Injury Lead Generation

When attorneys evaluate lead generation, the first question is usually "how much per lead?" But cost per lead is one of the least useful metrics for measuring the true cost of case acquisition. Here is why — and what to measure instead.

The Cost Per Lead Trap

A $50 web lead sounds cheaper than a $300 warm transfer. But if the $50 lead converts at 4% and the warm transfer converts at 25%, the math tells a different story:

$50 web lead ÷ 4% conversion = $1,250 per signed case. $300 warm transfer ÷ 25% conversion = $1,200 per signed case. The "expensive" lead type actually costs less per case.

What to Measure Instead

Cost per signed case is the metric that matters. It accounts for lead cost, conversion rate, and intake effort. To calculate it: divide your total lead spend (plus any intake costs) by the number of signed cases from that source.

Hidden Costs to Include

When calculating true cost, include: lead purchase cost, intake staff time, CRM and phone system costs, follow-up marketing (texts, emails), and any overhead associated with processing leads. These costs vary significantly by lead type — web leads require more follow-up effort than warm transfers or signed retainers.

Compare Across Lead Types

Run the cost-per-signed-case calculation for every lead source independently. You may find that your cheapest per-lead source is actually your most expensive per-case source, or vice versa. Use this data to allocate budget to the sources that deliver the best return.

Use Our Calculator

Try our free Cost Per Signed Case Calculator to model different scenarios and compare lead types side by side.