We don’t just run ads for law firms

We build systems that generate signed cases. The setup below outlines exactly how we do it, with full transparency, real data, and a focus on what moves the needle.

We build a comprehensive, data-driven system that tracks every step of the client journey, from the first click to the signed case, so law firms can optimize ad spend, enhance lead quality, and measure true ROI with confidence.
1. Conversion Tracking via Google Tag Manager

We implement GTM-based tracking to capture:

  • Form submissions (leads)
  • Click-to-call actions (calls)
  • Key page interactions

All tracked events are sent back to Google/Meta Ads to fuel better campaign optimization.



2. UTM Parameter Framework

We apply structured UTM tagging across campaigns to:

  • Identify the exact source of each lead (campaign, keyword, ad)
  • Attribute performance inside HubSpot accurately
  • Enable granular reporting by traffic segment

3. Meta Lead Ads with Case-Type Filtering & Verification

We build Meta Lead Ad forms customized to each practice area, ensuring only qualified, high-intent leads make it through.

  • Case-Type Logic – Each form dynamically filters based on case types relevant to the firm.
    • Example for a PI lawyer: Car Accidents, Truck Accidents, Slip & Fall, Workplace Injuries, Medical Malpractice.
    • Example for an Employment lawyer: Wrongful Termination, Workplace Discrimination, Unpaid Overtime, Harassment Cases.
  • Built-In Qualification Questions – Additional filters (e.g., “When did the accident occur?” or “Was medical treatment required?”) to gauge lead quality before submission.
  • Phone Number Verification – The form requires verified, active phone numbers to reduce fake or incomplete leads.
  • Automatic Disqualification – Leads outside the firm’s criteria (e.g., unrelated case types or an accident that happened to long ago, or someone already represented by a lawyer for it) never enter the pipeline, saving time for the intake team and reporting back to ads systems only on qualified leads to have a quality reporting loop.
  • Direct CRM Sync – Only pre-screened, verified leads flow into HubSpot, automatically tagged by case type for faster intake prioritization along with all questions and answers from the form.

This ensures every lead is both relevant and contactable, drastically improving lead-to-case conversion rates.


4. Call Tracking with CallRail

We use dynamic number insertion to track:

  • All calls from Google and Meta Ads
  • Website call activity

Every call is recorded, analyzed for quality, and pushed to HubSpot with source data attached, connecting calls directly to campaigns, keywords, and ads.



5. Integration with HubSpot

We sync all tracked leads and calls with HubSpot, where your intake staff updates:

  • Lead status
  • Case outcome
  • Deal value and lifecycle stage (Lead → MQL → SQL → Opportunity → Customer)

This turns HubSpot into a single source of truth and allows us to track performance by case value, not just volume.



6. Behavioral Tracking with Microsoft Clarity

We implement Clarity to gather real user behavior insights:

  • Session recordings to spot UX issues and drop-off points
  • Heatmaps to visualize engagement and click activity
  • Smart events to track scrolls, rage clicks, and engagement

These insights allow us to improve landing page performance and increase conversion rates over time.



7. Dynamic Reporting with AgencyAnalytics

We use AgencyAnalytics—a real-time, integrated dashboard that combines:

  • Google Ads performance
  • Meta Ads performance
  • LSA data and stats
  • Google Analytics website data
  • HubSpot CRM metrics

Think of it as Looker Studio on steroids with live dashboards, campaign KPIs, and lead-level insights in one place. No more guessing, manual reporting, or scattered data.


How This Benefits Law Firms

Most law firms lack visibility into what’s driving signed cases. Our system changes that. You get:
End-to-end visibility from ad click to signed client
Accurate ROI and CAC tracking based on actual case outcomes
Smarter campaign optimizations driven by real data
Higher conversion rates from continuous landing page and lead form optimization
Live, dynamic reporting - accessible anytime