Jan 6, 2026
Google Display Benchmarks for Legal 2025
0.59%
CTR
$0.72
CPC
1.84%
CVR
$39.52
CPL/CPA
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Year-Over-Year Change
Surprisingly best CVR on Display Network
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Legal converts better on Display (1.84% CVR) than any other vertical—a surprising result given Display's general weakness for direct response. The likely explanation: personal injury and legal research involves extensive consideration. Victims research extensively before choosing representation, and Display remarketing keeps firms visible during this process. The $39.52 CPA is dramatically lower than Search's $131.63 CPL, making Display retargeting a valuable complement to Search capture.
Use Display for remarketing to Search visitors who didn't convert—they're researching extensively. The $39.52 CPA vs Search's $131.63 CPL makes retargeting highly efficient. Create separate remarketing audiences by case type. Exclude already-converted leads to avoid wasted spend.
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Data Source
Store Growers/WordStream
Data Year & Month
2024
Sample Size
Historical aggregate