PI Marketing Benchmarks: What Top Firms Actually Spend (and Earn) Per Case
Cost-per-case data across 7 lead channels, conversion rates by source, and budget allocation breakdowns from PI firms spending $100K–$750K/month. The data your partners have been asking for.
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The Numbers That Matter
Four headline stats from our analysis of PI firm marketing spend and performance data.
80%+
Still Track Manually
PI firms using spreadsheets for marketing ROI
$4,200–$8,500
Avg. Cost Per Signed Case
Across all channels, firm sizes, and case types
15–20%
ROI Improvement
Within 90 days of implementing attribution
6–18 mo.
Settlement Lag
The gap that hides your true marketing ROI
80%+
Still Track Manually
PI firms using spreadsheets for marketing ROI
$4,200–$8,500
Avg. Cost Per Signed Case
Across all channels, firm sizes, and case types
15–20%
ROI Improvement
Within 90 days of implementing attribution
6–18 mo.
Settlement Lag
The gap that hides your true marketing ROI
Cost Per Signed Case by Channel
Not cost per lead. Not cost per click. Cost per signed case -- the only metric that connects marketing dollars to actual revenue.
The spread is dramatic: referrals come in at $1,800 per signed case while TV advertising averages $7,500. Most firms over-invest in high-cost channels without knowing the true cost per case.
“We were spending $45K/month on TV without knowing it cost us $7,500 per signed case. SEO was delivering cases at $2,400. That realization changed everything.”
-- Marketing Director, 22-attorney PI firm
Aggregate data from PI firms spending $100K-$750K/month on marketing. Cost includes ad spend, vendor fees, and attributed overhead.
Percentage of leads from each source that convert to signed cases. Based on firms with 500+ leads/month.
Conversion Rates Tell a Different Story
High lead volume means nothing if those leads never sign. Referrals convert at 35% while social ads convert at just 6% -- a 6x difference that disappears when you only look at cost per lead.
The pattern is clear: channels where prospects actively seek help (referrals, LSA, organic search) consistently outperform channels where you interrupt them (TV, social). Intent matters.
Key Insight
Firms that shifted 15% of budget from low-conversion channels (TV, social) to high-conversion channels (LSA, SEO) saw a 22% reduction in overall cost per signed case.
How Top Performers Allocate Budget
The biggest difference between average firms and top performers is not how much they spend -- it is where they spend it. Top performers invest more in attributable, high-conversion channels.
100%
of budget
How the average PI firm distributes marketing spend across channels.
| Channel | Average Firm | Top Performer | |
|---|---|---|---|
| Google Ads (PPC) | 35% | 22% | |
| TV/Broadcast | 28% | 15% | |
| SEO/Content | 12% | 24% | |
| Google LSA | 10% | 18% | |
| Social Media | 8% | 12% | |
| Referral Programs | 4% | 7% | |
| Other | 3% | 2% |
Top performers allocate significantly more to SEO, LSA, and referrals -- the channels with the lowest cost per signed case.
The Reallocation Effect
Top-performing firms allocate 42% of budget to SEO + LSA combined, compared to just 22% at average firms. That single shift -- moving dollars from TV and broad PPC into attributable, high-intent channels -- accounts for most of their cost-per-case advantage. They do not spend more. They spend smarter.
The Settlement Lag Problem
Cost per lead looks great at month one. But PI cases take 6 to 18 months to settle. Until you track through settlement, you are making budget decisions on incomplete data.
The chart tells the story: cost per lead stays flat and encouraging while the true cost per case reveals itself over time. Vendors that looked affordable at month one become expensive by month twelve.
The Hidden Risk
Firms that optimize on cost per lead alone typically overspend by $3,000–$5,000 per case because they cannot see the full picture until settlements come in. By then, the money is already spent.
How reported metrics diverge as cases move through the pipeline. Cost per lead stays flat while true cost per case becomes visible only after settlement data arrives.
Methodology
Data Sources: Anonymized, aggregate performance data from personal injury law firms using marketing attribution platforms, combined with industry surveys and publicly available benchmarking studies.
Sample: Firms spending between $100,000 and $750,000 per month on marketing across 5 or more lead sources. Firm sizes range from 10 to 50 attorneys.
Time Period: Data reflects marketing performance from January 2024 through December 2025, with settlement data tracked through March 2026.
Cost Methodology: “Cost per signed case” includes direct ad spend, vendor fees, and a proportional share of marketing overhead (tools, personnel). It does not include case-handling costs after signing.
Limitations: All figures represent aggregated ranges and averages. Individual firm results vary significantly based on geography, case mix, brand recognition, and intake operations. These benchmarks are directional, not prescriptive.
See Your Own Numbers
Benchmarks tell you where the industry stands. RevenueScale shows you where your firm stands -- cost per case by vendor, channel, and case type, tracked from first touch to settlement.
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