What's a Good Cost Per Lead for Divorce and Family Law Attorneys on Google Ads?

A realistic cost per lead for family law attorneys running well-optimized Google Ads campaigns is $30 to $60, though the number swings well outside that range depending on the specific case type behind the search.

Case Type Changes the Price More Than the Platform Does

Family law isn't one keyword market — it's several stacked together, and each converts at a different price. Child support searches are the cheapest leads in the category, sometimes as low as $17 per lead, because the searches are narrower and draw less competitive bidding. Divorce leads run more expensive and are treated as the most valuable in the category, since a single divorce case frequently involves both the divorce itself and a child custody component, doubling the case value behind the click. Custody-only searches, by comparison, cost roughly 20% less per lead than divorce searches, and parental-rights cases tend to run more expensive still, while general "family attorney" and adoption queries sit toward the cheaper end alongside child support.

A Wider Estimate Worth Knowing

Not every source lands in the $30-$60 band — some practitioners report spending $50 to $125 in ad dollars to generate a single call or contact-form submission, a wider range that reflects how much market, keyword mix, and landing page setup affect the final number. Firms evaluating their own campaigns against a single "good" number should treat $30-$60 as achievable for a well-run campaign rather than a guaranteed outcome, and expect the case-type mix in their ad account to shift the blended average up or down from there.

Looking Past Lead Cost to Consultation Value

Because case types vary so much in value, some firms track cost per booked consultation rather than cost per lead: divorce consultations run $400-$1,000, custody consultations $500-$1,200, and high-net-worth cases $1,500-$4,000. A firm paying $60 per lead but converting only 5% of leads into booked consultations is worse off than one paying $80 per lead at a 15% booking rate — lead cost alone doesn't capture that difference, and campaigns optimized purely for the lowest cost per lead can end up pulling in the least qualified inquiries.

Why Segmenting by Case Type Is the Single Biggest Lever

A firm running one blended "family law attorney" campaign across child support, custody, and divorce searches will see an average cost per lead somewhere in the middle of these ranges without knowing which case type is dragging it there. Splitting the account into case-type-specific campaigns, each with its own landing page addressing that exact situation, is what lets a firm see the $17 child-support leads and the higher-value divorce leads as separate line items rather than one blended, less actionable number.

Bottom Line

Segment family law campaigns by case type rather than running one blended "family attorney" ad group — child support and general inquiries should sit in separate campaigns from divorce and custody, since bundling them together obscures which case type is actually driving the account's average cost per lead up or down.