January Marketing Performance
Excludes TopDog Co-Counsel
Intakes (Leads)
371 +31.1%
vs 283 Dec
Cases Opened
67 -5.6%
vs 71 Dec
CPA
$2,297 -7.5%
vs $2,482 Dec
CPL (Raw)
$415 -33.4%
vs $623 Dec
CPL After Attrition
$678
Qualified leads only
Conversion Rate
18.1% -7.0pp
vs 25.1% Dec
Attrition Rate
38.8%
144 of 371 lost
Budget
$153,903
-12.7% vs Dec
Key Insight: Lead volume surged 31% while spend dropped 13%, driving CPL to $415 — best in 6 months. Conversion rate fell to 18.1% (from 25.1%). Net: 67 cases vs 71 in December.
Budget Allocation
Cases by Source
Channel Performance Summary
| Channel | Budget | Intakes | Qual. | Cases | Raw CPL | CPL Attr. | CPA | Conv% |
|---|---|---|---|---|---|---|---|---|
| Google PPC (Ads+LSA) | $41,030 | 145 | 100 | 22 | $283 | $410 | $1,865 | 15.2% |
| LFMP / SEO | $15,333 | 78 | 68 | 10 | $197 | $225 | $1,533 | 12.8% |
| Facebook + IG | $5,563 | 45 | 25 | 2 | $124 | $223 | $2,781 | 4.4% |
| Radio | $48,000 | 9 | 8 | 2 | $5,333 | $6,000 | $24,000 | 22.2% |
| Billboards | $41,195 | 0 | 0 | 0 | N/A | N/A | N/A | — |
| Social Prod. | $2,782 | 0 | 0 | 0 | N/A | N/A | N/A | — |
| Organic Referrals | $0 | 94 | 84 | 31 | $0 | $0 | $0 | 33.0% |
| TOTAL PAID | $153,903 | 277 | 201 | 36 | $556 | $766 | $4,275 | 13.0% |
| ALL CHANNELS | $153,903 | 371 | 285 | 67 | $415 | $540 | $2,297 | 18.1% |
Month-over-Month KPI Comparison
| KPI | Aug 25 | Sep 25 | Oct 25 | Nov 25 | Dec 25 | Jan 26 | MoM |
|---|---|---|---|---|---|---|---|
| Total Leads | 380 | 275 | 254 | 236 | 283 | 371 | +31.1% |
| Total Cases | 92 | 87 | 61 | 49 | 71 | 67 | -5.6% |
| Total Spend | $177.5K | $172K | $174.5K | $169.4K | $176.2K | $153.9K | -12.7% |
| Raw CPL | $467 | $625 | $687 | $718 | $623 | $415 | -33.4% |
| CPA | $1,929 | $1,977 | $2,861 | $3,457 | $2,482 | $2,297 | -7.5% |
Channel CPA Comparison
Best CPA
SEO — $1,533
10 cases
Lowest CPL (Paid)
FB/IG — $124
45 leads
Worst CPA
Radio — $24K
2 cases
Paid vs. Organic: Paid channels: 36 cases (54%) at $4,275 CPA. Organic/referral: 31 cases (46%) at $0 CPA. Referrals convert at 33% vs 13% for paid.
