Is Your Law Firm Marketing
Actually Working?

1. Ad Attribution & Tracking

1. Google Ads conversion tracking installed and firing on retained-client events (not just form submissions)
2. UTM parameters on every paid traffic source (Google, Meta, LSAs, directories, email)
3. Phone calls attributed to traffic source via dynamic call tracking (CallRail, WhatConverts, or equivalent)
4. Call tracking numbers swapped per source — not one number across all channels
5. GA4 configured with conversion events tied to qualified intake (not page views)

2. Intake & Lead Capture

1. Intake response time under 5 minutes during business hours (documented, not assumed)
2. After-hours coverage: live answering service or AI receptionist with handoff to intake the next morning
3. Intake script captures source ("How did you hear about us?") on every call
4. Web forms tied directly to your CRM — no manual data entry between systems
5. Drop-off rate measured at every stage: form → qualified call → consult booked → retained

3. Google Ads Setup

1. Search campaigns separated from Display and Performance Max (PMax is hiding spend if mixed)
2. Negative keyword list reviewed monthly — at minimum filtering free legal advice, jobs, salary, and competitor names
3. Conversion value column shows revenue, not lead count (so Smart Bidding optimizes toward retained cases)
4. Local Services Ads (LSAs) running in parallel and tracked separately from standard Search
5. Geo-targeting set to "Presence" only — not "Presence or Interest" (which leaks budget nationally)

4. SEO & Google Business Profile

1. Practice-area landing pages exist for every service you want to rank for (not all on one services page)
2. City + practice-area pages built for each market you actually serve (not just your home city)
3. Google Business Profile fully optimized: services, hours, photos, weekly posts, Q&A populated
4. Review velocity: at least 3-5 new Google reviews per month, with owner responses on every one
5. Schema markup deployed: LegalService, Attorney, FAQPage, and BreadcrumbList at minimum

5. Reporting & CRM Operations

1. Cost per retained client calculated monthly by channel (not cost per lead)
2. CRM (Lawmatics, Clio Grow, or equivalent) captures source, stage, disposition, and signed-fee value for every matter
3. Pipeline report shared monthly with the partner group — not just the marketing team
4. Agency reports cross-checked against your own GA4 and CRM data quarterly (not taken at face value)
5. A single dashboard combining ad spend, intake volume, signed cases, and revenue — refreshed at least weekly

See gaps you can't fix internally?

Book a free strategy call. We'll walk through what's broken and what's worth fixing first.