Cost-per-Case Analysis Comparing SEO Investment vs. Paid Leads
For many law firm owners, the promise of a flood of leads sounds tempting—especially when you’re balancing court dates, client meetings, and staff issues. But here’s the real question: are you buying leads, or renting someone else’s funnel?
At Geeks for Growth, we’ve worked with dozens of firms across Utah and beyond to break down what really grows sustainable case pipelines—and it almost always comes down to this fork in the road:
Do you want more leads fast, or better cases long term?
In this article, we’ll break down:
- The true cost-per-case of paid leads vs. SEO investment.
- Why SEO yields better-fit clients (and fewer ghosted consults).
- Real numbers from firms that trimmed PPC budgets—and grew revenue.
If you’re building momentum from our flagship framework, The Law-Firm Growth Blueprint, this article dives deep into one of its most strategic decisions—how you fuel your growth engine.
Paid Leads: Fast Fuel with a Heavy Price Tag
Lead marketplaces, PPC ads, and aggregator platforms can flood your inbox—but what’s the actual cost per case?
Example:
- $150 per click on “personal injury lawyer Utah.”
- 10% of clicks convert to leads → $1,500 per lead.
- 1 in 5 leads become a client → $7,500 per case.
Those leads? Often unqualified, shopping around, or not even in your jurisdiction.
You’re not buying attention. You’re renting it.
SEO: The Long-Term Growth Asset
Search engine optimization isn’t free—but it builds owned visibility that compounds.
When your firm ranks for high-intent searches like:
- “Salt Lake City child custody attorney”
- “Utah estate planning lawyer near me”
…you’re attracting clients, not just clicks.
With SEO:
- Average cost per case after 6–9 months drops below $1,000.
- Higher consult-to-client conversion (they’re already vetting you via content).
- Better-fit cases, less time wasted on tire-kickers.
Cost-per-Case Comparison: SEO vs. Paid Leads
| Acquisition Channel | Avg. Cost/Case | Control | Scalability | Trust Factor |
| Paid Leads (e.g., Google Ads, Avvo) | $5,000+ | Low | Medium | Low (commodity feel) |
| SEO (e.g., local content + backlinks) | $1,000–$2,000 | High | High | High (you own the journey) |
Bonus: SEO keeps paying off. Paid leads vanish the moment you stop spending.
Which Strategy Works Best for You?
Choose SEO if:
- You want to build long-term trust.
- You want higher-value cases.
- You’re tired of chasing cold leads.
Use Paid Leads when:
- You’re launching a new firm and need fast traction.
- You’re in a hyper-competitive market with an urgent growth goal.
- You have a dedicated intake team to qualify volume efficiently.
Want a Clearer Picture?
Most firms overspend on ads because they’re unclear about what else works. Let’s change that.
Book a Free 15-Minute Growth Blueprint Audit.
We’ll help you benchmark your current case acquisition cost—and show you where SEO can win faster than you think.
Schedule Your Free Consult →
(Only 3 free slots per month per practice area to avoid conflicts.)