CPL: Raw vs After Attrition
CPA by Channel — Monthly Comparison
| Channel | Sep 25 | Oct 25 | Nov 25 | Dec 25 | Jan 26 | MoM |
|---|---|---|---|---|---|---|
| PPC Cases | 37 | 32 | 22 | 30 | 22 | -26.7% |
| PPC CPA | $1,095 | $1,345 | $1,722 | $1,491 | $1,865 | +25.1% |
| PPC Spend | $40,512 | $43,025 | $37,876 | $44,731 | $41,030 | -8.3% |
| Radio Cases | 7 | 3 | 9 | 4 | 2 | -50.0% |
| Radio CPA | $4,286 | $10,000 | $3,333 | $7,500 | $24,000 | +220% |
| SEO Cases | 2 | 8 | 0 | 5 | 10 | +100% |
| SEO CPA | $6,750 | $1,688 | N/A | $2,700 | $1,533 | -43.2% |
CPA by Channel — Trend Chart
Lead Volume by Source — January 2026
| Source | Raw | Unqual | Dupes | Bad | Qual | Attr% | % Leads |
|---|---|---|---|---|---|---|---|
| Google Ads | 116 | 27 | 10 | 1 | 78 | 32.8% | 31.3% |
| Google (LSA) | 29 | 6 | 1 | 0 | 22 | 24.1% | 7.8% |
| Facebook + IG | 45 | 16 | 2 | 2 | 25 | 44.4% | 12.1% |
| Google My Biz | 40 | 7 | 7 | 1 | 25 | 37.5% | 10.8% |
| Google Organic | 38 | 26 | 1 | 4 | 7 | 81.6% | 10.2% |
| Law Firm Ref | 33 | 3 | 9 | 0 | 21 | 36.4% | 8.9% |
| Referral - Friend | 19 | 0 | 1 | 0 | 18 | 5.3% | 5.1% |
| Returning Client | 12 | 0 | 0 | 0 | 12 | 0% | 3.2% |
| Radio | 9 | 0 | 0 | 0 | 9 | 0% | 2.4% |
| TV / Other | 20 | 11 | 4 | 0 | 5 | 75% | 5.4% |
| TOTAL | 371 | 99 | 35 | 8 | 229 | 38.3% | 100% |
Google Organic: 81.6% attrition — 26 of 38 outside practice area. Referrals/returning clients: near-zero attrition. Facebook: 44.4%.
Qualified vs Attrition
Attrition Funnel
Lead Source — Monthly Comparison
| Source | Aug 25 | Sep 25 | Oct 25 | Nov 25 | Dec 25 | Jan 26 | MoM | 6mo Avg |
|---|---|---|---|---|---|---|---|---|
| Google Ads | 55 | 68 | 81 | 84 | 83 | 116 | +39.8% | 81 |
| Google LSA | 113 | 46 | 42 | 34 | 35 | 29 | -17.1% | 50 |
| Google My Biz | 48 | 51 | 27 | 31 | 33 | 40 | +21.2% | 38 |
| Google Organic | 25 | 16 | 28 | 29 | 38 | 38 | 0% | 29 |
| Social/FB | 41 | 32 | 29 | 20 | 40 | 45 | +12.5% | 35 |
| Referral - Friend | 31 | 20 | 18 | 13 | 24 | 19 | -20.8% | 21 |
| Returning Client | 12 | 2 | 8 | 5 | 9 | 12 | +33.3% | 8 |
| Ref - Biz/Other | 1 | 0 | 0 | 3 | 2 | 38 | +1800% | 7 |
| Radio | 15 | 8 | 11 | 10 | 9 | 9 | 0% | 10 |
| Other/TV/Apex | 39 | 32 | 10 | 7 | 10 | 25 | +150% | 21 |
| TOTAL | 380 | 275 | 254 | 236 | 283 | 371 | +31.1% | 300 |
CPL Trend — Monthly Comparison
| Channel | Aug 25 | Sep 25 | Oct 25 | Nov 25 | Dec 25 | Jan 26 |
|---|---|---|---|---|---|---|
| Total Spend | $177,500 | $172,012 | $174,525 | $169,376 | $176,231 | $153,903 |
| Total Leads | 380 | 275 | 254 | 236 | 283 | 371 |
| Raw CPL | $467 | $625 | $687 | $718 | $623 | $415 |
Cases by Source — January 2026
| Source | Intakes | Cases | Conv% | % Cases | Rej Us | Rej Client |
|---|---|---|---|---|---|---|
| Google Ads | 116 | 16 | 13.8% | 23.9% | 52 | 11 |
| Referral - Friend | 19 | 12 | 63.2% | 17.9% | 5 | 1 |
| Returning Client | 12 | 10 | 83.3% | 14.9% | 2 | 0 |
