See what your next Google Ads dollar actually buys.
Not clicks. Not impressions. Signed workers' comp cases, revenue, and profit. Move your budget and watch the whole funnel — and the point where a bigger bid stops paying for itself — respond in real time.
This is your arithmetic, not our benchmark. Every number below is computed from the inputs you enter — there are no secret “industry averages” hiding in the math. We've pre-filled realistic starting assumptions so you can see it work; replace every field with your firm's real numbers for a forecast you can act on.
Your inputs
Runs entirely in your browser. Nothing is sent, stored, or submitted.
Clicks that turn into an inbound lead.
What you collect, not the settlement.
Advanced (optional)
Unlocks the “where does more budget stop paying” model.
Folded into cost per signed case and profit.
Fill in your budget and funnel on the left and the full forecast fills in here — signed cases, revenue, profit, and the budget where returns flatten.
The funnel, at your numbers
Budget in at the top; signed cases out at the bottom.
Budget simulator
Drag to model any monthly spend. Everything below updates live.
Return on ad spend
Where your next dollar works hardest
Model a better quarter
You set the targets. Type a rate you believe your firm could reach and see the forecast move against today's baseline. Leave a field blank to hold it steady.
Your opportunity roadmap
Sequenced so the cheapest, fastest gains come first — and you only buy new demand once the funnel underneath it converts.
What each number means
The metrics that actually decide whether Google Ads makes you money — in plain English.
Return on ad spend (ROAS)
What it is. Collected fees ÷ ad spend. A 3:1 ROAS means every $1 of Google Ads returns $3 in fees you actually keep.
Why it matters. It's the single fastest read on whether the channel is worth scaling. Below roughly 2:1, once you add agency and intake cost, most WC firms are running to stand still.
How to move it. Lower cost per click (negatives, Quality Score), lift landing-page conversion, or raise the close rate — each drops your cost per signed case without touching budget.
Cost per signed case
What it is. Everything you spent — ad budget plus agency, creative, and software — divided by the cases you signed. The only acquisition number that connects to the P&L.
Why it matters. A cheap cost-per-lead can hide an expensive cost-per-case if the funnel leaks. This is the number to defend.
How to move it. The math rewards conversion more than volume: fixing the consult-to-signed step usually beats buying more clicks.
The Efficiency Score
What it is. A 0–100 read on profitability, defined openly: Score = ROAS × 12.5, capped at 100. An 8:1 return scores 100; a 4:1 scores 50.
Why we show the formula. Because a score you can't reproduce is just decoration. This one is a plain transform of your own projected ROAS — nothing hidden.
The saturation point
What it is. Google search has finite inventory. If you're capturing, say, 45% of available impressions, you can roughly double spend before you own ~100% — after that, extra search budget buys almost nothing.
Why it matters. It's the difference between “spend more” and “expand.” Past saturation, the profitable move is new counties or new channels, not a higher bid.
To unlock it, enter your Search Impression Share under Advanced. Without it, the simulator holds your CPC constant and says so.
Landing page conversion rate
What it is. The share of ad clicks that become a lead. On expensive legal clicks, it's the highest-leverage number on the page — you've already paid for the click.
How to move it. One clear action, the injured worker's first question answered above the fold, a short mobile form, and a page that loads in under two seconds.
Investment grade
What it is. A letter grade from net ROI, thresholds shown so you can check us: A ≥ 300%, B ≥ 150%, C ≥ 50%, D ≥ 0%, F below break-even.
Why it matters. It answers “is this a good use of the firm's money vs. anything else we could do with it?” in one character.
How this forecast is built — and what it will not pretend to know
The engine is deterministic arithmetic on the numbers you enter: clicks = budget ÷ CPC, leads = clicks × conversion, and so on down to signed cases, revenue, and profit. Annual figures are the monthly result × 12. There is no black box.
There are no invented benchmarks. We don't tell you what CTR is “normal” for workers' comp, because no one has credibly measured it and every version you've been shown was built to sell something. The forecast is only as good as your inputs — which is why the honest move is to enter your real ones.
Diminishing returns are only shown when you supply the data for them. Add your impression share and the model caps growth at your available search inventory. Leave it out and the projection stays linear — and tells you so. A forecast that quietly bends a curve it can't justify is worse than one that holds a line and admits its assumption.
The planner shows you the ceiling.
We help you reach it.
If the numbers say Google Ads should work for your firm — or that intake is the real constraint — that's the conversation to have. Bring your forecast to a free strategy call and we'll pressure-test it against what we see running $16.5M in workers' comp media.
Book a free strategy call