Cost per MVA lead — 2026 benchmarks
Numbers personal injury firms are actually paying for exclusive MVA leads right now, broken out by case type and state, with the cost-per-signed-case math.
By Tarun Kapoor, Founder · Published 2026-03-02
Why CPL alone misleads buyers
Headline CPL is a vanity number. A $90 shared lead at a 3% sign rate is worse than a $450 exclusive at a 13% sign rate. Always compute the cost per signed case before you decide whether a lead source is “expensive.” The same conversion applies at the top of the ladder, where retainer pricing benchmarks are quoted per signed case already — see cost per signed case for both models side by side.
The full benchmark tables live on the pricing page.
How to read these benchmarks
- Ranges, not single numbers. Your case mix and intake speed move the curve.
- State effects are real — California costs more than Oregon for predictable reasons.
- Cost per signed case is the only number that matters in a budget review.
Three levers to improve your numbers
- Reduce speed-to-lead. Sub-5-minute first call materially lifts contact rate.
- Tighten case-type filters. Don’t pay for inquiries you wouldn’t sign.
- Train intake on objection handling. Most lost signings die in the first call.