| Google My Biz | 40 | 9 | 22.5% | 13.4% | 14 | 3 |
| Google (LSA) | 29 | 6 | 20.7% | 9.0% | 15 | 1 |
| Facebook + IG | 45 | 2 | 4.4% | 3.0% | 21 | 4 |
| Radio | 9 | 2 | 22.2% | 3.0% | 3 | 4 |
| TOTAL | 371 | 67 | 18.1% | 100% | 139 | 31 |
Cases by Type (67)
Paid vs Organic
Case Source — Monthly Comparison
| Source | Aug 25 | Sep 25 | Oct 25 | Nov 25 | Dec 25 | Jan 26 | MoM | 6mo Avg |
|---|---|---|---|---|---|---|---|---|
| Google Ads | 7 | 11 | 16 | 9 | 12 | 16 | +33.3% | 12 |
| Google LSA | 20 | 10 | 12 | 8 | 12 | 6 | -50.0% | 11 |
| Google My Biz | 5 | 16 | 4 | 5 | 6 | 9 | +50.0% | 8 |
| Google Organic | 3 | 1 | 3 | 0 | 5 | 1 | -80.0% | 2 |
| Social/FB | 7 | 0 | 0 | 0 | 3 | 2 | -33.3% | 2 |
| Returning Client | 7 | 11 | 6 | 3 | 8 | 10 | +25.0% | 8 |
| Referral - Friend | 22 | 17 | 11 | 10 | 16 | 12 | -25.0% | 15 |
| Ref - Biz/Other | 1 | 0 | 0 | 3 | 1 | 10 | +900% | 3 |
| Radio | 5 | 7 | 3 | 9 | 4 | 2 | -50.0% | 5 |
| Other/TV | 15 | 14 | 6 | 2 | 4 | 1 | -75.0% | 7 |
| TOTAL | 92 | 87 | 61 | 49 | 71 | 67 | -5.6% | 71 |
CPA Trend — Monthly
| Metric | Aug 25 | Sep 25 | Oct 25 | Nov 25 | Dec 25 | Jan 26 |
|---|---|---|---|---|---|---|
| Spend | $177,500 | $172,012 | $174,525 | $169,376 | $176,231 | $153,903 |
| Cases | 92 | 87 | 61 | 49 | 71 | 67 |
| CPA | $1,929 | $1,977 | $2,861 | $3,457 | $2,482 | $2,297 |
| MoM CPA % | — | +2.5% | +44.7% | +20.8% | -28.2% | -7.5% |
Location Comparison — January 2026
Combined
67 cases
Wilmington
43
+10.3% vs Dec
Charlotte
15
-53.1% vs Dec
Unassigned
9
Wilmington
Cases Opened43 (64%)
MVA Cases39 (91%)
WC / PI3 / 1
Google Ads Spend$20,618
LFMP Leads76
Google CPA (est)$2,615
vs Dec Cases39 → 43 (+10.3%)
Charlotte
Cases Opened15 (22%)
MVA Cases10 (67%)
WC / PI3 / 2
Google Ads Spend$29,224
LFMP Leads133
Google CPA (est)$2,321
vs Dec Cases32 → 15 (-53.1%)
Charlotte alert: 15 cases vs 32 in Dec (-53%). $29K Google spend (62% of total) but far fewer cases. WC spend ($10,994) high vs results (3 cases). Consider reallocating.
Cases by Type & Location
Google Spend Comparison
Google Ads — Wilmington Campaigns
| Campaign | Clicks | Impr | CTR | CPC | Cost | Leads |
|---|---|---|---|---|---|---|
| Wilm PMAX MVA | 285 | 4,471 | 6.4% | $12.55 | $3,577 | 50 |
| Wilm MVA | 41 | 484 | 8.5% | $115.47 | $4,734 | 10 |
| Wilm PI | 41 | 854 | 4.8% | $93.64 | $3,839 | 7 |
| Wilm WC | 24 | 299 | 8.0% | $120.16 | $2,884 | 6 |
| Wilm Specific PI | 9 | 131 | 6.9% | $98.16 | $883 | 2 |
| Wilm Wrongful Death | 2 | 9 | 22.2% | $141.41 | $283 | 0 |
| Wilm YT | 108 | 345,067 | 0.03% | $14.29 | $1,533 | 1 |
| Total | $17,734 | 76 | ||||
Google Ads — Charlotte Campaigns
| Campaign | Clicks | Impr | CTR | CPC | Cost | Leads |
|---|---|---|---|---|---|---|
| CLT WC | 100 | 1,493 | 6.7% | $108.59 | $10,859 | 25 |
| CLT PI | 63 | 1,390 | 4.5% | $104.02 | $6,553 | 9 |
| CLT MVA | 33 | 1,685 | 2.0% | $120.01 | $3,960 | 6 |
| CLT Specific PI | 27 | 580 | 4.7% | $81.94 | $2,212 | 8 |
