Lead-cost benchmarks by case type
| Case type | Target CPA per signed retainer | Why |
|---|---|---|
| Auto PI | $300–$800 | Average case values support meaningful per-case spend |
| Trucking accident PI | $1,000–$3,000 | Higher case values justify higher acquisition cost |
| Wrongful death / med-mal | $2,000–$10,000+ | Highest individual case values |
| Workers' compensation | $50–$150 | Lower case values; volume-driven economics |
| DUI defense (flat-fee) | $150–$400 | Flat-fee engagement; clear unit economics |
| Mass tort qualified claimant | $500–$2,500 | Per-docket varies widely |
| Class action class member | $25–$200 | Volume-driven |
| Motorcycle PI | $400–$1,200 | Higher injury severity supports higher acquisition cost |
| Nursing home abuse | $1,500–$5,000 | High case values; long sales cycle |
What justifies spend per case
Per-case ad spend is constrained by average case settlement value, the firm's contingency fee percentage, and case-handling costs. PI firms typically target customer-acquisition-cost-to-case-value (CAC:LTV) ratios of 5–15%.