Published 2026 benchmarks put a good Google Ads cost per lead for tax resolution at roughly $80 to $250. That range is almost meaningless on its own. Two firms paying the same cost per lead can pay very different amounts per retained case, because qualification, contact, show and close rates vary widely. Measure cost per retained case and build everything else around it.
What the published benchmarks say
| Source | Figure | Context |
|---|---|---|
| TaxCure (resolution software and directory) | $120 to $250 per lead | Typical range for a well-structured Google Ads campaign |
| TaxProMarketer (tax firm agency) | $80 to $120 per lead considered good | Google Ads; reports one mid-year campaign at about $33 per lead |
| TaxCure | $40,000 to $80,000 per month | Typical Google Ads spend at mid-sized resolution firms; national firms spend far more |
These are agency and vendor figures, not audited data, and every source defines "lead" differently. Some count any form fill. Some count only a contact with a minimum balance. Treat the ranges as a sense check, not a target.
Why cost per lead misleads
A lead is the start of a chain: lead, qualified lead, contacted, consultation booked, consultation held, case retained. Each step loses people. A cheap source that loses more people at each step can cost far more per signed case than an expensive one.
Shared leads are the clearest example. A vendor that sells the same enquiry to four firms can charge less per lead, but the taxpayer now receives four calls in an hour. Your contact rate and close rate both fall. We cover this in exclusive vs shared tax resolution leads.
A simple cost per retained case model
The figures below are an illustration, not a forecast. Replace each rate with your own numbers from the last 90 days.
| Step | Source A: cheaper leads | Source B: screened, exclusive |
|---|---|---|
| Cost per lead | $60 | $150 |
| Leads for $6,000 | 100 | 40 |
| Meet your balance threshold | 35% (35) | 80% (32) |
| Reached by phone | 50% (17) | 85% (27) |
| Consultation held | 60% (10) | 70% (19) |
| Case retained | 20% (2) | 25% (5) |
| Cost per retained case | $3,000 | $1,200 |
In this illustration the lead that costs 2.5 times as much produces a case at less than half the cost. The pattern is common: screening and exclusivity cost more up front and less where it counts.
What actually drives the cost per case
- Qualification in the form. Asking balance, notices received and years unfiled before the call removes poor fits. See how to qualify tax resolution leads.
- Speed to contact. Resolution prospects call several firms. The first calm, knowledgeable voice usually earns the consultation.
- Show rate. Text and email reminders, and a clear note of what to bring, lift attendance.
- Message honesty. Settlement-led adverts attract people expecting an outcome you cannot promise. They sign less often and complain more.
- Season. Enforcement notices arrive in waves. Budgets that follow the tax firm marketing calendar buy attention when it converts.
The numbers to track every week
- Cost per qualified lead
- Time to first contact
- Cost per consultation held
- Cost per retained case, by source and by situation (levy, lien, unfiled, payroll)
- Average fee per retained case, so you know what you can afford to pay
If you only track one, track cost per retained case by source. It settles almost every argument about which channel or vendor is working.
Questions
What is a good cost per lead for tax resolution?
Published 2026 figures put a good Google Ads cost per lead for tax resolution at roughly $80 to $250, depending on market, targeting and how strictly the lead is defined. The more useful number is cost per retained case, which depends on how many leads qualify, book, show and sign.
Are cheap tax resolution leads worth buying?
Only if they turn into retained cases at a lower total cost. Shared leads are cheaper per lead but are sold to several firms, which usually lowers contact and close rates. Compare sources on cost per retained case, not cost per lead.
Want these numbers for your own firm? Book a strategy call and we will walk through your lead sources, intake and cost per retained case.