How Much Does Personal Injury Law Firm Marketing Cost?
By Brittany Winters, Director of Client Relations
Personal injury marketing usually costs anywhere from a few thousand to tens of thousands of dollars a month, depending on your market size, how competitive it is, and which channels you run. But the monthly fee is the wrong number to fixate on. The number that decides whether marketing is "expensive" is your cost per signed case — and a cheap program that signs nothing is the most expensive option there is.
What actually drives the cost
- Market competitiveness. PI keywords are among the priciest in all of advertising. A major metro costs far more to compete in than a smaller market.
- Channels. LSAs and paid search carry real ad spend on top of management. SEO, reviews, and social cost less in media but compound over time.
- Scope. Running one channel is cheaper than running the full engine — but disconnected channels usually convert worse, so "cheaper" can cost you cases.
- Intake. 24/7 managed intake adds cost and is often where the biggest return hides, because it stops you leaking the leads you already paid for.
Why cost per signed case is the real metric
A single non-soft-tissue MVA case can be worth more than a year of marketing. So a program that costs more but signs more is the cheaper one. Always divide your total spend by *signed cases* — not clicks, not leads — and compare on that.
How we price it
We run the full signed-case engine for one flat monthly fee — typically less than 30% of a single MVA’s attorney fee — with no multi-year contract after the initial ramp. Exact number depends on your market and case mix, which is why nobody honest can quote it off a webpage.
Want a real figure for your market? Run your numbers through the Case Leak calculator first, then bring them to a Signed-Case Audit. See the full scope on our PI marketing page.
Frequently asked questions
Is it better to pay per lead or a flat monthly fee?
A flat fee aligns the relationship around signed cases instead of lead volume, and you own the campaigns and assets. Pay-per-lead often means shared, non-exclusive leads several firms are calling at once — which hurts conversion.
What’s a good cost per signed case for a PI firm?
It varies by market and case type, but the goal is for the lifetime value of a signed case to dwarf its acquisition cost. For non-soft-tissue MVA, one case often pays for many months of marketing, so even a higher cost per case can be very profitable.
Do you require a long-term contract?
We work month-to-month after an initial 90-day operational ramp. If we can’t put signed retainers in your inbox, you shouldn’t be locked in.
Want this run for your firm?
See exactly where your retainers are leaking — then decide. One firm per metro.