Google Display Benchmarks for Legal
Legal Display: 1.84% CVR (best on GDN), $39.52 CPA. Remarketing captures researchers during consideration.
Updated July 2026.
Data vintage warning: the benchmark figures below trace to WordStream studies from 2018–2019 — the most recent large public study of this channel. Treat them as historical reference points, not current market rates. For context, 2026 vendor-grade aggregates put Display CPC around ~$0.44 (vendor estimate).
Google Ads · Legal Services · Display
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 0.59% |
| CPC | $0.72 |
| CVR | 1.84% |
| CPL / CPA | $39.52 |
What the numbers mean
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.
Year-over-year change
Surprisingly best CVR on Display Network
How to act on this
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.
Source: WordStream, 2018–2019 (via Store Growers) — the most recent large public study; historical reference only
The Ad Spend
Use Google Display Benchmarks for Legal as shared language for account reviews—not as an isolated dashboard label. The Ad Spend keeps account changes, performance movement, and decision context in one reviewable record, so paid-media decisions remain explainable after the dashboard changes. See Product overview.