Market-grain legal paid-search costs (DataForSEO Google Ads, P75 by practice area, National + Seattle–Tacoma). The lead view is client-shaped — what it costs to compete in your practice and where you already win for free. The three "Market" views below are generic explorers of the full dataset.
Defaulted to the client's practice (Sears = Personal Injury). Each demand area shows the market P75 CPC, the volume, and the firm's own organic rank — yielding a pay-vs-earn verdict: own it free, partial, or paid gap. Summary up top: you earn N, you're absent on M, gaps cost ~$X to buy. This is the one an attorney actually reads.
Every practice area as a ranked horizontal bar (log scale): bar = typical P50–P95 range, dot = P75 headline rate. Click a row to drill in — Personal Injury opens into its 15 injury types; a selection card shows “1,000 clicks ≈ $X.” Reads itself, no jargon.
Packed hierarchy: 8 categories → 22 banks → keyword leaves. Tile size = volume, color = P75 CPC (log). Click to zoom a category. Shows PI dominance and where the money concentrates at a glance.
Bubble plot: x = volume, y = CPC (log), size = competition, color = category. Drag a box to lasso a pool and price it. Surfaces the cheap-high-volume vs expensive-low-volume frontier.