February 2026 Marketing Performance Report — Excluding Top Dog / Helm Law Group — Google LSA → Google PPC — Prepared by LEXGRO
Total Cases
46
vs 67 Jan
Total Leads
316
vs 336 Jan
Total Spend
$195.6K
Budget + Full Month PPC
CPA
$4,251
vs $2,872 Jan
CPL
$619
vs $573 Jan
Conversion Rate
14.6%
vs 19.9% Jan
Attrition Rate
85.4%
vs 80.1% Jan
MER
4.92x
$1 → $4.92 fees
Cases by Source
Cases by Type
Channel Performance
| Source | Cases | Leads | Est. Spend | CPA | CPL |
|---|---|---|---|---|---|
| Google PPC | 9 | 91 | $50,071 | $5,564 | $550 |
| Google Business Profile | 8 | 28 | — | — | — |
| Google Organic (SEO) | 7 | 36 | $13,500 | $1,929 | $375 |
| Social Media | 0 | 9 | $11,200 | — | $1,244 |
| Referral - Friend | 6 | 9 | $0 | — | — |
| Referral - Business | 2 | 26 | $0 | — | — |
| Radio | 0 | 0 | $48,000 | — | — |
| Billboard | 0 | 0 | $40,000 | — | — |
| Cable | 0 | 0 | $11,200 | — | — |
| OTT / Streaming | 0 | 0 | $13,800 | — | — |
| Other | 14 | 117 | $0 | — | — |
| TOTAL | 46 | 316 | $195,553 | $4,251 | $619 |
Cases by Source — February 2026
| Source | Cases | % of Total |
|---|---|---|
| Other / Unattributed | 14 | 30.4% |
| Google PPC | 9 | 19.6% |
| Google Business Profile | 8 | 17.4% |
| Google Organic | 7 | 15.2% |
| Referral - Friend | 6 | 13.0% |
| Referral - Business | 2 | 4.3% |
| TOTAL | 46 | 100% |
Leads by Source — February 2026
| Source | Leads | % of Total |
|---|---|---|
| Other / Unattributed | 117 | 37.0% |
| Google PPC | 91 | 28.8% |
| Google Organic | 36 | 11.4% |
| Google Business Profile | 28 | 8.9% |
| Referral - Business | 26 | 8.2% |
| Social Media | 9 | 2.8% |
| Referral - Friend | 9 | 2.8% |
| TOTAL | 316 | 100% |
Cases by Type
| Type | Count | % |
|---|---|---|
| MVA (Motor Vehicle Accident) | 32 | 69.6% |
| WC (Workers' Comp) | 6 | 13.0% |
| PRE (Premises) | 3 | 6.5% |
| DB / FTC / PI | 5 | 10.9% |
| TOTAL | 46 | 100% |
Cases by Market
Lead Conversion Funnel
316 Leads
→
210 Qualified
→
46 Cases
106 Unqualified (33.5%) • 164 Rejected (51.9%) • 46 Converted (14.6%)
Monthly KPI Comparison
| Metric | Sep 25 | Oct 25 | Nov 25 | Dec 25 | Jan 26 | Feb 26 | Avg |
|---|---|---|---|---|---|---|---|
| Cases | 87 | 61 | 49 | 71 | 67 | 46 | 64 |
| Leads | 275 | 254 | 236 | 283 | 336 | 316 | 283 |
| CPA | $1,977 | $2,861 | $3,457 | $2,482 | $2,872 | $4,251 | $2,817 |
| CPL | $625 | $687 | $718 | $623 | $573 | $619 | $641 |
| Conv. Rate | 31.6% | 24.0% | 20.8% | 25.1% | 19.9% | 14.6% | 22.7% |
| Attrition | 68.4% | 76.0% | 79.2% | 74.9% | 80.1% | 85.4% | 77.3% |
Cases & Leads Trend
CPA Trend
Case Source — Monthly Comparison
| Source | Sep | Oct | Nov | Dec | Jan | Feb | Avg |
|---|---|---|---|---|---|---|---|
| Google PPC | 21 | 28 | 17 | 24 | 11 | 9 | 18 |
| Google Bus. Profile | 16 | 4 | 5 | 6 | 8 | 8 | 8 |
| Google Organic | 1 | 3 | 0 | 5 | 5 | 7 | 4 |
| Referral - Friend | 17 | 11 | 10 | 16 | 8 | 6 | 11 |
| Referral - Business | 0 | 0 | 3 | 1 | 12 | 2 | 3 |
| Radio | 7 | 3 | 9 | 4 | 0 | 0 | 4 |
| Other | 25 | 12 | 5 | 15 | 23 | 14 | 16 |
| TOTAL | 87 | 61 | 49 | 71 | 67 | 46 | 64 |
Lead Source — Monthly Comparison
| Source | Sep | Oct | Nov | Dec | Jan | Feb | Avg |
|---|---|---|---|---|---|---|---|
| Google PPC | 114 | 123 | 118 | 118 | 89 | 91 | 109 |
| Google Bus. Profile | 51 | 27 | 31 | 33 | 36 | 28 | 34 |
| Google Organic | 16 | 28 | 29 | 38 | 41 | 36 | 31 |
| Social Media | 32 | 29 | 20 | 40 | 5 | 9 | 23 |
| Referral - Friend | 12 | 18 | 13 | 24 | 11 | 9 | 15 |
| Referral - Business | 20 | 0 | 3 | 2 | 29 | 26 | 13 |
| Radio | 6 | 9 | 10 | 9 | 1 | 0 | 6 |
| Other | 24 | 20 | 12 | 19 | 124 | 117 | 53 |
| TOTAL | 275 | 254 | 236 | 283 | 336 | 316 | 283 |
Case Source Trend (Top Sources)
Lead Source Trend (Top Sources)
CPA by Month
| Month | Cases | Est. Spend | CPA |
|---|---|---|---|
| September 2025 | 87 | $172,012 | $1,977 |
| October 2025 | 61 | $174,525 | $2,861 |
| November 2025 | 49 | $169,376 | $3,457 |
| December 2025 | 71 | $176,231 | $2,482 |
| January 2026 | 67 | $192,439 | $2,872 |
| February 2026 | 46 | $195,553 | $4,251 |
| AVERAGE | 64 | $180,016 | $2,817 |
Total Net Fees
$962.9K
74 settlements
Marketing Spend
$195.6K
Budget + Full Month PPC
MER
4.92x
$1 → $5.16 in fees
Mktg % of Revenue
20.3%
Target: 25%
Cost / Settlement
$2,643
Avg fee: $13,011
Settlement Breakdown by Case Type
| Category | Settlements | Net Fees | Avg Fee |
|---|---|---|---|
| Pre-Litigation | 61 | $367,993 | $6,033 |
| Workers' Comp | 7 | $60,125 | $8,589 |
| Litigation | 4 | $76,400 | $19,100 |
| EC / EC Lit | 2 | $458,333 | $229,167 |
| TOTAL | 74 | $962,851 | $13,011 |
Net Fees by Case Type
Revenue vs Marketing Spend
Net Fees: $962,851
Spend: $196K
4.92x
Marketing Efficiency Ratio