"Personal injury lawyers are paying 568% more per click than they did in 2021. The keyword 'Las Vegas personal injury attorneys' costs $500 per click. Some legal keywords have crossed $1,000."
Baton Rouge truck accident lawyer at $1000
Roughly: An individual lawyer creates a "national brand" law firm and advertises it widely to find new clients. Of course, an individual lawyer can only take so many clients a year, so advertising nationally doesn't make sense since they'd quickly have more clients than they could ever manage. Additionally, a lawyer advertising nationally would need to be licensed in many jurisdictions and possibly also be able to handle many different legal specialties. This is essentially impossible for one person to do themselves.
Instead, the lawyer sends clients to their "associates" in the client's jurisdiction with the specialty that the client needs. For this referral, the lawyer gets a fee, agreed to beforehand.
If what you're selling is mortgages or franchise businesses the cost you are willing to pay for a click just to get a chance to convert to a lead, just to get a chance to convert to revenue, is surprisingly high.