For Attorneys

How much should a law firm spend on marketing?

Most law firms land between 2% and 10% of gross revenue, and the U.S. Small Business Administration has long suggested 7-8% for companies under $5 million. Personal injury firms in contested markets often run 10-20% or higher. But the percentage is the wrong place to start — it describes what firms do on average, not whether it works.

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The benchmarks

What firms actually spend

The published ranges converge, and they vary by practice area more than by firm size.

▸Referral-driven practices: 2-5% Estate planning and similar practices with strong referral pipelines sit at the bottom of the range. They are maintaining position, not competing for attention.

▸Consumer practices: 5-10% The middle of the range, and roughly where the SBA's 7-8% cross-industry guideline lands.

▸Personal injury in competitive markets: 10-20%+ Case values are high and so is competition. Industry reporting put legal services advertising at roughly $2.5 billion across measured channels in 2024, up about 39% since 2020, with injury and mass tort firms driving most of it.

▸Most firms have no budget at all An American Bar Association survey found fewer than half of law firms — and only about 14% of solo attorneys — reported having a formal marketing budget. Reactive spending costs more and delivers less than consistent investment.

The better number

Start with cost per signed case

A percentage tells you what to spend. It tells you nothing about whether the spending is working. Unit economics does both.

Case value

What a signed case is actually worth to the firm after costs, by practice area. Most firms have never calculated this precisely, which is why budget conversations go in circles.

Cost per signed case

Total marketing spend divided by signed cases, per channel. This is the number that tells you which channel to cut and which to fund.

The gap

Whatever you can spend to sign a case while staying comfortably under its value is your real budget. If that number is below your current spend, the answer is not to spend more.

The blind spot

None of this counts AI visibility

Every published benchmark measures spend across search, paid and traditional channels. None of them account for a channel that now sits ahead of all three.

▸Prospects ask assistants first Someone with a case increasingly asks ChatGPT, Claude or Gemini which firm to call before opening a search results page. That answer names two or three firms.

▸There is no page two In traditional search, ranking eleventh still means existing. In an AI answer, not being named means never entering consideration at all.

▸It is not a line item yet Which is precisely why it is winnable. Your competitors are budgeting against a channel mix that no longer describes how their clients actually search.

Answers

Common questions

?What percentage of revenue should a law firm spend on marketing? Industry surveys put most firms between 2% and 10% of gross revenue. The U.S. Small Business Administration has long suggested 7-8% for companies under $5 million, which is a reasonable midpoint for a growth-minded firm. Referral-driven practices sit lower; personal injury firms in competitive markets often exceed 10%.

?How much do small law firms spend per month? Reported figures commonly fall between $1,000 and $3,000 monthly for small firms, and $10,000 to $50,000 for larger ones. A $1 million consumer firm at 6% has roughly $5,000 a month — enough to fund one or two channels properly rather than five poorly.

?Is it better to spend more or spend better? Concentration usually beats spread. Published analyses consistently find that firms tracking return by channel spend less and get more than firms spending blindly across many channels.

?How do I know if my marketing budget is working? Track cost per signed case by channel, not leads or traffic. A channel producing many cheap leads that never sign is more expensive than one producing few expensive ones that do.

Go deeper

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