Three family-law firms, four campaigns, and a 14.1% conversion rate
Three family-law firms in three large US markets ran Aquila search campaigns that offered a free guide first instead of asking for a consultation. Across four campaigns, the conversion rate was 14.1%, at $46.29 per conversion.
The firms and the campaigns · What they did
The firms and the campaigns
Most law-firm search ads give a stranger one thing to do: book a consultation. Most people who click aren't ready for that yet, so they leave.
Three family-law firms, each in its own large US market, tried a different next step. Their search ads offered a free guide and workbook instead, written for the situation the person was in: protecting significant assets, facing a high-conflict case, or preparing early, before anything has been filed. Each ad led to a page with one thing to do there: get the guide. All four campaigns were Aquila's.
What they did
- 14.1% conversion rate
- $46.29 per conversion
- 5.55% the legal search-ad average¹
Across the four campaigns, the conversion rate was 14.1%, at $46.29 per conversion. Legal search ads average a 5.55% conversion rate, at $131.63 a lead.¹
Joshua David Little is a Fractional CMO for law-firm owners and the founder of Aquila Law Firm Marketing. He has run his own consulting firm since 2004, and has done hands-on work helping attorneys prepare complex litigation for trial in family law, medical malpractice, personal injury, and unjust enrichment cases. He ran the first family-law ad on ChatGPT, before the platform allowed legal-services ads.
¹ LOCALiQ, a marketing company, 2026 search advertising benchmarks, from its customers' Google Ads and Microsoft Ads campaigns: attorneys and legal services average a 5.55% conversion rate and a $131.63 cost per lead. LOCALiQ