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Conversion tracking for personal injury law firms
Find out which searches and ads turn into signed cases, and send that back to Google Ads so it finds more of them.
Google Analytics and Google Ads certifiedVerifyWhere PI tracking usually stops
Most firm accounts count a call or a form as the conversion. Intake knows which of those became cases. Google Ads never finds out.
- clickSearch ad clickGoogle Ads sees it
- leadIntake call or web formGoogle Ads sees it
- qualifiedIntake marks a valid caseNot sent back
- consultConsultation bookedNot sent back
- signedRetainer signedNot sent back
- Every long call looks the sameA caller asking about a different practice area and a caller with a strong case both count as one conversion.
- Bidding learns from the wrong signalSmart Bidding finds more people who call, not more people who sign. In a market with some of the most expensive clicks on Google, that gets costly.
- Marketing and intake reports never matchPartners see one number from the agency and another from intake, and nobody can say which campaigns produce cases.
What I set up for a firm
Built in your accounts, around the intake process you already have.
Call tracking that keeps the source
Calls from ads and calls from your website tracked as separate conversions, with the source kept so intake can see where each case came from. Works with Google forwarding numbers or a call tracking tool such as CallRail.
Form and chat leads with the click ID
Hidden fields store the gclid and UTM values with each enquiry, so every lead in your intake system carries its campaign and keyword.
Intake stages sent back to Google Ads
When intake marks a lead as qualified, books a consultation or signs a retainer, that stage is imported into Google Ads as its own conversion, using offline conversion import or Enhanced Conversions for leads.
Values that reflect your case mix
Each stage can carry a value your firm chooses, so bidding can lean toward the case types you want more of.
One report for partners
A Looker Studio dashboard with spend, calls, qualified leads, consultations and signed cases by campaign.
Client confidentiality comes first
Ad platforms only need to know that a stage happened, not why someone called. I never send case details, injury types or intake notes to Google or Meta.
Contact details used for matching are hashed before they leave your systems, and tags respect your cookie banner. If your firm has its own data policies or advertising rules, the setup follows them. I am not a lawyer and do not give legal advice on compliance.
Works with the intake setup you already have
The route depends on your system: a native integration, Zapier or Make, or a scheduled upload from a spreadsheet.
- CallRail
- Clio Grow
- Lawmatics
- Filevine
- Lead Docket
- GoHighLevel
- HubSpot
- Zapier and Make
- Google Sheets
Questions from firms
We already use an agency for Google Ads. Can you work alongside them?
Yes. The tracking is set up in accounts your firm owns, and your agency gets better conversion data to optimise with. I can also run the ads if you prefer one person for both.
How soon will Google Ads use the signed-case data?
Imported conversions show in reports once they are uploaded. Smart Bidding needs a steady flow of conversions before it changes much, so firms with only a few signed cases a month often bid on qualified leads and use signed cases for reporting. We decide this together after looking at your volume.
What access do you need for the audit?
None for the first call. If we go ahead, I need access to Google Ads, Google Tag Manager, GA4 and a way to see intake stages, such as a CRM user or an export.
Do you only work with personal injury firms?
Personal injury is my focus because the gap between a call and a signed case is so large. The same setup works for other practice areas that run on consultations, such as family law, criminal defence and immigration.
See which campaigns sign cases.
Book a free 30-minute audit. I will look at how your calls and forms are tracked today and what it would take to send intake stages back to Google Ads.