In-house vs agency
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Marketing Goal, ROI & Scorecard Calculator
Turn a revenue goal into the leads, consultations and budget you need, see what each channel really returns, and keep a monthly scorecard that warns you early. Everything stays in your browser.
Monthly marketing budget
What moves the budget most
Same revenue goal, one thing improved at a time (budget at the middle of your cost-per-lead range).
One row per channel, for one month. Rows start with example numbers.
| Channel | Spend / month | Leads | Signed cases | Cost per lead | Cost per case | ROI | Remove |
|---|
Return on each dollar
Revenue after referral fees, divided by spend.
Cost per signed case
Lower is better. Channels with no signed cases are left out.
Add a month
Saved only in this browser. Export a CSV to keep a copy or move it to another computer.
Your scorecard appears here
Add at least one month, or load the sample data to see how it works.
What needs attention
History
| Month | Spend | Leads | Consults | Signed | Cost/case | Sign rate | Answered | Reply | Delete |
|---|
How it works
The method, and the sources behind it
Work backwards from your goal
Revenue ÷ average fee = signed cases. Signed cases ÷ sign rate = consultations. Consultations ÷ booking rate = leads. Leads × cost per lead = budget.
See what each lever is worth
Compare the budget you’d need if more leads booked, more consultations signed, leads got cheaper or fees rose, and fix the cheapest lever first.
Check what you spend today
Enter spend, leads and signed cases by channel to get cost per lead, cost per signed case and return on each dollar.
Track it every month
The scorecard compares this month with your last three and flags rising costs, falling sign rates, missed calls and slow replies.
Disclosures
- About this tool. Planning estimates from the numbers you enter. The starting values are examples, not industry benchmarks, and the results aren’t a forecast, a promise of returns or financial advice. Referral fees and fee sharing are governed by your state’s ethics rules.
- Your data. Everything runs in your browser. Nothing you type is sent to Lawzen or anyone else; anything saved stays on this device. See our privacy policy.
- Not legal advice. Lawzen is a marketing agency, not a law firm. Nothing on this page is legal, ethics, tax or financial advice, and using this tool doesn’t create an attorney-client relationship.
- Who made it. This free tool is made by Lawzen, which sells marketing services to law firms. Where it mentions our services or prices, it’s describing what we sell. Results are provided as-is, without warranty; see our terms.
- Trademarks. Google, ChatGPT, Claude, Perplexity, Avvo, Justia and other names mentioned belong to their owners. Lawzen isn’t affiliated with or endorsed by them.
Questions, answered
About the Marketing Goal, ROI & Scorecard Calculator.
How much should a law firm spend on marketing?
Start from the result you want rather than a percentage. Decide the extra revenue you want a month, divide by your average fee to get signed cases, then work back through your sign rate and booking rate to the number of leads you need. Multiply by what a lead costs you. The goal planner does this for you.
How do I calculate law firm marketing ROI?
ROI = fees from cases the channel produced, minus referral fees you pay out, divided by what you spent on the channel. A result of 3x means every $1 brought back $3 in fees. Track it per channel, because a blended number hides the channels that lose money.
What is a good cost per signed case?
It depends on your practice area and fees, so compare it with your own average fee rather than with other firms. If a case is worth $6,000 to you and costs $1,500 to win, every $1 spent brings back $4 in fees, or $3 after you take the marketing cost out. Watch the trend month to month.
Are the starting numbers benchmarks?
No. They’re example numbers so you can see how the calculator works. Replace them with your own figures from your intake records, CRM and ad accounts.
Where is my data stored?
Only in your browser. Nothing you type is sent to us. The scorecard is saved on this device, and you can export it as a CSV. Shared links carry only the numbers, in the part of the address that browsers never send to servers.
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