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 Treat them as historical reference points, not current market rates.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Source: WordStream, 2018–2019 (via Store Growers) — the most recent large public study; historical reference only