For personal injury firms · The Intake Audit
Find the cases you are paying for and losing, before you spend another dollar on ads.
Two weeks. I test how fast your firm answers, read where paid leads go missing, and hand you a ranked fix list and a priced plan. You decide what happens next.
What the same work did for a personal injury firm
from the first ad served to the first signed retainer
per signed case, 2 cases on $4,078 of search spend
per lead, 10 leads from paid search in the first four weeks
from a form submit to a graded lead in front of the firm
Measured figures, dated on the case study. The firm is not named at its preference.
Seven things I check
Speed to lead, tested
I contact the firm the way a prospect would: a call after hours, a form on a Sunday, a text. I record how long each one takes to reach a person, and where it stalls.
Missed and unreturned calls
Your phone and call-tracking logs, read for calls that rang out, hung up, or never got a callback. Each one is a lead you already paid for.
Paid search waste
The search terms your ads actually showed for, the negative keywords that are missing, and whether call assets run on every campaign.
What Google is optimizing toward
Whether bidding learns from signed cases and real calls, or from clicks and page views. Most accounts I see optimize toward the wrong thing.
Local Services Ads profile
Completeness, categories, hours and the number the ads ring, checked against what the firm can actually answer.
Website conversion holes
Phone links and forms on a real phone, results claims that need substantiation under attorney advertising rules, and pages that leak paid traffic.
Your intake rules, written down
How the firm decides which inquiries to pursue, captured in plain language. This is what any later automation would follow, so it gets written first.
Why I sell the audit before the build
Most of what loses a personal injury firm money is not missing software. It is a call that rang out on a Saturday, a form that never reached a person, or ads bidding toward clicks instead of signed cases. Those get fixed in days, and some cost nothing.
The audit finds them first. If the answer is that the firm does not need a build, the report says so, and the firm keeps it. If a build makes sense, the fee is credited and the plan is already written.
Questions people ask
What does the firm receive?
A written report with every finding, a ranked fix list (what to change this week, what to change this quarter), and a phased build plan with a price against each phase. It is written for the managing partner, not for a developer.
Is the $2,500 credited?
Yes. If the firm proceeds to a build within ninety days, the full fee comes off the build price. If it does not, the firm keeps the report and the fix list, and can hand them to anyone.
What access do you need?
Read-only access to Google Ads, Local Services Ads and call tracking, if the firm has them. I never need client files, case records or anything privileged to do this audit.
Does any of this involve AI deciding which cases to take?
No. The audit maps how the firm decides today. If a later build automates part of intake, the model only extracts facts from an inquiry and the firm’s own written rules, and a person, make the call.
We already have a marketing agency. Does this replace them?
No. The audit looks at what happens after an ad gets a response: the call, the form, the callback, the decision. Agencies are usually paid on the part before that. Many firms share the report with their agency.
How much of the firm’s time does it take?
About three hours across two weeks: an hour to start, a couple of short questions, and an hour to walk through the findings.
Two weeks, $2,500, and a list you can act on.
A 15 minute call is enough to know whether it is a fit.