| CLT PMAX | 264 | 8,106 | 3.3% | $7.91 | $2,088 | 59 |
| CLT 704/Branded | 165 | 835 | 19.8% | $9.06 | $1,495 | 23 |
| Total | $27,167 | 130 | ||||
Google Ads Campaign Performance — January 2026
| Campaign | Clicks | Impr | CTR | CPC | Cost | Abs Top% | Top% | Leads |
|---|---|---|---|---|---|---|---|---|
| CLT WC | 100 | 1,493 | 6.7% | $108.59 | $10,859 | 50% | 87% | 25 |
| CLT PI | 63 | 1,390 | 4.5% | $104.02 | $6,553 | 44% | 52% | 9 |
| Wilm MVA | 41 | 484 | 8.5% | $115.47 | $4,734 | 46% | 65% | 10 |
| CLT MVA | 33 | 1,685 | 2.0% | $120.01 | $3,960 | 29% | 43% | 6 |
| Wilm PI | 41 | 854 | 4.8% | $93.64 | $3,839 | 78% | 90% | 7 |
| Wilm PMAX | 285 | 4,471 | 6.4% | $12.55 | $3,577 | — | — | 50 |
| Wilm WC | 24 | 299 | 8.0% | $120.16 | $2,884 | 63% | 93% | 6 |
| CLT Specific PI | 27 | 580 | 4.7% | $81.94 | $2,212 | 48% | 52% | 8 |
| CLT PMAX | 264 | 8,106 | 3.3% | $7.91 | $2,088 | — | — | 59 |
| CLT 704/Branded | 165 | 835 | 19.8% | $9.06 | $1,495 | 96% | 100% | 23 |
Spend by Campaign
LFMP Leads by Campaign
Monthly Lead Volume — Stacked
Spend vs Leads
CPA Trend
Radio — 13-Month Performance (Jan 25 – Jan 26)
| Month | Wilm | CLT | Total Cases | Spend | CPA |
|---|---|---|---|---|---|
| Jan 25 | 0 | 7 | 7 | $44,000 | $6,286 |
| Feb 25 | 2 | 9 | 11 | $44,000 | $4,000 |
| Mar 25 | 8 | 12 | 20 | $44,000 | $2,200 |
| Apr 25 | 3 | 3 | 6 | $44,000 | $7,333 |
| May 25 | 0 | 1 | 1 | $30,000 | $30,000 |
| Jun 25 | 3 | 1 | 4 | $30,000 | $7,500 |
| Jul 25 | 0 | 3 | 3 | $30,000 | $10,000 |
| Aug 25 | 0 | 5 | 5 | $30,000 | $6,000 |
| Sep 25 | 6 | 1 | 7 | $30,000 | $4,286 |
| Oct 25 | 1 | 2 | 3 | $30,000 | $10,000 |
| Nov 25 | 2 | 7 | 9 | $30,000 | $3,333 |
| Dec 25 | 0 | 4 | 4 | $30,000 | $7,500 |
| 2025 Total | 25 | 55 | 80 | $416,000 | $5,200 |
| Jan 2026 | 2 | $48,000 | $24,000 | ||
Rejection Analysis — January 2026
Converted
67
18.1%
Quality Rej.
138
37.2%
Unqualified
99
26.7%
Data Issues
45
12.1%
Rejection Categories
Top Rejection Reasons
Actionable: 99 leads (27%) outside practice area — better targeting. 45 leads (12%) data issues — process improvement. Quality rejections (37%) are natural screening.
Rejection Detail
| Status | Count | % of 371 | Category |
|---|---|---|---|
| Case (Converted) | 67 | 18.1% | Converted |
| Unqualified (Not Our Area) | 99 | 26.7% | Unqualified |
| Duplicate Entry | 35 | 9.4% | Data Issue |
| Rej by Us - Contributory | 32 | 8.6% | Quality |
| Rej by Us - No/Min Injury | 31 | 8.4% | Quality |
| Rej by Us - No Negligence | 15 | 4.0% | Quality |
| Rej by Us (General) | 15 | 4.0% | General |
| Rej by Client - No Call Back | 15 | 4.0% | Client |
| Rej by Client - Self-Handling | 13 | 3.5% | Client |
| Rej by Us - Already Represented | 11 | 3.0% | Quality |
| Incorrect Contact Info | 10 | 2.7% | Data Issue |
| 30+ Day Treatment Gap | 7 | 1.9% | Quality |
| Low PD / PD Only / SOL / Other | 21 | 5.7% | Quality |