What could search produce for your firm at rates you can defend?

Where each input should come from

• Monthly searches. Export from Keyword Planner with location set to the states where you take cases, and add up only the queries you would actually target. Keyword Planner combines close variants of a phrase, so listing several variants and summing them counts the same searches more than once. It also covers Google Search only: other engines and questions put to AI assistants are not in it.
• Search Console as a check. Impressions count only searches where your page appeared, and for local queries whether it appears depends on where the searcher is. For queries where you already hold a first-page position, impressions are counted rather than bucketed, which makes them a useful check on Keyword Planner; for queries where you do not rank, they undercount. Search Console filters by country, not state, so its impressions are not on the same footing as a state-scoped Keyword Planner figure. It also leaves very rare queries out of its query report for privacy, so query-level totals run below page-level totals.
• Click-through share. Use your own Search Console click-through rate for queries where you already rank at the position you expect to hold. It depends on what sits above the organic results, such as ads, a map pack or an AI-generated answer, and that differs query by query. For paid search, use expected impression share multiplied by your ad click-through rate. We do not publish a click-through curve by position, and we advise against importing one.
• Inquiry rate. Inquiries with contact details divided by landing-page visits, from your analytics and call tracking. Count calls and chats as well as forms; a form-only rate understates it. The estimator applies this rate to search clicks, so if your analytics visits and your clicks for that page differ, divide inquiries by clicks instead.
• Qualified share and signed-of-qualified. Take both from CRM stage timestamps over at least six months, because birth injury reviews close months after the inquiry. If you track contact rate separately, it is already inside qualified share here; do not apply it twice.

Why the answer is a range

Several things are uncertain before a campaign or a content program runs: how much demand the volumes really represent, what share of it you will win as clicks, how many of those clicks become inquiries, and how many of those inquiries qualify and sign. The estimator carries only the second and third through to the end, as the low and high rates you enter. Search volume, qualified share and signed-of-qualified each go in as one figure, so the range does not include their uncertainty. If you have not yet run search, qualified share and signed-of-qualified come from your other channels, and inquiries from search may qualify and sign at different rates; run the estimator again at a lower and a higher value of each to see the effect. If Keyword Planner shows only a band, such as 100–1K, run the estimator once at each end and read the two results together.

The width of the range is information. From inquiries onward, the high end divided by the low end equals the spread in click-through share multiplied by the spread in inquiry rate, so two inputs that each double produce an answer that varies fourfold. Across both ends of a volume band, multiply that again by the band's own spread: tenfold for 100–1K, so the lowest and highest results differ fortyfold at the starting rates. If the range is too wide to plan with, the remedy is better inputs, starting with your own Search Console data, not a midpoint.

A monthly figure for signed cases below one is an average over many months, not a figure each month will reach, so some months may have none. The annual figure in the results is the more useful planning number.

Method

Each percentage is divided by 100 before it is applied. The low end uses the low click-through share and the low inquiry rate; the high end uses both high values. Monthly searches, qualified share and signed-of-qualified are single values applied to both ends.

1. clicks = monthly searches × click-through share
2. inquiries = clicks × inquiry rate
3. qualified inquiries = inquiries × qualified share
4. signed cases = qualified inquiries × signed-of-qualified
5. signed cases a year = signed cases a month × 12

In one line: signed cases (low) = searches × click-through share (low) × inquiry rate (low) × qualified share × signed-of-qualified, and the same with the high values for the high end.

Worked example, using the starting values (illustrative, not measured). Low end: 1,000 searches × 5% = 50 clicks; × 2% = 1 inquiry; × 20% = 0.2 qualified inquiries; × 25% = 0.05 signed cases a month. High end: 1,000 × 10% = 100 clicks; × 4% = 4 inquiries; × 20% = 0.8 qualified inquiries; × 25% = 0.2 signed cases a month. That is 0.6 to 2.4 signed cases a year, and the high end is four times the low end because each of the two input ranges doubles.

Results are rounded for display: whole numbers from 10 up, one decimal from 1 to 10, two significant figures from 0.001 to 1, and anything smaller but above zero is shown as under 0.001. Percentages take up to four decimal places. The estimator runs in your browser and does not store or transmit the figures you enter.

Limitations

This is a steady-state monthly model at a visibility level you specify. It does not predict rankings, estimate how long a position takes to earn, or account for seasonality, the lag between inquiry and signing, case mix or case value. It treats each search click as one landing-page visit; analytics and search platforms count these separately, so if your figures differ, compute the inquiry rate against clicks. No one can promise a search position; the low and high click-through shares are your assumptions, and every output inherits them. Use it to size an opportunity and compare scenarios, not as a forecast.